Advertising in the Webtoon of Cosmetics Brand-Focusing on ‘tn’ Youth Cosmetics Brands

Jeong, Sieun; Chung, Hae-Kyung; Kim, Cheong-Ghil

doi:10.1007/978-3-319-63618-4_11

Cited by 1 publication

(2 citation statements)

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“…In addition, the economic potential of webtoons has been investigated (e.g. Choi and Seung 2016;Jeong et al 2017;Ryu and Lee 2016;Shin 2017). In particular, a number of scholars have investigated the commercial use of webtoons because of the high level of audience engagement.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Shin (2017) found that the entertaining, informative and emotional attributes of webtoons enhanced the advertisement effects and increased the spread of a webtoon's popularity through word-of-mouth. In the same vein, empirical research on a webtoon promoting a youth cosmetic brand led to several suggestions on how to increase brand engagement by adjusting the story, characters and settings (Jeong et al 2017). An analysis of webtoons' import and export market to other countries has also revealed webtoons' economic potential to expand its market presence in a global market (Ryu and Lee 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

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Webtoons to promote critical thinking in neo-liberal South Korea: A thematic analysis of Awl social justice themes

Choi

2018

East Asian Journal of Popular Culture

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This article explores the use of South Korean webtoons, Songkot (meaning Awl), for informal adult learning through visual narratives and audience comments in the social, historic and academic context. Drawing on Newman's critical thinking and Giroux's critical public pedagogy, the study explicates how the Awl creates a discursive space for an unpublicized theme, unionization, through its narrative structures and audience discussion. The findings imply that Awl's major themescritical thinking, empathy and social actioncreate informal adult learning opportunities for the public by increasing their conscious awareness of institutionalized oppressions. Awl also has the potential to promote critical thinking about commonly unvoiced issues of social justice in neo-liberal South Korea.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%