Extra. Project4 'Advertisement Analysis'

Newlywed Hope Town is a public housing specialized for newlyweds supplied by the government through the Korea Land and Housing Corporation. However, the promotional video of the newlywed Hope Town released by LH became a hot topic online due to the controversy that it "deplores residents."

At the end of last year, two animation commercials related to the newlywed Hope Town were posted on the official blog of the Korea Land and Housing Corporation (LH). The name of the ad's clip is '#How about here' which naturally comes to mind as one of the accommodation applications.

First of all, 'How about here?-Couple'. There is a scene where a couple appears and seems to be having sex wearing a blanket. Following the lines "Come here, honey" and "Do you believe me?" the 19th ticket gives the impression that the commercial is beyond a certain level. Surprisingly, the background of this activity was a furniture store showroom. This couple was so-called "truthful" customers who engaged in excessive love activities in public. The advertisement ends by encouraging them to live in their newlywed Hope Town.

In '#How about here?-Fear', there is a couple in a dark, shabby house who are terrified. A text message from the landlord saying, "I will raise the rent from next month," reveals that the place was an old rented room. The ad also recommends a newlywed Hope Town for couples who want to escape their rented rooms.
The promotional video, which was discovered late in the day, was released by a group called the "General Association of 12 Newlyweds Hope Towns across the country" and expressed its intention to take tough action. The group demanded an official apology from LH and disciplinary action against those involved, believing that the advertisement damaged the image of the newlywed Hope Town and humiliated thousands of residents.
In fact, this is not the first time LH has asked about advertising. Last December, an outdoor advertisement set up to introduce the 'happiness housing' policy was also controversial.

The advertisement, produced in the form of social networking service (SNS), features a conversation in which a young man who is a "golden spoon" envies a young man who is relatively a "dirt spoon." After the advertisement was released, online communities criticized, "Are you mocking a young man with a mud spoon?" and the controversy spread rapidly among young people.

Advertisements by "public companies" that hurt the newlyweds and young people with provocative advertisements without any empathy are problematic.

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