Who comes to your mind when you think about Korean celebrity? Korean singer PSY who sang the popular song ‘GANGNAM STYLE’ or girl’s generation? Today, I want to introduce figure skater ‘Kim Yu-na’ who is my role model as Korean celebrity. In 2010 Vancouver Olympic, she became South Korea’s first Olympic champion in figure skating. In South Korea, she sells everything from cars to jewelry.
Specifically, the jewelry company ‘J.ESTINA’ can be good example of the related industry, advertising. To match her reputation, the jewelry company ‘J.ESTINA’ with the tiara logo used Kim Yu-na as its model. In Korea, this brand has a great vogue among young women as premium brand although it was established recently than other luxury jewelry companies such as ‘Swarovski’, ‘Agatha’ and ‘Lovcat’. According to Watson et al. (2012, p. 263), a number of studies have shown that the use of models can be an effective tool in advertising. Celebrities can serve as role models for consumers, and this is one of the reasons why celebrity endorsement is used as a tactic in the promotion of a wide range of products and services (Watson et al. 2012, p. 263).
References
Couldry, N, & Markham, T 2007, 'Celebrity culture and public connection: Bridge or chasm?', International Journal Of Cultural Studies, vol. 10, no. 4, pp. 403-421, retrieved 30 August 2012, Academic Search Complete, EBSCOhost.
Furedi, F 2010, 'Celebrity Culture', Society, 47, 6, pp. 493-497, retrieved 30 August 2012, Academic Search Complete, EBSCOhost.
Watson, J, Hill, A2012, Dictionary of Media and Communication Studies, Bloomsbury Academic, London and New York.
Sources
anniehung.com
briandeutsch.blogspot.com
ebay.com
