GRAMOTA Publishers suggests publishing your scientific articles in periodicals
Pedagogy. Theory & PracticePhilology. Theory & PracticeManuscript

Archive of Scientific Articles

SOURCE:   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.
SCIENTIFIC AREA: Sociological Sciences
To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

License Agreement on scientific materials use.

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).
Open the whole article in PDF format. Free PDF-files viewer can be downloaded here.

 

References:
  1. Vainer V. L., Gladkikh N. Yu. NKO: effektivnaya sotsial'naya reklama. M.: ZAO "Kniga i Biznes", 2012. 176 s.
  2. Gladkikh N. Yu., Vainer V. L., Gorlov S. Yu. Otsenka effektivnosti sotsial'noi reklamy. M.: Izd-vo Mezhdunarodnogo instituta reklamy, 2008. 44 s.
  3. Kolyshkina T. B., Markova E. V. Psikhologicheskie mekhanizmy effektivnosti sotsial'noi reklamy // Vestnik Yaroslavskogo gosudarstvennogo universiteta im. P. G. Demidova. Seriya "Gumanitarnye nauki". 2009. № 4 (10). S. 52-56.
  4. Shtoff V. A. Modelirovanie i filosofiya. M.: Nauka, 1966. 304 s.
  5. http://izvestia.ru/news/544676 (data obrashcheniya: 13.02.2014).
  6. http://www.1soc.ru/news/view/1573 (data obrashcheniya: 13.02.2014).
  7. http://www.adme.ru/social/gibdd-perehodit-na-zhestokij-stil-v-socialnoj-reklame-1-rolik-yestastewinnow-23926/ (data obrashcheniya: 13.02.2014).
  8. http://www.atprint.ru/docs/view/4 (data obrashcheniya: 13.02.2014).
  9. http://www.jeski.org (data obrashcheniya: 13.02.2014).
  10. http://www.kobaco.co.kr (data obrashcheniya: 13.02.2014).
  11. http://www.sostav.ru/news/2010/04/22/cod15/ (data obrashcheniya: 13.02.2014).
  12. Kim B. H., Han S., Yoon S. Advertising Creativity in Korea: Scale Development and Validation // Journal of Advertising. 2010. Vol. 39. № 2. R. 93-108.
  13. Rakova O., Hee B. J. Cross-Cultural Differences in TV Advertising Appeals: a Comparison of South Korea and Russia // The Journal of Advertising and Promotion Research. 2013. Vol. 2. № 1. R. 39-86.
  14. Shin I. S. Advertising in Korea. Seoul: Sisa-yong-o-sa, 1989. 172 p.
  15. Shin K. H. The American and Japanese Influence on the Formation and Development of Korean Advertising: Ph. D. dissertation. Seoul: Chung-Ang University, 2003. 231 r.

To Publish Article in the Journal | To show issue content | To show all articles in section | Subject Index

© 2006-2021 GRAMOTA Publishers

site development and search engine optimization (seo): krav.ru