Megastudy Ad Disparages Friendship

28 Feb

Megastudy AdA South Korean test-cramming company, Megastudy, wants South Korean children to realize, that for a fee Megastudy really does care more about each and every one of them, and that their friends are bad influences.

Two girls dressed in their school uniforms laughed as they walked along a cherry blossom-strewn road. They looked to be the best of friends. To their left was an eleven-line message printed on a stationery background. “Now that the new semester has started,” it read, “you’ll have a lot more time to hang out with people. It seems reasonable to want to build your friendships. But every time you do that, the studying you planned to do gets put off another day. What are you going to do? The college entrance exam date isn‘t going anywhere.” This ad from the 2013 campaign for Megastudy, a major test prep institute, concludes with the warning, “Don’t let yourself be pulled astray. Friends don’t study for you.”

Honestly, South Koreans are hyper-competitive. So competitive, that is, that playing on children’s fears works for overworked – and under-educated in any academic subject related to creativity or morality – recent graduates only too relieved to be exploited. A professor I tutor told me, he had to give members of his team small envelopes full of cash and buy dinner for another rival team in another office. Why? Because his team had successfully completed its project. His team members needed to know he didn’t think he was taking all the credit for what was a team effort, and the other team was miffed they hadn’t won. So, people are evil, I guess.

One can be forgiven for thinking South Koreans are sociable.

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3 Responses to “Megastudy Ad Disparages Friendship”

  1. TheGreatZambini 20 March 2013 at 8:50 am #

    I understand that. I don`t know about the rest of the U.S., but this area is super competitive, and one of the top school districts. The advanced program here, i.b., as well as the parents, tell their kids that they are to study, play sports, and be social, without sleeping at all. It is very unhealthy! They will all have insomnia and the weakened immune system it brings, as well as skyrocketed stress levels and suicide, but it was all in the name good test scores, so that`s a relief.

    • Hume's Bastard 20 March 2013 at 9:14 am #

      Both the U.S. and South Korea make such a big deal about “family”. But these policy decisions that affect families’ savings at the end of day do so much harm.

      • TheGreatZambini 20 March 2013 at 9:22 am #

        Policy decisions? What do you mean? The policy that only grades count for anything for college, and kid`s chance for a future?

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