Videostyle of Televised Political Advertising in Korean Presidential Elections

The aim of this study is to examine the videostyle of televised political advertising in Korea. The study explores how candidates` political backgrounds and strategies are represented through the videostyle of televised political advertising. To do so, it covers five presidential elections in South Korea (1992-2012). Each political spot is categorized into two types of political advertising (issue vs. image) and the two major parties of South Korea (conservative vs. liberal). According to the findings of this study, differences in verbal/nonverbal production technique components exist between the two types of advertising. In terms of comparison, we find that the conservative party and the liberal party used different nonverbal components, but the two parties used similar verbal and production technique components in presidential election advertising.