[KS] The Monash University Korean Studies Seminar Series 7

[Soyeon Kim]

Dear Korean Studies members,

I would like to announce the forthcoming talk at Monash University in
Melbourne, Australia. Monash University has been holding seminars on
various topics related to Korean Studies, and the 7th talk is going to be
held next week as an online seminar. Please see the details below:

The Monash University Korean Studies Research Hub is proud to present:

The Melbourne Metropolitan Korean Studies Seminar Series Talk 7: Assoc.
Prof. Roald Maliangkay (ANU)

*Monday September 6, 5-6 PM AEST*
When Artists Become the Product Placed: K-pop in Korean Commercials


Abstract

Until they began to be packaged for replay in the 1990s, music videos were
created to sell a song and artist. The images were hard to forget and
became the immediate connotation of the songs, often eclipsing their
lyrics’ original intent. Because audiences learn how to interpret musical
clues, however, it does not matter whether the original intent of a
particular piece of music bears any relation to the medium or narrative in
which it is newly embedded. But when it is used in a movie viewed by people
other than the intended audience, music can disrupt. Where its purpose is
to promote, as in commercials, music must therefore align well with its
target audience. Claudia Bullerjahn (2006) identifies three key features of
the use of music in television commercials that all rely on this alignment:
motivation, opportunity, and ability. While the first and second features
relate to the use of music to respectively attract and convey information,
the third captures the use of music to help the target audience digest the
message. But how do these features play out in TV commercials in South
Korea, where celebrities, including K-pop idols, dominate the advertising
world? Might a celebrity not distract the target audience from processing
the commercial message embedded? Do the images of celebrities correspond
with the commercials’ target audience? Focusing on the commercials and
K-pop idols voted respectively most memorable and liked in nationwide
surveys, in this talk I explore the combined use of music and K-pop idols
in South Korean commercials since 2009 and examine how they have ensured
the success of marketing campaigns.



Bio
Roald Maliangkay is Associate Professor of Korean Studies at the Australian
National University. Fascinated by the factors driving fandom, the
mechanics of cultural policy, and the convergence of major cultural
phenomena, he analyses the history of Korean entertainment.
[image: image.png]

Please register here for your attendance:

https://forms.gle/UfdEn8cajc3PS3m46

For any questions regarding this event, please contact:

Ms Soyeon Kim:

Soyeon.kim at monash.edu

Yours sincerely,

*Soyeon Kim*

PhD candidate/ Teaching associate
School of Languages, Literatures, Cultures and Linguistics
Monash University
Clayton, Victoria, 3800
Australia

Email: Soyeon.Kim at monash.edu
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