맛의 제국, 광고, 식민지적 유산 = Empire of Taste, Marketing and the Colonial Residue

다국어 초록 (Multilingual Abstract)

Ajinomoto, an artificial food ingredient, was a symbolic commodity of modernity in colonial Korea, which created the image of ``new and exotic taste`` and built the empire of taste all over East Asia. The marketing of Ajinomoto always emphasized ``taste,`` ``economy`` and ``science.`` Moreover, while appropriating traditional authorities, they connected the modernization of dietary life with the consumption of Ajinomoto transformed not only the taste of food and the palate of people but also people`s attitude toward food. This can be said as the invention and maximization of the desire toward modern taste. This invented taste and desire functioned as the deep structure of artificial food ingredient market competitions during Korean modernization. Miwon, Korean company, recreated and dominated this market which has shrunk after the Liberation, with the strategy of allusion to Ajinomoto. Mipoong, the next comer, adopted the strategy of allusion to Ajinomoto. Mipoong, the next comer, adopted the strategy of direct imitation and appropriation of colonial residue in order to redivide and obtain market shares However, Miwon has succeeded in keeping the top in the market by adopting the national image. This study illustrates how the doublness of colonial modernity functioned in the embodied world of taste. The success of the strategy of allusion to colonial residue with a certain distance shows the complex relations between modernity, colonialism and nationalism.

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