[batista]

>For whatever reason, pale skin is highly coveted by many Asian cultures and some will avoid the sun almost entirely to avoid darkening their skin.

Isn't the opposite also true in Western cultures? In Europe, where I live, people want to look darker, and go sunbathing. And in the US there's also this "fake tan" thing.

[unsigner]

Here in Southeastern Europe, there's definitely a strong preference towards white in folklore; 150 years ago, only rich folks' daughters could afford to avoid crop work and stay indoors long enough to stay white.

[tg3]

Both are a result of the socio-economic signals they send. Until recent history in industrialized nations, being able to spend your days inside, as opposed to in the sun, where your skin darkens, was a luxury that only money/power could buy. In today's society, being able to go on vacation and darken your skin is a luxury not afforded to the average working man who spends his days working, largely indoors.

It's all about socio-economic status signals.

[StuffMaster]

Tanning is a recent phenomenon, started in the 20's as I recall.