Zam, It’s not right to ban Pan-Asian look for advertisement

I told MerdekaReview.com that it was wrong and unpractical for Zam to ban Pan-Asian look for advertisement.I believe Zam’s move was politically motivated. Former Minister of Information Mohd Rahmat had also mooted the same idea and later dropped it in the face of strong protest from the local advertising industry.要禁用混血儿拍广告
新闻部长想法不实际
■日期/Feb 07, 2007   ■时间/05:46:26 pm
■新闻/家国风云   ■作者/merdekareview郭华盈
           

【本刊郭华盈撰述】新闻部即将制禁用混血儿当广告模特儿指南,将让许多大家熟悉的脸孔从广告看板上消失,因为无论电视广告或户外广告的模特儿大多是混血儿。广告界非议新闻部的指示一刀切毫不实际,广告撰稿人刘天球甚至批评,新闻部为了讨好某些政治社群而制订这种指南

在广告界服务超过20年的刘天球(左图)选择看不出是种族的模特儿原因不是因为我们不喜欢样子长得我们一样的模特儿,而是考虑了消除种族偏见商业考量比如你找马来演员打一支广告,其他族群消费人或难共鸣,以为产品以马来为诉求。假使马来演员的广告换上华语配音,又格格不入的感觉。

他说,在广告成本产品诉求跨越种族因素下,广告商广告制作公司一般上会挑选种族特征模糊的混血儿当模特儿

刘天球透露广告商一般上不会为同一产品制作多个版本广告,比如制作三大种族广告版本;这是出于广告成本的考量,特别目前经济不景气,广告商会选择长得又像华人又像马来人又像印度人的模特儿或演员。

现在是广告自由撰稿人的刘天球,由于某些产品的诉求对象跨越种族,比如Nescafe的产品深获各大族群喜爱,其消费群当然涵盖各大族群,因此在本地播放的Nescafe广告倾向于采用混血演员,而不是不同族群消费人拍摄不同版本的广告

新闻部长再努丁迈丁(Zainuddin Maidin,右图)上周透露,将制订电视台广告指南,减少混血模特儿垄断广告银幕。这项即将出炉的指南也将规定,广告不得含有色情元素必须蕴涵东方价值观。届时,国内所有广告必须遵循指南行事

再努丁表示,该指南预料会在几个月的时间内完成,届时将限制广告公司在户外广告或电视广告大量采用混血,放弃具马来西亚本土特色的模特儿。

他指出,目前出现在电视广告银幕前的模特儿,多数混血脸孔,这种现象在私人电视台特别严重等于贬低本土脸孔。

种族特征模糊照顾所有市场

广告公司一般上会采用混血儿当模特儿,不外是基于他们的脸孔种族特征模糊neutral),可以代表马来西亚所有种族,不必逐一聘用华裔、巫裔与印裔三位模特儿打广告,从而节省广告开销。与此同时,混血儿能赋予一些产品国际形象。此外,本地广告上出现的混血儿,通常也是马来西亚公民。

马来西亚广告商协会前主席沙哈诺(Shahar Nor)表示,新闻部规定不应过于缺乏弹性他指出,本地广告界向来制作客户、消费人与政府都能接受的广告。

广告商经常采用的马来西亚籍混血广告模特儿包括最近为西尔康电话公司(Celcom)打广告的德马混血儿玛雅卡琳(Maya Karin,左图欧亚混血儿依莲达莉(Elaine Daly),以及也是电视演员的欧亚混血儿阿斯拉芙辛可(Ashraf Sinclair)。

这些混血儿接受《星报》访问时都认为,在多元种族的马来西亚,甚至于环球化的时代,异族通婚平常因为他们的国际脸孔歧视同样马来西亚公民的他们,显然不公平。

无论如何,还是有不少人赞同新闻部限制混血儿频频出现在电视银幕或户外广告看板上。他们认为,本地产品应该由富有本地色彩的道地马来西亚模特儿打广告。有些人还认为,频频让混血模特儿上镜,会让人产生混血儿比较吸引人或比较优秀的错误观念。

新闻部出于政治考量?

刘天球批评新闻部长再努丁的建议毫不实际,并且相信即使该指南出炉,也会在没有广告商愿意配合的情况下不了了之,完全经不起时间的考验。

与此同时,他指出,广告商协会一般上不会公开批评或炮轰再努丁的建议,他们惯常的做法是私下交涉解决问题。许多广告商都是有丹斯里或拿督头衔、与政府关系良好的商家,他们会私下跟新闻部交涉表达他们的看法。

刘天球表示,再努丁不难发现类似建议并不实际,向来富争议性的再努丁提出此建议主要还是从政治角度出发他或许希望借此赢得一些马来人的认同。

一度禁用外国模特儿

刘天球表示,此次不是新闻部第一次发出类似指南。新闻部曾指示以马来市场为诉求的产品,采用马来模特儿,以华裔消费人为诉求的则采用华裔模特儿。此外,新闻部也曾本地广告公司采用外国模特儿或直接采用外国拍摄的广告发出指示,规定要采用特定比例的本地模特儿、演员或由本地制作公司生产。

由于某些产品的诉求对象跨越种族,再加上考虑该支广告在外国赢得好评,因此,也会在本地采用同一版本的广告。

由于牵涉成本和效率问题,比如本地版本的Loreal化妆品广告,就继续采用港星李嘉欣或中国的巩俐,不同的只是这些模特儿开口说英语。本地Nescafe广告也倾向于采用混血儿,而且也是外国拍摄的版本。

刘天球指出,采用本地广告制作公司演员的规定有利有弊。他说:直接采用在外国拍摄的国际版的广告,坏处是本地演员制作公司的机会减少好处则是这是马来西亚与世界接轨的机会,让本地观众与制作人观看外国广告,可以提升鉴赏与要求的水平。

他认为,采用一定比率的本地与外国成分,无论是制作或演员方面,都是比较平衡的做法,政府与广告界都可以接受。

Crackdown on Eurasian faces triggers furore
Feb 8, 07 12:23pm malaysiakini

The government’s plans to reduce the number of Eurasian faces in advertisements have triggered outrage among models and presenters in the multicultural country.

Information Minister Zainuddin Maidin said last week he would work with the Culture, Arts and Heritage Ministry to come up with guidelines to reduce the “pan-Asian” faces which he said dominate TV and billboards.

“I realise that many advertisements on TV now, especially on private TV, feature more faces which are not Malaysians. This, to me is downgrading local faces,” Zainuddin said according to the state Bernama news agency.

His words have been sharply criticised by Malaysian models of mixed heritage, who said they were discriminatory in a country which is home to the majority Muslim Malays as well as ethnic Chinese and Indians.

Marion Caunter, a 25-year-old host on the popular music station Channel V, said it was difficult and unnecessary to draw the line between “mixed and pure breed” in the multi-ethnic society’s media and advertising industry.

“Almost everyone in the industry is mixed in some way or another, everyone’s got some mixed blood in their history so how do you draw the line and determine exactly how mixed a person is?” she told AFP.

Caunter, who is of Portuguese-Chinese heritage, said most presenters and spokesmodels were hired because of their talents, not just their looks.

“I like to think that I was hired because I can do a decent job hosting and modelling and if I am to be penalised for looking a certain way, then that’s discrimination,” she said.

Widespread marketability

An aide to Zainuddin said the minister was replying to a letter by a reader in the Malay-language daily, Utusan Malaysia, that complained Eurasian faces were dominating the media scene, giving less opportunity to “Malaysian” talent.

“He was actually saying that more opportunities should be given to talents and models who look more like Malays, Chinese or Indians, instead of the usual white-mixed faces we see on TV ads,” he told AFP.

“He also said that most of those ads which use pan-Asian talents should be for the international market rather than shown in Malaysia,” he added.

Another well-known face on Malaysian television, Paula Malai Ali, who is a presenter for sports channel ESPN, said pan-Asian men and women were usually preferred by clients because of their widespread marketability.

“The whole allure of pan-Asian faces has been the cross-over appeal. They have the Asian flavour with an international touch,” said Ali, who is of British-Malay heritage.

“It all comes back to compartmentalising people. We are not just a race, we are a country of many races. The only reason people should not be allowed on TV is if they really suck,” she told AFP.

Made in Malaysia

Malaysia’s government-run RTM channels, which cater mostly for Malays, do not feature pan-Asian models in their advertisements but the popular private stations frequently run ads featuring mixed-race faces.

Many are often the choice of international brands to become spokespersons in Malaysia, and for presenters of English-language programs.

A decade ago, the government introduced a “Made in Malaysia” campaign for commercials, insisting that all advertisements for the local market be filmed and edited locally using Malaysian talent, in a move to boost the industry.

However, in recent years the guidelines have not been observed as strictly, giving rise to a greater variety of “looks” on TV and advertising.

– AFP

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