Exhibition 'Advertising, a confession to the world' tells story of modern and contemporary history through advertisements

연합뉴스 / 2022-08-20 13:55:59

▲This photo, provided by National Museum of Korean Contemporary History shows, a photo of exhibition. (PHOTO NOT FOR SALE) (Yonhap)

▲This photo, provided by National Museum of Korean Contemporary History shows, a photo of exhibited advertisement of Kyung Seong clothing. (PHOTO NOT FOR SALE) (Yonhap)

▲This photo, provided by National Museum of Korean Contemporary History shows, an advertisement of Samsung's washing machine. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL August 20 (Yonhap) -- Korea Daily News of August 23 1943 featured interesting but odd advertisement. The advertisement has embedded meaning of enforcement of clothes throughout the years of Japanese colonial period. By using the advertisement Japan was enforcing Korean women to wear work clothes originated from Japan as their daily clothes.

Time passed by and clothes focused on durability and practically started to lead the trend in 1960. In 1961 fashion shows specifically designed for boutiques and couture houses specializing in work clothes are simple was held. Also advertisements to popularize these simple durable clothes kept on appearing.

As demonstrated by our history, advertisement shows history, culture and how people lived back in the days.

Thematic exhibition 2 located on the third floor of National Museum of Korean Contemporary History is hosting exhibit “Advertising, a confession to the world” which features advertisements related to Fashion and home appliances and realistic contents

Exhibition “Advertising, a confession to the world” which opened up in March of 2022, shines light on modern and contemporary history of Korea. By providing realistic experience through News paper and TV advertisements, the exhibition provides detailed description related to Korean consumption behavior

Out of 93 advertisements newly introduced to the exhibition, 55 of the advertisements were related to fashion and 38 advertisements related to home appliances.

“How elegant” segment which introduces fashion advertisements shines light on how the advertisements of 19 century, where western clothes were included to Korea, gradually changed throughout time to be the ones we see nowadays.

Advertisement of Kyung Seong Clothing from 1914 shows how western clothes have influenced Korean traditional clothes to change.

Advertisement of jeans which drew a lot of attention as the fashion item among young people, sporting brands which became famous after hosting international sporting events, outdoor clothing brands which became our day to day fashion item and more will show the flow of fashion trend.

“Miracle or Technology” section feature stories of 1960 when home appliance industry started to rise.

In 1970s home appliances was an object of envy because it reduced amount of chores. In late 1970s there was an advertisement which showed a male figure doing the laundry which laid the foundation of breaking the social norms but when it was first introduced it shocked people because it challenged the social belief.

Throughout the era essential home appliances have changed.

In the late 1980s electronic rice cooker which made making rice easy, and in early 2000s Kimchi refrigerators which encompass the technology of fermentation appeared into the scene. Recently smart phones, smart TVs and various different home appliances are being introduced.

The exhibition features a modeled version of a house with all the home appliances then uses 3D effects to show how those appliances have changed throughout time. Also visitors will be able to click or touch the screen throughout the exhibition and information about individual home appliances will also be provided.

YouTube version of the exhibition is also available therefore everyone can enjoy it online as well.

Nam Hee-sook, the director of the National Museum of Korean Contemporary History stated “Exhibition ‘Advertising, a confession to the world’ is a interactive gallery filled with advertisements from our modern history. Therefore it will provide visitors with unique and authentic experience.”