Branded Entertainment in Korea
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.
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.
Routledge Critical Advertising Studies
Routledge Critical Advertising Studies tracks the profound changes that have taken place in the field of advertising. Presenting thought-provoking scholarship from both prominent scholars and emerging researchers, these ground-breaking short form publications cover cutting-edge research concerns and contemporary issues within the field. Titles in the series explore emerging trends, present detailed case studies and offer new assessments of topics such as branded content, economic surveillance, product placement, gender in marketing, and promotional screen media. Responding quickly to the latest developments in the field, the series is intellectually compelling, refreshingly open, provocative and action-oriented.
Series Editor: Jonathan Hardy
Alternative Reality Games
Stephanie Janes
Branded Entertainment and Cinema
The Marketisation of Italian Film
Gloria Dagnino
Branding Diversity
New Advertising and Cultural Strategies
Susie Khamis
Branded Entertainment in Korea
Hyunsun Yoon
For more information about this series, please visit: www.routledge.com/Routledge-Critical-Advertising-Studies/book-series/RCAS
Branded Entertainment in Korea
Hyunsun Yoon
First published 2021
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
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Routledge is an imprint of the Taylor & Francis Group, an informa business
2021 Hyunsun Yoon
The right of Hyunsun Yoon to be identified as author of this work has been asserted by her in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Yoon, Hyunsun, author.
Title: Branded entertainment in Korea / Hyunsun Yoon.
Description: London; New York: Routledge, 2020. | Series: Routledge critical advertising studies | Includes bibliographical references and index. | Summary: 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 thirty 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 Provided by publisher.
Identifiers: LCCN 2020027703 | ISBN 9780367205317 (hardback) |
ISBN 9780429262043 (ebook)
Subjects: LCSH: Branding (Marketing)Korea (South) |
Mass mediaKorea (South)Marketing. |
Business communicationKorea (South)
Classification: LCC HF5415.1255 .Y66 2020 |
DDC 338.4/7790095195dc23
LC record available at https://lccn.loc.gov/2020027703
ISBN: 978-0-367-20531-7 (hbk)
ISBN: 978-0-429-26204-3 (ebk)
Typeset in Times New Roman
by Newgen Publishing UK
Contents
I would like to thank my series editor, Jonathan Hardy, who has been extremely generous with his time and feedback for this book. I am also deeply grateful to Guiohk Lee for her insightful suggestions. My sincere thanks go to Helen Powell and Jongsoo Lee for their friendship and advice. I wish to thank all those colleagues, friends, and students who have provided advice, encouragement, and examples, including Hyunsoon Park, Tina Segota, Heonkwan Jeong, Donghee Choi, and Hyungjun Choi. I would also like to extend my gratitude to the editorial team at Routledge, especially Priscille Biehlmann for her patience and support. I would especially like to thank my first PhD supervisor, Professor John Hartley, for his enduring support and guidance for over two decades. Last but hardly least I am deeply indebted to my family my parents, Kyonghwa, Woosang, and Siobhan for their unwavering support.
Calling all fans, lovers of #Hyundai and #BTS, if you happen to be in London next Friday, come witness the 1-hour exclusive of our journey with BTS on the worlds most iconic screen at Piccadilly Circus. You dont want to miss it, so mark your calendars: 31 May, from 67pm.
(Hyundai Worldwide, 2019a)
South Korean carmaker Hyundais Twitter feed promoted a never-before-seen one-hour-long video of the boy band BTS. Unveiled the night before BTSs concert at Wembley Stadium was the new advertising campaign for Hyundais SUV Palisade. Hyundai tweeted BTS fans and the general public to post a photo/video of this on Instagram or Twitter and tag #hyundai.lifestyle to win a prize (Hyundai Worldwide, 2019b). It had over 200k likes and nearly 50k retweets at the time. This is an example of how Hyundai engages with consumers through branded entertainment. Hyundai has followed many other car brands that have used branded entertainment in the last two decades. Fords
