| Description |
1 online resource (85 p.) |
| Series |
Routledge Critical Advertising Studies |
|
Routledge critical advertising studies.
|
| Contents |
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 |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| ISBN |
9780429557132 |
|
0429557132 |
|
