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  • 1
    Online Resource
    Online Resource
    London : Routledge, Taylor & Francis Group
    UID:
    gbv_1738848310
    Format: 1 Online-Ressource (78 Seiten)
    ISBN: 9780429557132
    Series Statement: Routledge critical advertising studies
    Content: Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Table of contents -- Acknowledgements -- Introduction -- What is branded entertainment? -- A research/knowledge gap in Korean advertising -- Outline of the book -- Notes -- Bibliography -- 1 Media and advertising in Korea -- Brief overview -- The Korean wave -- Internet and mobile communications -- New forms of digital content and its impact on branded entertainment -- Note -- Bibliography -- 2 Branded entertainment: Literature review -- The historical context -- Conceptualising branded entertainment -- Literature on branded entertainment in Korea -- Notes -- Bibliography -- 3 Branded entertainment in practice -- Music/music video -- Web drama -- Web movie -- Brand webtoon -- Web reality/entertainment show -- Advergame -- Creator contents -- Conclusion -- Notes -- Bibliography -- 4 Issues, challenges, and prospects -- Challenges in regulating branded entertainment -- Challenges in evaluating branded entertainment -- Prospects -- Concluding remarks -- Notes -- Bibliography -- Index.
    Note: Description based on publisher supplied metadata and other sources
    Additional Edition: ISBN 9780367205317
    Additional Edition: Erscheint auch als Druck-Ausgabe Yoon, Hyunsun Branded entertainment in Korea London : Routledge, 2021 ISBN 9780367205317
    Language: English
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