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.

▲ The foriegner student helpers

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 attraction.

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.

When the 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. 

For 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 misunderstandings.

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 publications.

Below is a positive campaign that supports the president and CAU makes a plan for advertising.