[KS] The Monash University Korean Studies Seminar Series 7

Soyeon Kim soyeon.kim at monash.edu
Wed Sep 1 06:04:25 EDT 2021

Dear Korean Studies

I am writing this email to confirm if the previous email I sent you a few
days ago found you well.
I would like to ask you to check the above email and advertise to other
Korean Studies members in your earliest convenience.
If you have any questions about this talk, please don't hesitate to contact
me by replying to this email.

Thank you for your support in advance.

Yours sincerely,

Soyeon Kim

On Mon, 30 Aug 2021 at 09:34, Soyeon Kim <soyeon.kim at monash.edu> wrote:

> 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

*Soyeon Kim*

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

Email: Soyeon.Kim at monash.edu
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