책소개
한국 광고를 영문으로 설명한 이유는? 전 세계 광고 규모 15위 한국 광고에 대한 정보가 없다. 이 책이 한국 광고 산업을 영어로 설명한 유일한 책이다. 어떤 정보를 담았나? 한국 기후, 지리, 인구, 종교 문화부터 한국 광고의 역사, 발전, 현황, 매체, 관련 법규, 대학 교육, 광고 단체, 광고제까지 알차게 담았다. 개정 5판은 무엇을 개정했나? 전부 업데이트했다. 광고인 신기혁과 신인섭이 해외 마케터와 해외에서 활동하는 국내 기관과 기업에 요긴한 정보를 엄선했다.
목차
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
