Postmodern Korea in TV Commercials

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Korean’s postmodernism began in late 1980s when its commercialism matured enough to adopt the new discourse. Lee Jae Hyun , in his article, discovered the prominent symptoms of postmodernism of which signs substitute for materials. People started consuming Nike, a sign rather than the shoes, a material. In 2007, we are living in the world of signs and the way postmodernism produces the signs is evolving fast. Today, we are accustomed to the postmodern challenges to some extent, so it is not shocking or unacceptable, but fun and enjoyable. Jean Baudrillard mentioned that TV is the most important media which represents postmodernity the best. Korean TV commercials are good examples of symbolic representation to talk about postmodernism in Korea. Analyzing TV commercials which have been the most talked-about for the last three months, we can discover the four postmodern features in K-commercials; 1) not a star but a human, 2) not serious but fun, 3) not telling but interacting, 4) not a creation but a hybrid.
Recently TV commercials tend to adopt normal people and their story rather than hiring top stars. When TV commercials chose top stars, the beautiful models were the subject who attracted consumers, the objects. Advertisers believed that the top stars were the best ideal for their product image. However, postmodern commercials do not spend time looking for the ‘ideal’ any more, but they focus on the normal people who have various stories but share the common feelings of human. The TV commercial of Prudential Life Insurance starts with the subtitle, ‘this is the video of our client Seo Seung Bum’s family.’

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