The advent of
globalization and Information Technology(IT) allowed diverse ideologies,
theories, and information to propagate from one society to another. The idea on
Confucianism on patriarchal society, however, has strongly been constructed in
Korean society. Despite of several cultures and theories accepted in 21st
Century such as Feminism, the socially expressed idea on gender role through
advertisements has now become the constructed idea in Korea and affects several
youths.
<Advertisement on air freshener>
Most
advertisements depict woman as a ‘living person in a house’. Woman is usually
depicted as a person who takes care everything on house works such as laundering,
washing dishes, and nurturing children. In this advertisement, a husband brings
his colleges and a mother-in-law visits the house. Due to the bad smell in the
house, a woman uses air freshener to get rid of odor. Both of them complain on
the smell instead of thanking a woman for preparing all foods.
From
this advertisement, we could know how gender role is divided and constructed in
the society. Woman in taking care of all the house works is socially accepted
and constructed as shown in this advertisement, otherwise, woman is considered
as lazy.
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