It wasn’t long ago when famous actresses like Song Hye-kyo and Ko Hyun-jung were dominating the television advertisements for ``kimchi’’ refrigerators, which are specially designed for maintaining the Korean staple dish of fermented cabbage.
Completing the male sweep is LG, which recently signed the footballing duo of Cha Du-ri and Ki Sung-yueng, both playing for Celtic in the Scottish Premier League, to appear on television commercials for its ``Dios’’ brand of kimchi refrigerators later this month.
``Electronics makers have long relied on actresses and female models in gender targeting, connecting an image of `high living’ to their domestic appliances products and stoking the desire for self-reward in female customers. But now they seem to believe that using attractive men provides a better way to aim at female customers,’’ said an employee from a Seoul-based advertisement company.
At least the actresses still have their apartment commercials.
By Kim Tong-hyung