The purpose of this study is to analyze the characteristics of political discourse between South and North Korea in a 2019 New Year Message. To this end, 13we analyzed the text structure of the New Year Message and looked at strategies to persuade the audience in each stage of construction. The text structure of the New Year message is basically a form of persuasive text. However, the persuasion strategies shown in the two texts have commonalities and differences at the same. Both texts commonly take an emotional approach in the introductory and closing sections, but persuade the audience in a rational approach in the main section. However, as there are differences in the way of defining the speaker's position, there are differences in overall tone, paragraph composition, and vocabulary usage. In President Moon’s New Year Message, he defines the president as a supporter of the people, and accordingly maintains the tone of treating people with high honors. In addition, it was an easy-to-understand expression that aimed to win people's hearts through simple but sometimes firm sentences. In contrast, Kim's New Year Message reflects the vertical hierarchy of North Korean society, and the speaker maintains an authoritative tone by defining himself as the highest leader that the people believe and follow. This attitude contributes internally to concretely dictate the tasks to be undertaken by the people and externally to the declaration of the will and position of North Korea.

The aim of this study is to discuss the attributes of political discourse in political advertisements. The materials of the study are the advertisements used by candidates in the 16th and 17th Korean presidential elections. Presidential election advertising is the social practice of competing in political discourse on who is more proper for the presidency. The upper level of discourse in advertisement takes on the narrative of statements directed at the public, but argumentation about political assertions is included in it. The core of the argumentation asserts support for the candidate and backs such an assertion. A story that dramatizes the details related to the candidate or his/her policy has a big effect of gaining sympathy for the message, but on the other hand it can also lead to criticism that political issues are being dealt with only through images rather than language. Narrative, complexly constructed through spoken language, visual images, subtitles, sounds and other channels, accordingly contains various messages, but it has a strong impact ultimately by being condensed into one symbolic rhetoric, since the candidate's personality, political message, and the power to realize these-that is, all the factors the public considers in making a political choice-are included in it.