작성자 아카데미
등록일 2025-12-05
조회수 697
"
당신은 소중하니까요"
2001
년의 로레알 광고가 2026년의
미술계에 던지는 메시지
오래전 TV에서 봤던 배우 헤더 로클리어(Heather Locklear)의 로레알 염색약 광고를 기억하시나요? 유독 이 2001년도 버전이 기억이 선명했던 것은 화면의 특성상 화려한 의자 색과 거의 보색대비가 되는 금발의 모델간의 대비가 아니었을까 합니다.
유기적 디자인(Organic Design) 이자 북유럽 디자인의 아이콘이기도 한 아르네 야콥슨(Arne Jacobson)의 egg chair에 앉아 머릿결을 휘날리며 던지던 한마디, "Because you're worth it(당신은 소중하니까요)"은 단순한 광고 카피 이상의 울림을 주었습니다. (아래 첫째 동영상 20:49 부분에 나옵니다)
L’Oréal Commercial Compilation 1990s
중
https://www.youtube.com/watch?v=THCl8B8ZceU
이 짧은 문장은 1973년, 한
젊은 여성 아트디렉터의 손에서 시작되었습니다. 당시 남성 중심적이었던 광고계의 관습을 깨고 여성의 관점에서
스스로의 가치를 선언한 이 카피는, 독립적인 자아와 세련된 라이프스타일을 대변하는 상징이 되었습니다.
최근 주목받고 있는 미술계의 '다양성' 이슈 중 하나가 이 지점과 맞닿아 있습니다.
현재 한국 미술 시장의 전반적인 흐름을 보면 흥미로운 지표가 보입니다. 컬렉터의
약 65%가 여성이지만, 여전히 경매 시장 매출의 80~90%는 거장급 남성 원로 작가들이 차지하고 있는 형국입니다. 구매력은
여성이 주도하는데, 정작 시장의 가치는 특정 성별에 편중되어 있었던 셈이죠.
실제 미술대학에는 여학생들이 압도적으로 많지만 출산이나 육아와 같은 경력단절 이슈로 지속적인 작업을 이어 나가기
힘든 경우도 많았던 것으로 분석됩니다. 한 작가의 가치를 평가 받는 것에는 길게는 수십 년의 작업이
쌓여야 하는 것이고 제가 제일 먼저 작가들에게 묻는 것은 향후 미래 작업의 방향과 지속적인 작업 활동을 할 것인지에 대한 것입니다.
하지만 최근의 변화는 고무적입니다(물론 여성 아티스트는 오래 전부터
활약해왔습니다만 남성작가들에 비해 저평가 되었던 경우가 많았습니다). 로레알 광고 속 그녀가 자신의
가치를 당당히 긍정했듯, 이제 미술계에서도 여성 작가들의 약진이
'다양성
'이라는 핵심 인사이트로 부각되고 있습니다.
1)
주체적 서사의 확장
:
여성 컬렉터들이 단순히 투자 가치를 넘어, 작가의 삶과 자신의 서사를
동일시하는 '공감형 구매'를 시작했습니다.
2)
미학적 희소성
:
그간 주류 시장에서 소외되었던
여성 작가들만의 섬세한 텍스처와 일상적 담론들이 이제는 가장 '새롭고 희소한 미학'으로 재평가 받고 있습니다.
여성 작가들의 부각은 단순히 성별의 균형을 맞추는 일이 아닙니다. 이는
미술 생태계의 포트폴리오를 다변화하고, 우리 시대의 자존감과 주체성을 회복하는 거대한 흐름입니다.
LOASIS A&C
가 지향하는 지점도 바로 여기입니다.
우리는 예술을 통해 각자의 가치를 발견하고, 더 넓은 스펙트럼의 작가들이 조명받는 건강한
미술 시장을 꿈꿉니다.
로레알의 이 브랜드 캠페인은 나라와 인종을 불문하고 다국적 시장에 공통적으로 지금까지 메시지를 던지고 있습니다. 단 시대에 따라 신세대 모델들로 교체될 뿐입니다. 아래 링크 중
두 번째 링크는 이 광고 캠페인의 역사에 대해 다양한 여성 모델들의 변화를 보실 수 있고, 미술계에서도
이와 같은 다양한 여성작가의 약진과 이들의 가치를 평가하는 컬렉터들이 많이 생길 것으로 확신합니다.
앞으로 다양한 신진여성작가들의 작품들을 선보일 수 있도록 업데이트를
이어 나갈 것입니다.
여러분이 최근 눈여겨보고 있는 '자신만의 가치'를 담은 작가는 누구인가요?
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미술시장
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로레알
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여성작가
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다양성
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브랜딩
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#LOASISAandC
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아트테크
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자존감
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컬렉팅
L’Oreal Commercial Compilation 1990’s
https://www.youtube.com/watch?v=THCl8B8ZceU
The history of “Because of You’re Worth It”.
https://lnkd.in/gMEY4_Yp
LOASIS A&C (hereinafter referred to as 'the Company') has established and disclosed the following privacy policy in accordance with the Personal Information Protection Act to protect the personal information of data subjects and to address related concerns quickly and efficiently.
The Company processes personal information for the following purposes. The processed personal information will not be used for any purposes other than those specified, and if the purpose of use is changed, prior consent will be obtained.
a. Provision of goods or services and consultation services
Personal information is processed for the purpose of providing content, etc.
The Company processes and retains personal information within the period of retention and use as prescribed by law, or within the period of retention and use consented to by the data subject at the time of collection of personal information.
1. Business Application: Upon the end of the annual business period.
2. Volunteer Application: Upon the end of the annual business period.
The Company only provides personal information to third parties in cases where there is consent from the data subject, or in accordance with special provisions of the law, as specified in Articles 17 and 18 of the Personal Information Protection Act.
The Company entrusts the following personal information processing tasks to ensure smooth handling of personal information.
- Subcontractor (Data Processor): Soluway
- Content of the entrusted tasks: Website system operation and maintenance
As a data subject, users can exercise the following rights.
1. The data subject may exercise the following privacy-related rights with the Company at any time.
(1) Request for access to personal information
(2) Request for correction in case of errors or inaccuracies
(3) Request for deletion
(4) Request for suspension of processing
2. The exercise of rights under Paragraph 1 can be done in writing, via email, facsimile (FAX), etc., in accordance with Article 41, Paragraph 1 of the Enforcement Decree of the Personal Information Protection Act. The Company will take action without delay in response to such requests.
3. If the data subject requests correction or deletion of personal information due to errors or inaccuracies, the Company will not use or provide the relevant personal information until the correction or deletion is completed.
4. The rights under Paragraph 1 can be exercised through a legal representative or an authorized agent, such as a person with delegated authority. In this case, a power of attorney in accordance with the form prescribed in Appendix 11 of the Enforcement Rules of the Personal Information Protection Act must be submitted.
5. The request for access to personal information and suspension of processing may be limited in accordance with Article 35, Paragraph 5 and Article 37, Paragraph 2 of the Personal Information Protection Act.
6. The request for correction or deletion of personal information cannot be made if the personal information is explicitly specified as a subject of collection under other laws..
7. The Company verifies whether the person making the request for access, correction, deletion, or suspension of processing is the data subject or a legitimate representative.
The Company processes the following personal information items..
Provision of goods and services
1. Business Application: Organization/Institution name, organization address, name and title, phone number (office, mobile), email address
2. Volunteer Application: Name, age, phone number, affiliation (school and organization), email address, work experience
3. The following personal information items may be automatically generated and collected during the use of internet services: IP address, cookies, MAC address, service usage records, visit history, records of improper usage, etc.
The company processes the following personal information items.
Provision of goods and services
1. The company will destroy personal information without delay when it is no longer necessary for the purpose of processing, such as when the purpose of processing has been achieved.
2. If the retention period for personal information consented by the data subject has expired or the purpose of processing has been achieved, but the information must be retained according to other laws, the personal information will be transferred to a separate database (DB) or stored in a different location.
3. The procedures and methods for the destruction of personal information are as follows.
(1) Destruction Procedure: The company establishes a personal information destruction plan and destroys the personal information that needs to be destroyed. The company selects the personal information for which the destruction reason has occurred and destroys it with the approval of the Personal Information Protection Officer of LOASIS A&C
(2) Destruction Method: The company destroys electronic files in a way that the records cannot be restored, and personal information recorded or stored on paper documents is destroyed by shredding or incineration.
The company takes the following measures to ensure the security of personal information.
1. Administrative Measures : Establishment and implementation of internal management plans, regular employee training, etc.
2. Technical Measures : Access control management for personal information processing systems, operation of personal information access record management systems, encryption of unique identification information, installation of security programs.
3. Physical Measures : Access control for data storage rooms
In accordance with Article 29 of the Personal Information Protection Act, the company takes the following technical, administrative, and physical measures necessary to ensure security.
1. The company uses 'cookies' to store and retrieve usage information in order to provide users with personalized services.
2. A cookie is a small amount of information sent by the server (HTTP) to the user's computer browser, which is used in operating the website, and it may be stored on the user's PC hard disk.
1) Purpose of cookie use: It is used to understand the user's visit and usage patterns of each service and website, popular search terms, security access status, etc., in order to provide the user with optimized information.
2) Installation, operation, and rejection of cookies: You can refuse the storage of cookies by adjusting the options in the Privacy menu under Tools → Internet Options → Privacy in your web browser.
3) If you refuse the storage of cookies, you may experience difficulties in using personalized services.
1. The company is responsible for overseeing the personal information processing tasks and has designated a Personal Information Protection Officer as outlined below to handle complaints and provide remedies for data subjects related to personal information processing.
▶ Personal Information Protection Officer: ***
- Tel: +82-31-261-1550
2. Data subjects can contact the Personal Information Protection Officer and the relevant department for any inquiries, complaints, or remedies related to personal information protection that arise while using the company's services (or business). The company will respond to and address the data subject's inquiries without delay.
Data subjects may request access to their personal information under Article 35 of the Personal Information Protection Act through the Personal Information Protection Department. The company will make efforts to ensure that the data subject's request for access to personal information is processed promptly.
In addition to the department responsible for receiving and processing access requests mentioned in Paragraph 1, data subjects may also request access to personal information through the 'Personal Information Protection Comprehensive Support Portal' website (www.privacy.go.kr) of the Ministry of the Interior and Safety.
▶ Ministry of the Interior and Safety Personal Information Protection Comprehensive Support Portal → Personal Information Civil Complaints → Request for Access to Personal Information (Real-name authentication required through Public I-PIN)
Data subjects may contact the following organizations for remedies, consultations, and inquiries regarding personal information infringement.
※ The following organizations are separate from the company. If you are not satisfied with the company's personal information complaint handling or remedy results, or if you require more detailed assistance, please contact them.
□ Personal Information Infringement Reporting Center (operated by the Korea Internet & Security Agency)
- Responsibilities: Reporting personal information infringements, requesting consultations
- Website : privacy.kisa.or.kr
- Tel : 118
- Address : (05717) 135, Jungdae-ro, Songpa-gu, Seoul, Personal Information Infringement Reporting Center, Korea Internet & Security Agency
□ Personal Information Dispute Mediation Committee
- Responsibilities : Application for personal information dispute mediation, collective dispute mediation (civil resolution)
- Website : www.kopico.go.kr
- Tel : 1833-6972
- Address : (03171) 4th Floor, Government Complex Seoul, 209 Sejong-daero, Jongno-gu, Seoul, Republic of Korea
□ Cyber Crime Investigation Division, Prosecutors' Offic>
- Responsibilities : Inquiry and Reporting on Criminal Cases Related to Personal Data Breach
- Website : www.spo.go.kr
- Tel : 02-3480-3573
□ Cyber Safety Bureau, Prosecutors' Office
- Responsibilities : Personal Information Cyber Crime Report and Consultation Center
- Website : cyberbureau.police.go.kr
- Tel : 182
The company does not install or operate video information processing devices.
This Privacy Policy is effective as of February 5, 2025.