Ok so for this week I had to deal with a rather important summit where South East Asians from all over California meet in order to deal with issues affecting the SEA community I managed to sneak in readings here and there. What was I thought was rather interesting was, “…Western models are often featured in advertisements for body-related products…whereas Asian women are used more often for facial beauty” (Frith, 59).
I thought it was curious that this was the case when it comes to advertisements but I must admit I agree with it. I do happen to see instances of where western models tend to have their entire bodies shown while adverts with Asian models tend to focus on the face. As a half joking research attempt, I plugged in “make-up” in Google and right on the second image is one where Asian women are shown above the collar bone line.
But in all seriousness, this got me thinking about the whole obsession/trend with pretty faces in certain Asian countries such as Korea and Japan. Now I must say this view might be a stereotype since I only know about it through casual observation but I think there is some legitimacy to it. It does seem that Asian people do focus a lot on the face.
What this got me questioning is that is the role of Asian women in advertisements (facial beauty ) a result of a Asian cultural/sociological ideology, OR the obsession of facial beauty as a result of advertisements always using Asian models for facial beauty.
Frith, Katrine Toland, Hong Cheng, and Ping Shaw. Race and Beauty: A Comparrison of Asian and Western Models in Women’s Magazine Advertisments. Sex Roles, Vol. 50Nos.1/2, January 2004.