ИСТИНА

“As Korea is a country of morning calm, advertising in Korea is a flower of capitalism” researchers of advertising say. A positive connotation of the metaphor is influenced by many reasons, one of which is a special role of public service advertising (PSA) in Korea. Korean model for the development of PSA has several unique characteristics, which are separation of public service and donation advertising, step-by-step evaluation of every PSA campaign, using of ambient media by NGOs, instead of traditional media, and others. One of the most interesting characteristics of the model is a precise adherence of PSA campaigns to social agenda. Selection of themes for the PSA campaigns is based on analysis of data, field research, expert interviews, so that the only most important and actual problems would be lightened in mass media. Because of that, through the prism of PSA in Korea we can reconstruct the social landscape of the country for more than 20 years history of PSA in Korea. As a result, we can get a new dimension for the understanding of Korean culture.