A Study on the Image Making Strategy in Political Advertising

Mun, Kyung-Hee(Major in Advertising Design Department of Industrial Design The Graduate School, Hong-lk University)

Advertising enable candidates to build name recognition, frame the questions they view as central to the erection, and expose their temperaments, talent, and agendas for the future in a favorable light. In part, because more voters attend to spots advertising than to network news and in part because reporters are fixated with who's winning and losing instead of what the candidates are proposing, some scholars believe that advertising provide the electorate with more information than network news. Still, advertising more often successfully reinforce existing dispositions than create new ones.

Advertising also argue the relevance of issues to our lives. In the 1950s the public at large did not find political matters salient to it. Form the late 1950s to the early 1970s the perception of the relevance of political matters to one's day-to-day life increased at all educational levels Citizens saw a greater connection between what occurred in the political world and what occurred in their 1ives.

This research was premised on the assumption that advertising provides an optic through which presidential e1ection campaigns can be productively viewed. Advertising also define the nature of the presidency by stipulating the attributes a president should.

Image maker tries to create the candidate's image. he packages and reveal candidate good. but wears sad is that they overlook the real key, which it the candidate himself, whose zeal and commitment are the qualities that make people want vote for him. Image-maker cannot make the voters believe that a dummy is smart, a bent men straight, it follower a leader, a bad man good. He only can help show the candidate at leis best. Advertising experts have tried to be good revealers. end they have known enough not to between the candidate and the voters, not to obfuscate tile candidate's virtues with Advertising techniques.

At this study, 1 suggest that Image Making is very influent in political campaign. and I note the president candidate' Image Making Strategy in political advertising and efficient methodology of advertising.

In morden president election Image Mating is very important and it influence on the election's result. Therefore advertising experts should try to show the candidate at his best. and they have to form a effective and scientific advertising strategy for Image Making.

Conclusively in this research, I analyzed the Image Making Strategy for candidate at the presidential election in foreign counties and interior. So, I hope that politic advertising develop continuously, I am going to set up systematically a theory about Image Making At the presidential election.