Example Of Postmodernism

In January 2016, HS Ad company launched an advertisement of SSG.com, a shopping portal site of Shinsegae Emart, which went viral instantly. This advertisement emerged as the most effective advertisement of the year, raising the sales of SSG.com by 32% and the number of new members of the service by 28% within a couple of months. In April 2016, it won the grand prize from Korea Advertising Society for this Year 's Advertisement." This popular and effective advertisements had many characteristics of postmodernism, and reflected many postmodern aspects of the Korean advertising society. Although it has many postmodern characteristics, in this paper we will focus on just three aspects of it. First, it is an uncertain advertisement which reduces

One example is brand webtoon. Brand webtoons are a method of advertising by asking a cartoonist to draw a webtoon about the requested product. However, the brand webtoons these days rarely introduce the product except perhaps in the title and create a cartoon of its own story and values. Thus the webtoons are in the end consumed for its own independent amusement. Another example, Nike, created a 7-minute animation movie that had no relation to the product itself but only focused on the fun of sports. These types of advertisements, in spite of seeming to contain little information about the product itself, gain access to more consumers by being voluntarily redistributed after consumption, and become more profitable than ‘traditional’ advertisements with product information in

An example is the commercial film of Kenneth Cole. Although this wasn 't the exact identical imitation of SSG.com, it does share some common features with the SSG.com. People don 't have facial expressions, and the background of the film is in solid colors. People are almost motionless and very slow. Another example is the “OJC Good Butane Gas.” This also uses the solid colors and simple dialogues, which is similar to the SSG.com advertisement. In the society where the boundary between the original and an imitation has deteriorated, people take advantage of the original 's popularity by formatting the advertisements in certain established forms. In the process, many advertisements follow an identical narrative, and this is accepted as a blank mimicry, not a plagiarism. For example, there is an advertising format that uses loud music and noise in order to create a 'young ' image, and then there is one which manipulates a touching story within a commercial. There are so many of them that it is impossible to identify the original commercial of a certain format. Likewise, SSG.com can be regarded as creating a novel format of metropolitan and chic image, which affected the Kenneth Cole film (either directly or indirectly.) Of course, SSG.com is not free of imitation in that it also takes from other works of advertisement and artworks in