Style criticized for excessive product placement
by javabeans
I stopped watching Style a while ago (I couldn’t take it anymore, it got on my nerves), but I’m still keeping an eye on the news about it, since it’s holding steady in the ratings in the mid-upper teens. (It hasn’t yet broken 20%, and has recently slipped into second place behind KBS’s weekend drama Iron Empress.) It doesn’t surprise me that the drama is now being criticized for its excessive shilling of products — as the article below points out, product placement in and of itself is fairly common these days, but when it crosses the line, viewers will notice that the drama starts feeling empty of actual story.
“A magazine 100% free of advertising? Are you joking?”
That’s a line of dialogue that magazine editor Park Ki-ja (Kim Hye-soo) fires at Seo Woo-jin (Ryu Shi-won) in SBS’s drama Style. Replace the word “magazine” with “drama” and you’ll hit the mark regarding Style.
Watching Style, with its fancy visuals, is like watching an hour of advertising. To some extent, it’s unavoidable to show what the characters like to drive, wear, eat, and use. However, Style is also coming under fire for this display and the characters’ conspicuous dialogue.
From the very first episode, certain “H” Coffee Shop and “L” Bakery brands were shown beyond what was necessary. Characters played by Lee Seo-jung, Lee Yong-woo, and Kim Hye-soo hold discussions all the time at coffee shops and bakeries. In her office, Kim Hye-soo held a coffee cup flashing the H brand logo, which was shown onscreen for several seconds. Drinking water from an “O” water purifier is shown onscreen nearly every episode — whenever the drama goes to the homes of Ryu Shi-won or Lee Jia, they drink water with ice cubes. Those three companies are all sponsors of the production.
This extent of product visibility is standard. But there is also the suspiciously suggestive dialogue that acts as indirect advertising. Last week, dialogue flowed with explanation of the “F” car [a Ferrari] that Kim Hye-soo drives around. This company was reported in the news as preparing this car specially for Kim Hye-soo, and supposedly was not a sponsor for the drama. It gets even worse.
Even a new brand of “L” gum makes a frequent appearance. Kim Hye-soo even demonstrated how to use this gum’s distinctive wrapping, and Lee Jia shared this gum among her co-workers while using a tagline from the gum’s own commercial, “Tic Tac Toc.” On the episode aired on the August 30, the drama used an ad shoot as an excuse to show an “S” brand cell phone for several minutes onscreen. The magazine employees were repeatedly in scenes showing how to use dot icon editing skills. At this point, one begins to think it’s like an hour of advertising.
Viewers are writing their complaints on the drama message boards. Viewer Jo Hyun-jung said, “This drama only pays attention to its ads, not to the actual show,” while Lee Sung-hyun complained, “I feel like I’m watching one long commercial. I wish they’d make an edgy, stylish drama.” Shim Sang-hyun criticized, “I can’t take it. The product placement is interrupting the flow of the drama.”
The outside production companies complain that without corporate sponsorship, producing dramas is impossible, citing the worsening production environment, increasing star salaries and budgets, and rising audience expectations. However, when a drama’s product placement crosses the line, it interrupts the drama’s flow and degrades quality, and in the end the audience will turn away. One could even call it a waste of programming. Ad-free dramas, are they a joke?
Via Sports Khan
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Tags: drama production, Kim Hye-soo, Lee Jia, Style
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1 Annie
September 1, 2009 at 11:43 AM
Yes, I too gave up on this one after the 3rd... well the 2nd epsidoe. The most bothering thing for me is Ryu Si Won. Don't get why people say he's handsome or good looking or good actors. the acting are always the same. no new improvement. almost the same way like the Wedding. and the sad puppy eyes. aigooo.. better stop here.
Noticed all the advertising stuff since beginning, but have no idea it turns that bad! I just want to watch the Kang Ji Hwan cameo part. and can someone please tell me which episode he'll be on? thanks
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2 Lucille
September 1, 2009 at 11:58 AM
I am happy to read this article. I thought it was just me. While I loved City Hall, if they had one more "high powered" meeting at Burger King, I was going to lose my mind. The references to Sprite were also a bit much. As a non-korean those were the only references I recognized, but I am sure there were others. I agree with this writer, they are rather distracting.
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3 all4movies
September 1, 2009 at 11:59 AM
@Annie
Kang Ji Hwan makes a brief appearance in episode 6. Not really worth watching as he simply smiles and waves on the red carpet, typical of any fashionista gathering.
Style is just plain boring to watch. I think the fashion on My Fair Lady is edgier and more interesting than what's seen here.
I've skipped through some episodes when I've got nothing else to watch and it never seems to go beyond the "dead" zone.
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4 shubi
September 1, 2009 at 12:16 PM
The only reason i watch style is for kim hye soo. She absolutely ROCKS!!!! Her PARK Ki JA is a complicated and fascinating Character and Kim Hye Soo lends layers and depths and shows venerabulaty and yet is stylish and cool. Yoon Eun Hye should learn how to be arrogant and bitchy and be completely likeable from Kim Hye Soo. Lee Ji Ah is Super annoying. Her character is logic less annoying, needy, whining and just a total loser and loud one too. The guys are okay. Everything else besides Kim Hye soo just sucks. But She is enough reason for me to keep watching it
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dinna
November 4, 2010 at 2:48 AM
gosh i'm so agree with u shubi. i only watch style for Hye Soo noona as well.
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5 sophia
September 1, 2009 at 12:38 PM
lol i didnt even bother to watch this drama because lee jia overacts SO MUCH T.T it's so annoying. and now i'm really glad that i didn't start it. it's also in part because i was looking forward to magazine allo so much more that style, just because of the casting in magazine allo. so...i guess it was a good decision not to watch ^^
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6 Samsooki
September 1, 2009 at 1:37 PM
Lee Jia does overact, and I can see how she can be annoying to watch. And there is a bit of distraction involved, I think, with the product placement. But on the whole, it's not bad. I've seen Eps 1-2, and I didn't mind so much the negatives. I kind of like it. I don't expect much out of these kinds of dramas, and since Style isn't that bad, after all that is said and done, I really don't mind.
That said, Style isn't that high on my watch list and I don't know when I'll pick it back up to finish it, because if I have 90 minutes of downtime per night, I want to watch something better (9E2O for now).
Maybe this winter, if my schedule lightens back up, I'll just spend a weekend or two catching up.
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7 Annie
September 1, 2009 at 2:15 PM
@all4movies
Thanks, I Went straight to eps 6 and yeah, It's not a cameo, it's just a brief appereance, NOT A CAMEO >_< to the person who said/reported/ media reporterGet it right next time.
I guess that's all for my"style" craved.
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8 belleza
September 1, 2009 at 2:27 PM
"“I feel like I’m watching one long commercial. I wish they’d make an edgy, stylish drama."
Style should be a drama WITH EDGE (arrgghhhhh!!!!! anybody who's been following the show know what I'm talking about ;) )
Nah, I completely disagree with the news article. Style drops products left and right, but that is because the plot is heavily, heavily driven (so far) by process rather than romance. It's not so much situated in a workplace as the workplace comes with them wherever they go. But that's what i like about Style -- it's about how career can become your adult life at a certain point in your life. Impersonal relationships become personal; personal relationships become petty; petty relationships lead to them playing Lady Gaga for the 20th time in the show!
The show is just so . . . American. And in that way, I'm really enjoying it. Also the treatment of would-be relationships, upon grounds of position, privilege, and so on, play pretty true to me.. And its treatment of jealousy and petty battlegrounds, all are pretty spot on.
Kim Hye Soo is fierce in this show. Her clothes are hit-and-miss, and she shows a little 'stache in Episode 9. Editor Park's characterization really divides Style viewers, and it's interesting to see how people bring their own work and life experiences with Editor Park. Personally, I love her. Her methods may be cruel at times, but I honestly can't disagree with half the things she says to Lee Seon Jung. And that if only LSJ would REALLY listen to Editor Park, she would really benefit from her counsel.
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9 Samsooki
September 1, 2009 at 2:37 PM
Woah, belleza....
Is that really you?
Wb!!
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10 more
September 1, 2009 at 2:49 PM
none of them can act what so suppressing?????????????
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11 belleza
September 1, 2009 at 3:03 PM
@samsooki,
OPPA!!!
*pout*
*wiggle*
;)
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12 peppermint
September 1, 2009 at 3:37 PM
still don't have any interest in watching this drama...
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13 missthiri
September 1, 2009 at 4:51 PM
anyone remember jimmy choo's that the lead ladies fought for?
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14 jlink
September 1, 2009 at 4:51 PM
yeah i guess it has many advertising as they say but for me i'm liking it....if you should just focus on the story and not the advertising im sure you'll gonna like it ...maybe because some people only watch drama because the actors or the actress is beautiful and handsome and judt become interested becuase of that....i'm korean dramaaddit and a korean drama collectors and i watched so many koean dramas even the old one and i look at theirplot first and read and sometimes become not intrested because of the plot bu once i watched it and hen suddenly realze i like to watch it..so don;t judge the drama for u see some good or bad comments just try to watch it first and decide..
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15 k-lover
September 1, 2009 at 5:01 PM
meh...Style's alright. The only character I'm really drawn to is Editor Park. She is downright mean but I can't disagree with her honest opinions (maybe it's tough love she's giving to everyone after all she does want everyone to be on the edge! :)).
Agreed wholeheartedly with Annie about the actor. He's way too nice and humble to be convincing as the arrogant jerk he's supposed to be portraying in the drama. So it's kind of confusing whether I should be rooting for him or the other way around. But his song is really sweet.
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16 Yoo Jin
September 1, 2009 at 5:16 PM
uhg, not only is the plot boring but Lee Jia is just so ANNOYING! I didn't even bother finishing the FIRST episode cause i couldn't sympathize with her character at all and cause of her overacting. I'm honestly shocked at how steady the ratings are and think that this drama doesn't even deserve it (even if it hasn't reached 20%). I'm usually not this harsh about dramas but this one is just horrible =/ People just have no taste or judgment for good dramas anymore -_-
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17 obsessed
September 1, 2009 at 5:31 PM
hmm... i didn't think the product placements were noticeably distracting.
i actually think it's much more distracting when certain products are badly "hidden" by either blurring it out with editing or even taping over logos on shirts/drinks/etc.
out of all the products mentioned above, i only recognized the cell phone while i was watching, but i guess that's because i'm not familiar with the other products that were mentioned. maybe that's why i didn't feel bombarded by the advertisements.
but since i didn't recognize that they were "advertising" certain products, i think they did a good job of just keeping those products in the background.
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18 sjchung
September 1, 2009 at 6:49 PM
Yes, so agree with Yoo Jin, K-lover, bellezz, shuki, samsooki and sophia. I am drawn to Kim Hye Soo. Love her acting and her character in the drama. She's so cool. And like some of you say, if only Lee JA listens to her !! I don't understand the drama anymore. Especially when it's always between them 4 actors/actresses, no real storyline. Nothing concrete. Wonder why Lee JA has to always run around looking half-mad with her hair strewn in her face ? Wonder whether there's any real love interest between any of them ? Why is RyuShiWon having feelings for Park when he keeps "dating" Lee JA ? The drama doesn't make sense anymore. I'm just watching it to see Kim Hye Soo. I like Kim Sun Ah (adore her) but now, I think, I've got another "idol" - Kim HSoo, she's so cool.
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19 vrosemarie
September 1, 2009 at 7:31 PM
Belleza's oppa comment had me laughing!!! 0_0
I noticed the phone advertising in Brilliant Legacy (but I know phone advertising is common in dramas). Samsung/LG, is it? Go Jun Pyo had the same one as Lee Seung Gi. And they spent secondsss on a scene where Seung Mi's mom packed her a lunchbox in a container set.... It's so funny how much stuff they pile on popular dramas, I wonder if they advertise anything on sageuks? That would be really funny... Very interesting article since advertising in dramas is becoming more and more obvious these days.
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wheguhreh
March 1, 2023 at 6:59 PM
This is still a big issue so many years after this article. I can't stand watching American shows anymore because I'm sick of seeing Apple products everywhere. It's the same with Samsung, but it doesn't bother me as much because there's no tacky logo plastered on everything Samsung makes.
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20 belleza
September 1, 2009 at 7:46 PM
@sjchung,
Oh hey I remember you on the Style section in viikii!
"Wonder whether there’s any real love interest between any of them ?"
Yeah, I don't think it's that kind of show. But moreover, it isn't really a show where there are well-drawn boundaries and loyalty. Even the Chef's half-sister partially gives up her fight with him. Editor Park and MJ have a lengthy past, and obviously MJ's just falling apart with jealousy, Still not sure about the acting itself, but MJ's characterization is really good.
The writing is cynical without being introspective, and in that way I like the show. Rather than draw from solipsistic takes on professional men and women working together, we're mostly led to observe their intentions, half-truths, and judge them on surface. This is especially true with Editor Park. She stabs her ex-boss in the back . . . but her ex-boss had treated her like a slave for years and not done the job well. Editor Park eviscerates Lee Seo Jung, but she never fires her. It's tough love, but then again we can't say that Park feels threatened or invested in LSJ's talent. It's not that kind of dynamic. Neither Editor Park nor anybody else really knows how talented Lee Seo Jung is. And that includes LSJ. Finally, it looks like Editor Park manipulates the men for her own purposes, but if you sit down and listen to her, she fights for the Chef and she treats MJ as a free agent collaborator rather than a underling at work. To the men, her main fault is that she's absolutely 100% career. They made it personal.
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21 Sakura
September 1, 2009 at 7:58 PM
Lee Seo Jong did said in her earlier episode that
she will not be like Park Gi Ja so, Lee Seo Jong will always be Lee Seo Jong
but wiser now.
I like their apartments !!!
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22 sue
September 1, 2009 at 8:09 PM
haha, glad i never started this then
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23 emma
September 1, 2009 at 8:28 PM
i think it's just poorly executed
a lot of fashion related US dramas does it pretty well
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24 kimchikay
September 1, 2009 at 8:31 PM
from what I saw of episode 6 (where all the stars made there cameo)....the male lead is an eyesore and lee jia ah is overacting once again....that was only 30 minutes and from the looks of things doesn't seem to have gotten more exciting....
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25 popcorn
September 1, 2009 at 9:10 PM
Yay you gave up on it! lol, I gave up after 2nd episode! I so hate everything about it: from overacting to over flashing of products...
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26 Serehehe
September 1, 2009 at 10:59 PM
to Shubi
I totally agree with you 100% :) I keep watching Style only for Park Ki ja. A lot of people seem to hate her but I LOVE her. I just feel so good watching her on screen. Even though she can act really mean somehow I can't make myself hate her. I also have an interest in fashion. :) But I don't really dig Lee Seo Jung. I want her to transform into a cool editor but its not happening :( I dono if its just me but Ryu Shi Won seems to show the same expression every second of every scene he's in and its a rather hang dog expression. Even newbie actor of Min Jung is better. MJ is ok. Hahaha ;D rant over...
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27 usa
September 2, 2009 at 9:01 AM
In the beginning, I really looked forward to watching this drama, yet I couldn't get pass the 3rd episode, and I actually tried. I barely made it pass the 2nd episode. Just couldn't force feed myself to do it. For the first time in my life of watching videos, I actually had an empty feeling; no receptivity, at all. The lifestyle portrayal of the actors and their fashion bling alone could not maintain my desire to watch it. As I mentioned in the comment section on another site...there's no hook, no catch, and no draw for me towards this drama. It seems that the actors ability to fully portray their characters are being suppressed. That's my observation.
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28 yen_nguyen
September 2, 2009 at 9:24 AM
agree to Number 1, she is right, Rye shi won's acting is the same through dramas, absolutely the same!
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29 belleza
September 2, 2009 at 10:51 AM
FWIW, if you make it to the end of Episode 10, the story gets really, really interesting . . .
(Love Editor Park's reaction shot. Even she's like "W? T? F?") :D
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30 goldlilys
September 2, 2009 at 5:15 PM
Didn't bother watching this drama because Ryu Shi Won is in it!! Didn't like his acting since Beautiful Days and don't find him attractive. Hmm, Lee Ji Ah is alright for me, but yah main guy caused me to drop this drama from my list
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31 sittie
September 2, 2009 at 10:50 PM
passssss
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32 fishy
September 4, 2009 at 7:49 PM
my fair lady has better style and class then this drama.
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33 spinningz
September 5, 2009 at 9:25 AM
wow. i didnt notice most of those adverts. probably because im not korean and dont watch korean tv? ha.
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34 tamna_fan
September 5, 2009 at 1:05 PM
so is the photographer gay?
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35 ParkKiJiaFan
September 16, 2009 at 6:08 AM
Love watching Park Ki Jia and Ryu Shi Won. Hoping they will be together at the end. This is the only drama where I kept watching over and over again.
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36 Casey
June 29, 2010 at 10:51 PM
@ParkKiJiaFan: Totally agree with you, i think i can watch the drama over and over again. Love the fashion. Love Park Ki Ja and Chef...
and i totally agree with Belleza too :)
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