Tuesday, October 21, 2008
New advert with Bruce Lee
Using dead stars for commercials is legal, with companies paying royalties to rights holders.
In the past it was considered a taboo to publicly talk about the dead. No more. An increasing number of businesses are turning to deceased icons to help sell their products.
Putting aside questions of political-correctness when using dead people in ads, the so-called ‘deceased (star) marketing’ is proving itself to be a successful marketing strategy.
It is definitely an unusual penchant for Confucianism-originated Korea, where those who have passed away are considered sacred and should be left alone.
Satisfied with the results of using the late comedian, Hungkuk has now ‘cast’ the legendary Bruce Lee in its newest commercials, which started airing September 19.
The new advertisement features Lee from one of his movies. Between fight scenes, editing and subtitles make it seem as if Lee is actually promoting the product and its inexpensiveness.
The advertisements are legal, with the companies paying royalties to rights holders, most of whom are children and family of the deceased.
Timeless popularity and familiarity — which sometimes invokes nostalgia — make late celebrities a popular object for advertising companies, experts said.
By using friendly figures from the past, the nostalgia felt by the viewers often leads to favourable sentiment and raises brand recognition.
Some observers, however, caution that using famous idols in commercials may prompt a negative image of the companies, especially among long-time fans.
What do you think? Is this right or wrong?