Project 4 : Advertisement Analysis (Leehyuna)

 I analyzed the advertisement poster of 'Schoolooks', a Korean school uniform brand. School Looks has set up many idols as advertising models so far. Among them, I analyzed the advertisement poster that singer Park Jin-young and girl group TWICE took together.

In the advertisement for the School Looks poster, a man in his 40s wearing sunglasses secretly peeking at a member of a girl group in his 20s wearing uniforms with the concept of an underwear-like "corset jacket" and a "shading skirt."

Despite the simultaneous presence of male singers and female girl group members as the main body of the group, girl group members wearing school uniforms are smaller than Park Jin-young's head in sunglasses, with full-body statues flocking to the right corner. Using the effect of the "Gutenberg diagonal", it is naturally configured to look at the visuals on the upper left first and to shift eyes to the lower right. However, the size of the male face at a distance was enlarged by about 4:1 compared to the size of the entire female body, further maximizing the oblique effect of Gutenberg.

Symbolized as a ruling class with power, a man in his 40s objects a woman in her 20s from the ruling class like a floor doll. In line with this, the difference between the male advertising model and the female advertising model is divided into the subjective position of seeing and the non-subjective appearance of wanting to be viewed, suggesting that it is a "visual object" as a sign of a kind of "muse's typified femininity."

Emphasizing the S-line while putting the body, which is the "text of femininity," on the side, encourages male models to turn their heads and look at female models with physical beauty and sexiness as weapons. This phenomenon is used as a mechanism for economically powerful men in their 30s and 40s to feel sexual desire for girl groups and to be naturally consumed as girl images. This school uniform advertisement presents physical and erotic joy for sex and establishes students as objects of one new need and desire.

Sex-related discourse stimulates animal instincts in humans, giving them a stronger power in communication, so the ripple effect is very immediate. Irving Goffman recognized that the concept of sex is used as the "social capital" most frequently by advertisers in the book of "Performance Advertising" that various discourse related to sex is bound to continue to exist. This aspect is being further expanded through the specificity of advertising that 'stimulates human basic needs to gain attention'.

 

In fact, the advertisement was criticized by society, requiring its own collection and complete modification.

To sum up, School Looks' advertisement for school uniforms shows negative patterns such as commercialization of women's goods, imbalance in power between men and women, and a child's sexual approach, and the inherent meaning and value of school uniforms are distorted.

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