“Ugly Betty: The Book:” Superficial and Proud of It

The people putting together “Ugly Betty: The Book” had a problem: They hit upon the fairly inspired idea of presenting it as an issue of Mode magazine, but that made it a trade paperback and would shave $5-$10 off its cover price.

Enter the trusty cardboard slipcase and all was right with the world.

“Ugly Betty: The Book” (Hyperion, $25) is for undying, undiscerning fans. It offers a lavish number of photos of the stars and has interviews with all the principals, but not really probing interviews, just generic “How-I-got-the-job” interviews – it’s an EPK* in handy book form.

There are some witty snippets from scripts strewn throughout, but it would’ve been nice had they offered even more. There are a few amusing beauty tips from the show’s characters’ perspectives.

But – and this seems a major oversight – the book, for all its color and flash, doesn’t fully exploit the show’s distinctive and hilarious production design. Outside a couple of shots of Wilhelmina’s office and some props, there’s nothing celebrating Mode’s splendidly outré office design. There’re precious few shots from the show’s silly fashion shoots, as well.

Instead – and this is where I got insulted – there’s about 20 pages of product placement, labeling the Dolce & Gabbana and Yves Saint Laurent dresses and the Prada and Jimmy Choo shoes worn by the characters. Had the book been online, you no doubt could’ve clicked through to purchase all this stuff. Yes, they made it look like a magazine, but they priced it like a hardcover. They shouldn’t’ve taken up so much space with advertising.

To paraphrase a line from the show: “Ugly Betty: The Book” is superficial, but at least it knows it’s superficial.”

* EPK: Electronic Press Kit, in which talent are interviewed by publicists, who lob them softballs.