Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art. Issues of Theory and Practice. Tambov: Gramota, 2014. № 3. Part 2. P. 54-58.
PECULIARITIES OF SOCIAL ADVERTISING FUNCTIONING MODEL IN SOUTH KOREA
Gladkikh Natal'ya Yur'evna, Vainer Vladimir Leonidovich
Russian State University for the Humanities
Abstract. The field study results of the peculiarities of social advertising functioning model in South Korea are presented in the article; the study was conducted with the sponsorship of the Korean Fund in March-July 2013. The basic characteristics of the structural, procedural and phenomenological organization of this model are described. The key structures included in the process of social advertising formation and placement, the system of measures with regard to its development and assessment, and the strategies of social messages bringing are considered. Practical recommendations on using this experience in Russia are proposed.
Key words and phrases: социальная реклама, Южная Корея, модель функционирования, государство, медиа, НКО, KOBACO, social advertising, South Korea, model of functioning, state, media, non-profit organization, KOBACO (Korea Broadcasting Advertising Corporation)
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