Early, the mountain city hits Lin Zhanting
The Italian luxury brand Dolga Banner (DG) was involved in the storm of insulting to China last week. I first watched the concept of eating chopsticks to eat chopsticks, and the concept of eating Italian food with chopsticks made people feel confused for a while.Instead, the advertising female model was dressed in red, and those eyes that narrowed into a line first attracted my eyes.
Take a closer look, her eyes are still painted with raised eyeliner, adding a bit of exaggeration and drama, plus the large gold jewelry worn by her ears and necks, and a red clothes. The advertisement seems to be afraid that you don't know.The female model that did not speak from beginning to end came from hellip; hellip; guess, China.
Everyone knows how the advertisement starred by this squinting female model is: first, the advertisement itself caused a rebound. Later, the insulting remarks of the DG designer further triggered the anger.Within a few days, China has fallen from the big coffee brand to the target of the criticism.
As a Singaporean Chinese, the advertisement of chopsticks has not made me feel particularly offended. My response is more abandoned: In 2018, there are advertisements to take Chinese women's squinting eyes as hype?In my opinion, this is not to humiliate China, but there is no doubt that it is a very bad creative advertisement. Such evaluations are more enthusiastic about self -consummation of sharp, avant -garde, and bold DG.
The reason why squinting is considered to be ambiguous is a unpleasant history behind it.In the 19th century, in the Anti -China movement promoted by the United States Lift Act, the dwarf Chinese narrows appeared in the political propaganda data; during World War II, ridiculous squinting became the way to ugly Japanese.For a long time, the squinting eyes were degraded to the Asian ethnic groups in the West, especially the American social context, especially in the aesthetic standards that respected big eyes, squinting was generally considered not to be beautiful.
However, such a subtle flip has occurred in modern times.As the Western status and political rise and the correct politics are blowing, squinting has begun to be regarded as a stereotype of the Asian ethnic groups. The morassing squinting is a manifestation of racism and has become a political taboo.
In this context, DG advertising highlights a squinting female model, and coupled with various stereotype Chinese cultural symbols. Politics is not correct. It is also disgusting.This is also a luxury brand that people have previously considered a taste.
Whether you really want to express the aesthetics of Chinese -style, or as a kind of ironic creative expression, it is not so much vulgar, which is extremely vulgar. It can't help but feel helpless.Seeing a few friends after reading the advertisement, the first reaction was: Hey, what do you want to express?
Helplessly, in addition to because there is no standard for advertising, but also because of the brand's imagination of China and even the Chinese world, it has always been able to break through the established frame.Even the DG that has penetrated into the Chinese market, the understanding of the Chinese and Chinese is still one -sided and rigid; today, in high globalization, at least in the fashion circle, the cultural barriers of the West and the Chinese world still seem to be very large.
In fact, these brands are nothing more than looking for symbols representing Chinese nature, but with their lazily use several established traditional people and things, why not look forward, try to reflect the current society and cultural life?
I remembered an advertisement launched by the Japanese cosmetics brand SK2 the previous year. It was a micro -documentary film that asked her to go to a blind date.The struggle between the filial piety indirectly brought out the brand spirit that encouraged women to pursue autonomy.After the advertisement was broadcast, it caused strong resonance, and SK2 products increased by 50 % after sales.
It can be seen that there are many possibilities to highlight the Chinese nature, and the theme of ancient times has never been lacking. The key may be whether the brand is willing to do more homework and express sincerity and respect for other cultural expression.
Or maybe Chinese and Chinese consumers do not need to be represented in the market where consumption behavior is becoming more and more mature.Does DG cannot trust that Chinese people can spend purely because they like DG products. They must add a layer of Chinese nature in order to attract people to buy?
Each storm is a lesson. Squcing is a personal aesthetic, but trying to use it to fight for eyeballs and resonance, get laughter and capital. Today in 2018, there should be no door in 2018.Should I experience it?
