I like to think I’m visually literate, but I stared hard at this ad, which Korean Air started running in the newspapers here this week, and I just don’t get it.
The copy says “From departure to arrival, only dignified services for our dignified guests”.
It’s International Women’s Day, so I like to think that in Korea it’s some kind of image of empowerment. With those heels she must end up with sore calves, ankles AND knees at the end of long flights though.
7 Comments
March 9, 2008 at 6:40 pm
Hi Bro
When it comes to images of women in advertising I really do feel like we’re still stuck in some weird straight male fantasy.
To amuse myself I turned the woman into a man in a suit.
sis
September 23, 2008 at 2:01 pm
I know I think they’re tv commercials make no sense. This shit is just screwy, don’t they realize it kinda doesn’t reflect well on a culture that values women this little?
October 1, 2008 at 4:54 am
I first saw this ad on an advertisment page inside an issue of Private Eye, a satirical UK political magazine. It just made me burst out with laughter and I took to google images to confirm it’s absurdity, and voila. I ended up commenting here.
October 8, 2008 at 11:13 am
Hi Jamie
Ooooh, I wish it was satirical, but only bit of the Straits Times with a sense of humour is the comics page.
=p M
March 3, 2009 at 3:32 pm
Yes, I couldn’t understand what they want to say. Before we think if it’s man or woman…. This flight attendant doesn’t look comfortable or fast enough to do her work at all.
Yes.. it’s only an “image” for ad. Very perverted image.
March 8, 2009 at 9:45 pm
I think what Korean Air is trying to say is that their attendants will go the extra mile for their guests. The pose that the flight attendant is striking is how traditional Korean hostesses would serve guests in their own homes. It is a traditional Korean (and to an extent Japanese) form of humility and hospitality. Just throwing it out there for all who are curious…
March 9, 2009 at 11:07 am
Hey David
Thanks for that. I know you’re absolutely right and in that context it makes total sense. From a non-Korean/Japanese viewpoint it sends all kinds of potentially negative messages, which I guess highlights the dangers of culturally specific elements in advertising. Realistically we’re unlikely to see Korean Air staff actually doing this (or wearing those heels!), so there’s probably also a lesson about authenticity and realism.
=) best wishes
Marc