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Culture Insight
High level skills and battles are not the only factors that
of entertainment, resulting
@lilyjcollins
put breaking on the Olympic stage. Kim said, “Breaking
in a decrease in antipathy.”
lookslikeafightbutitsymbolizespeace,”andexplainedthat
Accordingly,celebrities'dance
ⓒInstagram,
breaking battle is a change from an aggressive struggle for
challenges seem essential
power from backstreet gangsters to a peaceful match. It is a
to promote new songs,
sublimationfromviolencetopeacethroughdance.Thedance
movies, and dramas. Lily
ofpeacesproutedfromresistancetowarddiscriminationinthe
Collins, starred in Netflix
late1970sU.S.,whichcorrespondstotheOlympicspirit,that
drama “Emily in Paris,” also
hopestoovercomediscriminationandthegapbetweennations
posted Zico’s “Any Song”
andculturestoachieveworldpeace.
challenge on her Instagram
to promote the new season of
the drama. Many companies
▲LillyCollins(L)andAshley
unrelated to dance are
Prospects
Park(R)areparticipatingin
diving into short-form dance
Zico’s“AnySong”challengeto
promotetheirdrama.
TheNewAdvertisementMarket:Short-Form
advertisements. SK Telecom
The short-form also has captured the hearts of advertisers
promoted their student discount for the new semester with a
targeting the young generation. Lee explained, “The history
short-form dance video by “Sister Yell” who has 12 million
of media transition is a history of the advertisement market’s
subscribers on Tik Tok; and Yanolja, the accommodation
transition. And short-form has a feature, that the content of
application,conductedachallengethroughashort-formvideo
the video itself is an advertisement, different from usual,
introducing a choreography of the logo song. In addition,
which had its content and advertisement separately.” In other
MLB advertised their product “Big Ball Chunky,” by using
words, since the content of the video including the subject
an influencer’s dance challenge. Through dance short-form
and plot cannot appear separately in a 15-second short
videos, various advertising forms are made, contributing to a
video, the content should be an advertisement itself. For
newadvertisementmarket.
example, for a ginseng advertisement, the preexisting TV or
newspaper carried the advertisement, “Healthy Ginseng,”
TheNewSightofDance,
on the commercial board between the program or articles,
theNeverCeasingDanceCraze
but short-form shows a video, itself is an advertisement, like
How far will the Korean
@MnetKR
“Five tasty ways to eat ginseng.” The fact that many clients
dance craze go? Couldn’t it
are looking into this new type of advertisement market, the
be just a passing moment?
ⓒTwitter,
growthofshort-formplatformslikeTikTok,Reels,andShorts
A sudden dance academy
isexpected.
boom is affected by the
Ifthecontentitselfisanadvertisement,wouldn’ttheviewers
popular TV program “Street
feel repulsion from only watching promotional videos,
Woman Fighter,” which
disregarding the content? Fortunately, the refusal of short-
ended in October 2021. The
form advertisement is not severe. Kim So-jung, Associate
academy, where dancers from
▲Thedancecrew“HollyBang,”
winthefirstprizeinthe“Street
Professor in the Department of Media and Communication at
“Street Woman Fighter” was
WomanFighter.”
KyungpookNationalUniversity,said,“TikTokadvertisements,
recorded, has become hugely
which are easy to avoid by scrolling, project a certain feeling
popular, and there are many new students in other academies
of familiarity because they are made by an ordinary person,
who came to learn dance, after watching the program. Some
not a celebrity. This reduces hostility toward advertisements,
think that the dance craze is only a passing trend caused by
and diverse campaigns encourage such participation in
theTVbroadcast.
advertisements.” She further commented on dance short-form
However, the interest in dance was consistently building,
videos that, “Advertisements, which put dance as the main
produced by social media including cover dance and short-
subject, give audiovisual stimulus and have strong elements
form dance challenges before the TV program. The Ezdance
10
www.theargus.org
High level skills and battles are not the only factors that
of entertainment, resulting
@lilyjcollins
put breaking on the Olympic stage. Kim said, “Breaking
in a decrease in antipathy.”
lookslikeafightbutitsymbolizespeace,”andexplainedthat
Accordingly,celebrities'dance
ⓒInstagram,
breaking battle is a change from an aggressive struggle for
challenges seem essential
power from backstreet gangsters to a peaceful match. It is a
to promote new songs,
sublimationfromviolencetopeacethroughdance.Thedance
movies, and dramas. Lily
ofpeacesproutedfromresistancetowarddiscriminationinthe
Collins, starred in Netflix
late1970sU.S.,whichcorrespondstotheOlympicspirit,that
drama “Emily in Paris,” also
hopestoovercomediscriminationandthegapbetweennations
posted Zico’s “Any Song”
andculturestoachieveworldpeace.
challenge on her Instagram
to promote the new season of
the drama. Many companies
▲LillyCollins(L)andAshley
unrelated to dance are
Prospects
Park(R)areparticipatingin
diving into short-form dance
Zico’s“AnySong”challengeto
promotetheirdrama.
TheNewAdvertisementMarket:Short-Form
advertisements. SK Telecom
The short-form also has captured the hearts of advertisers
promoted their student discount for the new semester with a
targeting the young generation. Lee explained, “The history
short-form dance video by “Sister Yell” who has 12 million
of media transition is a history of the advertisement market’s
subscribers on Tik Tok; and Yanolja, the accommodation
transition. And short-form has a feature, that the content of
application,conductedachallengethroughashort-formvideo
the video itself is an advertisement, different from usual,
introducing a choreography of the logo song. In addition,
which had its content and advertisement separately.” In other
MLB advertised their product “Big Ball Chunky,” by using
words, since the content of the video including the subject
an influencer’s dance challenge. Through dance short-form
and plot cannot appear separately in a 15-second short
videos, various advertising forms are made, contributing to a
video, the content should be an advertisement itself. For
newadvertisementmarket.
example, for a ginseng advertisement, the preexisting TV or
newspaper carried the advertisement, “Healthy Ginseng,”
TheNewSightofDance,
on the commercial board between the program or articles,
theNeverCeasingDanceCraze
but short-form shows a video, itself is an advertisement, like
How far will the Korean
@MnetKR
“Five tasty ways to eat ginseng.” The fact that many clients
dance craze go? Couldn’t it
are looking into this new type of advertisement market, the
be just a passing moment?
ⓒTwitter,
growthofshort-formplatformslikeTikTok,Reels,andShorts
A sudden dance academy
isexpected.
boom is affected by the
Ifthecontentitselfisanadvertisement,wouldn’ttheviewers
popular TV program “Street
feel repulsion from only watching promotional videos,
Woman Fighter,” which
disregarding the content? Fortunately, the refusal of short-
ended in October 2021. The
form advertisement is not severe. Kim So-jung, Associate
academy, where dancers from
▲Thedancecrew“HollyBang,”
winthefirstprizeinthe“Street
Professor in the Department of Media and Communication at
“Street Woman Fighter” was
WomanFighter.”
KyungpookNationalUniversity,said,“TikTokadvertisements,
recorded, has become hugely
which are easy to avoid by scrolling, project a certain feeling
popular, and there are many new students in other academies
of familiarity because they are made by an ordinary person,
who came to learn dance, after watching the program. Some
not a celebrity. This reduces hostility toward advertisements,
think that the dance craze is only a passing trend caused by
and diverse campaigns encourage such participation in
theTVbroadcast.
advertisements.” She further commented on dance short-form
However, the interest in dance was consistently building,
videos that, “Advertisements, which put dance as the main
produced by social media including cover dance and short-
subject, give audiovisual stimulus and have strong elements
form dance challenges before the TV program. The Ezdance
10
www.theargus.org
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