Iets wat my lankal opgeval het (In Hongkong, Kuala Lumpur, Singapoer, Bangkok), is die volgende:
Walk around the streets of Hong Kong and you will eventually see print advertisements for Giordano, Bossini and Baleno clothing stores. Although considered local brands catering to a local market, most of the models you see on the ads appear outright Nordic Caucasian or westernized Eurasians. If you do see Asians, they will have the more aquiline and lighter skinned features of North East Asians and not the shorter, darker and more ethnic features of South East Asian people, which abound in Hong Kong. Observe some of the luxury ads for jewelry, fine spirits, and even technology products and you can spot the same trend of using models and locales quite divorced from the reality of the target consumer base.
Implicit within the images and the lifestyle that they depict involve the value system that comes packaged for consumption. Essentially these ads, as well as other luxury ads, say to consumers to purchase the item and be associated with the type of people or group depicted in the ads.
Die volledige artikel verskyn hier.
2 comments:
Toe ek in Taiwan was het daar ook een dag mense na die skool toe gekom wat besig was om 'n katalogus van sweetpakke wat te koop is, saam te stel. Hulle het ook spesifiek Westerlinge met blonde hare gesoek. Op die ou ent het my vriendin Alice en haar kerel Morne vir hulle model gespeel. Die ironie is dat van die klere hulle net-net gepas het!
Modeling betaal baie meer as teaching en jy hoef nie eers mooi te wees nie, net westers.
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