On the Scent of a Beautiful Life by Han Mi-ja

Author:Han Mi-ja [Mi-ja, Han]
Language: eng
Format: azw3, epub
Publisher: Ebury Publishing
Published: 2017-10-05T04:00:00+00:00

Cosmetics advertising posters during the 1970s and 1980s.

Jangwon respected experts from professional businesses. And he cared about the advertising department as much as he respected and cared about the research fellows of his company. When Han Gwang-soo joined the company, he presented a report giving his opinions about Pacific’s ad designs to Jangwon, without pointing out anything negative or positive in particular. Jangwon accepted all his opinions. There were opinions that he wanted to defend, and there were opinions that he didn’t particularly care for too much. But Jangwon appreciated the fact that Han was a man who had studied something that was new to Jangwon. So he decided to trust Han. He had always counted on his own discernment and instinct, but he thought it was time to entrust the job to a professional. What mattered more to him was a respect and appreciation for the professional expert, rather than creating outstanding advertisements.

In 2009, Han Gwang-soo gave an example to explain what happened back then and what he thought about Jangwon: “For example, when somebody explains about composition to you, you picture something in your mind to comprehend it, and this is the part that requires imagination. But most of the time, business owners are not capable of drawing that picture in their minds using their imagination. The chairman was different. When I talked about one thing, he was already far ahead of me.”

Jangwon also accepted the request from the ad department to build a studio in the basement of the headquarters. He believed that in any department the best work performance could be made in the best work environment. In addition, he thought once he invested and developed the studio, it could be used not just by Pacific, but also by competitors or even businesses from other industries. Jangwon went one step further and sought advice from a handful of professional commercial photographers that were available in Korea at the time, and outsourced some cameramen as well. The 1970s in Korea was the time when those professional careers were just beginning to emerge. Jangwon was one step ahead in that sense.

During 1970–1980, cosmetics advertising posters were the “flowers of the cosmetics companies.” With the poor printing technology available at the time, newspapers and magazines were not the attractive outlets for advertising they are today and they hardly returned any significant results, either. It was rare for any magazine company to print more than 10,000 copies per edition. Black and white prints were not ideal for cosmetics advertising. They faithfully delivered advertising messages, but they were not powerful enough to appeal to the women’s desire to become beautiful. Then in the 1980s, newspaper companies began using color printing machines, and color posters emerged as the medium that promised the best advertising results. As effective as they may be as an advertising medium, however, the process of creating color posters was anything but simple.

One example was the color of the model’s skin. The color separation to bring out the right skin color required a very complicated process.

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