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Description - Branded Entertainment in Korea by Hyunsun Yoon

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.

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Book Details

ISBN: 9780367205317
Format: Hardback
(216mm x 138mm x mm)
Pages: 78
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 30-Nov-2020
Country of Publication: United Kingdom

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