근대 광고를 통해 본 신사의 시대

Abstract

This thesis studies modern awareness and the imagery of 'gentlemen' as depicted by advertisements. The advertisement was a new form of culture that both constructed and reflected the modern landscape, and eventually became the modern landscape itself. Advertisements of various products encouraged gentlemen to confirm their position in society and modern times as they embodied the ideals required by those times. The embodiment of civilization required in modern times was realized through westernized looks, and thereby gentlemen became a main subject as well as an object of consumption in consumer society. This image got circulated, spread, and routinized by advertisements as the modern human image. The ideology and ideals of the times were required for gentlemen, who were a symbol of civilization and enlightenment, the gentlemen were also read as a symbol of quislingism due to the situation of the times, and criticized for being an object of extravagance and vanity, while also being appointed as government officials, enlighteners, consumers, and Japanese imperial subjects, etc. Therefore, Korean modern times and modernity can be understood by reviewing the historical images of gentlemen that are rich in the values of modernized ideas, colonial situations, and the enlightenment and consumerism of the times.