@article{ART001287647},
author={Ahn, Euijin},
title={Definition and Types of Drama Advertising: Focused on Television Advertising},
journal={The Journal of Korean drama and theatre},
issn={1225-7729},
year={2008},
number={28},
pages={345-401},
doi={10.17938/tjkdat.2008..28.345}
TY - JOUR
AU - Ahn, Euijin
TI - Definition and Types of Drama Advertising: Focused on Television Advertising
JO - The Journal of Korean drama and theatre
PY - 2008
VL - null
IS - 28
PB - The Learned Society Of Korean Drama And Theatre
SP - 345
EP - 401
SN - 1225-7729
AB - This study defines drama advertising using two constructs-actions and narration. It also identifies and analyzes four types of television drama advertising: classical dramas, vignette dramas, slice-of-life, and performance. Drama criticism in theater and film is the source used to identify the elements of drama advertising--narration, plot, suspense--and to propose models of the four different types. The models are employed in an empirical analysis of an advertising sample. Implication for TV advertisers and scholars are discussed.
KW - drama advertising;classical dramas;slice-of-life;vignette dramas;performance
DO - 10.17938/tjkdat.2008..28.345
ER -
Ahn, Euijin. (2008). Definition and Types of Drama Advertising: Focused on Television Advertising. The Journal of Korean drama and theatre, 28, 345-401.
Ahn, Euijin. 2008, "Definition and Types of Drama Advertising: Focused on Television Advertising", The Journal of Korean drama and theatre, no.28, pp.345-401. Available from: doi:10.17938/tjkdat.2008..28.345
Ahn, Euijin "Definition and Types of Drama Advertising: Focused on Television Advertising" The Journal of Korean drama and theatre 28 pp.345-401 (2008) : 345.
Ahn, Euijin. Definition and Types of Drama Advertising: Focused on Television Advertising. 2008; 28 : 345-401. Available from: doi:10.17938/tjkdat.2008..28.345
Ahn, Euijin. "Definition and Types of Drama Advertising: Focused on Television Advertising" The Journal of Korean drama and theatre no.28(2008) : 345-401.doi: 10.17938/tjkdat.2008..28.345
Ahn, Euijin. Definition and Types of Drama Advertising: Focused on Television Advertising. The Journal of Korean drama and theatre, 28, 345-401. doi: 10.17938/tjkdat.2008..28.345
Ahn, Euijin. Definition and Types of Drama Advertising: Focused on Television Advertising. The Journal of Korean drama and theatre. 2008; 28 345-401. doi: 10.17938/tjkdat.2008..28.345
Ahn, Euijin. Definition and Types of Drama Advertising: Focused on Television Advertising. 2008; 28 : 345-401. Available from: doi:10.17938/tjkdat.2008..28.345
Ahn, Euijin. "Definition and Types of Drama Advertising: Focused on Television Advertising" The Journal of Korean drama and theatre no.28(2008) : 345-401.doi: 10.17938/tjkdat.2008..28.345
