Page 78 - #63 eng 电子版

c Opinion

Roughly 2/3 of Korean ads have celebrities,

in other developed countries it is just 10%.

Cast of Coffee Prince

Superstar and Coffee Mix

If you’re going to pitch a product in South overnight. Who would be better to endorse
Coffee Prince is a 2007 Korea, most likely you will need a celebrity to good coffee than the Coffee Prince him-
South Korean television help you do it. If you want to know who is the self? On the Coffee Prince’s poster, Gong
drama, starring Yoon hottest movie star, athlete or entertainer, go Yoo wears a clean white shirt, black tie,
Eun-hye, Gong Yoo, check coffee mix ads. The target audience of and matching black apron. That is to rep-
Lee Sun-kyun, and
the coffee mix ads is young generation and resent the lifestyle that young generation
Chae Jung-an. Based on
middle class. They are the ones, whose con- and middle class are pursuing. If analyze
the novel of the same
sumption trends are running the coffee market. the content of Maxim’s coffee mix TV
name written by Lee
Therefore, most of the successful ads reflects commercials, we can see that the main
Sun-mi.
their lifestyle and their needs. target of them are office women in their
Gong Yoo, one of the most famous movie 30s, emphasizing unequal treatment that
stars, has been a long-time spokesman for a women face at work. The advertisements
premium Korean instant coffee brand — and has been consistently delivering idea that
for good reason! Ten years ago, Gong Yoo they can break free from this suppressed
played a barista in the famous TV drama “Cof- reality and enjoy themselves by drinking
fee Prince”, which made him a superstar coffee mix. But, lately, Maxim advertise-

78