J.H.

CERILLES STATE COLLEGE

jhcsc.mainste@gmail.com

STYLISTICS AND DISCOURSE ANALYSIS

BSED II
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Comparative Critical Analysis of The Korean Wave and Korean Dramas by Hyejung Ju and
Beauty Product Advertisements: A critical Discourse Analysis by Kuldip Kaur, Nalini Arumugam
and Norima Mohammad Yunus

By

Vera A. Dacup

I. Summary of both Articles

Korean Waves and Korean Dramas

glocalizationThe “Korean Wave” is a comprehensive term used to describe the increasing

international spread of various SouthKorean (hereafter Korean) cultural products, including
television programs, pop music, films, online games, fashions,and smartphones(Jeong, 2012
et.,al), as well as the broader phenomenon of transnational consumption. An alternativeterm,
Hallyu, was originally coined by the Chinese press to denote the unexpected popularity and
success of Korean TV dramas (K-dramas) in 1998–1999. Since then, K-drama and K-pop have
flowed to many parts of Asia, and morerecently Korean pop culture has spread broadly to North
America, Europe, and Latin countries. For the past two decades, the Korean Wave has been
recognized in many parts of the world, and has articulateddynamic junctures of globalization,
regionalization, and localization in the realms of media and popular culture. Dueto online media
platforms such as streaming services, television content has been diversifying and increasing
itstransnational circulation. More recently, the outbound scope of K-drama and K-pop has
further reached dispersedglobal audiences, most of whom are not Korean media consumers or
fans, thanks to active use of social media, suchas YouTube, in transnational media consumption.
The Korean Wave can be a meaningful contra-flow in transnationalpop culture. Moreover, the
Korean Wave is an evolutionary cultural flow, as traced in the history of its growth. TheWave
has been experiencing continuities and discontinuities in its stream for years, along with its
popularity cycle,and interestingly disjuncture has shaped it differently. A set of studies of the
Korean Wave should map out thepresence of the Wave in the big picture of cultural
globalization, beyond the pre-existing geocultural divisions. Thevery recent Korean Wave drives
not only the flow of various kinds of content and formats but also reciprocalinterchanges of
diverse levels of human, financial, technological, and cultural elements; this reconstructs implied
impliedmeanings of the Korean Wave and its globalizing phenomena.

Beauty Product Advertisements: A critical Discourse Analysis

The advertisements promote an idealised lifestyle and manipulate readers to a certain extent
into believing whatever that is advertised is indeed true. This study revealed how the ideology of
beauty is constructed and reconstructed through magazines by stereotyping how beauty
products are synonymous with a better life. Advertising language is used to control people’s
minds. Thus people in power (advertisers) use language as a means to exercise control over
others. Advertisements are important but not many studies have been conducted in the local
context from a CDA perspective. Thus there is indeed a need for studies to investigate the use of
language and other semiotic modalities in beauty product advertisements. The findings of such
research efforts can contribute further to the field of advertising as well as language and society.
II. Comparative Critical Analysis

These two articles Korean Wave and Korean Dramas and Beauty Product Advertisement, has a
huge impact to the changing of the world’s. Both articles are explaining, influencing and
persuading about situations, issues, certain things and also the impacts on transnational media
production, distribution , consumption led by the internet and social media environments. Thier
lifestyle and trends within may picture out the occurence of globalizations and intertwined
relationships through the productive people. Where Korean Wave phenomena have been
studied in various academic disciplines for more than a decade. Before 2009,during the
relatively early stage of the Korean Wave, scholarly work focused on recognizing the Korean pop
culture’stransnational movement due to its popularity in specific locales, and much research
examined why and whereK-drama was well received by different foreign audiences. After the
YouTube sensation of Gangnam Style in 2012,scholars and experts started paying more
attention to K-pop studies and certainly increased the volume of relatedresearch. K-pop studies
now single out a new discourse about the Korean Wave that analyzes it in terms oftransnational
culture, people, flow, mobility, and digital culture frameworks. More significantly, the culture
andcommunication scholarship has given serious consideration to the Korean Wave under a
cultural globalizationframework. While the Beauty Products Advertisement beauty product
companies advertise their products to convince women. Magazines are a good example of a
powerful media which regularly reach a vast number of women. The local English Language
magazines are constantly flooded with beauty product advertisements. Some of them provide
quite a lot of information such as, the background of the product, its effectiveness, feedback or
testimonies by celebrity’s or women who have used the product, price, and so on whereas some
are rather short and condensed. These advertisements tend to manipulate readers to a certain
extent into believing whatever that is advertised is inded true.a unique cultural flow to
distinguish it from other former cultural waves, especially those broken away from Asia.
TheKorean Wave should not be overlooked as an iteration of part of East Asian cultural
circulation.

III. Conclusion

In conclusion with this two articles, Korean waves and korean dramas that Korean Wave is an
evolutionary cultural flow, as explained earlier in the sections tracing the history of itsgrowth.
The Wave has been experiencing continuities and discontinuities in its stream for years, along
with itspopularity cycle, and interestingly, disjuncture has shaped it differently. In this sense, the
Korean Wave seems to have. .Second, the Korean Wave highlights the impact of fandom in
pioneering a path for new cultures and transnationalcultural formation. Fandom is essential to
the process of incorporating and localizing new cultures, constructingcircles of allegiance, and
forming organizations made up of people bound by the fandom (Otmazgin & Lyan, 2013, p.84).
As the Korean Wave has evolved its genres, speed of distribution, ways of distribution, and
geocultural scope, itsfandom has also been reshaped or reformulated by new means of
participatory engagement. In this vein, future fanstudies of the Korean Wave can delve into the
mixed functions of top-down and bottom-up processes surroundingparticipatory cultural
fandom in the digital culture age. And lastly, Based on the data analysis, it can be summarized
that the most obvious theme in the advertisements is the ideal appearance or look for women.
The findings indicate that women will look more beautiful with wrinkle free eyes, long eye
lashes, plumped shiny lips and so on. Advertisers use various strategies to manipulate women to
purchase their product. Their positive self-representation is evident when they claim their
product provide benefits. The advertisers have the means to promote ideal standards of beauty.
Women, the main consumers of beauty products consciously or subconsciously are coaxed into
buying the products advertised. Language is a powerful tool which can shape people. People
communicate through language. Magazines just like other media portray a great impact on
readers as Fairclough (2002:47) aptly states that this is due to the complexity of the media
discourse which presents different ideological processes. In short, advertisers manipulate
women into buying a way of life.