Such reasoning doesn't seem to work in the advertising industry. Rather than stars who require high endorsement fees, those who require relatively lower fees are producing stronger advertising impacts.

In February 2011, singer IU and Kim Yuna were both chosen as models for Samsung Anycall's Galaxy S series, endorsing the 'Hoppin' and 'Wave II' models respectively, but reactions to their endorsements differed significantly.

According to sources from the advertising industry, IU is worth 200 million won ($185,000 USD) in endorsement fees, while Kim Yuna is worth almost 5 times more, at 1000 million won ($925,000 USD).

However, netizens who have seen the CFs gave responses such as, "No matter how we look at it, as IU receives attention from her uncle fans, she emerges as the winner in this series of advertisements" and "The nation's little sister is now IU".

Kyung Won Sik, Director of Korea's Consumer Mind Strategic Research Institute, explained, "If there is double casting of models, inevitably, such a phenomenon will occur" and "even though you may be advertising for just one brand, from the consumer perspective, their preferences for CF models and content will be divided."

(Parts of the article irrelevant to IU were omitted from the translation.)

Translation: squishyblob @ WeHeartIU
Source: Hankyung via Nate