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Product placement in selected korean dramas
Mrázková, Thuy Anh ; Rosenfeldová, Jana (advisor) ; Hejlová, Denisa (referee)
This thesis is devoted to product placement in selected South Korean television series. The first part provides a description of product placement as a marketing tool, its brief history as well as some of its used forms. Korean broadcasting laws and regulations are also mentioned for better understanding of the current broadcasting situation in South Korea. The second part of the thesis introduces the wave of South Korean culture also known as hallyu. Korean dramas have a major part in the spread of Korean popular culture, therefore a part of this thesis is devoted to characteristics of k-dramas and factors that differentiate Korean series from wesetrn programmes. The practical part of this work presents a quantitative analysis of product placement in three k-dramas (The King: Eternal Monarch, Mr. Sunshine, Tomorrow) broadcasted by different TV channels. The aim of the thesis is measuring the amount as well as identifying how product placement is used in korean dramas of various genres (romantic, historical, action). The results show that romantic k-dramas use the most product placements. Active visual representation is the most frequentlky used form of product placement in k- dramas.
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The Korean Wave Phenomenon in the Context of Globalization
Roupcová, Michaela ; Zamykalová, Miroslava (advisor) ; Gullová, Soňa (referee)
The master thesis analyses the South Korean culture wave (known as Hallyu) in the context of globalisation and Internet development. The theoretical part defines key terms in the area of globalisation, focusing on cultural globalisation and the role of Internet. This part further explains the origins and the spread of Korean popular culture with focus on its glocalization and the role of social media and the benefits of the wave for its country. The practical part of this master thesis deals with the presence of Korean wave in the Czech Republic. Included is also own research aimed at Czech fans of Korean culture. The final part includes the research evaluation, interpretation of the findings and the results obtained.
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Role of soft-power on creating the image of the Republic of Korea
Šarmanová, Lucie ; Druláková, Radka (advisor) ; Peterková, Jana (referee)
This paper presents the concept of soft power which is applied on the case of the Republic of Korea. South Korea, defined as a middle power, strives to make itself visible in the international milieu by focusing on soft power and multilateral cooperation with other countries. The Korean Wave (or Hallyu) refers to the increased export of Korean cultural products (mainly popular music, dramas and films) to the rest of Asia and to the world and projects an image of modern and cool country which attracts foreign tourists and students and helps the branding of the nation and its products.
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