Why women are being dropped from Pakistani ads

After protests, one fashion company replaces models with sailboats and says 'women are not to be flaunted.'

By Aimee Picchi Feb 21, 2013 3:10PM

A laborer adjusts a billboard advertisement in Karachi's business district (Akhtar Soomro/Newscom/Reuters)Some Pakistani fashion houses are avoiding using women in their advertisements after campaigners last year blacked out images of models on billboards.


It might be hard for Americans to picture how a fashion company can demonstrate the beauty of its clothing without models, but one Pakistani line says it's using sailboats to get the message across, according to the U.K.'s Telegraph.


How? The vessels' sails are made from their new "lawn prints," or lightweight fabrics worn in summer. Gusts of wind puff out the sails, with their colorful patterns glinting under a blue sky. 


"We feel that women are not to be flaunted across the city on billboards," Nadir Khan, customer relations manager of J Lawn, told the Telegraph.


The shift illustrates the challenges for advertisers of decoding what's acceptable in different countries. A tame image in one country might be considered taboo in another. 


Advertisers have often failed to understand the unique issues of marketing to Muslim consumers, according to The New York Times. Multinational companies, eager to appeal to the world's 1.57 billion Muslims, are tailoring their campaigns to avoid any cultural blunders. And American companies are also eager to sell fashion to U.S. Muslims.


According to the Telegraph, several other companies have dropped models from their advertisements, although some continue to use them in brochures. A 2011 Gallup survey found that almost two-thirds of Pakistanis objected to billboards with women, the story adds.

 

But cultural issues aren't only problems in Muslim-targeted advertising. 


Translation is often an issue for U.S. companies trying to break into other cultures. The "Got Milk?" campaign in Mexico, for instance, meant "Are you lactating?" That's probably not the message the milk industry wanted to get across.


More on moneyNOW

0Comments

DATA PROVIDERS

Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

Trending NOW

What’s this?

MARKET UPDATE

[BRIEFING.COM] S&P futures vs fair value: +2.00. Nasdaq futures vs fair value: +7.80. The futures market continues to point to a slightly higher open for the cash market.  There has been a hodgepodge of headlines that have been primarily company specific.  Accordingly, with European markets still closed for the Easter holiday, there has been a fairly subdued tone thus far.  One item that should be drawing some attention throughout the day amid the earnings news is the ... More

MSN MONEY'S