The Evolution of Media
Social Media Marketing
Due to its heavy use among the youth, social media marketing is a key component of advertising for many corporations. Recent deviations in social media have created a new trend for marketing; self-deprecation. As brands understand the leniency of content allowed on social media platforms, they are employing less pretentious and more relatable or “meme-worthy” content to essentially come off as more genuine to viewers.
Brand Advertisements
Commercial brand advertisements have much more clear-cut archetypes:
Brands will purposely advertise their products or services in a “foreign” manner, emphasizing their uniqueness and often luxury. (Click for Example)
Companies also attempt to utilize humor in their campaigns, which are supposed to attract viewers and consumers through wit. (Click for Example)
For many corporations, seeding is also an extremely important marketing tool. Seeding is when brands send their products to celebrities for them to wear or use, therefore garnering the attention of the individual’s fans onto their products. (Click for Example)
Korean Media Characteristics
Korean media has its special characteristics to target viewers and consumers:
Advertisements frequently employ slogans to leave a strong impression on viewers. (Click for Example)
Similarly, advertisements in Korea will also utilize catchy melodies or songs. (Click for Example)
To appeal to the younger generation, companies will purposely use “hip” celebrities to try to make their services or products more attractive.