Girls all worked hard in carnival of commercialism

Press, 22 September 1978, Page 11

Girls all worked hard in carnival of commercialism

Television and Radio

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KEN COATES

After watching TV2's screening of the two-hour “Miss Universe” contest, liberally interspersed with commercials, it is not hard to grasp what some of the women who argue for equality of the sexes are on about. The extrants clearly had to play the roles demanded of them. Beauty, figure, intelligence, wit, poise — all were important yet incidental. What was pre-eminent was that the girls provide the right fodder for the

television extravaganza sold to advertisers and sponsoring companies, especially Catalina swimsuits.

The contest has nothing whatever to do with friendship and understanding among nations. Mexico was merely chosen as the venue this year because the producers of the show considered that some of the ancient ruins and modern sculpture, and the spectacular scenery of Acapulco would give added splash to the spectacular.

So what did it matter if the girls had to mince over the sand from behind a rock in their high-heeled shoes?

The important thing was to shoot the sequence and present yet another bevy of girls beaming in brief bikinis. The proprietors of the franchise for the “Miss Universe” contest are, of course, onto a ready seller. Who can resist an attractive girl competing among dozens of others from around the world for “fabulous” prizes and $10,000? Who wasn’t looking out for “Miss New Zealand”; or if you are watching in

Ireland. “Miss Ireland”; or “Miss Peru,” if you happen to be a Peruvian television viewer?

And who among us can resist watching a pretty girl in a swimsuit, however much we might subscribe to the ideals of the movement to liberate females from exploitation? So the TV moguls and the Catalina swimsuit people, and the cosmetic manufacturers and all the other commercial hangerson who for pecuniary interests support the “Miss Universe” contest, have it made. There will always be an audience for such a parade. Was it pure coincidence that most of the 12 semifinalists came from the affluent nations of the world — in which TV viewers would be numerous? “Miss Mexico” had, of course, to be included as did a tall, blonde simpering “Miss U.S.A.” who, after all, represented much of the commercial interest behind the contest. Some of the entrants from smaller countries of the Third World appeared much more interesting, as people, poised, charming and certainly just as beautiful as the semi-finalists who were chosen.

But it would hardly do, would it, if a “Miss Universe” contest television extravaganza was offered to. the big networks of North American and Eur-