Ad Makers Use Women's Lib for Booze, Brokers, Bras

Advertisers are making a new pitch for women, tailoring their messages to fit emerging Korean feminism and the view that technology opens the door to freedom.

Vivien, a manufacturer of female undergarments, is advertising the L-Revolution bra, which uses an L-shaped wire in the cup for added support. In the television ad, a female warrior based on the painting "Liberty Leading the People," by the eighteenth-century master Eugene Delacroix, leads the L-Revolution.

In another TV commercial for the bra, a female model, who has shed the restrictions of her U-shaped wire bra to join the revolution is portrayed as a woman who has won back her life. The message, "L-Revolution, there will be no freedom without L," runs across the screen as Amazons display their power.

A print ad for Dongwon Securities redefines the model housewife in the Internet era. She has all the appearances of a single career women: stylish haircut, fashionable attire, and she is thinking about her stock investments, not the daily household chores.

A new whiskey ad by Lotte Chilsung features witchcraft and the role of Scottish women in the fight against British domination.

by Kim Tae-jin