일제말 총동원체제와 일상의 거리 - 『조광』에 실린 미용제품 광고를 중심으로

Abstract

This paper aims to investigate the process that the production and consumption of the idea of desire is reestablished and to study the distance between the ideology and daily routine. During the process, a medium changed the ideology of public’s will into their passion and drove the public to visually learn the ideology through the repetitive exposure by the medium. Cho-Kwang mainly targeted at the public crowds which were the object to be a reader of the magazine and be refined. The public crowds usually pursued individual practical benefit and superficial politeness. Thus, this can be called as a routinized daily life. At this point of view, the advertisements, especially the cosmetic advertisements, were the most routinized medium. As the statist mobilization started, Japanese and Korean magazines in Japan and Korea tended to show decreased industrial products advertisements, but Cho-Kwang had overwhelming number of cosmetic advertisements comparing with other magazines. This phenomenon, firstly, can be explained as Cho-Kwang tried to be popularized through becoming a daily routine material rather than theoretical ideology. Secondly, it also can be explained by the political and emotional distance between Japan and Joseon Dynasty. The advertisements mainly showed about the Western women’s appearance and popular issues without gloomy reality of the war and economic depression. The western women in advertisements showed the representative modern women images so that the female readers had the desire to follow the modern women’s body in the advertisement images. After all, wearing makeup became a daily routine as the increase of the consumption class which caused by the symbolized the modern women’s body.