This posting is an additional survey that draws attention to the question "What is the most important social movement in Korea?"
Absolut Vodka Advertising
"Social movements or civic movements represent a variety of organized, collective and continuous actions in which the public and citizens voluntarily participate to change and improve existing social structures and institutions." (wikipedia)Perhaps the biggest social movement in recent years will not be able to say anything except 'Against Park Geun - hye president'.
I was interested in the "Absolut Vodka" advertising controversy among the various articles related to this incident.
Exactly a year ago, December 10, 2016 Absolut Vodka posted the following poster. The lights of the candles flow like waves, symbolizing the bottle shape of Absolut, and the subtitle "THE FUTURE IS YOURS TO CREATE" ran. On the bottom right, there is also a small text saying "ENJOY RESPONSIBLY".
The opinions of the netizens on this poster were divided into two. "If you know the meaning of each candle, it's not like a candle to be used for advertising, it's a candle-lit candle." "It's an advertisement to support candlelight vigils." On the other hand, there were citizens who said that "I will interpret it as a dedication to candles and democracy", "the power of the overwhelming people goes well with copy" and "one of many attempts to celebrate and commemorate the most important thing this year".
In order to evaluate this, it is necessary to understand Absolut's advertisement so far. Absolut vodka advertising is famous for its print ads, which are a series of visualizations that visualize the shape of bottles. The catchphrase, which is a mixture of puns, has become a stereotypical image of a unique bottle shape. Absolute continues to produce ads inspired by historical events in each country and city
I think candlelight vigils are good advertisements of historical events. Though Absolut did not support the candlelight vigils, their advertising has shown that abroad people have a lot of interest in Korea. Some people say that it is not good, so it is not good to be known abroad. But even if you are interested in a little, you can be found through search in information society. Therefore, I think that this advertisement is a good marketing strategy that not only shows the peaceful citizenship of Korea but also advertises its products(Vodca) well. I want to know what other students think.
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