Wednesday, May 30, 2007

Koreans in Chinese ads: embryonic analysis...

Koreans in Chinese advertising: an industrialised commercialised Korean soft power

Let me share you my research enthusiasm of the day.
Yesterday, I was browsing my drug dealer in terms of research source: youtube… when I came across that commercial with Song Seung Heon, yes, the heartthrob, from Summer scent. The interesting point was, of course, that he was promoting some Lotte products in… China!
That’s it. So, that means, the phenomenon I am studying in Japan has similarities in other markets… but… the main difference between the Japanese market and the Asian market in general is of course national issues and the colonial past.


· Korean products facing the Asian market: the historic enemy (Japan) versus a more China-sympathetic terrain (Asia in general, Vietnam or China in particular)
· Koreans as the new trend setters in Asia? Surpassing their Japanese neighbours in terms of trend setting
· Koreans promoting Korean leading brands, as well as international brands, or nationally sensitive products for the host country of the commercial: same evolution studied in the Japanese case, except for the taming. No use of Chinese language (as far as I know), and no words from the actors (as far as I know). The actor suffices by his very own presence; showing, or letting the audience know that seduction on the Chinese market is not required any more, it’s taken for granted

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