Something About Sa

Living in Korea is sometimes more humorous than interesting. I saw this advertisement while I was in Dajeoen on Saturday. At first glance, it looks like any other banner:

But, on closer observation:

I just had to take a picture. Not only did I want to ask my Korean teacher what it meant, I also thought it was funny that an advertisement would include a picture of a boy peeing on the ground. So far I've been in the presence of 3 children peeing in public (2 boys and 1 girl). The most recent (and the most disgusting) was while I was on the train. The washrooms were occupied, so the father let his son urinate on the steps leading out of the train. Needless to say I chose a new car to stand in. Now, back to the advertisement. I could read "sa sa sa sa", with sa being the Korean word for "4." I could also read the "il" (1) and "ah" (5). The words on the banner were simply the Korean words for the phone number. What I didn't understand was the child urinating. My Korean teacher told me that the word "sa" is sometimes what children call urine. I knew the more common word "ojum" but "sa" was new to me. When you take that into consideration the advertisement is kind of funny.