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AbstractAn exploratory study of the change of advertising concept and the censorship of interactive advertising in digital, multimedia, and multichannel Era.Kim, Sanghoon, Ph.D.
Digital environment in 21st Century brings us multichannel era unexpectedly, and the convergence phenomena of broadcasting and telecommunication changes media characteristics itself. Several Characteristics which define broadcasting advertising environment in digital era are as follows: multimedia, multichannel era, interactive service for mass media, change of broadcasting concept and consumers' media usage behavior, and consumer-centric marketing environment. In the multimedia and multichannel era where broadcasting and telecommunication converges, the current advertising will be changed to consumer choice advertising, advertising which can target specific market, unlimited information-providing advertising, and finally integrated form of advertising, public relations and marketing. In this digital environment we are unable to censor advertising before the ad is aired because of increased number of broadcasting advertising. Therefore, the more strict regulation on aired advertising will be required to prevent false advertising. In conclusion, the most ideal way of censoring advertising in digital era is strengthening self regulation by media, advertisers, advertising agencies, and advertising related organizations such as Hankook self-regulation board.
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