총 8페이지

www.theargus.org
8 NOVEMBER2,2005
CULTURE
Culture Trip
Advertisementspersuadepublic
InquireofPublicServiceAdvertisement’schange
Reasonofchange
ByLeeSang-hee
Therearesomeimportantfactsthatmade
EditorofCultureSection
changesinthepubliccampaign.Viewersdid
no longer correspond with old-fashioned
G
enerallyspeaking,manypeopledonot
advertising, innovations had to be made.
find public campaign interesting.
Year 2005 marks the 25th anniversary of
Consideringthefactthatpubliccampaignis
Public campaign entry competition, with
aimed at sending messages to the public, it
high interest of public campaign more
LeeSang-hee /TheArgus
isn’tliketheeye-catchingandappealingTV
advertising companies try to participate in
People’sartworksarehanginginthenature.
commercials. However, nowadays some
the competition. Many creative and unique
changes to make a better perceived
ways of public campaigns are being
campaignistakingplace.Publiccampaigns
designed. As public campaigns are
Spendfallasartist
arenownoticedandgainninggoodresponds
becoming more and more useful and
fromthepublic.
focusing on important issues, it began to
interest many viewers. Since the public
Introduction
campaign is viewed, the advertisement
seeanartmuseum,anartgalleryandanart
ByLeeEun-young
Let us take a closer look at public
company that is selected appeal to many
shop.Theyhaveexhibitionseverydayand
ReporterofCultureSection
campaign’shistoryandprocess.Koreahasa
viewersandcouldleaveagoodimage.
youcanseemanyinterestingworks.Also,
short history of public campaigns. It started
Governmentsupportshasrisentoraisethe
you can see an art work made by video
in 1981 as Korea Broadcasting Advertising
quality of public campaigns. On March
A
re you enjoying the season “fall?”
artist Paik Nam-june. Near by, there is a
Corporation (KOBACO). Following the
2005, government established Policy
Fall has stolen up on us. If you are
theater that can hold 300 people. They
Broadcasting Act, mass media like TV and
Information Department, which is different
looking for a place where you can enjoy
have various kinds of performances every
radioshouldbroadcast0.2%ofentireon-air
from the former department. It is more
thelastscenesofthefallnearSeoul,how
day.Infrontofthetheaterthereisacoffee
timewithpubliccampaignpermonth.
practical in that the designated people are
aboutvisiting“YangpyeongBatanggolArt
shop, where teas and drinks are sold at
The process of public campaign is as
editors, professors from journalism who
Hall(YBAH)?”Batanggolmeansavillage,
1,000 won. You can enjoy great view in
follows.Inthebeginningofayear,surveys
haveworkedinrelatedfields.
which is a place for spirit of people who
goodmood.Ifyougoupmore,youcansee
are conducted to 100 people about the
Lee Kwang-hoo, Geumgang Agency
loveart.Atthisplace,youcanexperience
a place for outdoor barbecue. There, you
current national issues and then themes are
consultant, quoted, “When I prepared for
multiple cultural activities. Batanggol Art
can also see a mini zoo where cows,
selected. Then advertisement agencies are
“No Smoking- Self-torture and Farewell to
Hall was originally located in Daehak-ro,
horses, dogs, hens among many other
requested to make the advertisement. All
my loved ones’ ad, I felt the change of
Seoul,butin1999,awomanartistParkUi-
kindsofanimalsarehoused.Downtothe
process is taken by Public Campaign
government’sattitudetowardstheagencyin
soon opened YBAH in Yangpyeong.
anotherwalkthroughtheforest,therearea
Association.
charge of advertising. Before in the office,
Becauseitissituatednearthesouthernpart
Ceramic studio, a pottery studio and a
OneofPublicServiceAdvertisementsfornosmoking,“selftorture.”
there were rigid moods that did not accept
of the Nam-han River, it has beautiful
traditionalstudio.Ifyoupayafee,youcan
Changing times reflected on the
wasin1997whenKorea’seconomywasin
intothedrainageandinhalespoisonousgas.
our ideas like more liberal advertisement
scenery and many artists go there to do
make things you want; dyeing a piece of
matterofcampaign
badshapeduetotheAsianFinancialCrisis.
A narration follows, “Smoking cigarette is
agenciesoutside.Nowadaysthegovernment
their art works. YBAH also allows the
clothinthetraditionalwayorengravingto
Throughout the years, Korea’s national
A famous comedian, Lee Kyung-sil would
selftorture.Smokingisliketormentingone’s
realize the importance and effectiveness of
localcommunity,whichlivestoofaraway
your t-shirts and bags, making Korean
policy has changed and these changes have
fastenherbelttightlyandsay“Sparingisthe
brain, skin and lungs.” “Farewell to my
advertisement and accept our ideas without
fromSeoultoenjoyartfacilitiesandevents
paper,potteryormug,makinganobjectof
been reflected in the advertisements. For
only way to survive.” In 1989, the
lovedones”showsamotherandadaughter
doubt.” Under the slogan “renovation,” real
inSeoul,toexperienceartcloseby.
metal craft and the others. You can make
example, advertisements on “Savings
governmenttookactiononsheddinglighton
embracingeachotherandmomentslaterred
changesarebeingcarriedout.
Getting on the bus to the Toichon, you
thembyyourselfinthewayyouwant.You
campaign”, “Saving food” and “Patronizing
socialissuesthroughadvertisementssuchas
liquid is running down from the daughter’s
Fund support has become much better as
can see you are going to a rural city
are in the middle of nature and you can
home products” stressed the importance of
increasing woman’s right; cooperation of
earlikeblood.Itrepresentsasadearlydeath
the number of public campaign decreased
through metro city and you can feel like
enjoythetimeinthestudio.
buildingastrongeconomyoneofthecrucial
managementandlaborunion;transportation
caused by smoking. This was the winning
and the quality of it increased. In 1986, 22
you are setting free from the world. Also,
Ifyouwanttoexperiencealloftheseand
issues of the early 1980s. In “the Korean
safety; prohibition of juvenile delinquency.
advertisement for Special Judge Prize 2005
publiccampaignswereproduced,in1996it
through the window, you can see a clear
you don’t have time to do all, you can
version of Scrooge” advertisement, the
Afteryear2000,theissuesbroadenedfurther
atKoreaAdvertisementAward.
diminished to seven and now six ads are
day of fall. After getting off the bus, you
reserve a room at the pension before you
famous comedian Lim Ha-ryong came out
into environmental issues, recycling, and
Recently themes of public campaign are
beingmade.
cantakeabustotheYBAHorhitcharide.
go there. The pension is designed like a
asafatherwithawomanashiswifeanda
globaletiquette.
unique and broad. “Same birthday for five
You might think hitching a ride is
traditional Korean-style house. You can
boy as his son. They were having a dinner
people” ; an organ donation campaign,
Public campaign reflects the ideas and
embarrassing but it could be the most
make reservations on weekends or
with a fish hanging on the ceiling. The
Noticeableworks
“harmonyofbottles”;arecyclingcampaign
critical issues of a country. Good qualified
permanentremembrancethantakingabus.
holidays. If you reserve a room at the
family would take one spoon of rice, and
This year’s public campaign is “No
which shows bottles dancing and singing
public campaign that serves the viewers as
At the ticket office in front of the main
pension, you can use the swimming pool,
then take one look at the fish. This
smoking.”(thefirsthalfoftheyearfocused
like humans, like it has gained life again.
guidelines to understanding these issues
gate, a kind-looking old man gives you a
basketballcourtandmanyothers.
advertisement showed an example of
on the smoking as “self torture” and the
“Harmonyofbottles”advertisementwonthe
wouldpromoteandencouragethepeopleto
ticket with a chicken shaped badge made
How about spending your fall as an
extreme saving as the family would only
secondhalfas“farewelltomylovedones.”)
TVCF Award in 2004 due to its great idea,
makechangesforabetterfuture.
of ceramics. The place is like a small
artist?
“imagine”thattheywereeatingthefish.
In the “self torture” advertisements, a man
Its’messagewas“Trashneverdisappears,so
villagewithlotsoftreesandflowers.You
Another example of an advertisement
hitshishead,ayoungladyscratchesherface
itshouldberecycled.”
can see some sculptures here and there.
carla@hufs.ac.kr
limited38@hufs.ac.kr
reflecting the economic hardship of Korea
onthetableandayoungmanputshishead
First,whenyougouptothewalk,youcan
CHAFS
Findinglifeinmusic,enjoyinglifeinculture
CHAT+HUFS
media.Ithasbeenover10yearsthatmediawrapped
ByLeeEun-young
a feast for the eyes with the name of the music.
ReporterofCultureSection
People says Korean music market is in depression
but I think it is weird that one single album sold 2
I
nyourparent’sdays,therewasnointernetandit
million compare to the scale of Korean population.
was hard to get overseas music magazines. The
Even though people like maniac to some kind of
music programs on the radio were the source of
music is increasing and the people’s desire to good
informationaboutmusicandtheDJontheprogram
musicisconstantlygrowing,mediumscan’tkeepup
was the only critic. But with the appearance of
with them. There is no medium that could handle
Internet,musiccriticsbecamenotonlyreviewerbut
minor maniacs and they lack of creativeness. For
also distinguish them selves as professional critic
example, indie is a music that tries to make
fromotherpeoplewhowritesamateurreviews.Now
progressive and experimental songs. Indie in Korea
you can see many criticisms in lots of media, but
isactivethanbefore.Butitistruethatitisstillhard
only minor group of manias are interested in them
todreamavision.Thereisnowaytocommunicate
andcriticsbecameveiled.SoTheArgusplannedto
tothemass.Media’saimhastobeintroducingmusic
meet Park Eun-seok, a music critic, who
to the mass but they show biased singers and
distinguishedhimselffromthemiddleof1990s.
selectionofmusic.Theydonotfeelresponsibilityas
aculturalgatekeeper.
Reporter: Thank you for coming. First,
would you tell us about your job as a music
R:Then,whatthemasshastodo?
LeeEun-young/TheArgus
critic?
Park: Netizens are cynical about the media. But
ParkEun-seok’ssmilemadetheinterviewcomfortable.
ParkEun-seok:Manypeoplehaveawrongidea
they have demand to the media about what they
about music critics. Sometimes, even reporters are
record company, a magazine company also asked
critic’swayofthinkingaboutthemusic,thenitisa
want. Straightforwardly, maniac groups are closed
confused when they introduce us. Korea doesn’t
metowriteforthem.Fromthenon,Ibecamewell
good criticism with logical conclusion. It is critic’s
andhavemanythingstosaybutdoesnotliveupto
have any system about the names of music critics.
known and finally got a chance to appear on a
dutytolistentomusicandunderstandthehistory.
action. Not only netizens but the mass has to have
Actually, there are two types of music critics: pop-
television program. I did not seriously think about
their right as the audience and listener. You know
columnist and music critic. A pop-columnist is a
becomingamusiccriticasmyoccupationbutIsaw
R: I heard that you find lots of uncommon
that fans of high-teen group Dong-bang-sin-gi
personwhowritesshortarticlesaboutprivateplans
itasachance.SoI’mstillworkinginthisfield.
musicwell,howdoyoufindthem?
demandstothemediaintheirInternetbulletinboard.
or surrounding circumstances in the music society
Park: Well, these days, I use Internet like most
Youcandoitlikethattoo.Mediawillbechangedif
likejournalists.Amusiccritic,andIthinkIbelong
R:Howdoyoucriticizeapieceofmusic?
peopledo.WhentherewasnointernetIreadabout
youvolumeup.Iwantyoutobeactive.
tothiscategory,deciphersandfindsthemeaningsof
Park: Musical society is like an organism you
10 abroad music magazines regularly. After the
music.Peopleneedtodistinguishthesetwoandany
havetofollowhardafterit.Insteadofrepetition,you
appearance of the internet, to repeat myself, when
R: Do you have anything to say to the
othernames.
havetothinkhowtounderstandthenewmusicstyle
Populism of information came, monopoly of
students?
and grasp the trend and change in music. So I buy
information is now impossible. It is sure that
Park:Listentomusicwithopenmind.Donotbe
R:Whatmadeyoudecidetobecomeamusic
lotsofalbumsandtheycoverthethreesurfacesofa
obtaining information is easy, but you must not
rawnonthemedia,beambitious.Itisgoodtostudy
critic?
wallinmyroom.Ispend500thousandto10million
damage the intrinsic attribute. So besides whether
TOEICandpreparefortheemployment,butIhope
Park:IlistenedtotheAmericanpopsongswhenI
in a month to buy them. You might think it is a
you have more imformation, the meanings became
youtotakeaninterestinculture.Koreanstudentsdo
was an elementary school student and when I
waste, but I think it is an investment in me. When
moreimportant.Youhavetoanalyze,decodemusic,
not know how to enjoy their lives. It could be a
becameahighschoolstudent,Ijoinedamusicclub
you are criticizing music, you have to admit the
arrange the information system technically and
chancetostudyhumanity.Thosestudentswhodon’t
in school and began to write critiques about music.
music itself objectively and analyze and judge it
integratethosetothesociety.
see plays or seek out newly released films on their
When I was a university student, I started writing
subjectively. It is no use if you criticize without
own are not really taking charge of their lives or
critiquesforamusicdongariinschool.Anofficialat
subjectivity. A good critique is the writing that has
R: How do you think of Korean pop songs
taking advantage of all the opportunities. The
arecordcompanylikedmywritingandaskedmeto
critic’s color. In other words, the person who
recently?
responsibility is on society. You don’t have to turn
write for them. That was the start of my life as a
criticize subjectively with objective thermometer is
Park: Korea is well developed in hardware,
upforit.Youcansubscribetoitbyjustenjoyingthe
critic.1993wastheyearwhenIgotpaidforthefirst
thegoodcritic.Andalso,whenthereadermeetson
recording, styles and many fields than before. But
culture.Iwantstudentstoenjoyculture.
LeeEun-young/ReporterofTheArgus
time for my writings. While I was writing for the
their criticisms and if the reader tries to think of
still,I’mdisappointedthatmusicsocietyisunderthe
limited38@hufs.ac.kr

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