From: azhar@duke.cs.duke.edu (D. Salman [Quintessential] Azhar)
Newsgroups: soc.culture.pakistan
Subject: Re: Asian models?
Keywords: modelling agencies and advertising
Date: 4 Oct 92 16:59:44 GMT
Distribution: world,na
Organization: Duke University Computer Science Dept.; Durham, N.C.

In article <1992Oct2.162738.10901@crc.ac.uk> fkhurshi@crc.ac.uk (Ms F. Khurshid) writes:
>There has been a lot of publicity in the press here over the lack of
>interest from Asian girls to enter the modelling business. 

           Pakistani society is divided on the issue: One group
considers models no better (in social class) that prostitutes, and the
other group considers models no better than actors/actresses. The most
avid movie-watchers in pakistan would prefer death to the sight of
their close female relatives as lead actress in a any movie. The
result is a dearth of Pakistani females who are encouraged to take up
modelling. 

>Well WE KNOW there are a lot of beautiful, exquisite asian women out there

           Where? Where? Tell me more about them. ;-)

>and I have seen some advertising, well  ....Basmati rice :-), ....gold ..and
>the latest fashionable 'shalwar kameez'. Haven't they been stereotyped in 
>the kind of modelling they do? 

           Typically, women's role in desi commercials is as domesticated
females, whose decisions are limited to what brand of rice to use, or
what brand of detergent to use. Of course, these decisions are
influenced less by their own judgement, and more by their husband's
approval. 

>I've never seen a 'strong' image come across 
>by the advertisers of any Asians (male or female) .....could it be a case of 
>white skin sells and black doesnt? 

           Not really! Marketing is always targeted to segments. The
target group that would be influenced by Asians is very small because
it doesn't even include Asians... a desi dude would rather buy what a
western dude wears... chaudhri sahib modelling dhottis is not
going to seel dhotis, and chaudhri sahib modelling jeans ain't going
to sell jeans). 

           Now thou shall ask, why are agencies looking for Asian
models? (BTW, the term Asian as used by Ms. Khurshid dentoes
Pakistanis/Indians, and it is that way I am using it here, despite the
fact that in US, Asian means oriental). Asians (Desis), especially
Pakistanis, North Indians, and East Indians, are considered quite
attractive and chrming by most of the western world. (All my american
friend find ugly Pakistani girls knockouts. :-)) The target by Asian
models is the white market. [How many of you would buy jeans
advertised by Sharif Hussain, and perfumes advertised by Sakeena
Bibi :-)]. 

           BTW, black models only flooded the US market when blacks
started respecting themselves, and newage whites thought it was cool
to say "Some of by best friends are black." It may be cool for a
western dude to say some of my best friends are Paksitanis, but
Pakistanis haven't overcome the inferiority complex.

>How does it compare to how they are portrayed in advertising in Asian countries
>themselves?

           A topic in itslef, addresed in my next article titled
"Marketing By Local Heroes (was: Asian models?)".

>Top modelling agencies are now actively seeking the first Asian
>supermodel to rival the big names...
>Farha Khurshid                               email: fkhurshi@uk.ac.mrc-crc

   Hey, my fair lady! This is your chance, what are you waiting for? :-)

                         Salman [looking for "model Asians"] Azhar





-- 
 I must, with emotional fire, burn or illume myself
 I must, with the heat of passion, melt or sublime myself
 I must, in flood of tears, drown or cleanse myself
 I must! I must! I must! For my people and myself -- D. Salman [Q] Azhar
Newsgroups: soc.culture.pakistan