The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
  • World Expo 2030
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
  • Hangzhou Asian Games
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_twitter_on_2022.svgbt_twitter_over_2022.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
  • World Expo 2030
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
  • Hangzhou Asian Games
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_twitter_on_2022.svgbt_twitter_over_2022.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
  • Login
  • Register
  • Login
  • Register
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
  • 1

    '30 Days' promises laughter, unlikely romance

  • 3

    All elementary schools in Seoul to record calls from parents

  • 5

    North Korean escapees tell how nuclear tests ruined their health, hometown

  • 7

    Foreign tour operators pay close attention to Seoul's new Tourism Future Vision plan

  • 9

    Parent assaults day care center worker with baby excrement; angry public urges lawmakers to act

  • 11

    ITZY's Lia takes break to put mental health first

  • 13

    Yoon signs off on motion requesting parliamentary consent to opposition leader's arrest

  • 15

    Seoul unveils lineup for Art Festival Seoul 2023

  • 17

    INTERVIEWSong Kang-ho hopes to offer cinematic originality with 'Cobweb'

  • 19

    Housewife arrested for smuggling meth in sunflower seed bags

  • 2

    BTS stars shine brighter as solo artists

  • 4

    S. Korea crush Kuwait to begin men's football title defense

  • 6

    Putin may regret forging closer ties with Kim: experts

  • 8

    US court rules in favor of KEPCO, KHNP over nuclear reactor exports

  • 10

    USFK soldier, 2 women arrested for drug trafficking

  • 12

    Korea ramps up support for marginalized youth

  • 14

    Korea to begin quest for 3rd straight men's football gold vs. Kuwait

  • 16

    Yoon pitches Busan Expo bid at UN in bilateral talks

  • 18

    30 people purchased 8,000 homes: data

  • 20

    Naver, Kakao engage in fierce payment competition in China, Japan

Close scrollclosebutton

Close for 24 hours

Open
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
Thu, September 21, 2023 | 17:16
Candidates fight TV commercial war
朴-文, 60초 TV 광고 "우리가 더 낫다"
Posted : 2012-11-28 19:33
Updated : 2012-11-28 19:33
Print PreviewPrint Preview
Font Size UpFont Size Up
Font Size DownFont Size Down
  • facebook
  • twitter
  • kakaolink
  • whatsapp
  • reddit
  • mailto
  • link
Park Geun-hye, left, presidential candidate of the ruling Saenuri Party, and Moon Jae-in, presidential contender of the main opposition Democratic United Party, appear in TV commercials. / Yonhap Park Geun-hye, left, presidential candidate of the ruling Saenuri Party, and Moon Jae-in, presidential contender of the main opposition Democratic United Party, appear in TV commercials. / Yonhap
Park Geun-hye, left, presidential candidate of the ruling Saenuri Party, and Moon Jae-in, presidential contender of the main opposition Democratic United Party, appear in TV commercials. / Yonhap

By Jung Min-ho

Park Geun-hye, left, presidential candidate of the ruling Saenuri Party, and Moon Jae-in, presidential contender of the main opposition Democratic United Party, appear in TV commercials. / Yonhap

Presidential contenders Park Geun-hye and Moon Jae-in released their first television campaign advertisements Tuesday as they compete to win the hearts and minds of voters ahead of the Dec. 19 polls.

But commercials are one thing and television debates are another. Park, the conservative candidate from the ruling Saenuri Party, has repeatedly declined requests by the opposition challenger to engage in more presidential debates than the three required under the Election Law that will air on Dec. 4, 10 and 16.

Park's television advertisement is built around her slogan to "heal people's wounded hearts." Moon's Democratic United Party (DUP) is aimed at highlighting its candidate's down-to-earth image.

In the 60-second video, the Saenuri Party attempted to stoke the emotions of Park's supporters by reminding them when Park was slashed on the face by a dissenter while campaigning during the Seoul mayoral elections of 2006. After receiving treatment, an emotional Park returned to campaigning, an incident many believed provided a critical boost to eventual winner Oh Se-hoon.

"There is no one without a scar, but the scar from the incident which put me at death's door that day completely changed me," the narrator says as the camera shows a picture of Park in pain.

When the scene shifts to people wishing for Park's recovery with candles and placards, the narrator continues, "You saved me. At that point, I decided to heal people's wounded hearts for the rest of my life. Now it is my turn to dedicate myself to you." Zooming in on the scar on her right cheek, the commercial closes out with a message, "Prepared female President Park Geun-hye."

"The advertisement contains the message that Park will dedicate herself in return to the people who helped her to recover after going through many hardships," Byun Chu-suk, the Saenuri Party's chief of public relations said. "Park's rich experience is superior to that of her counterpart. So, I also stressed that she is prepared for the presidency."

To the background of a popular song, "If I were," sung by actress Moon So-ri, Moon's commercial starts with the camera showing a dark tunnel before closing up on yellow flowers in the light. Yellow has been the symbolic color of the DUP since the days of the late President Roh Moo-hyun.

In his voiceover Moon asks "Are you happy my fellow Koreans? Do you feel the (current) government exists for you? Do you feel the government is concerned about the difficulties you are going through?"

Then the film shows the inside of Moon's house and zooms in on old family photos of Moon and his wife. Then it moves to the image of Moon delivering a speech at the podium. He closes the commercial by promising "there will be equal opportunities, fair process and just outcome."

"The advertisement emphasizes a big difference between Moon, who has lived his entire life as commoner, and Park who comes from a privileged background," Yu Eun-hye, the DUP's chief public relations manager said. "At the end of it, I included three core messages of his speeches showing his strong will to bring a change to politics to open a new era."

Under the election laws, each camp is allowed to air their television ads a maximum of 30 times and the length of each commercial is limited to 60 seconds.

On the possibility of more ads in the pipeline, the DUP official said the upcoming commercials will center on embracing the supporters of former candidate Ahn Cheol-soo, highlighting Moon's management ability as leader. The Saenuri Party official said the following ads will emphasize Park's trustworthy image of keeping her promises and the need for a female leader to meet the demands of the times.


朴-文, 60초 TV 광고 "우리가 더 낫다"
'文광고, 포커스 흐트러져' vs '朴광고, 일반유권자 부담' 새누리당 박근혜ㆍ민주통합당 문재인 대선후보의 첫 TV광고가 27일부터 전파를 타면서 그 효과가 주목된다. 지난 2002년 대선 당시에는 `노무현의 눈물'이라는 첫 TV광고가 승패의 향배를 가르는 결정적 요소 중 하나였다는 것이 정치권의 공통된 의견이다. 60초 분량의 TV광고에서 박 후보측은 지난 2006년 지방선거 지원 과정에서의 피습 당시 `박근혜의 상처'를 부각시켜 박 후보가 국민을 위해 헌신할 준비가 된 여성대통령이라는 이미지를 강조했다. 문 후보측은 민주당 경선에서 승리한 다음 날 아침 구기동 자택에서 문 후보가 대선 출정식을 준비하는 모습을 담으면서 평범한 서민 이미지에 포인트를 뒀다. 양측 모두 '우리 TV광고가 더 낫다'며 자신감을 나타내고 있다. 새누리당 변추석 홍보본부장은 28일 연합뉴스와의 통화에서 '캠페인에 비유하면 어제 `박근혜의 상처' 광고는 서문(프롤로그)인 만큼 감성적 전달에 초점을 뒀다'면서 '응원의 전화를 많이 받아 힘이 난다'고 말했다. 이정현 공보단장도 '위기 속 강인함과 사심없이 국가와 국민을 위해 자신을 던지겠다는 박 후보의 강점이 잘 표현됐다'고 공감했다. 다만 '감성도 중요하지만 강조하고 싶은 메시지를 담아 끝내는 게 나을 것'이라는 지적도 나왔다. 민주당 유은혜 홍보본부장도 첫 광고인 `출정식'의 광고 효과에 대해 '문 후보가 가진 편안하고 서민적이고 친근한 이미지와 함께 핵심 메시지까지 잘 어우러져 전달됐다는 평가를 받았다'고 만족스러워하는 분위기다. 그러나 단점으로 '임팩트가 떨어졌다는 의견도 나왔다'고 덧붙였다 양측은 서로의 TV광고에 대해서는 박한 평가를 내리며 신경전을 펼쳤다. 변 본부장은 '2002년 `노무현 광고'는 상징적인게 있었지만 이번에는 포인트를 다 살리려다 보니 포커스가 흐트러진것 같다'면서 '모든 걸 강조하면 하나도 강조하지 않는 것과 같다'고 지적했다. 유 본부장은 '감추고 싶은 면을 되려 이용해 국민에게 겁을 주는 느낌'이라며 '충성도 높은 지지층의 결집 효과가 있을지 모르겠지만, 일반 유권자들에게는 부담스러운 광고'라고 깎아내렸다. 박 후보측은 향후 이번 선거 슬로건인 `세상을 바꾸는 약속, 준비된 여성 대통령', `책임있는 변화, 준비된 여성대통령', `신나는 대한민국, 준비된 여성대통령'이라는 메시지가 잘 전달되도록 시의적절한 시점에 후속 TV광고를 방영한다는 계획이다. 문 후보 측은 새정치와 단일화를 테마로 안철수 전 후보 지지층을 품기 위한 광고도 준비 중으로, 안 전 후보가 본격적인 지원활동을 벌일 때 제작을 마무리하기로 했다. 또한 문 후보의 국정운영 능력과 박 후보와의 정책적 비교우위, 젊은 층의 투표 참여 등을 강조하는 광고를 준비중인 한편, 2002년 대선에서 승리의 원동력의 하나였던 `노무현의 눈물'에 필적할 만한 광고를 제작하기 위해 부심하고 있다. (연합뉴스)
Emailmj6c2@koreatimes.co.kr Article ListMore articles by this reporter
 
miguel
Top 10 Stories
1North Korean escapees tell how nuclear tests ruined their health, hometown North Korean escapees tell how nuclear tests ruined their health, hometown
230 people purchased 8,000 homes: data 30 people purchased 8,000 homes: data
3Korea urged to adopt China exit strategy amid hegemonic war Korea urged to adopt China exit strategy amid hegemonic war
4[INTERVIEW] Putin uses summit with NK leader to stop Seoul from helping Ukraine: expert INTERVIEWPutin uses summit with NK leader to stop Seoul from helping Ukraine: expert
5Foreign ministry asks Japan to investigate case of Korean poisoned with bleach in Tokyo Foreign ministry asks Japan to investigate case of Korean poisoned with bleach in Tokyo
6Unfreezing of funds not likely to restore Korea-Iran ties Unfreezing of funds not likely to restore Korea-Iran ties
7Seoul plans to build Jamsil Sports MICE Complex Seoul plans to build Jamsil Sports MICE Complex
8Merck emphasizes digitalization in semiconductor market Merck emphasizes digitalization in semiconductor market
9Yanolja's aggressive expansion results in voluntary redundancy program Yanolja's aggressive expansion results in voluntary redundancy program
10Global oil price surge stokes stagflation concerns Global oil price surge stokes stagflation concerns
Top 5 Entertainment News
1'30 Days' promises laughter, unlikely romance '30 Days' promises laughter, unlikely romance
2ITZY's Lia takes break to put mental health first ITZY's Lia takes break to put mental health first
3Rowoon leaves SF9 to focus on acting career Rowoon leaves SF9 to focus on acting career
4Invasion of 'smart' albums Invasion of 'smart' albums
5Netflix's 'Song of the Bandits' blends western action with Korean period series Netflix's 'Song of the Bandits' blends western action with Korean period series
DARKROOM
  • Turkey-Syria earthquake

    Turkey-Syria earthquake

  • Nepal plane crash

    Nepal plane crash

  • Brazil capital uprising

    Brazil capital uprising

  • Happy New Year 2023

    Happy New Year 2023

  • World Cup 2022 Final - Argentina vs France

    World Cup 2022 Final - Argentina vs France

CEO & Publisher : Oh Young-jin
Digital News Email : webmaster@koreatimes.co.kr
Tel : 02-724-2114
Online newspaper registration No : 서울,아52844
Date of registration : 2020.02.05
Masthead : The Korea Times
Copyright © koreatimes.co.kr. All rights reserved.
  • About Us
  • Introduction
  • History
  • Contact Us
  • Products & Services
  • Subscribe
  • E-paper
  • RSS Service
  • Content Sales
  • Site Map
  • Policy
  • Code of Ethics
  • Ombudsman
  • Privacy Statement
  • Terms of Service
  • Copyright Policy
  • Family Site
  • Hankook Ilbo
  • Dongwha Group