PRODUCT PLACEMENT OF LANEIGE’S COSMETICS IN KOREAN DRAMAS: DESCENDANT OF THE SUN, WEIGHTLIFTING FAIRY KIM BOK-JOO, AND ABOUT TIME
Daftar Isi:
- The phenomenon of the Korean wave or Hallyu has caused a huge impact on the popularity of Korean Drama. Korean Drama is used as a marketing place in the form of product placement. Product placement is a way to increase the promotion of a product or service by showing the product in a film story or television program. In this research, the writer wants to examine Laneige product placement in three Korean dramas Descendants of The Sun, Weightlifting fairy Kim Bok-joo and About Time. This research used the theory of Integrated Marketing Communication approach by George Belch and Michael Belch (2012). The research method that is used was the qualitative content analysis method. The writer presents the results descriptively. The results of the study show that the product placement found in the three dramas is implicit brand placement. Meanwhile, the dimension of the product placement found is plot connection dimension which can be found in all three dramas