32. 다시 쳐다보다/대강 훑어보다.

When actresses walk around town. a lot of people do double-takes.

When I just gave all three of them a very cool glance, they started giggling like morons. They probably thought I was too young to give anybody the once-over.

Male Celebrities and Military Service

Early February, popular Korean singer-actor Lee Seung-gi received wide media coverage as he joined the R.O.K. Army for his 21 months of mandatory military service. Numerous fans even from China and Japan assembled in front of the Korea Army Training Center to see their favorite star start his main duty as a Korean male citizen. 

In fact, military service is a must for all Korean men without physical or mental defects. Spending about two years away from home and suspending one’s ordinary life for a while are significant issues for most men. Hence, deciding when and how to serve the country is one of the major decisions that a Korean man has to make in life. 

For famous young male celebrities, it is even more serious since they have to be away from fans’ attention for a while, especially when they are at the peak of their career. Therefore, it is true that the military service was taken as a heavy burden that one would want to evade if there are possible ways. 

However, these days, such views on military service have changed a lot and many male celebrities take their military service positively. They try to perform their duty sincerely just like any other man. 

There are even those who try to perform their duty more actively. Top-class actor Hyun Bin, who became so popular through several hit dramas including “Secret Garden” in late 2010, made headlines as he voluntarily joined the R.O.K. Marines Corps in early 2011. Hisexemplary service in one of Korea’s toughest military units gained much attention even though he was away from the media. He made a successful comeback to the entertainment scene after finishing his military service with even an upgraded positive image as a good entertainer.

Other popular male actors including Yoo Seung-ho and Song Jung-ki also successfully returned to the small screen after finishing their military service well in the R.O.K. Army.

Like the cases of the aforementioned actors, fulfilling one’s military duty right has become very important not only as a Korean citizen, but also as a celebrity that needs love and support from fans. It is even taken as an opportunity to upgrade one’s image as a public figure that gains much media attention.

Entertainment and pop culture experts see that more male celebrities will gladly wear their military uniforms, hence setting a positive trend.

31. 미심쩍은 눈으로 보다.

I began getting evening calls from men asking for a girl by the name. They usually hung up if my husband answered, and he finally began to look askance at me.

What do you think is the most important feature of a TV commercial? What should advertisers focus on to make an effective TV commercial?

Interviewee’s answer: 
TV commercials are among the many different parts of the entertainment industry that cannot be controlled by viewers. A series of TV commercials that present different products and services is shown between TV shows. Viewers are made to watch these TV commercials while waiting for their favorite shows and this makes TV commercials an effective advertising tool. However, it is not enough that they are shown at strategic times. There a lot of other factors to be considered in making an effective TV commercial. 

While many people would say that the artist used to advertise a certain product is the most important part of a TV commercial, I think it is the storyline or the flow of the TV commercial that makes people remember the product. 

For example, the beverage company Coca-Cola is already popular all over the world but it still has TV commercials shown on local TV channels from time to time. The new Coca-Cola TV commercial features the comedians Yoo Jae-Suk and Jung Jun-ha. These men are very popular in the Korean entertainment industry which may be one of the reasons why they were chosen to be in the TV commercial. However, it was not them that made me want to buy a bottle of Coke. The commercial showed Yoo Jae-Suk stuck under a pile of sand during a hot summer day. I was able to relate to theemotion that Yoo Jae-Suk showed after Jung Jun-ha was able to take a gulp of the ice cold soft drink. 

All in all, I can say that it takes a good actor or actress to portray the message that a TV commercial wants to bring across to viewers but it still takes a good plot or storyline to make a viewer convinced that he or she wants to avail of the product being advertised. Yoo Jae-suk and Jung Jun-ha were able to render their roles well in the Coca-Cola commercial but the overall presentation of the plot is what makes people want to grab a bottle of Coke. 

TV commercials are often very short and compact. Advertisers should use influential personalities for the TV commercials but they should also make the plot very catchy. The commercial must target the viewers in a way that they would want to buy the product as soon as possible because it will satisfy a need or a desire. TV commercials should also be entertaining and fresh so that viewers will remember them and the products they endorse even when they are not watching TV.

30. 견고한

A : I'm looking for a lawnmower.

B : Are you looking for a heavy-duty one?

A : No, just a regular one will do.

The Customer is Always Right

"The customer is always right” is a slogan which drives service staff to deliver customer satisfaction. It is a philosophy that guides employees to treat customer issues and complaints seriously. For instance, in food business, when diners are not happy with the food, the service staff must immediately send out another plate. 

However, many contend that this is not a fair way to conduct business. When customers are always right, they can be dishonest and they will exploit their servers. Policies about what it means to be a customer should be made clear to avoid abuse from customers and prevent loss. Differing opinions give rise to much discussion on the validity of the slogan in business. 

The advocates of the slogan say that customers are needed for business to grow. In order to gain a steady market, customers must get what they want to be satisfied. This ensures that they will spread the word to others and will bring more customers back. Companies with good customer service are sure to have aresounding reputation. 

Furthermore, customers need to feel that they are special and valued. They should not feel that they are only needed for their money. Service staffs need to realize that customers are also the reasons why they got hired. Without customers, there will be no employees. 

Lastly, following this slogan is the best way to weed out competitions. In a modern world where competition is fierce and there are always new marketing gimmicks, investing in customer service will always pay off. Customers will see a business’s good intentions that will deepen their loyalty. 

Those who disagree say that it gives abrasive customers an unfair advantage over nicer customers. Some customers who are demanding can ask for more and can be unreasonable. They can get better treatment knowing that they are always right. All kinds of customers should be given equal treatment. 

They also say some customers are simply bad for business. When they become abusive or unreasonable, it can result in more losses than gains for the business as employees give them more attention and time. Pleasing these kinds of customers becomes a priority instead of maintaining the business. 

Lastly, it can result in employee dissatisfaction. Employees are what make the business operate. They are the frontrunners who deal with different customers every day. When they are told to always give in to customers’ desires because customers are always right, they will feel that they are not being valued.

29. 수명이 다 되었다.

His bicycle looks as though it's had it.

A : Do you think this car is worth repairing?

B : Let's see. Well, I'm afraid it's just about had it.

A : I'm afraid your car's just about had it.

B : Right. I need a new car; my present one is pretty well shot.

My back tires are shot. I'll have to get new ones before we go.

Radio’s Place in the Digital Age

Access to information used to be relatively limited. People would have to go to special places to listen to the radio. But with the television and Internet as the main drivers of information today, what seemed to be a necessity has been tossed into the backseat to welcome more advanced forms of media. Due to the countless technological innovations, the importance of the radio is now beingundermined and underestimated. However, no matter how fast the world is spinning, many people still turn to the radio for its timeless practicality. 

Radio has secured a spot in advertisement since it is still one of the most affordable ways to advertise. TV time slot is more expensive because of the cost of the resources needed to produce a commercial. Radio is the best option for people or business owners who cannot afford to pay for a TV time slot. Moreover, the production of news, commercials, and advertisement is quicker. Because recording only requires audio, there is minimal editing required, unlike other forms of broadcast communication. Thus, the recorded audio can be aired and information dissemination can start right away. 

Radio is a versatile media. It is perfect for a fast-paced environment and suitable for people on the go since it is now possible to tune-in through other electronic devices like smartphones and tablets. This allows people to multitask. Watching TV and surfing the Internet for information requires more time and attention. One will need to stop what he or she is doing to pay attention. However, people like cab drivers can listen to the radio while working. As a matter of fact, it remains to be the top in-car device for entertainment. 

Moreover, during power outages, emergencies, or other crises, the radio has a battery back-up system that other electronic devices do not have, making it trusty and reliable. 

With all the given benefits of the radio, it would be impossible to live in society without it. It is not only an instrument for entertainment but a tool for many people like firemen, journalists, police officers, and pilots to do their jobs. If radio is to be phased out, many jobs that depend on it will be negatively affected. DJs, news anchors, even recording artists will get affected, too. Regardless of technological advancements, there will always be a place for radio. It will always be integrated with different media platforms.

28. 고장이다.

Our refrigerator went on the blink and much of our food was spoiled.

Oh, no, the TV conked out again. They repaired it only last month. We'd better throw it away and buy a new one instead of having it fixed again.

A : May I borrow your lawnmower? Mine's conked out again.

B : Be my guest.

This Vending machine is out of kilter. It broke down already three times this month.

Here Come the Superfoods

Superfoods are types of food that are believed to have high levels of nutrients, such as phytochemicals and antioxidants, which are essential for one’s health. They are mostly derived from natural sources such as plants, fishes, and dairy products. Although superfoods are seen by experts as a marketing strategy because there is no definite criteria that will identify anything edible as a superfood, many health-conscious people still prefer eating them over other food products.

The term “superfoods” became popular in the early 2000s and it is still used by many people around the world today. The term is not used by food experts, especially dieticians and nutrition scientists, hence making it a colloquial word that is not formally accepted. In fact, the use of this term is banned in Europe because it is misleading and is not supported by proper research. The use of the term is controversial, however, most of the food items that are considered to be superfoods are still allowed to be part of one’s diet.

Among the famous superfoods are kale, quinoa, pomegranate, and beetroot. Kale is said to be loaded with vitamins A, C, and K, as well as calcium and other minerals. Quinoa, used as a substitute for rice, is considered by some to be packed with protein and fiber. Some claim that pomegranate has anticancer properties and that beetroot may be a good source of iron, folic acid, magnesium and other antioxidants.

This year, it is said that people’s preference towards superfoods may increase as the trend on health regimens may be given more importance. Also, people are now finding ways to prevent diseases, with the belief that preventing diseases is financially wiser than having to pay a lot of money for management and treatment in hospitals.

Among the superfoods that are expected to be popular in 2016 are kefir (a fermented milk drink), teff seeds (derived from grass and is similar to quinoa), banana flour, coconut water and cauliflower. Experts do not discourage people from eating such types of food.However, they want people to know that nutritional claims of these superfoods did not undergo any proper process of testing to make them internationally accepted. They suggest that adding superfoods with other healthy options, having a healthy lifestyle and exercising are still the best ways to stay fit.