It’s All About You: Korean Air sells the virtue of American selfishness

At first, Korean Air’s “All About You” global ad campaign seemed like a fanciful satire. Orchestras and international landmarks glide across the heavens. The titular song (calculated to trigger James Bond flashbacks) lulls rich, white travelers to sleep while airline employees pamper them with serene smiles on their faces.

“At the heart of our world is you,” a female voice intones.

This had to be a joke…right?

Research and repeated viewings have since disabused me of that hopeful notion. While the commercial presents as tongue-in-cheek, its earnest undertones and ultimate endgame [read: profit] subverts any such satirical integrity. THIS IS NOT A DRILL.

The commercial (unwittingly?) lampoons the archetypal American business traveler, selling the airline by showcasing what is traditionally the subtext of American ads: the consumer as the center of a commodified universe. A be-stubbled white man closes his eyes, encased in headphones. A white woman plucks a giant shrimp from the sky with chop-sticks. Another makes meaningful eye contact with the folks at home before she (presumably) takes a sip of her freshly shaken martini. But not before her blue cocktail turns into a round pool featuring female synchronized swimmers, who in turn become the rods and cones of her blue eye.

It’s all about you, indeed.

It simultaneously celebrates and spoofs American travel fantasies, often at the expense of Korean women. Each of the travelers being served in the commercial are white. All of the airline employees occupying service positions (flight attendant, bar-tender) are portrayed by Korean women. Meanwhile, men exert their dominion in the cloudy kitchens. The shadowy background dancers–per James Bond standards–are all women, serving the voyeuristic eye of the casual American viewer. The commercial is selling its target consumers–business travelers and a (largely female) leisure class–what Korean Air presumes to be their ideal version of themselves, all while reinforcing a (racist) status quo that devalues the women serving them.

In short, the commercial nails white American entitlement by showcasing aspirational consumerism that trades in the tired trope of Korean women servicing white clients. The only “modern” twist is that many of these clients are themselves women.

*Note: This goes live around the fifth anniversary of the blog’s first “real” post, so I thought it only fitting to return to the blog’s roots of deconstructing commercials for gender trouble. Ah, nostalgia…

 

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Filed under Contemporary, Deconstructing Commercials, Gender Trouble, Racism

Ode to Alan Rickman

“…the late Alan Rickman,” said the host of The Frame.

Hope is one of denial’s most powerful allies. Upon hearing these words on the radio, I was seized with the impulse to stop the car and fact-check, much as I had initially doubted the veracity of Monday’s news that David Bowie had passed away. But this passing was more personal. Or, to be more accurate, I’m a bigger fan of Alan Rickman. He first caught my notice in Galaxy Quest as my preferred type of comedy relief–self-effacing and intellectual–and quickly morphed into one of my secret celebrity crushes. Hearing, unexpectedly, that he had died actually made me feel something.

This past summer, I wrote an ode to Alan Rickman in the style of The Toast’s delightful “If X were you Y” series. Like most of my inexplicable infatuations with older actors, admitting to the depth of my fandom was embarrassing. But in light of Rickman’s passing, I’d like to share it as a sort of tribute.

If Alan Rickman were your boyfriend…

If Alan Rickman were your boyfriend, he would join you and your friends at karaoke, thrilling you all with renditions of 90’s hits sung two octaves lower than originally intended, inciting gales of giggles. After each number, he’d collapse beside you on the sticky bench and high-five whoever was up next.

If Alan Rickman were your boyfriend, at least once a month he’d indulge in some top notch Hans-Gruber-from-Die Hard role play, delighting you with his sensual German accent. Sometimes he would even speak in German. Try as you might to control yourself, you would swoon. Repeatedly.

If Alan Rickman were your boyfriend, he would let his hair go grey for keeps and encourage you to do the same…if that were what you wanted. Some days you would pretend you were living in the 70’s, spend an hour feathering each other’s silvery manes, and go out looking for a drum circle at a park or beach. You would be anachronistically dressed, because you’ve already spent a whole hour on your hairstyles, and really, how far can you be expected to take this whole personal grooming thing, anyway?

If Alan Rickman were your boyfriend, he would never deign to open a car door for you because he knows you are perfectly capable of operating them yourself. Unless of course your arms were full of groceries. But he would never let you carry all the groceries. Unless you had insisted.

If Alan Rickman were your boyfriend, he would not expect you to praise his interpretation of Snape, because you would have made it clear from the get-go that your imagination’s interpretation of the book version of the character is sacrosanct, and to bring up the topic at all would be touching the third rail of your relationship, straining it to such a degree that it would be nigh impossible to recover. Impossible, you’d say! He would be whispering to you in a soothing voice right now to help bring you down from the act of thinking about the dire consequences of such a fraught discourse. Breathe. Breathe…

If Alan Rickman were your boyfriend, you would address each other formally over supper at your favorite greasy spoon (i.e., Mr. Rickman, Ms./Mr. [Your Last Name Here]), and chuckle at the absurdity of it all. You would do this quietly, so as not to distract the other diners from their meals.

If Alan Rickman were your boyfriend, he would graciously accept your offer to pick up the check. You would return the favor, triggering an endless spiral of good-natured reciprocity. Neither of you would tire of this ritual. Because that’s how things work in a fantasy.

If Alan Rickman were your boyfriend, he would understand and respect your need to not see him for several days at a time. You have many things to attend to and important people in your life, not all of whom are him.

If Alan Rickman were your boyfriend, you would never have to ask to reenact the pillow talk scene from Snow Cake. He would always, always offer.

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Filed under Contemporary, Nostalgia, Television and Movies

Arbitrary Meditation: 5 Years of Contempt

Monday marked 5 years since this blog’s “Hello, World” post.

My impulse to comment upon this anniversary was followed by a feeling that such comment is a conditioned response to the cultural tendency to endow certain numbers with significance, especially when related to anniversaries.

Numbers ending in 5 or 0 are somehow more worth noting than those ending in, say, 2 or 8. This is, of course, due in part to our reliance on a base 10 number system, but there must be more to it than that.

We want to remember, but only at intervals. To remember more often becomes burdensome, unremarkable, and produces diminishing returns of significance.

So today I embrace my cultural predilection to marvel that five years have passed since taking this project live. Five years of fluctuating productivity and cultural inquiry and complaining and hoping for a more equitable society. Five years of holding on to the spark that flung me into academic bliss.

We’ll see if this blog has five more years in it, and what those years might contain.

Thank you for reading.

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Filed under Meta, Sweeping Generalizations

Why Not? (2015 in review)

The WordPress.com stats helper monkeys prepared a 2015 annual report for this blog. I am being ultra-lazy and posting it for a largely uninterested posterity. Thank you to all my readers–human and spam-bot alike–who have made the past year in blogging a memorable and thought-provoking one.

Here’s an excerpt:

A San Francisco cable car holds 60 people. This blog was viewed about 2,600 times in 2015. If it were a cable car, it would take about 43 trips to carry that many people.

Click here to see the complete report.

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Poetic Interlude: Imminent Deluge

Iridescent clouds cresting mountaintops

Made ominous

Simile defiant

Drifting ever toward

Dissipation

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Filed under Wordplay