Gender Roles

Gender Advertisements in the Korean Context: The Mile High Club

( Source )

Quick question: for want of a better word, what vibe do you get from the above image? How does it make you feel?

Part of this Korean Air advertisement, how about with the caption:


Korean Sociological Image #37: Like a Virgin?

 


Korean Sociological Image #35: Ready for some Hot 6iX?

( Source )

For all the misreadings of the title that undoubtedly brought many of you to this post(!), “Hot 6iX” (핫식스) is just a simple energy drink really, albeit a deliberate attempt by Lotte Chilsung (롯데칠성음료) to produce a Korean equivalent of Red Bull for the domestic market.


“Gender Advertisements” in the Korean Context: Part 1

( Source: SeoulBeats )

Be warned: Gender Advertisements, by the late sociologist Erving Goffman, is one of those books that changes your life forever.


Beauties and the Beast? Understanding and Subverting the Male Gaze through Soju Advertisements

It’s not often that I laugh at soju advertisements.

Flying in the face of decades-old traditions that they should feature demure and virginal-looking women though, this one with singer Baek Ji-young (백지영) for Yipsejoo (잎새주) literally had me in tears.


Korean Sociological Image #31: Gender Roles & Korean Holidays

( Source: RaySoda )

With apologies to teachers of Korean children everywhere, tired of their proclivity for repeating the nonsensical foreign words found in Korean advertisements, there is actually much to be admired in KT’s recent olleh (올레) campaign.


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