Advertising in Korea 5th ed

Contents

FOREWORD
Acknowledgements
Romanization of Korean

CHAPTER 1 A BRIEF LOOK AT MODERN KOREAN HISTORY
From Hermit Kingdom to Japanese Colony
Independence in 1945
The Miracle on the Han River
Two Generals in a Row, Then to a Civilian Government
The Land, Climate, Population, Administrative Divisions, Religion
Korean Society―What It Means to Marketers and Agencies
Korean Names
Baptism on a Boat Under the Full Moon

CHAPTER 2 THE DEVELOPMENT OF KOREAN ADVERTISING, 1886? 2012
1886 ? 1910: Introduction of Newspaper Advertisements
1910 ? 1920: Japanese Colonization―First Decade
1920 ? 1945: Militaristic Rule Switched to a Cultural Policy and Near- Extinction of Advertising
1940 ? 1945: Near Extinction of Advertising
1945 ? 1968: Liberation, Korean War and Reconstruction, Radio and
Television Commercials on Air
1968 ? 1980: Agency Services Start
1980 ? 1988: Color Television Launch
1988 ? 1998: Seoul Olympics and Liberalization

CHAPTER 3 CURRENT STATUS, 1998 ?
Overview
Media
Advertising
Top Ten Advertisers
Advertising Agencies
Public Relations
Market Research
CHAPTER 4 ADVERTISING LAWS AND REGULATIONS
A Brief Look at the Past
Legal Process
Current Situation

CHAPTER 5 ADVERTISING EDUCATION
Brief History and Current Status
Graduate School

CHAPTER 6 ADVERTISING ORGANIZATIONS AND PUBLICATIONS

CHAPTER 7 ADVERTISING AWARDS AND CONTESTS

CHAPTER 8 USEFUL SOURCES OF SELECTED DATA

CHAPTER 9 IS THERE ANYTHING SPECIAL ABOUT KOREAN ADVERTISING?

CHAPTER 10 SELECTED SOURCES OF INFORMATION CITED IN KOREAN, ENGLISH, AND CHINESE

Index

This book is an introduction to Korean advertising, one of the top 15 advertising markets in the world. A brief review on the development and current status of public relations is also included. In addition, it is an introduction to other basic facts about Korea: its land, people, climate, administrative divisions, media in general, a brief Korean history and Korean society as they relate to marketers and agencies.
While Korea has been one of the largest advertising markets in the world since the mid-1990s, there are hardly any publications in English which cover the development and current status of Korean advertising and public relations.
_<FOREWORD> 중에서

In 1975, Professor Yoo Jae Chun, a noted mass-communications scholar, discovered an advertisement placed by Edward Meyer & Company (Sechang Yanghaeng in Korean), a German trading firm active in Korea in the late 19th century. It was the first modern Korean newspaper advertisement. The ad, appearing on February 22, 1886, in the Hanseong Jubo, a weekly published by the government, was entirely in Chinese characters. (Koreans used Chinese characters mixed with Hangeul, the Korean alphabet, more in those days, although use of Hangeul alone is predominant now.) It was a narrative statement of what the German company imported to and exported from Korea. The size of the weekly was 24.5 cm top to bottom and 16.5 cm wide.
_<CHAPTER 2. THE DEVELOPMENT OF KOREAN ADVERTISING, 1886 ? 2012> 중에서

By the mid-1920s, advertisements for Japanese products exceeded those for Korean products, reaching around 50 percent for the two Korean dailies and increasing to 65 percent by 1935. Dependence on the revenue from Japanese advertisements became so important that the Korean newspapers established branches in Tokyo. Advertising revenue varied from 31 percent to 45 percent of the total income of the Dong-A Ilbo between 1920 and 1940. In terms of the types of advertisements, and taking 1938 for the Dong-A Ilbo as an example, pharmaceutical products represented around 50 percent followed by 13 percent for cosmetics, 6 percent for foods, another 6 percent for books and garments, 6 percent for movies, 5 percent for machinery, and the rest for miscellaneous products.
_<CHAPTER 2. THE DEVELOPMENT OF KOREAN ADVERTISING, 1886 ? 2012> 중에서