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소주병 연예인 광고에 대한 영문기사

No Longer Will There be Female Celebrity Images on Soju Bottles2019112512 Minyoung HurThe iconic green bottle you can find everywhere in Korea. Soju is the most loved and consumed alcoholic beverage and is considered as the “National Drink” where you can find in everywhere in Korea in dramas, movies, and 24-hour convenience stores. Along with the green package another characteristic of soju is the celebrities’ (mostly female) image printed on it. However, recently the South Korean government is considering changing the rule of using images of celebrities on bottles and cans to promote their products. Their official statement is that popular celebrities such as actors or singers wield great influence over children and teenagers, therefore glamourizes and encourages drinking to teens. I personally think that this new regulation is good in a way that I agree with the government and for another reason.Before we look at the new regulation, let’s take a glance on the history of advertisement on soju. It was in the 1990s when the first female celebrity images were printed on the bottles. From then until now, these celebrities were all very well known, famous, and popular. There were some male celebrities who advertised soju on TV commercials, but it was only the female that was printed on the green bottles. According to the OECD, South Korea is the only country to allow this kind of advertisement.As seeing this as a problem, the Korean government announced that they are looking for ways to ban celebrity advertising, revising the Public Health Promotion Act’s enforcement ordinance. I think that a celebrity advertisement on soju bottles do influence teens by exposing alcohol, which puts teenagers at a higher risk of using alcohol. Take smoking for example, as smoking is blurred out in TV shows, along with the graphic warnings on cigarette packs are enlarging, people are aware that smoking is harmful for your health and recognize cigarette a bad image. On the other hand, drinking soju isn’t thought as bad as smoking. There is even a saying that ‘a moderate amount of drinking is good for you’. The alcohol commercials are mainly about drinking soju while hanging out with your friends, drinking to relieve stress after a hard day, or just for fun. These all contain positive images of alcohol, which could give teens the idea that alcohol is not harmful.In addition, I think that putting female celebrities on bottles is a commercialization of sex, so they must change along with the current trends of the 21st century. The images have constantly highlighted women’s sexual appeal. According to a study from SKK University, they pointed out that in order to target men who are the main consumers, there were many cases where female models created sexual fantasies and adopted a sexy posture as an alcohol product image. We can find this especially in soju commercials. While beer commercials contain images of successful men celebrating which is the image that most men want to resemble, soju commercials show female models who acts cute, seduces male targets, making it feel like having a relationship with the celebrity. We are now living in a time where the term ‘femvertising (; advertising that employs pro-female talent, messages, and imagery to empower women and girls)’ is getting greater attention. I think that it is about time change is needed in soju advertisements.Advertisement is a strong genre that influences a lot of people through media in our daily lives. Because the majority of is encompassed by a comprehensive and ever-increasing advertisement, we need to think deeply with a critical view of product advertisements, starting with soju. Those who are against of the new regulation argues that the celebrity posters on bottles doesn’t glamorize or encourage drinking, neither doesn’t contain a commercialization of sex. So, if that’s true why don’t just get rid of them if it’s not such an important thing?

경영/경제| 2019.12.03| 2페이지| 1,000원| 조회(130)

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