What do you think about watching
advertisements? Advertisements represent variety, a world of ideas, and efforts
that attract public attention. They try to show and deliver their purpose in a
short period. With the development of video media, advertisements can affect
more people, and the character of advertisement is changing little by little.
Advertisement is the
information activity companies, individuals, or groups invest in for achieving a
desired end such as informing the public about goods, services, ideas, policies
and others around the world. In the past, though the importance of
advertisements becomes more and more important day-by-day. It was the product or
information that was the main attraction. However, today people say that the
relationship between the advertisement and its purpose are becoming less
obvious. That is, the advertisement itself is becoming the main
|▲ The foriegner
Advertising surrounds people, and people have begun to
dismiss advertising unless it is something special and grabs their attention.
The Internet has also added a new dimension to advertising. The netizens and
companies have become interchangeable through the Internet, and has a special
way to advertise. Many politicians are starting to utilize it.
elections of the National Assembly began in May 2006, many qualified persons
took interest in getting on the stamp ballot. They made posters, visited their
electoral district, and spoke to the public. However, what became a new issue
was the use of the Internet in the campaigns public relations. The new
politicians made a minihompi in cyworld that many people throughout the country
where able to use. They also issued a ‘Paper’ that is similar to an Internet
magazine so they could provided a lot of information to the people.
In the case of the ‘Paper’,
the politician, who lives an open life as a public official could not only
control their public relations exposure, but they could also take up some
specific opinion of interest to their community. Therefore, the utilization of
the ‘Paper’ by politicians increased.
example, famous politicians like Park, Geun-hye or Jung, Dong-young operate
directly with their minihomepi. They create and make their own images from
stiff-and-conservative to familiar-and-friendly. They meet netizens online and
communicate quickly. It is a type of advertisement, just different method. Also,
Sohn, Hak-qu, who is the ex-governor of Kyung-gi province issues a ‘Paper’. He
explains clearly about many society problems. It has worked to bring the people
closer to their politicians and to break many of their prejudices and
This new trend in Advertising raises one important issue,
the advertising activities for universities. When searching for information
about universities for continuing study, many students look for information on
the Internet. People, who are interested, want to know the latest news. If the
university does not advertise, their competitive power begins to fall. In the
case of Chung-Ang University (CAU), how do they advertise? The Chung-Ang Herald
(CAH) met a director of public relations, Yun, Jae-hwan.
First, CAU advertises by
publishing three magazines, ‘Here is Chung-Ang’, ‘Cyber Newsletter’ and ‘Catalog
of University’. The ‘Here is Chung-Ang’ which publishes issues every quarter is
read by high school students mainly. The ‘Cyber Newsletter’, which publishes
issues every month, is mainly read by fellow pupils and faculty, the ‘Catalog of
University’ includes information for foreign students.
In addition, CAU chooses student helpers for public
relations activities. Now, there are twelve students, who are active with the
Universities projects. In the case ofDong-guk University, the public relations helper
mainly becomes a model of the new season’s brochure. They make a uniform and
advertise. Unlike Dong-guk University, a helper of public relations in CAU acts
like a reporter. They make articles for the ‘Here is Chung-Ang’ magazine. CAU
started a program for helpers in public relations first. It shows they
recognized the importance of public relations early.
The present image of the CAU
is ‘Center’. It is one of the efforts that the Department of Public Relation
tried to change the University’s public image. The changes started in 2000. Each
small effort produced a big result. A study of students marked the beginning of
CAU’s rise in the people’s opinion. Also the school’s motto and perception: ‘Die
in honor, live for truth’ was located and used for the first time in CAU’s
Below is a positive campaign that supports the president and
CAU makes a plan for advertising.
Geun-hye, Jung Dong-young's minihompi|
on selling their goods or services, but sometimes it is better to have a real
image and then to enlarge the meaning of the product through its advertisement
gradually. According to a flow like this, the TV commercial advertisement is the
most commonplace media. Similarity, the new trends are popular among the
advertising community; that the companies prefer to use a model of a common
person rather than many of Korea’s famous performers. A common
person experiences a company’s goods or service first, and then they speak about
that in the advertisement.
The typical example is
‘White’ of Yuhan Kimbely. They used a common person to model. This advertisement
made an image of fresh, clean, and so on. ‘Tromm’ of LG Electron companies did
an employment event, where they were looking for a common person model in their
distinguished area of change in advertising is the self-introduction. When you
listen to someone’s self introduction on a radio advertisement and then the
spokes person begins to talk about the goods or service, the person and the
product are linked. Their name and character are the strong points. Public
Relations are similar to this. Most PR consultants advise to take care about our
self-management. A good image attracts people’s minds, when making a confident
method of public relations, they can appeal positively.
It is clear
from advertising the importance of survival. If you have an ability to advertise
well, he or she will continue to flow through life doing what he wants to do in
life. Many Public Relations books are pouring into the market. To understand and
use advertising, you will have to know how to advertise yourself.
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