The Supreme Court has ruled in favor of a construction company that filed a suit against the late Choi Jin-sil. The court ruled that “Models who fail to maintain appropriate dignity as the faces of the products they represent should compensate for the damages caused to their advertiser.”In March 2004, Choi Jin-sil was hired to be their representing model and signed a contract that if she were to damage the company's reputation, she would have to pay back 500 million won (about $399,361USD). Later in the year, Choi's bruised face, allegedly caused by the abuse of her then husband Cho Sung-min, appeared everywhere. The company filed a suit against her, requesting 3 billion won for the "damages" to their image.
"We use this model so that their image will attract customers," said the Supreme Court in the ruling. "The model's failure to maintain a decent image is a breech of contract." As a model, it was said she is supposed to represent "dignity and happiness." And as the company's model, she is obligated to appear as such.
In other words, Choi Jin Shil was successfully sued because her husband was beating her ass, and she wasn't "dignified" or "happy" about it. What I hope is that the company's image is even more tarnished now that they decided to go through with this, nine months after the woman has been dead. It's really sad that her family now has to deal with this, along with the custody battle for Jin-shil's children as well.
credit: allkpop
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