From macho to mincing
By Andrew SalmonA traditional yeogwan in central Seoul, 1989. Your columnist ― a spotty backpacker touring the Far East ― has just landed in Korea. In my little, beamed room, I switch on the TV. Obviously, I won’t understand a word, but want to see what Koreans watch. What I see is this.
A heavy-set, slightly chubby bloke with short, spiky hair in a black suit is scowling and growling at the camera. Then he pumps one fist in the air; with his other, he stabs a finger at the shiny new belt he is wearing. A gangster movie? No: A TV ad for a men’s belt.
Curious, but even more curious was the man himself. The media was full of these alpha plus-plus males, known in the Konglish of the day as ``strong men.” Given how life imitates art, many, many Korean males aspired to this style.
They didn’t walk: They swaggered. They didn’t talk:
Why can't I be allowed to flog an airline or aftershave or even an antiseptic? Pele was able to endorse Viagra; David Beckham sells Calvin Klein boxers; even Wayne Rooney sells something, although I can't recall exactly what it is or why I'd want to
At one time or another she has lent her name to Louis Vuitton, Dolce & Gabbana, Moët & Chandon, Calvin Klein, L'Oréal, and Reebok. It used to be the case that actors were shy about endorsing products; they worried about overexposure, cheapening their
