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Olga Fedorenko, "Flower of Capitalism: South Korean Advertising at a Crossroads" (U Hawaii Press, 2022)

New Books in East Asian Studies

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Advertising Portrayals in TV and Cultural Perspectives

The chapter explores how advertising is depicted in TV series like Mad Men and Advertising Genius Yutaybik, contrasting the glamorous world of 1960s New York advertising with a focus on ethical advertising activism in South Korea. It delves into the transformation of the advertising industry in South Korea from a low-prestige profession to one highly desired for its creative opportunities and discusses the challenges faced by advertisers in aligning their creative desires with industry norms and client demands.

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