Extra Credit : Advertising analysis in which a young woman or girl is sexually portrayed (Jiyeong Lim)

<Lotte Chilsung Aillac Advertising>

Among the advertisements that were controversial because women were emphasized as sexual targets, we would like to analyze the <Lotte Chilsung Eye Illac Advertisement>. Lotte's Chilseong Eyelak advertisement faced controversy over female sexual objectification in that it emphasized the exposure of the beverage model "Go Ara."


First, I would like to say that the model of this drink was a minor at the time of the commercial shooting. Even for the same woman, the exposure of young women is more stimulating. As shown in the video, it creates and maximizes sexual fantasies and curiosity by exposing the skirt worn by the model to the wind and even to the thighs. It will also be more stimulating for consumers who recognize that the model is a high school student.


This product is designed to be able to see the inside of it all the way inside. Expressing and promoting the characteristics of these products by identifying them with women's bodies is the most common method used to sexually commercialize women. Also, it ends with the last closing comment, "Boillac, Aillac." At this time, this ment also gives a sense of linguistic unity, but in the implied meaning shown with the advertisement, it makes women look like sexual objects.


This advertisement was controversial in that the body of a woman was exposed and sexually associated with the product.

I will attach the link to the controversial advertisement video at the bottom.

https://www.adic.co.kr/gate/video/show.hjsp?id=W1362491&type=T

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