The Power of Words in Advertisements

공연 소개

Introduction The Power of Words in Advertisements Today we are living in the flood of advertisements. As with the saying, “You did not take a rest but saw advertisements,” they are now deeply embedded into our everyday life and influence our choices. In order to effectively convey product and company information, “language” and “vision” are used in advertisement. Advertising language consists of “sounds,” “letters,” and “lettering.” When all these elements come together in harmony, the advertisement captivates our mind. This exhibition examines various aspects of “language” and “writing” which are major features of advertising language. The first part of the exhibition, entitled “New Perspectives on Reading Advertisement,” shows developmental process of advertising language in print advertisements from the very first advertising up to the year 1945. The second part, entitled “Expressions of Advertising Language,” introduces a variety ways of writing advertisement and creative advertisements recommended by copywriters. The third part, entitled “Lettering and Typography,” shows how advertising copy and lettering have changed from the 1950s up to the present day. The fourth part entitled, “Self-Portraits of Ourselves,” portrays how family has changed over time in our society. By examining diverse advertising language throughout time, this exhibition offers visitors a chance to realize that “you are the one who has the power to change the advertisements.” Ⅰ. New Perspectives on Reading AdvertisementThe meaning of advertisement is to provide consumers with product information. Visual elements in advertisement such as pictures, photos, and videos have taken central role in modern society with highly developed visual media. Yet it is the advertising language which assists consumers’ buying decisions by conveying accurate product information. From the advertisement point of view, advertisement is not only an act of viewing but also an act of reading. Further, it becomes a window through which one can comprehend the modern society and its culture. Let’s experience the power of words in advertisements by looking at representative advertisements from the Korea’s enlightenment period up to the year 1945. ▲ The Seoul Weekly Vol. 4 Feb 22, 1886, Private collection of Sin Yeonsu “Deoksang Sechangyanghaeng Gobaek (德商世昌洋行告白)” is the first advertisement written in Chinese characters. The word “confession (告白)” means advertisement. ▲ The Korean and English edition of The Independent Vol.1 No.96, Vol.1 No.102, Nov 14, 1896, Nov 28, 1896 This is an advertisement placed in The Independent, the first Korean newspaper written in Hangeul. ▲ The Shindonga Vol.4 No.3, Mar 1, 1934 This is a magazine advertisement for cosmetics targeted at female consumers. Ⅱ. Expressions of Advertising LanguageThere is a saying that a man leaves his name behind and an advertisement leaves its advertising message. What are the most interesting features of advertisements that catch our attention among numerous advertisements we see in a day? Advertisement is composed of “advertising language” and “visual elements.” Even though the visual aspect has become more prominent in modern times, when we remind us of David Ogilvy’s (the world renowned advertiser, 1911-1999) saying that “80 cents of your dollar should be spent on writing headlines,” advertising language can never be overlooked. The language of advertisement must be short yet clearly show product features and at the same time persuade consumers to buy the product. The role of advertising language is to tell the story of product to consumers and get them interested in the product. Through exhibition themes entitled “A Variety Ways of Writing Advertisement” which deals with advertising language strategies, “Creative and Clever Advertisements Recommended by Copywriters” and “Different Perspectives on the Language of Advertisement,” let›s explore how a single letter or a single word can change the taste of language in advertisement. First Tip for Writing Advertisement: Repeat the Name of the Product ▲ oran․c pine Donga Food(Currently Donga Otsuka), 1970sThis advertisement repeats “oran․c,” the name of the product and the letter, “o.” Second Tip for Writing Advertisement: Highlight Product Features ▲ Pyunkang Korean Medicine Hospital 2014This advertisement creatively emphasizes symptoms of a disease and its curative effects. Third Tip for Writing Advertisement: Be Creative to Draw Attention ▲ Ticketmonster 2016This advertisement attracts viewers’ interest by arranging Hangeul letters in unconventional way. Ⅲ. Lettering and TypographyLettering and Typography “Advertising language” is words used in advertisements that are delivered through visually represented letters. The purpose of advertising language is to deliver product information and encourage consumers to purchase the product. In order to effectively convey product features and draw consumers’attention, letters are designed in a variety of forms. Typography in advertisement is not a mere design but a visualized language of advertising. The success or failure of advertisement depends on how successfully advertising message incorporates the consumer needs and the trends of the time and also how effectively letters conveying the message are designed. Ⅳ. Self-Portraits of OurselvesSince the beginning of humanities family has been the most basic unit of society. Family and society have gone through changes by mutually influencing each other. Advertising language, which clearly reflects the passing of time, effectively shows the profound relationship between family and society. From the 1960s limiting childbirth up to the 2010s encouraging childbirth based on population changes, advertising language mirrors diverse social phenomena including population policy. Family advertisements have gradually increased and advertising language centered on family members has also grown in number. Let’s take a look at social phenomena of family through advertising language from the 1960s up to the present day. ▲ The Planned Parenthood Federation of Korea (Currently Planned Population Federation of Korea), 1960sThrough the slogan, “Let’s have the proper number of children and raise them well!” the campaign promotes having a proper number of children according to economic capability. ▲ The Planned Parenthood Federation of Korea (Currently Planned Population Federation of Korea), 1980sThrough the slogan, “The country is packed,” the campaign promotes having fewer children. ▲ Cheil Industries, Rogatis Maeil Business News Korea, Sep 20, 1990Through advertising copy encouraging the husbands, this advertisement emphasizes family relationships. ▲ Ministry of Health and Welfare 2014Through the slogan, “Two children growing up together,” the Ministry of Health and Welfare encourages childbirth. 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