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AbstractThe economic and cultural meaning of "Sechang Yanghaeng's advertisement" in the end of Chosun Dynasty
Kim, Bong-Chul, Ph.D. / senior researcher,
Dept. of advertising institute,
This study has the objective to analyze the opening of port in Korea and the establishment background of Sechang Yanghaeng, Sechang Yanghaeng's activities in Korea and its advertisement status, and thereby examine into the relationship between Sechang Yanghaeng's advertisement and Korean economy & culture. As a result we analyzed them, we could see that Sechang Yanghaeng greatly affected in many quarters, that is, the advertisement history in Korea as well as politics, diplomacy, economy, culture and so on. From the perspective of advertisement history, Sechang Yanghaeng was the first advertiser who inserted advertisement in Korean newspaper, and also it played the leading role in opening the visual times of early print advertisement. However, it is proven that Sechang Yanghaeng was not a simple foreign trading company but the spear- head of Germany, which had extended its power abroad at that time. Therefore, it is analyzed that Sech- ang Yanghaeng's advertisement greatly affected not only in the aspect of simple marketing but also in the aspect of economy and culture in the end of Chosun Dynasty. It is proven that Germany had expressed its strong desire to control Korean economy and culture through Sechang Yanghaeng, and their advertisement partly helped it during that process.
Key Words : Sechang Yanghaeng, The end of Chosun Dynasty, Korean Advertising History, Hansung Chubo, The Independent |
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