Emotive Subjects and Background Stimuli: K-pop and Commercials
Department: Center for Critical Korean Studies
Date and Time: November 18, 2021 | 2:00 PM-3:30 PMEvent Location: Zoom
Event Details
Share:
| | 
Emotive Subjects and Background Stimuli: K-pop and Commercials
Thursday, November 18, 2 PM (PST)
Zoom Webinar & Facebook Live
Please Register via Zoom
Click HERE to Register
Speaker
Roald Maliangkay
Associate Professor
College of Asia & the Pacific
The Australian National University, Canberra
When used in film, music can be a powerful conduit of emotions in support of the visual narrative, stirring feelings on both conscious and subconscious levels, even when played softly in the background. However, when the emotions and connotations it summons do not align well with the main narrative, this can confuse and even put off the audience. When used in commercials, any such misalignment must be avoided at all cost. After all, in mere seconds, commercials must swiftly foster a need or desire and any distraction risks ruining the investment. What is the role of music 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? In my lecture, I will explore the use of music and K-pop in Korean commercials, and examine how songs, visuals and words complement one another.