The Division of International Support for Korean Studies at the Center for International Affairs of the Academy of Korean Studies held the 101st Societas Koreana Meeting on September 26, 2024, at The Plaza Seoul. The lecture was delivered by Professor Olga Fedorenko (Seoul National University) on the topic "Flower of Capitalism: Dreams and Realities of South Korean Advertising." The talk explored the diverse societal backgrounds and characteristics reflected in South Korean advertising, as well as the methods of their conveyance.

Professor Olga Fedorenko captivated the audience by presenting various examples and analyzing Korean advertisements from anthropological and sociological perspectives. Attendees, including ambassadors from foreign countries stationed in Seoul and international researchers, found the lecture refreshing as it addressed a topic not commonly covered in standard lectures. They expressed that it would greatly enhance their understanding of Korean advertisements in the future.
 

The lecture will be posted on the Societas Koreana's YouTube channel.