The Korean Ad Industry’s Celebrity Obsession
(Sources: left, right)
See Busan Haps for the full article. It was prompted by Yoo In-na (유인나) and then Kim Sa-rang (김사랑; left) endorsing Gillette razors last year, when suddenly a lot of celebrities seemed to be endorsing products not normally associated with their sex.
Granted, women have been used to sell things to men for as long as advertisements have existed. And as for using Hyun Bin (현빈; right) to advertise a tea-drink that supposedly gives you a “V-line”, that’s just common sense: not only will he appeal to women, but so too might some men be encouraged to think about their own, hitherto exclusively feminine V-lines, thereby creating a whole new market.
But still: I’d wager that there has indeed been a great deal of gender-bending in the Korean advertising industry in the last couple of years. And I’ve definitely never heard of a guy advertising bras before, no matter how dishy I’m assured this one (So Ji-sub; 소지섭) happens to be:
(Source)
Was he chosen just because he’s a pretty face? Or was the reasoning much more subtle than that? I can’t say in this case. But I do know that celebrities have a much greater effect on our consumption choices than we all like to think. Please read the article for more on how and why…
For some hints, here is the interview with Fame Junkies author Jake Halpern that I refer to in it. If for some reason that the video below doesn’t immediately take you to it though (it’s at 34:30), then please click here instead:
Finally, if you’ve read this far, then I heartily recommend watching Starsuckers in its entirety. For me, it was especially what the narrator says at 45:45 that sold me on it, and which I encourage you all to refer to the next time someone accuses you of reading too much into anything you see in the media:
p.s. Sorry for sounding so mercenary, but please let me remind everyone that any donations for my writing, however small, are very much appreciated. Unfortunately though, I haven’t actually received any since January 21(!), and I don’t get paid for my Busan Haps articles!^^
Funky Man (펑키맨) by After School (애프터수쿨) — Lyrics, Translation and…Critically Examining the Evidence for Double Standards in K-pop
(Source)
Do Korean censors disproportionately target female singers?
No, not just those shameless hussies that sing about what they’d actually like to do with their love-interests I mean, and/or dance and show some skin to that effect. Because despite some obvious exceptions, I’d wager that Korean censors are generally equal-opportunity prudes.
Rather, I also mean those female singers that promote such harmful ideas as, say, that romance involves more than just sitting around looking pretty, waiting for a guy to notice you. Or that when you’re angry with your partner, you should say so. As whatever the actual rationales given for the banning of their work, be they indirect advertising, mention of alcohol, not wearing seatbelts while driving, or alleged double entendres in what are actually completely innocuous English phrases, somehow it seems to happen to women’s songs much more than it does to guys’.
Or maybe I just get that impression because I only ever pay attention to the women’s songs.
So, starting today, and hopefully finishing over the summer break, I’m going to painstakingly go over every banned song and music video from January 1 2011, noting the whos, hows, and whys, then moving on to the next…all the way until December 31. As I finish each month, I’ll write up the results and my analysis here.
I guess the next songs I’ll be looking at will be G-Dragon (지-드래곤) and T.O.P.’s (탑) Knockout and Don’t Go Home then, banned on the 4th and 5th of January respectively (with the latter banned a second time on the 12th!). But before I do, let’s jump ahead to July, when the Youth Protection Commission (청소년보호위원회) of the Ministry of Gender Equality and Family (MOGEF; 여성가족부) banned After School’s (애프터수쿨) Funky Man (펑키맨) for its “sexually suggestive” lyrics.
Not just because I’m a big After School fan, or because the recent news that it’s been unbanned is what finally inspired me to do this little project. But also because the muddled way the banned lyrics are being reported on Soompi (and just about everywhere else) clouds the slight girl-power theme of the song as a whole, and in turn possible — but I stress, only possible — alternate reasons for its banning.
Let me explain:
(Source)
애프터스쿨 – Funky Man by Nana/나나 and Lizzie/리지; also featuring Kyung-min/경민 of Pre-School Girl
commin oh ma funkyman uh woo 좀더 깊숙히
fallin I I I I I can break U down!
…
날 흔들어봐 빙빙 Swing Ma Boy
날 유혹해봐 Keep it 맘대로
네게 빠져들게
그래 좀 뻔뻔하게
갖고 싶다면 Ring Ring Ring My Bell
느낌이 없어 넌 좀 부족해
못 참아 지루한 건
말해봐 너만의 Slogan
Commin, oh ma funky man, uh woo deeper
Fallin, I I I I I can break u down!
…
Shake me round and round, Swing ma boy
Try to seduce me, Keep it as you want so that I will fall for you
That’s right, shamelessly
If you want to have me ring, ring, ring my bell
I feel nothing, this isn’t enough
I can’t stand this boredom
Tell me your own slogan
(Source)
Originally, I copied and pasted the lyrics from Naver here, which still requires ID despite the unbanning. Realizing I was struggling with the translation because of the essentially arbitrary choice of line breaks made in that though, I decided to reformat them all, to better fit how they’re actually sung. And once I did, then in particular the question of who wants to have whom in line 8 — 갖고 싶다면 — suddenly made sense: if he wants to have her, the singer, then he has to ring ring ring her bell.
Also, if that “ring ring ring my bell” is just not the random, unrelated Konglish that it first appears, but actually an integral part of the song, then that opens the possibility that some of the other Konglish may be important too. Bearing that in mind, then the “slogan” in the last line for instance, isn’t so much lame as a handy rhyming device for the “건/geon” at the end of the line that precedes it.
But in that case, what exactly does the the “try to seduce me, keep it as you want so that I will fall for you” of line 4 mean? Does it mean that, very very literally, being shamelessly dominated is what is going to ring ring ring her bell, my surprising ultimate reading of the first verse?
You can imagine that it was with some trepidation then, that I turned my attention to the chorus…
(Source)
가슴 뛰는 나를 향해
O.K 짜릿짜릿하게
그렇게 오오오 (오오오) 내게 다가와 DON`T STOP
지금 내가 원하는건
O.K 아찔아찔한 Game (어떻게)
오오오 (오오오) 어서 달려와, 소리쳐봐
난난나 Crack Crack Funky Man! 오 baby baby baby shout
난난나 Rock Rock on Funky Man! 오 내게 내게 미쳐봐
오늘밤 너와 단둘이, 너무나 달콤한 story
나만을 위해 춤추는 puppet
My heart is thumping, come to me
OK thrillingly
Like that oh oh oh (oh oh oh), come to me DON’T STOP
What I want now
OK, a dizzy game (how?)
Oh oh oh (oh oh oh), hurry to me and shout
Na-na-na crack crack funky man! Oh baby baby baby shout
Na-na-na rock rock on funky man! Oh, try to be crazy about me me
Tonight, just the two of us
[It'll] be such a sweet story
You are just a dancing puppet for me
(Source)
Great — that was the very opposite message in fact, and one which is continued in the the rest of the song too. But first, consider the way the banned lyrics are being described on Soompi:
The controversy was caused over the following lyrics from “Funky Man”:
“Oooh Ooh, a little deeper / shake me around / try and seduce me / for my chest that is pumping / OK make me tingle like that oh oh oh”
What do you think? Are the lyrics explicit?
Now that we’ve covered all of those particular lyrics, then you can see that they’re actually cobbled together from verse 1 and the chorus, whereas Soompi makes them look like a direct quotation of just two lines*. Why this difference is important, is because already they’re clearly not the only “sexually suggestive” lyrics throughout the song, which raises the question of why only those ones above were singled out by MOGEF. Let alone why this song was banned when others with equally or even more explicit lyrics weren’t.
Could the censors at MOGEF, perchance, have had different, unspoken motivations? Were they, in fact, just annoyed at how “You are just a dancing puppet for me” belittled men, and so banned it using the sexually suggestive lyrics as an excuse? Or alternatively, were they perhaps a little unsettled by what turns out to be a song not about a woman who wants to be dominated, but rather one very much on top?
Alas, all that is mere speculation at this stage, and arguably reading far too much into it — indeed, there’s been at least one occasion when MOGEF was actually quite explicit about banning a song for belittling men. Also, how much of an alpha girl does the woman in this song really come across as? Not just because of that first verse, but also because, whatever the song, being assertive and confident doesn’t necessarily mean that the woman demands that the guy come to her. Rather, shouldn’t she really be going after him herself?
*I translated “OK 짜릿짜릿하게” as “Ok, thrillingly”, rather than “OK make me tingle like that”, as quoted at Soompi. But I can’t tell if it’s an adverb or a causative, so either is possible.
(Source)
commin oh ma funkyman uh woo 좀더 깊숙히
fallin I I I I I can break U down!
…
날 바라보면 쿵 쿵 like a boom
넌 두근두근 쿵 쿵 feel so good
내게 말걸어봐
그래 좀 당당하게
날 원한다면 몸을 움직여
다른 남자는 모두 숨죽여
못참아 답답한건
시작해 너만의 Slogan
Commin, oh ma funky man, uh woo deeper
Fallin, I I I I I can break u down!
…
If you watch me your heart will pound like a boom
You throb and beat, boom boom feel so good
Try to talk to me,
Yes, like that, confident and commanding
If you want me move your body
Other men hold their breaths
I can’t stand it, this frustration
Start, your own slogan
(Source)
Finally, there’s the chorus, the first two lines of the first verse, the third verse, then the first two lines of the first verse again. To make it easier to follow along, I’ll put them all together:
commin oh ma funkyman uh woo 좀더 깊숙히
fallin I I I I I can break U down!
…
가슴 뛰는 나를 향해
O.K 짜릿짜릿하게
그렇게 오오오 (오오오) 내게 다가와 DON`T STOP
지금 내가 원하는건
O.K 아찔아찔한 Game (어떻게)
오오오 (오오오) 어서 달려와, 소리쳐봐
난난나 Crack Crack Funky Man! 오 baby baby baby shout
난난나 Rock Rock on Funky Man! 오 내게 내게 미쳐봐
오늘밤 너와 단둘이, 너무나 달콤한 story
나만을 위해 춤추는 puppet
말해봐 boy
모든걸 보여줘
서둘러 boy
이밤이 끝나기전에
매일 꿈같은 이야기
해주고픈 이맘 Crazy
오 가져봐
오 느껴봐
commin oh ma funkyman uh woo 좀더 깊숙히
fallin I I I I I can break U down!
Commin, oh ma funky man, uh woo deeper
Fallin, I I I I I can break u down!
…
My heart is thumping, come to me
OK thrillingly
Like that oh oh oh (oh oh oh), come to me DON’T STOP
What I want now
OK, a dizzy game (how?)
Oh oh oh (oh oh oh), hurry to me and shout
Na-na-na crack crack funky man! Oh baby baby baby shout
Na-na-na rock rock on funky man! Oh, try to be crazy about me me
Tonight, just the two of us
[It'll] be such a sweet story
You are just a dancing puppet for me
…
Try to speak boy
Show me everything
Hurry boy
Before this night ends
Everyday, a story like a dream
This heart which wants to do [that] is crazy
Oh, try to have [me]
Oh, try to feel [me?]
…
Commin, oh ma funky man, uh woo deeper
Fallin, I I I I I can break u down!
(Source)
Did anyone else guess that the song’s actually about cheerleaders? No, me neither. And seeing as how management company Pledis Entertainment also claimed that there’s nothing sexual in the lyrics at all, then I’m not going to give much credence to that!
What I do take away from the song though, is a lack of substance and logic to the official reasons for its banning, which at least opens the possibility that the official reasons are not the real ones. And while mere possibilities are not evidence of course, if the biggest gaps between official denunciations of songs and their reality consistently occur in those about assertive females (sexually or otherwise), then, well, maybe that’s something.
Yes, I realize that that’s a little subjective, so I welcome alternative suggestions for judging this sort of thing. But either way, there’ll be far too many songs to cover to do much analysis. Instead, my aim is that all of the evidence I’ll present over the next few months will enable you to decide for yourselves.
Honestly though, as I type this I’m no longer so sure that the double-standards are quite as big as many people assume, not least myself. What do you think?
Give it to me (줄래) by Lee Jeong-hyeon (이정현): Lyrics and Translation
It feels like a long time since I’ve posted something here simply because I liked it. So, let me put what I had planned aside for a moment and remedy that, starting by passing on this video of “internet DJ” Lee Jeong-hyeon (이정현), covering the 2000 hit Give it to me (줄래) by the singer of the same name. The next time I’m harping on about the evils of aegyo and female infantilization in Korea popular culture, please remind me of how much I love this video despite myself, and that being cute definitely does have its time and place:
Unfortunately, I wasn’t able to find much information about her when I first saw the video on Mongdori back in 2008, and I can’t find anything at all now. But I did find the music video of the song itself to compare (update: see here for a higher quality version):
And as it turns out, it was covered that same year by the Wondergirls (원더걸스), then by KARA (카라) the year after that:
Given that popularity; an English title that reminded me of double entendres like the “get into my core” from Girls’ Generation’s (소녀시대) Visual Dreams (비주얼드림); a doll in the music video that surely symbolized something; and the fact that Lee Jeong-hyeon was selected by Lady Gaga to open her Seoul concert in 2009, then — you guessed it — I just had to translate it!
(Lee Jeong-hyeon opening for Lady Gaga, 2009. Source)
뒤돌아 날 본다…넌 내가 셋을 셀동안
홧김에 끝내잔 얘길 넌 던진 것 뿐야
이대로 날 두고 갈 생각 전혀 없어 넌
거봐 너! 지금 너! 또 오잖아
Look back and you see me…while I count to three
You said that you only broke up with me because you were angry
You don’t want to leave me like this
See, look at you now. You’re coming back.
불안해 왜 불안해 내 말을 왜 못믿어
그렇게 겪어봐도 나를 몰라 왜 몰라줘
니몸에 날 묶을까? 내 옷에 써 붙힐까?
난 바로 니 여자라고…
Nervous? Why are you nervous? Why can’t you believe what I say?
Don’t you know me by now, after going through life so much together?
Shall I tie myself to you? Shall I write your name on my clothes?
I’m the woman for you
처음엔 좋댔잖아
섹시한 눈웃음도 감았다 살짝 뜬 우아한 내 윙크도
너 만을 위한거야
딴데선 난 안그래 왜 맘 좁게 날 의심해
At first, you said you liked my sexy eyes and my elegant, subtle wink
It was all for you
I don’t do that to other guys
Why are you so shallow and suspicious?
[CHORUS BEGINS]
톡 쏘는 콜라처럼 난 니 마음 속에 들어갈꺼야
지금은 화난척해도
또 풀릴걸 내가 안기면
Like a cola fizzing, I’ll rise to be in your heart
Now, you’re only pretending to be angry really
I know that will go away if I hold you
모든걸 가질래 아무도 안줄래
나 니 마음을 다 사로잡을래
나 오늘은 순결한 백합처럼
나 때로는 붉은 장미처럼
모든걸 다줄래 너에게 다줄래
나의 관심은 언제나 너뿐야
언제나 나만 사랑해줘 날 안아줘 너는 내꺼야
I’m going to have it all, I’m not going to give anything [of you] to anyone
I’m going to grab all your heart again
Today, like a pure lily, and sometimes like a red rose
I’m going to give everything to you
It’s always been just you
Please love and hold me always, you are mine
[CHORUS ENDS]
우리가 그동안 함께한 날이 얼만데
난 알아 널 알아 널 알아
너무나 잘 알고있지
하나에 하나반 둘에 또 둘에 반에 셋!
거봐 너! 지금 너!
또 오잖아…
A long time has passed since we were together
I know you, I know you, I know you
I know you so well
One, one and a half, two, two and a half, three!
See, look at you now, you’re coming back to me again
오늘은 뭐했는지 누구를 만났는지
핸드폰 왜 껐는지 물어볼래
간섭할래 사랑은 구속인걸 난 너무 잘 알지만
때로는…난 숨이 막혀…
I’m going to ask you what you did today, who you met, why your phone was off
I am going to interfere like that, because I know well that love is a prison
Sometimes it means I can’t breathe
할수만 있다면 넌 날 작게 만들어서
주머니 속에 날 넣고 다니겠다고
그게 소원이라고 그렇게 말하는 널
나 어떻게 미워하니
You said that if you could, you would make me smaller
So that you can put me in your pocket
That was your wish
How can I not love you when you’re like that?
[CHORUS REPEATS]
아무리 차가운 척해도 소용없어
넌 가득찬 내 작은 손을 넌 못벗어나
이대로 널 두고 갈생각 전혀없어 난
하나 또 둘에 반 셋…거봐 너 또 오잖아…
날줄래, 날줄래, 날줄래, 날줄래
There is no reason for you to pretend to be cold
You’re stuck with me
I won’t break up with you like this
One, one and a half, two, two and a half, three!
Look at you, you’re coming back again
I want to give myself to you (x4)
What do you think? Naturally, the feminist in me rebels against a woman loving that her boyfriend literally wants her to be his doll, but on the other hand the lyrics indicate that she’s by no means the submissive partner in the relationship. Even if she does uses a lot of aegyo to achieve that, which is the impression I get from Lee Jeong-hyeon seemingly going through her entire repertoire in the music video!
Meanwhile, apologies for the quick translation (I’m sure there’s many mistakes), and I’m more than happy to be corrected and/or explain any of it. But I do think I have the gist of it!
(See here for Lee Jeong-hyeon’s website [there's an English section], and here for her Twitter feed)
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