Contents

A Comparative Study of Product Placement Regulations in Broadcasting in South Korea and the United States

방송 간접광고(Product Placement in Broadcasting) 규제 및 제도적 환경에 관한 국가 간 비교문화 연구 : 한국과 미국을 중심으로

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Abstract

Navigating the regulation of product placement in television presents a serious challenge to international advertisers in that the regulations of product placement in broadcast across countries range from a total prohibition to virtually no regulation. Previous research suggests that international advertisers should take into account fundamental national belief systems, cultural values, and regulatory and legal concerns that underlie treatment of product placement in broadcasting. This study explores similarities and differences in the regulation of television product placement in the U.S. and Korea. The two countries offer an interesting contrast. While both share a commitment to capitalism and the growth of international trade, their underlying cultural and philosophical foundations on product placement in broadcasting media are dramatically different. Regulatory frameworks in both countries are assessed based on an examination of their respective cultures. Recommendations for international advertisers and ideas for future research are offered.

Issue Date
2014-04
Publisher
한국광고학회
DOI
10.14377/KJA.2014.4.15.199
Journal Title
광고학연구
Start Page
199
End Page
221
ISSN
1225-0554
Language
Korean
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