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Mental Malware: The Psychology of Korean Advertisements

Author: Knigel Holmes

Abstract

On the basis that current psychological research into mass media gives more representation to Western than Korean cultures, this project uses Western research theories alongside Korean studies to investigate persuasion techniques in 10 Korean advertisements. If Western psychological research on mass media is valid across cultures, then the concepts, theories, and studies will apply to Korean mass media. The collection includes personal photographs taken in Korea as well as Internet videos of commercials played on Korean television and in New York City’s Times Square. The methodology restricts the samples to subtle advertisements not derived from a Western view of a strange or exotic Korea. The results find instances of peripheral routes of persuasion that use various appeals and tactics related to Western media. This project discusses cross-cultural and cross-border tactics as well as ageism, sexism, and gender roles. The results suggest that while there are differences, Western theories are applicable to Korean mass media; however, the implications emphasise further mass media research from a Korean perspective and an increase of media literacy.  Read more... (4849 words, 3 images, estimated 19:24 mins reading time)