Advertisements and Changing Gender Roles in Korea
In the past, Korea was Confucian society. Confucianism is the ethical system of Confucius, the Chinese philosopher and teacher of ethics (551-479 bc), emphasizing moral order, the humanity and virtue of China's ancient rulers, and gentlemanly education. Especially in the role of gender where man is highly respected and woman is passive, quiet, and chaste, and she is expected to be an obedient daughter-in-law, devoted wife, and dedicated mother (Roxanne Hovland, et al, 2005). This aspect is also portrayed in lots of Korean advertisement back in the days. As time pass by, advertising in Korea also changed.
Advertising in Korea has changed a lot. We will look at the two examples of advertisement. First, maxim coffee, as this is a coffee advertising, advertisers use the same concept that is a couple sitting together and carrying a cup of coffee to present their product. Due to the maxim coffee’s advertisement in 1999 and 2005, both portrayed the role of a couple sitting together, and yet giving out different feeling and mood. While the female sitting position in Ad1 is slightly lower than the man showing the influence of Confucianism that man is higher than woman in society, Ad2 shows the picture of man and woman sitting casually together showing equality between man and woman in modern society. Moreover, in Ad1 the female role is portrayed as an obedient woman. Models in both Ad1 and Ad2 look different in fashion and hairstyle. In Ad1, the models dress in an ordinary color costume and also their hairstyle are common, man has a short hair and woman tie her hair. This can be considered as a conservative style because woman still has a lower position in the society than man. Whereas in the Ad2 give us more modern feeling. From the picture, the models wear couple shirts with the same color, pink, and their hairstyle are more fashionable displaying that woman is free to express herself of who she really is. This...
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