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Advertising Regulations in Media Convergence Environment by IT; Focusing on Broadcast and Internet Advertising

机译:IT在媒体融合环境中的广告法规;专注于广播和互联网广告

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Objectives: This study reviewed the regulations of broadcast and Internet advertising in Korea to find the problems related to convergent opportunities or challenges and suggested the alternatives for the improvements. Methods/Statistical Analysis: Literature review was conducted focused on the researches of opportunities and challenges caused by convergent media and contents by the development of IT; specifically by the differences of the regulation system of broadcast and Internet advertising based on the secondary data. Findings: Statistics indicate that 85.1% of the total population, i.e., 42 million people, used Internet and 53.6% of the users used Internet shopping malls in 2015 in S. Korea. With the increase of Internet or mobile Internet users, the sales volume of Internet advertising have been increasing, on the other hand, broadcast advertising have been decreasing. And 43.2% of the sample size of 7,553 respondents cross-used Smartphone while watching TV. In this regard, the advertising regulation framework based on media-by-media or platform-by-platform of the past is not effective any more in current pervasive situations of advertising content convergence by IT, not even for consumer protection. The different regulatory body by each media such broadcast or Internet has different guidelines or standards to cause overlapping, unclear or unbalanced judgments on the same ads. Improvements/Applications: The past vertical or separated advertising regulation system by media needs to be replaced by the horizontal or harmonized paradigm to be open to one source multi-using and convergent ads.
机译:目标:这项研究回顾了韩国广播和互联网广告的法规,以发现与融合机遇或挑战相关的问题,并提出了改进方案。方法/统计分析:文献综述着重研究了信息技术发展对融合媒体和内容所带来的机遇和挑战的研究;特别是基于基于辅助数据的广播和互联网广告监管系统的差异。调查结果:统计数据显示,2015年,韩国有85.1%的总人口(即4,200万人)使用了互联网,而53.6%的用户使用了互联网购物商场。随着互联网或移动互联网用户的增加,互联网广告的销量不断增加,另一方面,广播广告的销量正在下​​降。在7,553名受访者中,有43.2%的样本量在看电视时交叉使用了智能手机。在这方面,基于过去的逐媒体或逐平台的广告监管框架在当前普遍存在的由IT融合广告内容的情况下,甚至对于保护消费者而言,都不再有效。诸如广播或互联网之类的每种媒体的不同监管机构具有不同的准则或标准,以导致对同一广告的重叠,不清楚或不平衡的判断。改进/应用:过去的媒体垂直或分离广告监管系统需要由水平或统一的范式代替,以向一个来源的多用途和融合广告开放。

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