Branded Entertainment in Korea (Routledge Critical Advertising Studies) - Hardcover

Yoon, Hyunsun

Hardcover

ISBN 10: 0367205319 ISBN 13: 9780367205317

Publisher: Routledge, 2020

Synopsis

Branded Entertainment in Korea examines the varied texts and wider context of branded entertainment and related advertising and marketing communications practices in Korea.

The book discusses the origins, development, current state, ethics, and regulations of branded entertainment in Korea, considering the impact and implications for communication users and regulators as well as industry actors. Over 30 cases from 2013 to 2019 are offered to provide an up-to-date account of current developments, with a closer look at the ethical challenges and controversies surrounding branded entertainment. The book also provides a review of branded entertainment-related literature in order to help the readers to understand this growing marketing discipline.

This is a valuable case study for scholars and students of critical advertising studies, as well as those interested in broader disciplines of communication and media studies.

About this title

About the Author

Hyunsun Yoon is Senior Lecturer in Advertising and Marketing Communications in the Faculty of Business at the University of Greenwich, UK. She has researched and published on the subjects of advertising, communications, ageing consumers and the Korean wave. Recent projects include digital vulnerability and empowerment among older consumers.

Edition details

• Publisher: Routledge
• Publication date: 2020
• Language: English
• ISBN 10: 0367205319
• ISBN 13: 9780367205317
• Binding: Hardcover
• Edition number: 1
• Number of pages: 84