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http://dx.doi.org/10.9728/dcs.2017.18.2.293

A Content Analysis of Webtoon Advertising: Focused on Narrative and Expressive Characteristics  

Kim, Woon-Han (Department of Media Communication, Sunmoon University)
Kim, Hyun-Jung (Department of Advertising & Public Relations)
Publication Information
Journal of Digital Contents Society / v.18, no.2, 2017 , pp. 293-301 More about this Journal
Abstract
This study collects 112 webtoon advertisements by Google extended search to reveal the narratives of webtoon in persuasive communication context. The results of content analysis are as follows. First, product categories are found relatively more in number such as content and game, cosmetics, public service announcement than other products. Second, the number of webtoon advertisements has increased these seven years; rather drastic increase is found in 2013. Third, as for the origin, brand webtoon is the largest number of all types. Fourth, there is a significant difference between public interest products and commercial products in absurdity advertising number. Commercial products use a variety of genres such as romance, drama, everyday life, including absurdity, while public interest products focus mainly on everyday life.
Keywords
Webtoon; Webcomics; Narrative; Fictionality; Absurdity; Media context;
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Times Cited By KSCI : 3  (Citation Analysis)
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