Tastes in lamb—and advertisements

Press, Volume CXI, Issue 32663, 20 July 1971, Page 12

Tastes in lamb—and advertisements

The New Zealand Meat Producers’ Board employs a Japanese advertising agency, Dentsu, in Japan. Many of the board’s Japanese advertisements feature New Zealand scenery and New Zealand models because Dentsu considers that non-Asian models appeal to some sections of the Japanese market. It may be for this reason that a Christchurch girl was chosen to pose for the advertising poster which has “ shocked and horrified ” a Canterbury church group. The advertisement was made not for the Meat Board but for a consortium of lamb exporters, including several Canterbury firms.

No doubt there will be further protests from people who have not seen the poster and who cannot pretend to any special knowledge of Japan or of the Japanese market for lamb. Their objections are to the fact of nudity rather than to the manner of it: and whether New Zealanders like it or not, such objections are likely to be sustained in fewcountries of the modern w’orld. Much will depend on the taste and even more on the humour with which this poster has been executed. If it offends the Japanese it will, no doubt, be hastily withdrawn. If, as is more likely, the advertisement has been approved by businessmen with a thorough knowledge of Japanese social mores and buying habits, the exporters can afford to ignore any protests from within New Zealand.