Shin Min-a Shows Us How to Pose Like a Woman

Printer-friendly version

Yeah, I eat sitting on my kitchen bench all the time too.

Fearing they hadn’t already made things quite awkward enough for Shin Min-a (신민아) in their latest entirely unconvincing “slice of regular life” photoshoot however, Giordano decided to go one better with this next shot. But which I have to admit, did at least get my attention:


Alas, for all her efforts in keeping that smile on her face despite her right leg cramping however,  So Ji-sub (소지섭) just doesn’t seem interested. But then probably I wouldn’t be either given how loose she seems to be with her affections: she’s so enraptured with Tiger JK, for instance, that’s she’s content to sit perched on a ladder to listen to him playing his guitar:


Unlike So Ji-sub and Jung Woo-sung (정우성), who choose to sit normally when they listen to him themselves:


But then Giordano relented, finally allowing her to sit normally while listening to Jung Woo-sung. Heck, no wonder she looks so happy:

"Oppa, thanks for talking to the producer for me. My butt was killing me!" "You're welcome"


Or that she has mixed feelings about appearing in the photoshoot in the first place. Which, in hindsight, is one of the most bizarre I’ve ever seen, as her purpose in it seems not to be so much to model the clothing herself, as to be a validation of the 3 men’s own clothing choices through her sexual interest in them.

Granted, the second shot should have made that obvious, but then the 3 men are widely considered among the sexiest male celebrities in Korea, about whom some female commentators on Omona! They Didn’t, for instance, had few inhibitions describing what they would like to do with them after seeing these pictures.


Lest anyone feel I’m reading too much into the photoshoot though, then I’ll finish here by inviting readers to imagine replacing Shin Min-a with a man in the first, third, and fifth images above (and Tiger JK and Jung Woo-sung with a woman in the third and fifth respectively), and would argue that it’s so difficult to – and even harder to find examples – because advertisements are overwhelmingly designed for a male gaze. And which, what with seeing 500-1000 a day of them, can’t help but have socialized even the most media-savvy of us into thinking that eating spaghetti while sitting cross-legged on a kitchen bench, wedged between a gas range and toaster, is a normal and appropriate thing for women to do.

For much more on the male gaze, and many more Korean examples, see the “Erving Goffman’s ‘Gender Advertisements’ in the Korean Context” section in my sidebar, especially the following posts:


Filed under: Gender Socialization, Korean Advertisements, Korean Fashion, Sex in Advertising Tagged: Giordano, 신민아, 지오다노, Male Gaze, Shin Min-a