• meau

    I feel sad that you wrote an article about advertisements but failed to mention Won Bin. That man practically deserves a award for what he has done for the advertising world. (:

    • http://profile.yahoo.com/YQ53WK5K4DPXQ5DIBKDELB6WPE Camille

      And Song Hyekyo! Honestly, those two can seriously just make a living off of their endorsement deals and don’t have to book acting gigs if they don’t want to.

    • jesuis2

      The article has too much of an emphasis on “idols.”

      Plenty of CF “kings” and “queens” who aren’t idols – like Kim Tae hee, Jeon Ji heon, Shin Min ah, etc.

      Even Yoon Eun hye didn’t become a CF queen until well after her days w/ Baby Vox, until she made it big as an actress.

      • http://twitter.com/fah2ma Fatouma

        Well it is titled Idols and Endorsements >.<

  • http://twitter.com/M_Wys Michaela Wylie


    The commercials featuring celebrities reach different percentages (out of the total of commercials), depending on the region: about 15% for Western countries, 25% for Brazil, Hong Kong, Malaysia and China and an astonishing 65% for South Korea. ”

    O_________O

    …Wait, why am I still surprised by this? >.<

  • BishieAddict

    Yeah…it’s quite noticeable when I went to Korea for vacation, idols endorsed a lot of stuff. Every beauty store had an idol. There were cardboard cut out of idols (haha which I loved for a photo op as a tourist). If you spend a certain amount of $$ at a beauty store, you get free samples – they might even give you a poster of the idol. 

    I really didn’t think kpop could be this… commercial, but they do take advantage of it for tourists. I see kpop everywhere (posters, socks, postcards – I have my suspicions if they were official products). haha honestly, it drove me a bit nuts >_<. 

  • lokifairy

    Well I don’t really care. My own country has more than enough problems

  • http://twitter.com/A7316A AB

    While I definitely agree that companies use idol images to market, another aspect I think to consider is that idols do tend to be very attractive, which is always good for marketing. They often have characteristics that these brands find compulsory: good skin, attractive body type, good presence. In an equivalent Western setting, even without the idol branding, some of these idols would probably have gotten a CF anyways, granted they went a route that put them in the spotlight enough to grab that attention (i.e., some type of modeling). It’s a fairly basic characteristic, but some of the more “prestigious” CFs involve skin care, which while an idol image helps, can’t be attained by someone with poor skin, no matter how big of a presence that person is in the nation.

    I don’t think I had ever thought about the significance of commercials and endorsements until I got into K-pop. But then I saw so many behind the scenes at some of these photo or commercial shoots, and it really hit me that idols do a lot of marketing. It could even be considered a stepping stone for an idol group to have a certain amount of CFs of certain types under their belt (such as beauty or chicken CFs).

  • severely

    The prevalence of idols in commercials could harm both idols (with the
    constant objectification leading to a new low) and the watchers or
    spectators, who passively and sometimes unintentionally learn to accept
    what these ads tell them. The victorious ones are always the sellers.

    This was an afterthought of a paragraph that doesn’t seem well-researched. That makes the erroneous assumption that sellers always profit off of these ads, and that isn’t necessarily true. There have been some pretty spectacular advertising failures. And if idols really felt that advertising was harmful to them, then they wouldn’t participate in it (case in point: many female idols have chosen to not participate in swimwear or underwear ads). And people are not so stupid that they passively accept what ads tell them (case in point: there have been plenty of complaints over ads that people felt were unacceptable, like the one with the SNSD member who gets what she wants by getting a boyfriend to buy it for her).

    Pity, because I generally agreed with the article until the author decided to add in some random, biased crap at the end.

  • http://www.facebook.com/nielsgabriel Niels Gabriel Nable

    I’m quite surprised that I didn’t see Big Bang in this article, considering the fact that they’re coined as the “CF Kings.”

    • moe6141

      big bang dont do allot of cfs but they earn allot more money. they are dubed “cf kings” based on how much they earn from them not howmuch they do.

      • Harliyana Mohd Hanif

        Actually, they do have a lot of CFs. They probably have the most number of CFs for male idols (Lee Seunggi notwithstanding, I consider him a soloist).

        • daeguhyungnim

          2PM has more cfs than BB, but they earn more money than 2PM for one cf.

  • crv2

    thanks for the article, that explains a lot why do ‘face of the group’ has most money. Because it is all about endorsement and appearance. Damn even IU won’t be as success as now if she didn’t ‘pretty’ and ‘cute’.

  • Harliyana Mohd Hanif

    Well, even if they don’t use idols, objectification still occurs, and have been occurring since advertisements exist. I don’t see this declining anytime soon.

  • perla balasbas

     What do Lee Young-Ae, Song Hye-Kyo, Jun Ji-Hyun, Yoon Eun-Hye, Choi
    Ji-Woo and Kim Hee-Ae have in common? They are the ‘Special A Level’
    actresses who makes your heart flutter with mere mentioning of their
    name. Another common bond they share is that you can continue to meet
    them through CF (Commercial Film)s even if it gets difficult to see them
    in a drama or a movie..

    Although Song Hye-Kyo hasn’t been active with a new project since the drama The World They Live In (2008) and the movie Fetish (2008), she has appeared in 9 televised CFs since 2009..

    As for Yoon Eun-Hye, while she hasn’t had a project since My Fair Lady (2009), she was televised in 7 CFs just in 2010. Jun Ji-Hyun also had 3 televised CFs even when her last film was movie, Blood (2009).

    Choi Ji-Woo hasn’t had a project since the movie Actresses (2009) and
    Star’s Lover (2009), but she appeared in 5 CFs since 2009..

    The contract/pay for appearing in a CF depends on the advertiser’s
    preference, consumer’s awareness and interest (of the star), and is
    divided into ‘Special A Level’, ‘A Level’, ‘B Level’, ‘C Level’ and etc.

    [Source: Dong-A Daily]