근대 광고 이미지에 나타난 주부의 표상

Abstract

The position of housewives was very important in modern times. In other words, housewives were “solid cornerstones that supported the pillars of society” as well as “masters of the household” in modern times. Thus, they were also referred to as “the sun of a family”. These points were asserted based on the new view of women or the discourse of the modern women newly established under the cultural enlightenment in modern times. They are a section that showed the birth of the modern housewives. The family institution was reorganized as a core task in the construction of a culturallyenlightened nation state when the modernization of Joseon was promoted as an objective for the nation’s survival at the end of 19th century. The position of the housewife as the moderator of a household began to reemerge and ultimately became a prerequisite for the improvement of household or livelihood activities. The image of housewives in advertisements served to inculcate or establish a practical image of women in the modern period. Furthermore, advertisements were used to develop the concept of the modern family, showing a boundary that could be embraced by the household. Advertisements also presented and advocated the conditions, responsibilities and mission expected of the housewife. Thus, the housewife was a modern concept developed by the introduction or combination of the modern concept of the family or the view of women in western society as well as a transformation of the traditional concept. It can be said that the meaning implied by the modern concept of housewives in the colonial condition was designed in a far more diverse or complex manner. This paper intends to visualize the processes of modernization in Joseon that focused on improving the family institution and living, while exploring the image of women required in the modern period, and the family of its practical image, by examining the origin and transforming looks of the housewives with their image in advertisements.