
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 viewers, are responsible for understanding it correctly. Before I continue, I would like you, the readers of this essay, to look at this advertisement. What comes across to your mind at first glance? You will notice an island sitting on top of the sea and the entire mainland of Korea submerged under the sea. The main message 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 sitting on top of the sea. Interestingly, when the advertisement was shown publicly in Korea, it had such a huge impact on its people because they observed it based on their history, background, education, and culture. This simple but very powerful public service advertisement not only raises the sense of urgency and pride of Dokdo to the Korean people, but also delivers the message effectively through its visual elements and the historical references to Korea and Japan. 

Dokdo, which is composed of two islets that are about two hundred meters apart, marks the easternmost point of Korea’s territory. The two islets “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, and one hundred-seven kilometers away from the nearest Japan territory, Oki Island (Barber). 

In 1982, the Korean government designated Dokdo as ‘Natural Monument No. 336.’ Before this announcement, no one was allowed to visit Dokdo without a permission, but the Korean government removed the restrictions so that civilians would freely visit the islets when Dokdo became a natural monument (Lovmo). Nowadays, over nine hundred Korean citizens are listed as the residents of Dokdo, and fishermen are working in Dokdo for living (Barber). In addition, Korean security guards are present on Dokdo to protect the residents. This shows undoubtedly that Dokdo is not only the basis of life for the Korean people, but also Korea’s territory as the Korean government regulates their own people. Despite these facts, Japan claims that Dokdo belongs to Japan’s territory by evidencing the historical references. 

In 1592, the acrimonious relations between Korea and Japan began when Japanese forces destroyed most of Korea’s royal palaces (Cooney, 175). Japan decided to invade 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 ally and to support their military forces. After Japan defeated Russia, they became the most powerful nation in Asia and deprived Korea of its territorial rights even though Korea and Japan were allies. As a result, the Korean peninsula became a Japanese colony in August 1910 (Cooney, 175).

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, 175). As Cooney notes, “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 for Japan’s greed for power 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 toward the Japanese occupation have still remained (Cooney, 174).

Despite the fact that Korea recovered all the powers and territories after the liberation, Japan raised the territorial dispute over Dokdo because they later realized the value of Dokdo. 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 to 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, 184). 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 to “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 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 in mind, 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 can see how cleverly Jeseok Yi designed it to deliver the powerful messages. 

First of all, the way that the entire mainland of Korea is submerged except for the island symbolizes Dokdo as 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 is 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 the Sea of Japan. This signifies the current condition of Korea that it is already under the influence of Japan. The Sea of Japan used to be called East Sea because it is located on the east of the Korean territory. However, Japan unilaterally changed its name to Sea of Japan and started to declare their dominion over the sea. By doing so, Japan was able to naturally put an emphasis on the dominion over the island as well. Thus, this can be interpreted as a defeat of Korea in national security against Japan. If Korea loses the sovereignty of Dokdo, Japan will look down on Korea’s diplomacy and will slowly continue to deprive Korea’s other rights. That is why the loss of Dokdo eventually leads to the loss of Korea.

Now, I would like to ask you to look at the advertisement again after considering the historical background of Dokdo. What comes to your mind? We can now understand that this territorial conflict is not even a dispute. It is Japan’s artifice to use Dokdo for its growth in economy and national power. Korea is simply a victim of Japan’s greed. Although this conflict still remains unanswered, history speaks the truth. 
