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Idols and Endorsements: the More, the Merrier?

News via seoulbeats.com

Idols and Endorsements: the More, the Merrier? Ever since their Alone promotions and the recent success of Loving U, Sistar has been on the screen not only for music shows, but as endorsers for a variety of products. Their new status is set to guarantee them a place in everyone’s heart for the time being. While this is just a side-effect of idoldom, it provides another medium through which artists can stay relevant. Ko So-young was the image of different companies despite not appearing for about five years in a movie or drama and she was currently cast in To the Beautiful You. Granted, she’s a legend by now and her marriage to Jang Dong-gun kept that spark of interest, but she needed to offer the public a constant reminder, in the form of endorsements.

The connection between public figures and advertising is definitely not a Korean thing. What is particular in its case though is how strong the association is there. 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. Even if we stayed out of comparisons, having more than 1 out of 2 products idol-promoted is an insanely high rate.

The answer to why the need for a star-struck advertising industry exists is simple at a first glance. The viewers establish a connection with their favorite idols. When they appear on a show, you watch your bias, often separating her/him from the rest: you know what’s yours and what’s not. This simple association of one’s individual choices with a public person’s actions makes the fans more prone to pay attention when the object/subject of their affection shows up. Besides, most commercials use celebrities as role-models: they are successful, beautiful and desirable. By linking their products with their achievements, ads insinuate the average citizen can take a shortcut and look just as good by simply using their merchandise.

But these reasons are general and fail to explain regional differences. So why such a huge rate in South Korea?

Without doubt, the Korean entertainment industry plays a huge role in the South Korean socio-economical equation, which influences the way enterprises prefer to sell their products. The ubiquitous K-pop idols have gathered around themselves a mass of dedicated fans who support them to worrying extents sometimes. These entertainers and their companies have shaped throughout the years the music scene we love today, which welcomes devout and trustworthy individuals as main buyers. Taking into account the audience we’re talking about is also the main target of many of the marketers, it makes more sense to pay an idol for a promotion.

On the other side, the problem with money distribution comes up. How many times haven’t we heard about companies giving a hand to improve sales of their artists so they can seclude a higher position? Even Sistar had to pass through one with their Loving U promotions. Corruption, company-stimulated sales, uneven distribution of profit and the preference for downloading against buying raises some serious questions about how much money these artists are actually earning. Activities outside their main occupation bring in profits they would otherwise work much harder to earn. It gets to be a win-win situation: the idols can count on an additional income and the enterprises get what they want.

Not only economically, of course. Another Korean-flavored argument in favor of idol endorsements is the aspiration for social success. The working environment encourages ruthlessness in competing one against another and a general lack of mercy for anybody who loses the competition. South Korean office workers often complain about bullying, stress and depression. In these conditions, it becomes essential to have a symbol of social success as your image. On the other side, entertainers profit from the exposure. Endorsing a product for an idol is more than just selling something or getting your face on a few banners. Lee Seung-gi and SNSD are two of the most sought-after in advertising. Do they need to shine a light over themselves? No, but all these endorsements are reminders that they are huge right now. Moreover, the brand you’re commercializing speaks of your current ranking (the collaborations Adidas2NE1, Swarovski - Lee Hyori).

If we were to look even further, we would soon notice the percentages increase from individualistic societies to the collectivistic ones. It becomes understandable once we analyze the collectivist values: loyalty, sociability, interdependence and integration into any community you might belong tofamily, town or country. Your idols achievements strengthen the feeling of belonging into the fandom. Also, celebrities are the impersonation of publicly-accepted individuals. Whatever they did to get there, the fact they earned the approval of so many people makes them the perfect candidate for an endorsement. Besides, the consumerist culture in a collectivist society might find difficulties getting its way through. The mentality, while it enjoys great acceptance, Idols and Endorsements: the More, the Merrier?is still young and has to figure ways to settle within its new grounds, leading advertisers to go somewhat safe with their work.

With all these reasons piling up, K-entertainers are a precious acquisition for companies. But sometimes, despite the advantages, it means more harm than good. Whenever their image is crumbling, it determines a domino effect. T-ara’s recent scandal made advertisement companies retire their offers. Marketing-wise, it was a smart move. Ethically, not only do the hiring parts fail to stand by their own decision, but they also prove how interchangeable these idols are. How much power do each of these artists have outside of their following? The inflation of public figures in advertisement determines the enterprises to have the upper hand, and not the artists in question. A sad example would be Choi Jin-sil’s unfortunate case and the despicable absurdity Shinhan Engineering and Construction conducted.

Another downside would be the decreasing quality of these commercials. Having an idol on board is a job half done. There are good commercials, indeed, and I happen to love extensive CFs with their own music. But girls in mini-skirts and shirtless guys, holding a telephone in their hands or maybe driving a car are the road to a quick, uncreative and effortless sell. Eider knows what were talking about. Its sales increased by 200% just due to Lee Min-ho’s and Yoona’s participation in their campaigns.

But most of the endorsements reflect everything I find disturbing in the K-popiverse: the obsession with cuteness, the over-promotion of youth, alarming image-consciousness or my favorite, objectification. And honestly, using someone’s personal achievements and popularity to sell a product sounds less than normal. Having an idol for an endorsement means the negative message will also get across faster. The term ‘chocolate abs’ has its origins in this commercial:

The same goes for ‘honey thighs’ and ‘X-line’they were both media-induced to sell a product. And having UEE and Yoon Eun-hye as endorsers, it’s definitely not hard to guess why these terms are on everybody’s lips. It’s not all that negative though. Idols can push the envelope through their ads. Ga-in, Shin Se-kyung, G.Na, Honey Lee and Shin Min-ah modeled for lingerie, ignoring the stigma that often exists against it. Not necessarily an endorsement, but the Letters from Angels raised awareness over a an important social issue.

The world of advertisement itself resorts to using stereotypes, prejudices and encouraging discrimination with all sorts of subliminal (more or less) messages. 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. Depending on how idols decide to endorse a product, the result could mean a step forward or a step back from a healthy mindset.

What do you think? Do you mind the high number of idols in ads?

(Chosun Ilbo, The Asian Correspondent [1],[2],[3], The Hankyoreh, mycharminggirl, Gusts of Popular Feeling, The Grand Narrative, Special Populations, CBN, BusanHaps, Nate, Naver, Adidas, [StarNews], Vogue Girl, tistory, KBF, CCM Entertainment, sknDC2ne1, skin79korea, funhappy, shinlianne)

Former Idol Member Arrested For Smuggling Drugs

News via soompi.com
Former Idol Member Arrested For Smuggling Drugs

Former Idol Member Arrested For Smuggling Medicine kokoberry Would possibly 5, 2016 0 On May just 6, it was oncepublished that a hip-hop singer has been prosecuted for smuggling marijuana.

The hip-hop singer who is a former idol workforce member and reportedly smuggled around 20 grams of marijuana from overseas. The particular person singer has been generally known as Choi and is described as being 29 years old. Apparently, the artist released a hip-hop album after leaving his former idol group.

According to the prosecution, Choi received marijuana via a web sitea while during the latter a section of 2015. He has been charged with smuggling drugs during the mail. So as to keep away from getting stuck by authorities, he allegedly went viaa hardprocedure of paying for the smuggled drugs.

Video New teaser videos with English subtitles released for the Korean drama 'Dear My Friends'

News via hancinema.net

"Dear My Friends" (2016)Directed through Hong Jong-chanWritten by Noh Hee-kyeongNetwork : tvNWith Ko Hyeon-jeong, Kim Hye-ja, Nah Moon-hee, Ko Doo-sim, Park Won-sook, Yoon Yeo-jeong,...16 episodes - Fri, Sat 20:30Synopsis"Dear My Friends" will depict the lifestylestale of the ones in their twilight years, who elevate their voices as "It's no longer over. We are still alive".Broadcast beginning date in Korea : 2016/05/13

Watch: K-Pop’s Most sensible four Funniest Idols

News via soompi.com
Watch: K-Pop’s Most sensible  four Funniest Idols

Watch: K-Pops Most sensiblefour Funniest Idolsporshia Would possibly 5, 2016 0 In this provide day and age many idols are known for their sense of humor and their amusingpoweroff and on the stage. K-Pop Pedia has compiled a list of their alternatives for the funniest idols in the industry with their YouTube video, 4 Comic-dols Who Can Crack Any person Up.

First up is BTOBs Changsub. The singer boasts amazing musical skillsyetin step with the video, hes at his most captivating when looking to make his lovers laugh with his amusing facial expressions and adorable eye-smile!

Next is WINNERs Seunghoon, who is credited as the representative comic of the group, drawing laughs after the other contributors have run out of jokes and known for his hilarious physical gags, reminiscent of swimming across a studio table at an event.

“We Were given Married” Yook Sungjae and Joy’s Remaining Episode Date and Layout Confirmed

News via soompi.com
“We Were given Married” Yook Sungjae and Joy’s Remaining Episode Date and Layout Confirmed

We Were given Married Yook Sungjae and Joys Final Episode Date and LayoutShowed ehk38 Would possibly 5, 2016 0 We Got Married has confirmed the respectable date of idol couple Yook Sungjae and Joys departure from the show.

On the Could 7 broadcast of MBC virtual marriage display We Got Married, Yook Sungjae and Joy will host a unique concert in combination for their ultimate episode.

Fans can sit up for a Byu Couple Song Core special throughout the prove where Yook Sungjae and Joy each and every chooses and plays a song that expresses their emotions for one another. During the filming, Yook Sungjae reportedly shed tears during Joys song.

Interview Song Hye-kyo speaks of "Descendants of the Sun" and Song Joong-ki

News via hancinema.net

However, this year's drama has turn into her latest 'life drama' and this is the KBS 2TV drama "Descendants of the Sun". Hong Hye-kyo took at the role of Kang Mo-yeon, a physicianfilled with humanism. The aspect of her, which did not get intimidated in front of injustice, made her a 'girl crush' and her clumsy and lovelypersonality has the audience going loopy for her. She used to be romantically concerned alongside Song Joong-ki in this drama and 'The Fact' met her for an interview.

"Descendants of the Sun" is useful to her since the more she changed into Kang Mo-yeon, the more her repute rose. She also attempted at a pre-produced drama for the primary fourth dimension and wonfantastic feedback.

""Descendants of the Sun" gave me a just right deal of an opportunity. I'mthankful that such so much ofother folksenjoyed it. Still, it would in all probability notaffect my long runchoices in work. I willabsorb whatever I thinkis ideal like I at all times have. Having been a successis now not going toexchange my direction in the future".

A Pink’s Jung Eun Ji Calls Out Firm CEO For Scolding Her

News via soompi.com
A Pink’s Jung Eun Ji Calls Out Firm CEO For Scolding Her

A Pinks Jung Eun Ji Calls Out Firm CEO For Scolding HerJiwonYu Might 5, 2016 0 A Pinks Jung Eun Ji (hereafter Eunji) had anything she sought afterto mention about her agencys boss at thefresh episode of Satisfied Together.

Eunji then is goingdirectly to mention something shes been short ofto claim for some time now, explaining, When I used to be a rookie, I were given scolded for a complete year after ordering candy potato cheese tonkatsu. I was oncein the path of managing my nutrition because I turned intoa bit of on the overweight side, and he claimed that I had ordered a food that was prime in calories. He hung on to that for an entire year.

Fans angry after Naver moves out BTS from its keyword searches

News via koreaboo.com
Fans angry after Naver moves out BTS from its keyword searches

Share on FacebookShare on Twitter Enthusiasts of BTS, ARMY, are furious later on it used to beexposed that keyword searches in connection with boy workforce BTS has literally been striked out on popular Korean seek engine Naver.

Image captures provided through fans published the incident with searches for words like 방탄소년단, 방탄 or evenparticular personcontributors names led up to the consequences being striked out. In line with fans, this bestbefellat thecellularedition and now not the browser version.

The strike out appeared to be gears in particularagainst any BTS comparable keywords as one fan first searched Sugar (슈가) and then Bangtan Suga (방탄 슈가) to compare. Certain enough, the latter search became striked.

Video Added Korean drama 'Entertainers' episode 6

News via hancinema.net

"Entertainers" (2016) Directed by way of Hong Seong-chang, Lee Gwang-yeong Written by Yoo Yeong-ah Network : SBS With Ji Seong, Hyeri, Kang Min-hyuk, Chae Jeong-an, Jeon No-min, Jeong Man-sik,... 20 episodes - Wed, Thu 22:00 Synopsis "Entertainers" depicts the tale of the those whoaccruedin combination to shape a track band. Broadcast beginning date in Korea : 2016/04/20

DAY6 And BTOB Sign up for The Line-Up For KCON New York

News via kpopstarz.com
DAY6 And BTOB Sign up for The Line-Up For KCON New York

(Photo : Ong Melin | Special Thank youto 3 Angles Group)(Photo : Jazzy Group) Website hosting their weekly #KCONLiveChat, it used to be announced that DAY6 and BTOBwill sign up for the KCON line-up for its Ny dates.

Fans alike are guaranteed to peer the synchronized and charismatic performances that might take position at the Prudential Middle and Staples Center this summer.

5/13 1PM EST KCON NY Combo/Platinum Tickets5/16 1PM EST KCON NY Unmarried Tickets6/3 1PM EST KCON LA Combo/Platinum Tickets6/6 1PM EST KCON LA Single Tickets For updates on KCON 2016, visitwww.kconusa.comand practice @KCONUSA on Twitter. Fans also are invited to sign up in the communication by the usage of #KCON16NY and #KCON16LA in their social media platforms.