Branded Entertainment in Korea  book cover
1st Edition

Branded Entertainment in Korea

ISBN 9780367205317
Published November 30, 2020 by Routledge
84 Pages

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Book Description

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.

Table of Contents




Chapter 1. Media and advertising in Korea

Chapter 2. Branded entertainment: Literature review

Chapter 3. Branded entertainment in practice

Chapter 4. Issues, challenges and prospects

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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.