Star Struck Ads Not Always Good

By Jane Han
Staff Reporter


Jang Dong-kun starring in a Nintendo TV ad, left, and an SK Telecom commercial,
both featuring a similar home setting

Heartthrob Jang Dong-kun recently won a monthly advertisers popularity poll as the most sought out commercial model. It wasn't the first time his recognition and refined looks crowned him with the honor, but consumers are starting to find him and other local celebrities'"excessive endorsements" confusing.

"The fundamental idea of a one-star/one-brand is already long gone in Korea because it is common for local celebrities to endorse multiple products at once," said Park Moon-ki of Brand38, a Seoul-based brand consulting agency.

Mega movie star Jang is currently starring in at least seven television commercials, including those promoting POSCO's "The # (Sharp)" apartments, Hite beer, SK Telecom's T brand, Chung Jung-won's food products, Nintendo and Samsung digital camera VLUU.

"His style (hair and clothes) and even the setting is similar in several of them, so it's natural for consumers to get confused over which product Jang is advertising until the clip is half-way through," said Kim Jin-sook, a member of the Seoul YMCA College Consumers Association.

Other celebrities including Kim Tae-hee, Jun Ji-hyun and Lee Young-ae are also drawing similar criticism. Kim is currently endorsing seven, and Jun and Lee are backing four each.

Despite the negative perception, however, advertisers keep going after the same stars, as the celebrities keep getting paid more.

"Even though there are drawbacks of 'sharing stars' with others, companies don't want to take the risk of using a less recognized model in their commercials," said marketing consultant Lee Hyo-taek.

He said, however, that a growing number of advertisers are reaching out to Hollywood stars, as many local celebrities charge more than world-famous faces.

Korean casual clothing brand GGPX recently replaced its front model from sexy pop star Lee Hyo-lee to world-renowned British supermodel Kate Moss.

Moss definitely takes the lead in terms of global recognition, but figures released by GGPX show that Moss signed a six-month contract for 200 million won, far less than what Lee charges. Industry sources say her "rate" is, on average, around 700 million won a year.

"Many of the top local star models don't show up at corporate events or use the products they endorse, so there isn't that much of a benefit from hiring a Korean celebrity," said an industry insider, adding that hiring Hollywood stars will become more common.

Among some of those overseas stars endorsing local products include Wentworth Miller for French Cafe, and Pierce Brosnan for suit brand Galaxy.

Credits: jhan@koreatimes.co.kr

http://www.koreatimes.co.kr/www/news/biz/2.../123_23274.html