Social groups in South Korean television advertising foreigners and older people

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Bibliographische Detailangaben
Beteiligte: Prieler, Michael (VerfasserIn)
veröffentlicht:
Tokyo 2012
Teil von: , Erschienen in: Keio communication review, volume 34 / 2012, pp. 57 - 78. [ISSN: 0388-7596]
Medientyp: Artikel, E-Artikel

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Beschreibung: freier Zugang
Umfang: 22 p.
Sprache: Englisch
Teil von: , Erschienen in: Keio communication review, volume 34 / 2012, pp. 57 - 78. [ISSN: 0388-7596]
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Inhaltsangabe

"This article analyzes the representation of varying social groups in South Korean television advertising. This study focuses on two social groups, foreigners and older people. An investigation of these two rather different social groups is of interest because representations in advertising influence the way in which these groups are perceived (affecting self-perception and the perception of others). This topic is becoming increasingly important in countries such as South Korea, where both social groups are growing rapidly. [...] The results of this research will be examined in the context of previous research, especially on East Asia. A comparison with research on other East Asian contries seems most appropriate given their historical and cultural similarities, including the influence of Confucianism on South Korea, Japan and China." [Information des Anbieters]

Introduction; Literature review; Method; Results; Discussion and conclusion; Notes; References