Intrepidity

I don't get it. Why are the models in ST's latest print ad all Caucasians? Not that I have a problem with Caucasian models, but why would a paper based in Singapore, read mostly by Asians (I would presume), feature three non-Asians? Perhaps the ad is meant to imbue ST with a cosmopolitan sheen, but I find it pretty sad that they had to resort to using Caucasian models to achieve that.

Take a walk in any mall and pay attention to the models in the posters of Giordano, U2, G2000, Bossini. They're invariably Caucasian as well, right down to the little tots in Bossini's poster. Way odd, considering these are Asian (Hong Kong?) brands. In fact, I've neither seen an Asian face in the posters of G2000 and U2 nor actually come across a Caucasian shop in either store (perhaps because their clothes is sized for Asians?).

I can turn this into a social commentary but I won't. Suffice it to say that the Asian economy has a long way to go before Asian faces are considered premium in the advertising market. And shame on ST.

Filed under: Rant

Oh wait. I have Michelle Pfeiffer on my site too. Shame on me too.

6 Comments

Sad to say, the reality is, there is only markets for Pan Asians or Caucasians here in Singapore, unless they want heartlandish roles.

Even photographers have such preferences.

Unless this is HK, or TW.

Or perhaps, the companies here are head by snotty bosses, who insist on their own sorts?

I tot bossini got andy lau? and then some other one got vivian hsu and xin yue tuan?
Scarlett Ting | 1/20/2006 07:55:00 AM | Permalink |: Baleno has andy lau, but then again, if he wasn't a hotshot singer, maybe he wouldn't be on their posters too.

Maybe I'll check out the stores when I'm next in HK or TW...
The Facetious Cap'n Intrepid | 1/20/2006 01:05:00 PM | Permalink |: mmm..this is pretty observant and amazing..but i think giordano did have a male asian model...i remembered because i was mesmerized by him..hahahaha..

maybe they are trying to imitate Gap? but since Gap is coming to singapore..they might have to try a new way...*shrugs*
hannah | 1/23/2006 12:06:00 AM | Permalink |: Observant? Just being pissy :)

Don't know who they are trying to imitate. It's either they have caucasian models, or HK/TW singers (Sammi, Andy, F4 etc).
The Facetious Cap'n Intrepid | 1/23/2006 10:43:00 PM | Permalink |: There certainly ain't nothing my size in Giordano, et al!

Nor even Marks and Sparks, now that I think about it.

Asian (i.e. East Asian) faces are seen more and more in ads in Australia, if I recollect, but can't be sure, have no examples.
expat@large | 1/31/2006 11:52:00 PM | Permalink |: there are asian models in giordano i tink when they wanted to promote their world without strangers event but now it's all back to caucasians... AGAIN... malaysia's tryin to cut down their pan-asians models and use more of their locals, perhaps we can follow suit? but then again...
Anonymous | 6/29/2007 03:21:00 AM | Permalink |

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