(Extra) Project4: Advertisement Analysis

In fact, there are still many media contents in Korea that a girl or young women is sexualized. On the other hand, however, there have been many moves to recognize the problem and criticize such media.



https://www.youtube.com/watch?v=2pW8fAg65HQ&t=72s

The example I found is an advertisement on the YouTube channel "짧은대본." 짧은대본, which means "Short Script" in English is a South Korean YouTube channel that produces web dramas targeting people in their 20s and 30s. They posted advertisements on YouTube to find assistant director and sent them to Gyeonggi Bus TV. However, the advertisement was criticized for sexualizing young women out of context.

Now, let me take a closer look at the controversial advertisement.
In the video, two men appear to talk about information on hiring supporting directors. Meanwhile, they listen to the conversations of women sitting next to the table and listen to their bodies. The camera takes a close-up of women's body parts, such as the breasts and thighs, along with men's eyes, and even has inappropriate voice effects. All of these productions had nothing to do with providing supporting director recruitment information for the purpose of the video. The video became controversial among people, and the number of ‘dislikes’ has more than doubled the number of "likes."


What message does this image send to young girls about sex?
Sexualizing women such as this video is feared to send an abnormal message to young girls. Young women who see this will mislead women into believing that what is important to them is sexual attraction. As a result, girls will have negative effects, such as wasting time and money making up their appearance to make them look attractive to others rather than developing their intellectual abilities.

What message does this image send to young boys about sex?
It also sends bad messages to boys. It can also give boys a wrong perspective of looking at women as sexual objects instead of respecting them as people. And it also increases the potential risk of sex crimes.

What do you think it says to older men?
This media content also sends a negative message to adult men that there are no problems with sexualizing women. This makes it difficult to recognize the problem of misbehavior and fundamentally makes it difficult to solve social problems such as workplace or school sex crimes.


Therefore, I believe that the regulations and punishments of media contents that sexualize women should be strengthened so that we are able to prevent the negative effects that arise.

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