City Research Online

Abstract

In Chapter 11, Hyunsun Yoon explores the dynamic expansion of digital advertising, focusing on the emergence of “branded entertainment”. Through a detailed case analysis of South Korea, Yoon draws parallels to Vance Packard’s influential work, “The Hidden Persuaders”, positing that branded content in entertainment introduces modern subliminal messaging. This persuasive force lies in subtle, undisclosed digital-commercial messaging rather than unconscious depths. Yoon’s discussion focuses on Korea’s sophisticated digital advertising landscape, showcasing practices linked to branded entertainment. The chapter provides insights into new advertising forms in financial services, K-pop and extreme sports, resonating with Korea’s growing cultural influence worldwide. Yoon also sets the stage for further discussions on data privacy laws and platform regulation in Korea, enriching our understanding of the nuanced relationship between digital advertising, cultural dissemination and regulatory frameworks.

Publication Type:	Book Section
Additional Information:	“This is an Accepted Manuscript of a book chapter published by Routledge in Digital Advertising Evolution on 27/12/24, available online: https://doi.org/10.4324/9781003168485 Deposited under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences H Social Sciences > HF Commerce
Departments:	School of Communication & Creativity School of Communication & Creativity > Department of Media, Culture & Creative Industries
SWORD Depositor:	Symplectic Administrator

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