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.

• 김현강(연세대학교) | Kim Hyun-kang