Type
Essay
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5 pages
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1153 words
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Comparison Between Korean Public Advertisement And The United States

July 11, 2017
Comparison between two Child Obesity Prevention Advertisements
American Advertisement: Rewind the Future by Children’s Healthcare of Atlanta
Korean Advertisement: Parent’s healthy habits make child’s healthy image by Ministry of Health
2012110608
Table of Contents
1.Reasons for Selecting the Child Obesity Prevention Campaign to compare
2.Target Audience
3. Individual Beliefs/Attitudes VS Social Norms
4.Type of Emotional appeal
5.Suitability of Approaching method
6.Conclusion
Links for Advertisement
1.Rewind the Future
https://www.youtube.com/watch?v=xUmp67YDlHY
2.Parent’s healthy habits make child’s healthy image
https://www.youtube.com/watch?v=eH_vFYo_bPU
Reference- American explaining why American is fat
https://www.youtube.com/watch?v=q5m9cASAJWY
1.Reasons for Selecting the Child Obesity Prevention Campaign to compare
I have searched through lots of public service advertisements made in Korea and other
countries. But failed to find the two PSA(Public Service Advertisement) which delivers the
same message(what to say). The message usually differed in some way between Korean and
foreign countries although the theme and the category of the Ad was same. However,
surprisingly I have found that most of the PSA about Child obesity speaks of Parent’s
responsibility regardless of regions. Their intended message was usually “Parents are
responsible for their children’s health”. They only differed in their way of How to say the
Message. Therefore I have thought that evaluating this category would make a great
comparison .
2.Target Audience
Their target audience is same, those parents who have children that are not grown-ups.
Children themselves are too young to be targeted as they are not mature enough to think
about this issue. Two campaigns put the Parent as the determinant in children health and ask
them to change their behavior. However, the characteristics between US parents and Korean
is very different. I will elaborate this more on Question 5.
3. Individual Beliefs/Attitudes VS Social Norms
When it comes to Child Obesity Issue, it is hard to blame children themselves for their
individual beliefs/attitudes. They are vulnerable and susceptible to their surrounding
environment and have not yet even formed their own ego or the conscious. Rather they are
easily affected by their parents, teachers and peers. These Ads also put heavy responsibility
on their parents as one who take the action should be their parents. However, Rewind the
Future tried to show some school’s fault on this issue as well. In the Ad, the child is given
candy by the teacher as a reward for his great test score and the Vending machine that he uses
to buy snacks contains all the junk foods and sodas. Even more, the kid’s meal in the
Cafeteria contains fast food and the Carbonated sugary drinks. But as watching the video, we

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