In America, our alcohol commercials are usually man-centric.
Ads usually have either a really cool guy who you should want to become OR a sexy girl that you can get if you drink this alcohol.
In Korea, that's not the case.
Here's an example of a typical American commercial.
Most Korean ads have innocent looking girls drinking, focusing on cute women. Their faces should look like they're just about to say "Oppa <3"
In most cases, Korean women who are cute, tiny, and get drunk easily and say silly things are celebrated in Korean media. In movies, dramas, and as a result, in real life, young women are expected to get drunk, act cute, and rely on their oppas to help them.
It's part of a huge "oppa" complex still going on in Korea...
Here's a Korean example...different right?
They're slowly moving towards a "sexy girl" approach that Western media now has, but is that a good thing either?
Korea has a lot of gender role problems and I have no idea how to go about fixing it (since there are problems everywhere) but its something to think about when you watch girl groups with odd concepts or K-drama scenes with cute drunk girls...