People watch hundreds of advertising on television and newspapers
and billboards. In general, beauty, beast, and baby in advertisings are known
as powerful subjects to increase concentration. Of course, preference for each
subjects are different between cultures and countries. For example, I think
that preference for beast in the United States is higher than South Korea. On
the other hand, Korea advertisers prefer beauty than other subjects.
Many researchers pointed out that the portrayal of women in
advertising is sexy subjects. Women appearing in advertising are young, sexy, and pure. Not only do advertising models, but also most of celebrities, have those
images, and advertisers want to maximize those women’s images in their
advertisements. For example, I want to introduce some advertising of Korean
distilled spirits, Soju. Soju is a kind of strong and very popular liquor in
Korea. People enjoy drinking Soju with their friends and co-workers after
work. The interesting thing is that various advertisements of Soju bands are all
similar to each other.
Every advertising image is exactly the same, isn’t it? Even though you
cannot read Korean letters, I believe you can understand the meaning of those
images. Simply, would you like to drink with me? In most Korean bars, those kinds
of big posters are hung up on the walls. Can you recognize the strategies of these
advertisings? I believe you can.
Advertisers are expecting the effects on their target consumer, men.
Although women in Korea drink Soju, still men are the majority of consumers to
drink the strong liquor. Therefore, advertisers use ‘the young, sexy, and pure
celebrities’ images in their advertisements. The result is that all images of
different advertising are similar to each other. Moreover, the advertisers are
continuing their strategies for several years. Every single year and season,
just the faces of advertisings change to new models.
As a result, men are not consuming liquor but the images of young
celebrities in bars. I like to drink Soju with my male friends, but sometimes I
dislike watching those advertisements with them.
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