영문초록
A content analysis of hybid advertisements in print media: With special focus on advertorial advertising in the four Korean national newspapers
Bong-Hyun, Kim, Ph.D.(Diamond AD LTD)
This study examines the current practices of 524 advertorials, identified in a content analysis of the four Korean national newspapers between August of 1997 and July of 1998, on the basis of their executional cues, such as labelling, typefone, typesize, and headline type, etc. The results suggest that the current practices of advstorials in newspapers go abused in a major and significant way. Given the rise of 'hybrid' ads, such as advertorials in both traditional and new media, the advertising academy and industry should make all honest effort to create copy-heavy messages without adopting the trappings of editorial content.