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1. Concept of Advertising Campaign: Harmony between Idea and Reality
AJ Networks's ads go beyond just political messages and focus on getting the emotional empathy that the times demand. The choice of the slogan "We're going to change, make the world beautiful and right" is different. The word "changing" implies hope and determination, and the word "beautifully and justly" goes beyond the existing political grammar and aims for an emotional and ethical future. Advertisements metaphorically show problems in reality (unfairness, disgust, distrust, etc.), present "beautiful and justifiable changes" as an alternative, and connect with the public emotionally.
2. Model Won Bin's appointment: a combination of image and message
Won Bin is a character who symbolizes "integrity," "quiet strength," and "trust" in Korean society. He is not prolific, and has maintained a careful attitude when choosing his work and advertisements. The fact that he appeared in political advertisements alone made headlines, and he contributed greatly to increasing the credibility of advertisements. On the screen, Won Bin is not an exaggerated politician speaker, but rather delivers the message with his calm eyes and neat tone. It well represents the "classy politics" and "not a disturbance but a clear change" that the party is aiming for.
3. Video Composition and Directing: Emotional Persuasion
The advertisement chose calm and in-depth production rather than strong images. The gray streets in the city, tired-faced citizens, and stopped clocks symbolically show the present in need of change. When Won Bin appears and quietly says, "We will change," the audience pays attention to the word "we." This message stresses that "citizens" rather than political parties should be the subject. The background music also consists of hopeful but understated melodies to deliver the message effectively without exaggeration.
4. Digital Campaigns and Scalability: Memes and Sharing Culture
The advertisement was distributed simultaneously on various platforms such as YouTube, Instagram, and TikTok, and the line "We're going to change" spread as a meme among young people. In particular, Won Bin's dialogue scene was reinterpreted as a framework that contains individual voices by being connected to various issues (environment, human rights, gender, etc.). One of the main goals of the advertisement, "the dailyization of politics through participation and sharing," was realized in the digital space. It showed the possibility that political advertisements can function as cultural content beyond just promotion.
5. The Meaning and Limitations of Advertising: The Beginning of a New Political Discourse
This advertisement has partially changed the format and language of Korean political advertisements. While existing political advertisements were mainly focused on security, economy, and career, this advertisement is mainly focused on values, emotions, and ethics. Rather than presenting a political vision logically, it was an emotional persuasion of why it was necessary. Of course, there are some criticisms. They point out that it is difficult to connect messages that lean on emotions with actual policies and lack concreteness by leaning on the symbolism of Won Bin. However, the experiment of this advertisement is meaningful in that it has overcome political indifference and delivered the message that "politics can be beautiful" to the younger generation.
Finish
The slogan "We Will Change the World Beautifully and Rightly" is not just an election phrase, but a new language of politics and a call for civic engagement. Won Bin's appearance added dignity and authenticity to the message, and advertisements show that politics can be retold in terms of feelings and values. This advertisement was not just a propaganda, but a cultural event that sensibly presented the political direction that our society wanted.
