Chibok Song is a copywriter and was the campaign manager for the former South Korean president, Roh Moo-hyun. When creating an ad, Song asks himself, “What is the essence – of the product, the consumer, the situation?” By working through this question, Song has created successful ad campaigns for Hite Beer, SK, Hyundai credit card, Samsung automobiles and the successful 2002 presidential campaign for Roh Moo-hyun.
Song speaks of The Law of Universal Magnetism, saying that every being has magnetism that can attract other beings. “Once you are drawn to the magnetism, you will change yourself.” Whatever other people do or however the world changes, you will still be attracted to that being, because once you are exposed to the charm of one being, you will also get magnetism.
“You need communication to convey the new truth,” says Song. He believes that, “If you want to communicate to change, you must remember the subject doesn’t contradict itself.” You then have to change the angle. When you view a subject form many different angles, you form a deeper appreciation.
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