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 PM

Event Location: Zoom

Event Details

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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

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.