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Dr. Hyunsun Catherine Yoon

Senior Lecturer

Arts and Digital Industries (ADI)

I have been teaching advertising at UEL since January 2005.

    Current Position: Senior Lecturer in Advertising


    1995: British Council Fellowship Scholarship
    1995: Honorary Ambassador of Gwent, Wales, UK
    1997: Overseas Research Students’ Awards (Ref. ORS/97047003)
    1999: School of Journalism, Media and Cultural Studies, Cardiff University Department Scholarship
    2008: Fellow of the Higher Education Academy (Recognition reference: 34077)
    2010: Associate at the London East Research Institute (LERI), UEL

    Previous Posts Held:

    1997-9: Hourly paid lecturer in Advertising, School of Journalism, Media and Cultural Studies, Cardiff University
    2005-6: Hourly paid lecturer in Media and Advertising, School of Humanities and Social Sciences, UEL
    2006-11: Lecturer in Media and Advertising, School of Humanities and Social Sciences, UEL
    2011-present: Senior Lecturer in Advertising, School of Arts and Digital Industries, UEL
    2010-present: Academic Advisor for Elite Athletes, School of Arts and Digital Industries, UEL


    Current Research Related Activities:

    After the Ph.D. in cross-cultural advertising, and having published in the representation and advertising, ageing, new media and sports media, I have been working hard to establish a clear focus in my research, which is culture, consumption and advertising with special reference to minorities (in terms of age, gender, race and ethnicity). I’m currently working on two papers: first is an independent research paper on older consumers and their use of fast fashion; and the second is an ethnographic research in collaboration with the Korean scholars on consumption and identity using in-depth interviews with North Korean women in New Malden, UK.


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    Most Recent and Relevant Research Publications:

    2009: “The Legacy of the 1988 Seoul Olympic Games” in Olympic Cities – 2012 and the Remaking of London, Poynter, G. and MacRury. I. (eds) Farnham: Ashgate

    2009: “Lynx: the challenges of lad culture” in Advertising Handbook. Powell, H., MacRury, I., Hawkin, S. and Hardy, J. (eds) London: Routledge

    2010: “Third Time Lucky? Bid Legacy of Pyeong Chang for Winter Olympic Games” in The International Journal of Sport and Society, Vol. 1, Issue. 2

    2012: “Older Consumers and Celebrity Advertising”, Ageing and Society, Vol. 32, Issue. 8. pp.1319-1336.

    2013: “Cultural representation of older women in television commercials” in Now, Here, Women's Lives and Culture. Seoul: Ewha Press.

    2014: “Lessons from Digital Switchover in South Korea”, Television and New Media, Vol. 15, No. 6. 538-550.



    My research interests are culture, representation and advertising.



    Current teaching responsibilities:

    I’m the module leader of CC4701 Advertising; Past, Present and Future; CC5702 Employment and Enterprise and CC6702 Promotional Culture and the Consumer. I’m also teaching on the following modules: CC5703 Researching Audiences, Texts and Media Industries and CC6700 Dissertation. In addition, I cover some workshops in CC5701 Pitching for Business and CC6704 Campaign Design and Execution.

    Previous teaching responsibilities:

    Since January 2005, I have taught on most modules that ran in Advertising degree programme at UEL. What used to be CC1701 An Introduction to Advertising Industry, CC1700 Critical Approaches to Advertising, CC2701 Qualitative Research Methods, CC2703 Television Audiences (later, Transforming Audiences), CC2704 Media Planning, CC3702 Advertising in Context, CC3704 Advertising Business and Dissertation modules. After the revalidation two years ago, these modules became CC4701, CC5701, CC5703, CC6702, CC6704 and CC6700. Before I joined UEL, I taught advertising at the School of Journalism, Media and Cultural Studies at Cardiff University.