유튜브 프리미엄 안 쓰는 학과 [중앙대 광고홍보학과] | 전과자 ep.107 [EN/IN]

[During lunch talk] Do you remember any commercial jingles?

Back in my day, it was like...

[Nostalgic CM Song] Beep-beep, tangled up [Can't relate] [AZ having fun alone] And there's that one too, that one...

[Realizing the generation gap] Ah, there are many, but I can't say them.

[Tell me] Why, why, why?

[Classic appears] Beauties love pomegranates [Trying hard to relate] Ahhh... Ahh..

[Taking a step back] [Changing Majors] [Jeongwaja] [Early winter when even the trees are bare] [Starting with a spoiler] [Appearing on the escalator] [Turns out it's stairs] Ah, it's broken.

Yes... Ha...

Reviewing every major in the world I am KAI the Jeongwaja. Today

I have come to Heukseok Station.

[Today's School] Chung-Ang University.

This is the fourth time [Most visited ever] Jeongwaja has visited Chung-Ang University.

Right? We've come to Chung-Ang University so many times.

[Today] Where are we going? What major is it?

Today's major, for the first time in a while [Outfit Opening] I'll let you know through the departmental jacket.

Wow, it's really been a while since I wore a departmental jacket.

[It's back] It's the season for departmental jackets.

CHUNG ANG DAE.

What... what is it..?

[Major Name] Wait, what is this below?

Public Relations.

Can you read this?

[Why can't you read it] I can't tell even looking at it.

Today it's Advertising and Public Relations.

[Why can't you hear it] Huh?

Advertising and Public Relations.

Advertising and Public Relations?

Oh.

[Attention Advertisers] Isn't this exactly what I need?

[Advertising that captures the eyes and hearts] [Through creative communication] [Moving people's hearts] [Chung-Ang University Department of Advertising and Public Relations] Ah, is this Advertising and PR?

[PR, Public Relations] Haven't you heard of PR? Public Relations.

PR, oh, the era of self-PR.

[PR: Abbreviation for Public Relations] [Activities that promote brands, products, etc. to the public] [Self-PR right away] I actually do quite a lot of advertising.

What am I wearing right now?

This crocodile.

Lacoste.

[Proud] I'm an advertising model.

[Experience ON] What's the craziest commercial you've filmed?

Craziest commercial?

Do you remember Volcano from back then?

[Chicken Ad] Goobne Volcano?

When we were filming we well that...

with lava in the background while dancing...

while dancing...

The lava behind us was like...

We were pretending to be cool.

Swoosh.

[Reasonably valid concept] Since we have superpowers, you see.

So, we filmed that back then, and our members gathered together and discussed [Emergency meeting] whether this ad should be released or not.

We held a very serious meeting.

Is this dark history of ours okay? We discussed things like that.

[Complaining] This Jeongwaja PPL isn't easy either, everyone.

When I first came here and was told to film PPL [Employment fraud] I thought, "What is this?"

[Recalling memories] It was the first filming for Jeongwaja, and they said, "Let's film PPL." So I asked, "What should we film?" and

[Rude on first meeting] they asked me to run over like an idiot.

Like this.

Do you remember?

- Vova. - Vova.

Because I was an idiot I was supposed to be an idiot they asked me to act like an idiot.

[Remembering accurately] [The time when he struggled with his idol persona] [Emergency Council 2.0] Is this really right for me? I kept thinking.

Is this really okay? Is this fine? I wondered.

[Becoming a Pro] Now that I've been doing it, I've become serious.

[Sculpture Major] Last time when D.O. came

we placed D.O.'s back to the camera so his face didn't show at all, but [Do Kyungsoo] I was throwing sand at his face.

Everyone was wondering who that was.

[The one who worked hard and left] It was D.O.

[Now an advertising genius] Nowadays, I even come up with ideas.

Now I even consider the background.

This seems good as a background.

[Cam Director] The back area seems good here, this spot is fine.

I don't need to attend class.

Actually, I really want to teach the students.

[Mastered advertising] I want to teach them, "This is advertising."

Oh, are you confident in advertising?

No, I'm confident too, but the staff here are so obsessed with PPL.

[PPL Maniacs] You're all crazy about it.

We're crazy today, too.

Crazy PPL.

[Expert tone activated] I'll show you what PPL is. The era of self-PR.

Torriden Dive-In Low Molecular Weight Hyaluronic Acid Serum.

Olive Young Awards Number 1 Serum.

48 hours of lasting hydration.

Torriden Dive-In Serum.

[Experience loaded] I'm the senior when it comes to advertising.

I'll teach you.

Your skin is our plan...

[He didn't say he was good at English] What? Plan... Planet?

[Consumer's Top Pick] This won first place in the Olive Young Awards Essence and Serum category.

[The look of a winner] Can you see it? How brilliant it is?

Dive-In here.

[Startled] I was literally about to dive in, seriously.

[Advertiser, are you watching?] You saw me protect it until the end, right?

Among all those products throughout this entire year [Olive Young Awards Essence/Serum 1st Place] it is the product that received the most love.

Can you see it?

I'll show you how moisturizing it is.

[Immediate use] It's smooth. I think it's the perfect consistency.

It's smooth. I think it's the perfect consistency.

[Dry season begins] Look what happens when winter comes.

I'm this dry, cracking.

[Unapplied side / Applied side] Do you see it now? This moisture?

You can see how dry it is, right?

[Know-how plz] Show us what an advertisement video is.

What an advertisement video should look like?

Advertising actually requires a little white lie.

[Sharing a tip] Just apply it lightly beforehand, like this put a little bit on, like this.

Then, you don't actually apply it like this.

You pretend to apply it.

[Like this] Oh really?

[Tip 1. Best angle 45 degrees] [Tip 2. Product at the jawline]

[Tip 2. Product at the jawline] This is the real point.

[Tip 3. Make sure the logo is visible] [Demonstration by the experienced assistant] [Inner hydration completed with 5 layers of hyaluronic acid] Deeply moisturizing.

[Torriden Dive-In Serum] So, what class are we taking today?

[Class 1. Advertising Effects Theory Professor Kim Yoo Seung] [Class 2. Visual Communication Professor Moon Ki Yeon]

[Class 2. Visual Communication Professor Moon Ki Yeon] Visual Communication?

[Direct translation] Are you communicating with your face?

[Design, copy, etc.] About what is shown.

Ah, because what is shown is important.

[Visual Communication] But when filming PPL do you proceed with PPL filming with that mindset?

In a short time, how much [Meticulous planning] impact can we deliver?

[Visual Shock] How much does the visual in a short time get conveyed to the audience?

[It is shocking] Skin visuals protected by Torriden.

The settling item for inner moisture nomads.

Torriden Dive-In Serum.

[Going to school] When filming for Lacoste [Low crawl] you didn't do it like a crocodile?

[Filtering failed] Are you crazy?

If I crawl like a crocodile would you want to buy that clothes?

[Interesting though?] "Lacoste," would you want to buy that clothes?

[Crawling to school] [Radar activated upon arrival] Hello, are you a student?

What were you doing?

[Dobby is Free] I just finished my part-time job.

What kind of part-time job did you do?

[Cafe job] Ediya Coffee right there in front.

[Where is it?] Ediya.

[Background check begins] What is your major?

French Language and Literature.

I'm in the Advertising and PR department.

So, can you do an Ediya ad [Major collaboration] in French?

What? In French?

[Overseas expansion] We have to expand into France, right?

Short and impactful.

Ediya Café C'est très bon.

What does "C'est très bon" mean?

Ediya Coffee [Simple] is very delicious.

[Disappointed] [Ad completed anyway] How is that different from a thumbs up?

[Changing the subject] Do you remember any memorable advertisements?

Hmm...

Recently, the one G-Dragon did the Wrtn ad.

[Simple ad became viral] It's nothing special, he just said it out loud.

This is the AI Wrtn ad.

[Simple] He really just says exactly that.

But does it actually work as an advertisement?

[Simple is the trend] Really?

But it stuck in your memory now, right?

[If so...] I'm doing PPL for this today.

How should I advertise Torriden so you would buy this?

[Function is important] The effect needs to be kind of...

proven before buying, don't you think? For cosmetics.

This one, then.

[Buy or not buy] Should I drink it?

- Will you buy it? - Yes.

I'll give you my account number, so...

[Job done] Sold one, let's go.

The trend these days is [Seriously mistaken] filming half-heartedly.

Torriden.

Torriden Torriden.

[Waving] Gonna buy it?

Don't buy it.

[Suddenly] Ah suddenly [Using it strangely] I want to do Jeongwaja half-heartedly, too.

Ugh.

Ah...

[Interview, come on in] [Just a drunkard] Directors too [Careless evangelist] don't film so hard.

[Where are you going] [Brand new angle] [Professional] Aren't you filming too hard?

[Close-up coverage] Oh.

[Radar detected] What are you doing? Are you a film crew?

What exactly are you filming?

[Film student appears] We're from the Film Department.

Film Department?

What kind of film were you shooting?

It's a trailer, we were [Filming a preview] filming the trailer for the Edge Film Festival.

[Transfer?] Chung-Ang University has a Film Department?

Yes, there is a Film Department.

Then what do you learn there?

[CAU Film Major: Stages of film production like directing, shooting, and editing, as well as] [film-related knowledge like planning, publicity and marketing] Why, how did you end up joining the Film Department?

[A major encountered by chance] By chance during senior year of high school?

- By chance? - By chance...

[Is that possible?] Can you go to the Film Department just by chance?

What is your dream?

Is my dream to be a film director?

[Dramatic speech] I came to the Advertising and PR Department today.

Do you remember any memorable advertisements?

No.

[Shock] Don't you watch ads these days?

[A look that clearly shows they don't] [Shock] You really don't watch ads these days?

[Ad squeezed in] We actually need to advertise our film festival.

Right, if you need to advertise the film festival do some PR.

Please come and enjoy our film festival.

[Displeased] You shouldn't try too hard like that.

[Learned advertising in a wrong way] Don't you dare come here.

Never come.

[See?] You have to do it carelessly like this.

[Quick learning] Definitely don't come.

[On the way to school] [Next customer] [Natural talk] What's your major?

We're Business Administration.

Business Administration?

[Do it carelessly] Hey, look forward, look forward.

Say it carelessly.

What do you learn in Business Administration?

We learn various things. Marketing and stuff like that.

[Interest] What kind of marketing do you learn?

[No progress] I haven't taken the class yet, so I don't know.

Did you learn marketing?

[Me neither?] I haven't learned it yet either.

- Did you learn marketing? - Me neither, yet...

[Trendy students] Chung-Ang students are living carelessly as well.

Then, do you remember any memorable advertisements?

[Snackie appears] Lots of ads appear in the Jeongwaja videos, right?

Right, something memorable.

Like something hanging on a tree.

Hanging on a tree.

I remember things like that a lot.

[Expectation] Did you buy it?

[That's a different issue] No, I didn't buy it.

[Hmph] [Class 1, Advertising Effects Theory] [Hesitating] Even opening the door seems like I'm trying too hard, right?

[Do it casually] [Arrived at the lecture hall] Wow, there are many students.

[Quickly] Hello.

Hello.

[Seated] There are so many people.

Right?

What are we learning today?

Today, we have Advertising Effectiveness Measurement Theory.

[Advertising Effects Theory: Consumer response information regarding advertising execution] [Learning about methods for collection, analysis, and evaluation] Then I have one thing I'm curious about.

Do you guys [Skip ads] use YouTube Premium?

[Pride of an Ad Student] I don't use it.

Actually [Shh, skipping] don't tell the professors, but I'm using Premium.

[Nervous] Why? You can't use Premium?

No, it's not that [Ad Team without Ads] it just feels a bit guilty.

- Because you have to watch a lot of ads? - Exactly.

[Finding the traitor] Is there anyone who uses Premium here?

In the Advertising and PR Department?

Anyone using YouTube Premium?

[Hands shoot up] [Everyone rushes to raise their hands] Why do you use it?

Shouldn't you watch a lot of ads?

I was convinced by the advertisement [Know your enemy] called YouTube Premium.

[Miraculous logic] [Advertising Effects Theory Major, 3 credits] [A class on various methodologies for measuring advertising effectiveness] [Kim Yoo Seung / Professor University of Florida, Master of Advertising] [University of North Carolina at Chapel Hill Ph.D. in Mass Communication] [CAU Idea Bank] [Creativity Evaluation] Today, we will discuss how we will measure creativity.

[Focus boost] Creativity...

[Fundamental question] Why are creative ideas necessary?

Advertising is a tool used to solve problems. Now, we need to solve problems, but [No stimulus] expected solutions have limitations.

Because when consumers see an ad what do they try to do?

[Instinct] They try to avoid it.

[Reason for using Premium] We're looking for the skip ad button on YouTube.

It is an object of avoidance.

[Raises hand] Professor, do you use YouTube Premium?

[As expected] I don't.

Then you don't skip and watch all of them?

[Unavoidable instinct] Occasionally, I do.

[Phew relief] It is a question I always ask my students.

And the conclusion after asking that question is [All roads lead to ads] we must create ads that are not subject to skipping.

[Essential element for advertisers: Creativity] [For differentiation] So what we need is divergent thinking.

[Maximize creativity] Not just thinking restricted by rules but twisting it up and thinking about it differently.

So, it shouldn't have logic.

[Interpreting in his way] Illogical is king.

Creativity in advertising is a concept that combines the two dimensions divergence and relevance.

[Diverged idea] So, when consumers break their existing schema [Also possessing relevance] and encounter something connected to their original values or experience [= Appealing ad] dopamine is secreted.

Then it has a [Ad effectiveness UP] significant impact on the consumer.

[Evaluating divergence] We are going to measure this divergence.

And something important [Proposing a new evaluation metric] we'll talk about new ideas on what else to measure.

[First ad ON] [A man appearing sideways] [Where is he going...]

[Keeps walking backward] [Grabs something and runs away] [And a familiar logo catches the eye] [Doesn't understand] What is this?

[Ad intention] They highlighted that a thin TV had been released [Twist] by showing that it was so thin that you could steal it like that.

He stole it?

Yes, it means it's that thin.

[Understood] [It's novel when you understand it] It's thin, so you can't see it from the front.

[Second ad ON] [Something unidentified] [Detective Mode ON] Gray hair ad?

Seriously, a gray hair ad.

[Gorilla appears] Seriously, a gray hair ad.

That's a white beard, that thing.

[Detective KAInan] Or a rhinitis ad, rhinitis ad.

[As the angle pulls out] [A drum appears too] [Sudden acceleration] [Unforeseen development] [Utterly baffled] [Having fun Mode ON] A drum that's strong even if a gorilla hits it.

[Ad ending] Did you see this?

[Why is chocolate here..?]

[Identity revealed] It was an ad for chocolate called Cadbury.

[Dumbfounded] [Time for discussion] Let's discuss it with the friend next to you.

Compare your scores.

There is no right answer for this.

[Comparing scores] [Other groups also start a three-minute debate] [Presentation Time] Shall we talk about it now?

How was it after comparing?

Was it somewhat similar, or was it very different?

[TV Ad] Our group's evaluation for Ad Number 1 was split.

The reason I gave Ad Number 1 a low score was that I couldn't understand what kind of ad it was right away.

[It is a bit abstract] [Positive evaluation] But the classmate next to me said otherwise.

The reason why we had a difference in the first one was [Unlike TV ads] because we can skip ads nowadays if there isn't proper brand recognition early on I thought the ad might pass by without knowing what it was for.

[Suggesting a new evaluation criterion] We need to evaluate things like whether the brand can be recognized early.

Whether we can easily identify who advertised it or not we need to check that.

[Agreeing] That could be a valid argument.

How about other teams?

[Drumming Gorilla] Number 2 seemed different.

Gwaja gave it a high score saying its creativity stood out.

[Conflicting evaluation] I think I gave it a slightly lower score.

Everything else was great, but [Disappointing point] I felt the relevance was a bit lacking.

[Sudden chocolate] The chocolate was too random.

[Good point] The relevance between the product and the ad.

If it had advertised something else it might have been better.

The drumming was so exciting [Another product came to mind] I thought maybe the drum was that sturdy.

I was kind of expecting that, and suddenly [Why are you here] chocolate.

Oh, it's too kind of...

[Turned off] I feel like I can taste the fur.

[Embarrassed by the furriness] [I have an opinion] [Supplementing evaluation criteria] I also think timeliness is important.

[Continuously evolving advertising] As the quality of advertising continuously changes on a daily or monthly basis I believe judging whether it is timely and appropriate is also an element of creativity.

[He's good] That's right.

That was a very good point.

[Everything has its time] We actually need to understand what the situation was like in that era to properly evaluate the ad.

[Chocolate Ad] This Cadbury ad seemed to play that role at the time.

Listening to the exciting music and drum sounds [Concept that was novel at the time] the connection there seems to have worked positively.

The important thing is that we all [Watching the same ad] evaluate it differently.

Although we try to make it objective [What creativity is] subjectivity inevitably plays a huge role.

Jeongwaja, do you understand a bit about advertising now?

Ah, it's difficult.

[Remedial class session?]

[Final question] Why is advertising necessary?

Why is advertising necessary?

Ah, that's a very good question, but [Class 2 starting?] we'll need to talk about this for about an hour.

Is that okay?

[KAIja, read the room] Since we hit skip, just a quick word...

[Snackie, stay tuned] They use Premium, so they'll skip.

Advertising is now used by corporations for economic activities...

[Skip] ["Unskippable fun, The world of advertising"] [For Professor Kim Yoo Seung's full lecture contact the Admissions Office] [Lunch time] Do you eat in the departmental room or how do you eat?

[Ad/PR Department norm] We order delivery often in the departmental room.

Shall we go to the departmental room?

[Recommendations please] Is there something delicious at Chung-Ang Uni?

We have a lot of old restaurants.

We usually order delivery.

[Delicious food] We have chicken feet, yukhoe bibimbap.

Then let's go.

Let's go.

[Let's go for lunch] [Ad/PR Department Student Council Room] [Yukhoe Bibimbap Restaurant] [Stop!] Oh? We have to take off our shoes to enter here.

[Stop!] Oh? We have to take off our shoes to enter here.

Hey, this... We take off our shoes to enter here?

[Messy] [A somewhat free-spirited departmental room] Then how do you eat?

[Familiar] We usually sit here.

Sitting here?

Wow, you guys really [Departmental room characteristic: dirty] do this for real.

Shouldn't you have run the vacuum cleaner once?

[No problem eating here] Is this what you normally eat?

[Of course] Of course.

Why do you guys like Yukhoe Bibimbap so much?

Since we have a lot of team projects we pull all-nighters often.

[One bowl and done] But when we pull all-nighters Yukhoe Bibimbap is the easiest thing to eat.

[Yukhoe Bibimbap, Ad/PR Department routine] [Familiar munching] [Starting again] Want some?

Don't eat it.

[Loudly munching] [Eyes widen] Oh, it's so delicious.

[See?] It's delicious, right? It's delicious, right?

I told you this place was delicious.

[Curious] Are there many Ad and PR departments nationwide?

[Chung-Ang University Ad/PR Department] [Korea's first Advertising and PR Department established in 1974] [First branch?] Chung-Ang University was the first?

[First branch?] Chung-Ang University was the first?

[Also the best] The first and the best.

The Chung-Ang University Ad/PR Department [Irresistible] kept pulling me in.

[All roads lead to ads] They must have advertised to you, too.

[Q. Habits of Ad/PR major?]

Do you pay close attention to subway ads and things like that?

Oh, you look at it closely?

[Checking references] I look closely at that and nowadays they are screens so they keep changing.

While watching that continuously "Is that ad good?"

[Daily life is studying] We end up evaluating it.

That seems to be the habit.

But is a memorable ad a good ad?

[Not just stopping at interest] I think a good ad is one that makes people look up the brand out of interest.

Was there one like that, then?

[APEC 2025 KOREA] There was a summit held in Gyeongju this time.

It was an ad for that and what was sensational was that [Army buddy appears] the cast members who appeared [All Korean historical figures] were all celebrities [GD as the pilot] like G-Dragon.

And I really liked the ending scene.

[Please move the plane] They turn the plane around to move it and the flags of all the countries that hosted APEC are visible [Waving] and then the Korean flag appears. Seeing that...

[Patriotic thinking ON] But seriously, something that works well when watching ads is [Do you know Korea?] when national heroes like that appear and stimulate patriotism it seems to improve the brand image.

[As an Ad Student] Is there a memorable model? Who fits perfectly.

[Proven Snackie] You had Yupdduk at another school the other day, right?

[Yupdduk Model?] There's one model that comes to mind, right?

Who?

Shin Dong Yup.

Ah.

[Spicy Shin, Dongdaemun, Yupgi Tteokbokki] [Thinking deeply] He's a perfect fit by name.

Totally totally.

[KAIja's turn] Is there an ad that fits the model perfectly?

[Immediate answer] I have one. I really have one that sticks.

There's an ad for Lacoste and there's a guy named KAI...

[Next question] Or, do you remember any commercial jingles?

Back in my day, it was like [Screw Bar CM Song] Beep-beep, tangled up [Reaction malfunction] Oh, I saw that.

[Saw it in a textbook] As archival footage.

[Speechless] [Casually rude] Do things from that long ago still appear?

[Stung] What do you mean, that long ago?

Commercial jingles are kind of...

Oronamin C?

[Brightening up] You know that? Does it still air these days?

[History lesson] That too, as archival footage.

[Bitter] [Ads these days] Ah, what is there? I'll look it up online.

Wait a minute.

[Trying hard] Ah, but everything is just...

[What is the algorithm?] Only things like "born in the 90s" come up.

[Playing a historical CM song] This is the one that appeared in the archival footage.

It must really have been archival footage.

[Digital degradation] I can't even recognize the shape.

[Sinking into nostalgia] La la la la la la la la Say you like me.

Things like this.

[Different common ground] Pocari.

Ah Pocari.

[Excited KAIja] And there's that one too, that one.

Ah, there are many, but I can't say them.

[Tell me] Why, why, why.

[The final boss appears] Beauties love pomegranates.

[Desperate attempt to pretend to know] [Uncle KAIja's sermon begins] You have to watch TV to see ads, kids.

Until the next program comes on.

[Taking a step back] They fill a 10-minute gap with ads.

[Dead fish eyes ON] [Attention Snackies] Leave the most memorable CM song in the comments.

Ah, but from that [Peers gather] you know your age will show, right?

Then I should ask them later today about PPL.

[Outsourcing] Ask them to create a copy.

Is there PPL today?

There is PPL.

[Quickly revealing] [Hot off the press] This is a limited package released to commemorate being Olive Young's No. 1.

[Everything good is included] Dive-In Serum and Soothing Cream, and Balanceful Control Serum.

And also the serum refill and multi pad.

[A genuine customer appears] I use that.

You use it?

I've been using it for 2 years.

Really?

[Torriden enters the scene] Try applying it to see how it feels.

[Testimony] It's truly super plump.

Do you really use this in real life?

I really do use it.

It's like water.

[Moist deep inside] [Applying up to the wrist] Hey, you're basically using that [Dive-In] to take a shower.

[Copy idea] I have something I thought of.

Don't want better skin?

Don't buy it.

Oh, that's good.

[Buy it now] [Please use it with me] It's too good of a composition to use alone.

The No. 1 serum that takes care of inner hydration.

Torriden Dive-In Serum.

Buy it or don't.

[Torriden Dive-In Serum] [Class 2, let's go] What's the next class?

[End of theory, start of practical] Now you will truly take an Advertising and PR Department class.

There's homework. Did you prepare it?

No...

You didn't do the homework?

[How could I? I didn't know] Think of a brand that makes you feel good just by thinking about it.

[Visual practice] Draw and capture why you like it on an A4 paper.

[Already overwhelmed] What is this? It's too difficult.

[A4 paper coming out] It starts soon, right?

- 30 minutes... - 30 minutes left?

Ah, then hurry up and leave, you guys.

[Smiling but crying] [Let's do the homework] [Setting the mood to start] This kind of creative suffering only becomes true art after long thought and deliberation.

[Meaning: Do it roughly] But when doing it, do it roughly.

[All talk] That effort shouldn't show here.

[Starting roughly] Jong In inside the crocodile.

[The agony of creation] [Immediately demanding collective intelligence] Let's put our heads together.

Honestly, I just entered the Ad/PR department today so shouldn't I borrow everyone's strength?

[Bully] Do you have anything? Ideas?

Vacation.

[Jeoncaso, let's go] Airport, Incheon Airport? Airplane?

What does an airplane look like?

Does it look like this?

[Somewhat flimsy] Is this an airplane?

[Sneaking a look] [This isn't it...]

I'm an advertising model.

[Swoosh] Torriden, which makes you feel good just by thinking about it.

[Torriden again] I won't stop at PPL.

[Eyes of ambition] I'll go all the way to becoming their model.

It penetrates the skin. It drops.

[Dive-In Torriden] [Utterly serious] [Homework finished anyway] This is modern...

[Coming soon] This is almost modern art, you know?

[Class 2, Visual Communication] [Jeongwaja has entered the lecture room] [Reunited partner] Hello?

- Did you do your homework well? - Yes, I did. I finished it all.

What is this?

You have to make this.

[Handmade nameplate] It's a culture unique to our class.

[Full of spirit] Preparation to become a preliminary CD.

[Creative Director] [The person in charge of overseeing the overall concept and direction] [In fields such as brand, advertising, design video, and fashion] But why do we do this? Why this?

[KAIja the skeptic] Isn't this a concept, a concept?

[It is true] The professor's concept?

[Then we must do it] [Writing diligently] Advertising and PR Department.

[Nameplate complete] [Feeling important] Feels good having this here.

My mindset changes slightly.

[Professor enters] [Moon Ki Yeon / Professor Former Copywriter and Creative Director at Oricom] [Former Copywriter and Creative Director at HS Ad CAU Steve Jobs] [Attendance check first] [Amazing] Everyone is already a CD.

Jeongwaja CD?

Yes.

[CD boost] Since I have this CD attached my shoulders feel a little lifted.

[CD boost 22] Since we are the Advertising and PR Department [Return of self-PR] Mr. Jeongwaja, I will give you a short time to advertise yourself.

[Starting confidently] Hello, everyone.

Hello.

I'm KAIja, the Jeongwaja. Nice to meet you.

You might want to know a lot about me, but [Consistent ad pattern] don't be curious.

You might get hurt if you know.

[KAIja is in danger of getting hurt first] [Visual Communication Major, 3 credits] [Learning visual ideas for visual message delivery] The ad I brought today is a cola ad a situation that anyone has likely experienced at least once has been visualized, right?

What kind of situation is this now?

[Grasped immediately] There's no bottle opener so it's a situation where you want to tear it open, even using the wood.

[Series] Yes, and it's a series.

What is he opening it with now?

A video tape.

Uh, people who refer to this as a video tape [Straightforward bluntness] are people who are a bit old [The old person] served in the military or are returning students.

[Everyone is silent...] Other people aren't answering.

They don't know what a video tape is.

[Feeling of alienation washes over] Young kids these days...

You know.

We are the DVD generation.

[Say you saw it] DVD? Haven't you seen a video tape?

[Becoming an antique...] At Grandpa's house.

[Advertisement's intention] Why are they doing this kind of thing with cola?

What kind of feeling is it, that state of mind?

The urge to open it with anything visible right now?

[Lacking hook] If you express it with a catchier word?

[Intuitive] Want to drink it quickly.

[I'm getting dizzy] The urgent feeling that you need to drink it now to quench this thirst and experience that taste.

[Consumer Insight] [The core element that penetrates consumers' mind The desire to do, the feeling of wanting to do] [Absorbing insight] [Zero understanding] Pepsi Zero.

The topic of last week's assignment was a brand that [Today's presentation topic] makes you feel good just by thinking about it.

[Love it] Assuming that everyone has a brand that makes the corners of your mouth curl up just by thinking about it I assigned this homework.

Our Jeongwaja CD also did it, right?

[The answer is loud] Yes!

I will give you time to present later.

[1-minute speech / Brand that makes you feel good just by thinking about it] [First presenter] The brand that makes me feel good just by thinking about it is the beer brand Cass.

[Ears perk up at the mention of beer] [A drink after work] Ever since I started working part-time after getting off work I feel so happy having a beer alone at home.

When it's about time to finish work I represented the hour hand as a bottle opener and the minute hand as a bottle of Cass beer.

The copy below says "Time to leave work. Time to start drinking."

That's what I wrote.

[Clean conclusion] [Critique] I have one point where I can't relate.

[Ambiguous time setting] Why is the time 9:25?

[End of part-time work] Oh, I leave work at 9:25...

[Considering the public] In the case of a typical consumer it's not 9:25.

6 o'clock.

[Typical quitting time] It's between 6 and 7 o'clock.

[Failed to build empathy] If it were that time slot instead the level of shared empathy would be higher.

So, what is the insight in one word?

[Have a drink] The desire to drink alcohol.

[Relating anyway] I'm thinking about it right now, too.

[Next student's turn] The feel-good brand I chose is Nintendo.

[Gather around] Specifically, I created it based on Animal Crossing.

The character appearing here is a character called Mr. Resetti.

[Resetti the Mole] When I was young, he used to scold me while giving life advice.

[Resetti the Mole] This Mr. Resetti felt like an adult to me.

[Can't lose childhood innocence] The insight is the desire to be young still even though you are an adult.

[Relating hard] Right, that's accurate. The desire to be young.

Mr. Jeongwaja, have you played it too?

[Memories flooding back] Yes, I have.

When?

Uh... long ago

[Aging innocence] about 20 years ago...

[Subsequent student presentations] It's okay, I'm ready. Tylenol.

I chose Trip.com which makes me happy just by imagining it.

The hexagonal wrench that comes with purchasing IKEA furniture.

[Getting more nervous] [Finally KAIja's turn] Professor, I'll go.

[Super nervous] [Presentation starts] The time I am happiest is when I finish work, go home, wash up, and then [Utterly refreshed] apply skin toner and lotion.

I feel the happiest and best.

[Here's the problem] But whenever I finish using cosmetics ah... I regret it.

ah... I regret it.

Ah, I should have bought it earlier.

[Total empathy] I often regret that I didn't stock up earlier.

[Finally revealing the homework] This cosmetic, Torriden.

Recently, at Olive Young...

[Unexpected PPL] [Explaining the work] A letter of regret to a boyfriend or girlfriend [Symbol of regret] the tear drops and the ink spreads like this.

[Observing] I parodied that slightly.

If I buy it early, it goes on sale later and if I decide not to buy it now but later the sale suddenly ends.

[Everyone experienced the sale period issue] [Tears of regret] I expressed that here with this tear.

[Presentation successfully concluded] [Professor's evaluation] Uh, honestly, I'm a little surprised.

In terms of empathy I think it's the highest.

[Stimulates empathy] A situation everyone's experienced at least once.

If you express that insight in one sentence?

[Quick understanding] It seems to be the feeling of regret.

Not just the feeling of regret [Regret after missing out] but missing out.

The feeling of missing out and regretting it.

I always procrastinate, miss out, and regret it.

[Don't miss out, buy it now] ["The unmissable charm of advertising"] [CAU Steve Jobs, Professor Moon Ki Yeon For full lectures, contact the Admissions Office] [Leaving school] [Full of anticipation] I thought the Ad/PR major would be a creative and dynamic class but before making such advertisements [Solid foundation] you need to know a lot of things first theoretically [Clever] to produce creative and fun advertisements.

I felt that once again.

Everyone, we often [Like if you've been there] skip ads, right?

But these ads are created with so much effort, thought [A truckload of blood, sweat, and tears] and hardship.

So everyone sometimes [Skip the skip] not skipping and just watching them might be helpful.

Since this is Advertising and Public Relations Department today try a two-line poem with the word gwang-bo.

[Creativity ON] Gwang.

Advertisers, I learned properly today.

Bo.

Portable charger, hat, glasses, contact lenses shoes eyebrows cosmetics coffee everything.

I will PPL them all without fail.

[PPL welcome] [Jeongwaja Sneak peek] [Next week DGIST] Why do we cry when comforted, scientifically?

We also cry when we are angry.

[Special guest orbit professor invited] We also cry when we are very happy, like awards.

[Science talk ON] Our brain always tries to maintain balance.

If you are too happy tears come out to try to shift it to a slightly negative state.

[Intrigued] So it regulates with tears.

[Conversely] If you are too shocked, you laugh, right?

Yes.

[What is the principle?] I even laughed when I was slapped on the palm.

That could be your thing...

[Please show lots of interest in next week's science talk]