A Study of Political Advertising and Body Language.

-Focused on the Korean Presidential Elections in 1993-

This study is based upon the body language of the candidates who ran for the Korean presidency in 1993 to see what influence it had on their campaign and their personal image. Compared to the gradual development of this academic field, we cannot present a perfect scientific logic persuasively for the image out-put manner here is a subjecive, first-hand slide-image out-put. Nevertheless, we are satisfied in that we have the out-put of the big perceptive cognition flow of the public consciousness and of the potential stercotype of Koreans. This is a study trying to approach a leader's figure into the archetype of image.

We removed the specific faces of the presidential candidates on posters and masscom just leaving the silhoucttes. Then we made them into slide films with alphabet coding on them to distinguish. With these, we showed to 185 of young voters, ages from 20 to 35 and asked them to write down their impressions. Them we categorized these first impressions. But of course, since this survey response is a result of no make-up, costumes, or accessories, we do not expect a conclusion from a total coordinator's point of view.

The elected candidae, Kim Young Sam's body language was percepted as a confident, dictatoric, and appealing image to university student respondents and to female students as a candidate of a responsive gesture with a glimpse of plitical persuasiveness and over-determination.

In the case of Kim Young Sam, his gesture shown in B2 taken in 1969, during his yours of "Leadership of the 40's," he is perceived as a fresh persuasive model manifesting a young, strong, and striving instinct and an attitude proteeling his firm principle determination. This youth figure, in C.l in the late years of Renovation when he met the misforture of losing his position as a congressman, at this time of struggle with the congress his gesture shows a strong image of determination.

In 1988 when running against the candidate Kim Dac Chung, he used a baton sign of 0.3 as a character emphasizing his image.

But the candidate Kim Young Sam in the 1993 elections, his total body languages show what is characterized by his veterinary persuasion, confidence, and gestures of success and compensation that is not excessively ncted.

The candidate Kim Dae Chung in the 1988 elections, we can see in D2, E.l that his body language was inspired by pacifism that became his principle but his absorbing, appealing assurance and trust shed an impression of the elected and a disposition of the boss. Which the over action dccreased the trust, which seems to be the cause of his loss.

As a reference, the fragite, supplicate model of Gandhi and the young, ambitious, and aggressive modei image of the presidential candidate, Kennedy makes a good comparison.