Condo ads featuring only one ethnic group

From ‘Property ads must reflect Singapore’s diversity’, 21 Feb 2015, ST Forum

(N. Varaprasad): ADVERTISEMENTS for residential property – private as well as executive condominiums – tend to show only one ethnic group swimming, cycling in the park, working out, admiring the sunset from the balcony, going to school, and having ladies’ tea sessions or cocktails.

These advertisements portray an aspirational way of life and should be representative of Singapore’s multi-ethnic, cosmopolitan society.

Government advertisements take care to be representative of the various ethnic groups in Singapore. The private sector could do the same. There is no need for more rules and guidelines if private developers can do this in a creative manner.

The writer is mistaken. There are actually 2 ethnic groups which feature prominently in condo ads. Firstly, those with the ‘Pan-Asian‘ look, or what we used to call ‘Eurasians’ and the less politically correct ‘mixed-race’. In the City Gate TVC, we see a confident, successful man of the world strutting through his ‘mandrobe’, looking less like a property ad than a Hugo Boss commerical. Meanwhile his sultry companion is out there frolicking among the condo amenities, her hair wind-blown, dressed like a Greek Goddess getting her dainty feet wet by an infinity pool. What the ad doesn’t show is these two beautiful creatures having soft focus slo-mo sex against the backdrop of the city’s spectacular night lights, and having pancakes the morning after. In goddamn bathrobes.

Like a Hugo Boss

Like a Hugo Boss

Then there are the ethnic Chinese. In the Lake Life EC ad, we see what’s clearly a 3 Gen family enjoying a family dinner after an activity-packed day of pet-walking and urban farming. What’s inaccurate about this happy family scenario is not so much the sheer amount of leisure time these folks have on their hands, but that the kid isn’t playing with his gadget or doing his tuition homework, and that they have wooden salt and pepper shakers on the dining table. Preposterous.

Every dinner is Thanksgiving at Lake Life

Every dinner is Thanksgiving at Lake Life

My problem with these cookie-cutter condo ads is not how they tend to be selective of the race of their actors, but how cliche-ridden they are. The residents portrayed are generally healthy and good-looking, the only thing fat about them being the size of their wallets. No one ever looks like they’re exhausted or relieved after a hard day’s work and just want to laze in front of the TV tucking into cup noodles. Nor do we see anyone whistling while working on household chores, like ironing and folding clothes. Or maybe that kinda stuff is done by the invisible maid.

If you’re not lying in hammocks plucking grapes, brandishing expensive watches, choosing shoes to pair with a gown or gazing into the sunset you’re engaged in the following:

1) Yoga by the water, dressed in all white (Skywoods). You can, of course, yoga in a HDB playground, as long as you’ve attained the necessary mastery to ignore the noise from the void deck wedding or funeral nearby.

Screen Shot 2015-02-21 at 12.15.13 PM

2) Reenacting the film ‘Sideways’, with your champagne glass-chinking and carrot sticks (Skywoods). Of course why would you have a celebration in the air-con comfort of your own home when you can dress to the nines in the blistering HEAT? And why is there always a shot of SALAD in luxury condo ads? Could that explain why they’re all so trim and beautiful? Not once have I seen condo ad actors tucking into a bucket of fried chicken wings, or sipping 3 in 1 coffee.

Screen Shot 2015-02-21 at 12.19.48 PM

3) Emerging from the pool like a water nymph (D’nest). Because 80’s softcore is making a comeback. And then you can have sex and pancakes. Perhaps the intention of this gimmick is to make the view of the pool more enticing than the same old green shit you’re forced to see everyday from your apartment.

Screen Shot 2015-02-21 at 12.27.19 PM

4) Wearing jackets outdoors (The Interlace). Because the security guard downstairs will chase you away thinking you’re a trespassing vagabond if you ever dare come out of your house in singlet and shorts. And God forbid if you own a pair of Crocs. The management will charge at your feet with a flamethrower.

Screen Shot 2015-02-21 at 12.32.35 PM

5) Your mind and body are in a constant state of ‘rejuvenation’ and ‘tranquility’. And you don’t just do ‘dinner’. You do ‘Diner En Blancs‘ (The Cristallo). I mean, even the name of your condo sounds like a Michelin-starred Italian restaurant.

Screen Shot 2015-02-21 at 2.37.16 PM

6) Lying on the grass looking stylishly contemplative with the bohemian sarong you bought from a vintage shop in Haji Lane(Cristallo). Show those migrant workers at Chinese Garden on a Sunday how it’s done.

Screen Shot 2015-02-21 at 2.39.54 PM

 

 

 

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