
When we first observe a visual text, we tend to interpret it based on our history, background, education, or culture. For this reason, we often miss the true message of the visual text, and we, as a viewer, are responsible for understanding it correctly. Before I continue, I would like you, the readers of this essay, to see this advertisement. What comes across to your mind at first? You will notice an island sitting on top of the sea and the entire mainland of Korea submerged under the sea. The main theme of this advertisement is written on the bottom right corner. At this point, you might think: “How can the loss of a small tiny island be the same as the loss of the entire country?” This advertisement, designed by the Korean artist, Jeseok Yi, implicitly addresses the current territorial dispute over Dokdo, the island. Interestingly, when the advertisement was shown publicly in Korea, it had such a huge impact to them because they observed it based on their history, background, education, and culture. In this simple but very powerful public service advertisement, the sense of urgency and pride in regards to Dokdo are raised to the Korean people, and the message of the advertisement is delivered effectively through the visual elements of it and the historical conflicts between Korea and Japan. 

Dokdo is composed of two islets and tiny rocks and marks the easternmost point of Korea’s territory. The two islets are about two hundred meters apart, and “are the remains of an ancient volcanic crater and are a refuge for Petrels and black-tailed gulls and several, partly endemic plants” (Lovmo). Dokdo is approximately eighty-seven kilometers away from Ulleungdo, Korea’s island nearest from Dokdo, whereas one hundred-seven kilometers away from the nearest Japan territory, Oki Island (Barber). Dokdo is visible from Ulleungdo on fair days, but is never visible from Oki Island. 

In 1982, the Korean government has designated Dokdo as ‘Natural Monument No. 336’: the private individuals were not allowed to visit Dokdo without a permission before then, but the Korean government removed the restrictions and expected civilians to freely visit the islets (Lovmo). Nowadays, over nine hundred Korean citizens are listed as the residents of Dokdo, and fishermen are working in Dokdo for living (Barber). Therefore, this shows undoubtedly that Dokdo is not only the basis of life for the Korean people, but also Korea’s territory. 

However, tracing all the way back to 1592, the acrimonious relations between Korea and Japan began when Japanese forces destroyed most of Korea’s royal palaces (Cooney). Japan launched an invasion against Korea in order to gain “a foothold on the mainland and then use Korea as a stepping-stone to invade and conquer China” (Ford). Korea responded with a successful naval victory led by Korean Admiral, Yi Sun-sin. However, even after Japan’s unsuccessful invasion, they continued to exert military pressure on Korea. When the 1905 Russo-Japanese War happened, Japan forced Korea to become their offensive and defensive alliance and to support their military forces. After Japan defeated Russia, they became the most powerful nation in Asia and imposed Korea to make a concession for the deprivation upon Korea’s diplomacy even though Korea and Japan were allies. As a result, the Korean peninsula became a Japanese colony in August 1910 (Cooney).

The Japan’s colonial occupation of Korea lasted for thirty-five years. During that time, Japan banned the teaching of Korean language and history and eulogized Japanese culture and arts as superior over Korean culture (Cooney). As Cooney describes, “this colonization was more than a military occupation; it was an attempt to destroy Korean culture along with the identity and confidence of the Korean people.” Korea was merely a scapegoat of Japan’s greed for powers until America completely defeated Japan in World War II. Since Japan surrendered to the Allies at the end of World War II, Korea “ultimately achieved the long awaited liberation,” but the feelings of shame and victimization are still remained toward the Japanese occupation (Cooney).

Despite the fact that Korea recovered all the powers and territories after the liberation, the territorial dispute over Dokdo began to arise. Japan asserted “they had incorporated Dokdo … into the Japanese Empire on February 22nd, 1905” (Lovmo). This period is when Korea was forced to make unfair concessions with Japan. Although Korea was entirely liberated from the Japanese occupation, Japan was able to claim that Dokdo is still under Japan proper because “the 1952 San Francisco Peace Treaty made no mention of the islands” (Cooney). In fact, the first five and seventh drafts of the Treaty actually provided Dokdo to be recognized as Korea’s, but the American authorities who wrote the territorial sovereignty provisions in the final drafts of the San Francisco Peace Treaty were not the same authorities who decided to exclude Japanese sovereignty over Dokdo (Lovmo). In addition, the former president of the Republic of Korea, Yi Seung-man, failed to pay attention on “the ownership of Dokdo when negotiating with U.S. authorities over Korea’s territorial concerns” (Lovmo). Although there were several mistakes when writing the Peace Treaty, this territorial dispute is considered to be very controversial because Japan claims the dominium of Dokdo by distorting the history and behaving as if Dokdo is already under their proper. The truth is that Dokdo is originally a part of the Korean territory, which Japan forcibly stole from Korea.

With these historical conflicts between Korea and Japan, the artist Jeseok Yi designed this public service advertisement and posted on the building to raise the awareness of the territorial dispute to Korean people. By looking at the details in this advertisement, we, as a viewer, can see how Jeseok Yi cleverly designed it in a way to deliver the powerful messages. 

First of all, the way that the entire mainland of Korea is submerged except for Dokdo symbolizes Dokdo like a tip of the iceberg. This shows that if Korea does not take active actions upon this dispute over Dokdo, a much larger issue will arise later that can hurt the entire country. Furthermore, Dokdo is the only island that is sitting on top of the water while the Korean territory being the root of it. This implies that Dokdo not only belongs to Korea, but also is a proud representation of Korea. The island is just as important as the mainland. 

Another detail to notice is the sea. The Korean peninsula is submerged under Sea of Japan. This signifies the current condition of Korea against Japan. Sea of Japan used to be called East Sea because it is located on the east of the Korean territory. However, Japan changed its name to Sea of Japan by themselves and started to print thousands of map with Sea of Japan marked. By doing so, Japan took the advantage of their claims because it is more persuadable to declare that Dokdo is under Japan proper if it is located on Sea of Japan. Thus, this can be interpreted as a defeat of Korea in national security against Japan. If Korea loses the sovereignty of Dokdo, it will be seem like another Japanese occupation in terms of diplomacy. That is why the loss of Dokdo eventually leads to the loss of Korea.

Now, I would like to ask you to see the advertisement again after historical analysis of Dokdo. What comes across to your mind? How did historical background of Korea and Japan shape the way you interpret the visual text? Although this territorial dispute still remains unanswered, history already has answered to the dispute as it always speaks the truth. 
