Japanese models in Japan? That's so 1950s...

Unlike many ex-pats here, I try to avoid Japan-bashing when I can. After all, Japan is Japan, and the U.S. is the U.S. But I’ve noticed something there that’s really starting to irk me.

If you look at the advertisements in this country – TV, magazines, subway, etc. – you have to be amazed at the sheer amount of foreigners that adorn them. Go into a clothing store, and see pictures of foreigners wearing Japanese-made clothing. Watch TV, and see foreigners drinking alcohol only made in Japan, or driving a made-for-Japan automobile in the streets of Japan. (It should be noted that 99% of the time, these foreigners are Caucasian.)

In addition to that, I guarantee you that if you look at any advertisement or catalog advertising pajamas, underwear or lingerie, 9 times out of 10, the models will be (white) foreigners. (And not the type of mature models we see in the States, either; usually they’re skinny and high-school-student-looking.)

This drives me crazy. After all, this is Japan, where about 95% of the population is ethnically Japanese. Why in the world do a disproportionate number of ads have foreigners? What makes Japanese advertising companies want to whip up ads with white people?

I truly don’t understand this, even though I’ve heard two reasons for this. a) Japanese have an inferiority complex, and b)Japanese think foreigners look more beautiful. I don’t by any of that. First, the Japanese I know always defend their customs and heritage. They tend to not bash themselves (unless they’re talking about yamanba). Second, there are plenty of beautiful Japanese out there. How many girls want to be like Ayumi Hamasaki, and how many girls drool over those stupid Johnnies boy bands?

My family and relatives used to subscribe to prominent African-American magazines like Jet and Ebony. You would see nothing but blacks in the ads, whether its McDonalds or Buick. Could you imagine the outcry if they instead had white models, or Hispanic ones? Back home every now and then, I would watch Univision or Telemundo, just for kicks. The commercials, 9 times out of 10, had Hispanics in them. What if they started to put Asian models in them? Do you think Hispanics would be satisfied?

Maybe it’s just me, but it just makes sense that if you are going to target a group of people, you want your ads to represent that people well. Apparently, many Japanese advertisers have a different philosophy, one I can’t figure out.