Posts tagged c luv

“skinny skinny boy boy, skinny skinny girl girl, skinny baby hot hot”

Like we already don’t have ENOUGH subtle reinforcement about what body types are seen as beautiful or perfect in the media, they decide to make a song about it? The problem about this is that the majority of the KPOP demographic is YOUNG PEOPLE. Young people already have enough to deal without having these sorts of messages about “skinny baby hot hot” being shoved down their throats.

These sorts of direct and blunt messages in the media can really negatively influence alot of fans into having body image issues and self esteem problems. If your bias/oppa/unnie is singing and basically telling you that skinny people are more superior and hotter than those with different body types than what are you to believe? Although you may see straight through this MV the chances are others are way too over the moon about their idols, new footage to gif/screencap and cube pairings between A Pink and Beast. 

Yeahhhhhhhhhhh… you see what i’m getting at. 

Sure it’s a song, i’m over reacting fine. This song is catchy. Catchy songs means catchy lyrics = singing. If fans are not only listening and watching this but singing and practically voicing that no other body type is attractive other than skinny people than i’m pretty disgusted.  Nonetheless i did some research.

“The song is for school uniform brand, Skool Looks. The members of A Pink and BEAST are shown in a school in the beginning of the music video. The track is written by Kim Taewan, who has also written songs for Rain, Wheesung, MBLAQ, and more. ”

Source

So thank GOODNESS IT’S A CF. Luckily i didn’t have to pull out the one liner “I don’t wanna live on this planet anymore.” since there’s still hope…

Okay guys so i’ve hunted this Kim Taewan guy down and his oherwise known as C-Luv. Sound familiar? He composed songs for MBLAQ - One Better Day, Last Luv, What you want and 4 Ya Stereo. He produced Bi Rain’s - Rainism and recently he composed for U-KISS’s Neverland album with the songs On The Floor and Tell Me Y.

I don’t know whether this guy was given a brief of the corporate identity of Skool Looks and to compose a song that went with the concept but seriously his produced alot of great songs before now his english has been dumbed down to “skinny baby hot hot.” 

I can’t. Where’s the coherence and cohesion? There has to be a reason behind it though…

It really sucks because BEAST and A PINK are artists who are modelling the Skool Looks brand and are singing this sort of message to alot of fans all over the world. Even if they don’t believe in what they’re singing or the message they’re representing, they’re STILL going to have to put a smile on their face and do the best job they can - because they’re professionals and it’s their job.

Remember when GD&TOP’s Knock Out was banned because it had slang and apparently would “damage the national psyche.” ? source

Personally I think this promotional song “Skinny Baby” has way WAAAAAAAY more potential to damage the national psyche and scar fans all over the world than “Knock Out.”

Okay it’s important to read this and understand the point i’m trying to make…

Slang is used to express identity and personality. The lexical choice of slang in Knock Out is purposely used to create in and out groups. The in group consisting of those who spoke the slang and were GD&TOP fans. (Generally the in group would be defined as cool and awesome.) The out group would be those who didn’t understand the slang or those who weren’t interested. (Defined as hipsters, oldies and boring.) The purpose of slang in the song was essentially to exclude those who aren’t in the in group which was really to be frank… up tight people. 

TLDR :

GD&TOP’s Knock out

In group = V.I.Ps, YG stans, KPOP fans, Young people, Descriptivists

Out Group = National Psyche, Old people, People who aren’t “cool”, Children who might be potentially damaged from the slang in the song, Proscriptivists, (KBS, SBS and MBC since they banned the song)

Okay you see how with one song and just the lyrical content alone has segregated alot of people… now moving unto Skinny Baby! 

Skinny Baby doesn’t have slang but it has lyrical content that reinforces messages about what body types are attractive and superior. It is not subtle but instead is very blunt with messages such as “Skinny Skinny Boy Boy, Skinny Skinny Girl Girl, Skinny Baby Hot Hot.” 

Now this easily forms an in group consisting of people who ARE SKINNY. They are not only reinforced with this song that they’re hot but they feel as if they can identify and a sense of belonging. They watch the music video and see the girls from A Pink and the boys from BEAST who are all skinny and feel abit closer to the idols. 

Now this forms a direct out group. The out group is basically everybody who isn’t skinny. Those who have different body types or who feel offended watching the video. Those who aren’t skinny are discriminated against and aren’t allowed in the in group. Everyone in the out group is made to feel insecure, anxious and lost.

This is where the body image and self esteem issues come in. Everyone in the out group continues to watch and absorb the MV as it becomes something they aspire to become. They’re being fed this message that they too can be cool and hot like A PINK and BEAST only if they’re skinny and… surprise surprise purchase Skool Looks clothing. 

REPEAT 

PURCHASE SKOOL LOOKS CLOTHING - THIS IS AN ADVERTISEMENT. YOU ARE WATCHING AN ADVERTISEMENT. YOU ARE SINGING NOT A SONG BUT AN ADVERTISEMENT JINGLE.

Not only is this brand name feeding off fan’s guilty pleasure of KPOP idols and insecurities of body image but they’re also wanting some cash from your pocket? Unbelievable. Advertising is so powerful and has the ability to change and transform human behaviour. 

We are so used to watching these music videos and korean idols that it’s so easy for the lines to get blurred. It is only when you are REMINDED that it’s an advertisement that you think DUH! 

Everyone at this clothing company has got the target audience locked down. It’s pretty obvious now isn’t it? One thing leads to another…

BEAST and A PINK FANS = Teenagers.

Teenagers go to school.

Teenagers go to school and have hormones, are going through puberty and sometimes struggle to identify and be comfortable with themselves. Teenagers are more susceptible media influence and have insecurities. 

Hey! Let’s just roll that all together and make an advertisement = BAM! There we have it le Skinny Baby MV. 

They should at least have some moral and be socially responsible if they’re just after making some money. Pretty disgusting these big giant corporate companies huh? 

I trust alot of you fans know better and hopefully aren’t influenced by this! I know Beauties, A Pink and Kpop fans are alot stronger and smarter than this! Be media savvy and know when what type of media product you are watching. 

To read more about similar accounts: KPOP Advertising Techniques in Endorsements

Disclaimer: This is solely my opinion. I’m not an expert and I don’t claim to be correct. Gif’s aren’t mine.