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다국어 초록 (Multilingual Abstract)

This paper aims to examine the aspect of modernity in the early 20th century Korea through the body images represented in newspaper advertisements especially between 1910’s and 1930’s. Newspaper, newly appeared media, not only reflected but also constructed the knowledge and tastes of masses due to its characteristic of mechanical reproduction. In particular, these advertisements made deep influences on people by visual images as well as by advertising copy.
For example among the advertisements between 1910’s and 1930’s, there were many advertisements on commodities related with a body. This implicates that a traditional thought on a body went through changes and moreover new commodities in advertisements reflected a newly developed way of thinking on a body. The representative advertisements related with a body are firstly hats, attire, shoes, and cosmetics which are for decorating bodies and secondly medicines and artificial ingredients which concerned the functions of a body.
Since 1910’s, the advertisements of shoes and hats had been conspicuous, which represented radical changes of modern sensibility starting from the bottom part of a body. The next change happened in the shapes of attire and hair styles. The change of men’s attire was more radical compared to the conservative change of women’s attire and hair styles. They happened rather slowly as the reformation of Korean traditional attire and buns instead of a comprehensive westernization. Nonetheless, the advertisements of cosmetics, soap, and toothpaste which emphasized white skin and white teeth revealed a hidden desire for White Westerners. In addition, the advertisements of artificial ingredients such as Ajinomoto(味の素) was a symptom of another kind of modernity which emphasized scientific influences on a body. These advertisements incited a desire of Koreans to become a modern or a global individual through the consumption of these commodities in 1910’s ~ 1930’s.

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