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Dayana Gonzalez Trinidad

Maple

English 101.45

10/11/19

BTS Love Myself Global campaign video

The Love Myself global campaign video created by the most popular K-pop group in the world

and UNICEF has reached people from all around the world. This video was created to support

and spread the word about the campaign. With this video, they aim for children and teens

because they are the next generation of our world. They use this audience intending to make a

more peaceful and better world through their music and messages. In the video, they utilize

imageries to show and support the purpose of the campaign. The video also uses music and

sound changes to help support the message that they are trying to communicate. The love

yourself campaign video is successful showing their intentions to help others with help image

and self-stem in the world, spreading kindness.

The love myself campaign was created first by BTS and their label company “Big Hit

Entertainment” but they decided to make it global because violence is something happening

constantly in all places of the world. They decided to partner with UNICEF and on July 29 of

2019, they released a campaign video. This video reminded people of the campaign and made it

stronger because it was part of a more global aspect and it was released at the right time because

many social movements and awareness about the topic is going on around the world. The

campaign encourages people to do something for others that are struggling, like being kind and

forming a relationship with them. Before they released this video, they had already promoted the
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campaign in other ways like their speech at the U.N. (United Nations) or other music videos the

group has released. But after this campaign video was released it showed that the campaign was

successfully growing.

This Campaign video was an important element for the campaign, therefore, it needed to have

something that was going to catch people's attention to it. In the video, we see that the

“founders” of the campaign appear and also, they are the most famous K-pop group in the world.

BTS is a 7 member K-pop group and what makes them so important in here is that they have a

really strong fanbase. If they are in the video is most likely that more people will see it and

support the cause. This also supports one of the rhetorical appeals on the Aristotle’s Rhetorical

Triangle, Ethos, which is credibility on the source. BTS is also an important element because

they are not only creating the campaign, but they are giving an example of how people should

help it. Since their debut, the group has been talking about social issues and has been aware of

the importance of talking about these, so I think with this campaign they are keeping up with

their purpose as a group and the message they want to give the world.

UNICEF is a global organization recognized by many people all around the world. This is

appealing ethos and it helps give more credibility to the video because it is a trusted

organization. UNICEF is very well known for being an organization that helps people from all

around the world. This means that with them being one of the sponsors of the video, people will

automatically know that the video is about a cause that they are trying to fulfill to help others.

BTS getting together with UNICEF makes it an even stronger and popular video because it will

not only be directed to people who like or knows BTS, but also to people that know about
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UNICEF and that are interested in the organization. This makes the video successful in a way

that it will reach more people because it will have a wider audience.

Physical emotions change drastically in the video. These emotions are really easy to notice

because they focus on them most of the time. At first, BTS had serious and sad faces. Showing

that they did not know what to do to help the kids that were suffering. The kids and teens were

showing sadness, angriness, and desperation in the first half of the video. But after they found

“happiness” and help from others they’re expressions began to change to happiness. Also, BTS

members started to come together and show a heartwarming smile. Everyone came together and

showed happiness at the end. With this they are showing the rhetorical appeal Pathos which

interprets empathy. This supported the campaign because it showed how coming all together can

change people’s lives from sadness and depression to happiness if we help end violence and

support their campaign.

The music used in the video helps the audience get immersed in what’s going on in the video. At

the beginning, they use a more calmly music sound in the background. This calmly sound makes

the audience more appealing to the feelings they want to express. With the calm music, there are

some sounds of the kids crying or being victims of violence over it which makes the audience

feel sad and related. After this, the music stops for a seconds and changes dramatically, then the

lyrics start in an inspiring way. And it all becomes happy. If we look at the song being used and

its lyrics it all goes along with the purpose of the campaign. “Inside of me, There’s still that

awkward part of me but You’ve shown me I have reasons I should love myself (I’m learning

how to love myself) I’ll answer with my breath, my path, The me of yesterday, the me of today,
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the me of tomorrow (I’m learning how to love myself) With no exceptions, it’s all me”. The use

of this song can be related to the appeal of ethos because it is interpreted by BTS and can also

appeal pathos with the lyrics of the song. This successfully transmits the feeling they want

people to feel while watching the video.

Starting from the beginning till the end, the video shows various episodes of imagery with a

strong significance that goes on to complete the way they want to communicate and show their

message with the campaign. We can see how at the beginning the lives of the kids were dark.

They show a storm to represent a dark and bad moment of life. After the storm passes everything

changes. They find people reaching out to them and they find a light inside them. This means

that we should accept ourselves and stand up to violence. The kids reaching his hand to the kid

suffering and the girl with friends shows how to end violence we should surround ourselves with

good people and also how people have to reach out to those in need. In the middle of the video

they also show the victims putting on headphones and that’s when the light starts shining on

them. I think the significance of this is that the music will help them find light in the darkest

moments of life. This is part of the rhetorical appeal Logos which is Logic. This relates to the

campaign but also promotes BTS music which makes it really successful for both purposes.

This campaign video makes it very easy to understand the issue and it tells us how to resolve it.

Because of the different elements they chose to create the video, it makes it relatable and it

shows the reality for many people. The video is successful because it reached many people from

all around the world and helped change many people's mind about the violence issue in the

world. It also shows all three of the Aristotle’s Rhetorical Triangle appeals which are Logos,
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Ethos, and Pathos in several parts of the video. At the end of the video, it says how people can

simply be part of the campaign. It says Kindness is the best way.

Work Cited Page:

“BTS (방탄소년단) LOVE MYSELF Global Campaign Video.” YouTube, Ibighit, 29 July

2019,https://youtu.be/Eo_mo5vA7tw.

“Home.” LOVE MYSELF, Big Hit Entertainment , https://www.love-myself.org/eng/home/.

“Answer: Love Myself.” YouTube, BangtanTV, 24 Aug. 2018, https://youtu.be/9mwRYgMmSGE.