positions 9:1 Â© 2001 by Duke University Press positions 9:1 Spring 2001 life, also appeared to suddenly change their message and image. For example, Aoâni shampoo had made its sales pitch by using nostalgic packaging and the images of returning to nature and environmentalism: an urban girl, emerging from a despoiled nature, is shown joyfully participating in the Dai nationalityâs Water Splashing Festival. Then the shampooâs advertisement suddenly began to foreground its domestic label and production. In the new advertisement, a queue of Chinese (âblack hair, Chinese productsâ) is seen ascending the Great Wall hand in hand. The words accompanying the image are âThe Great Wall will never topple, Chinese products must be strong.â The domestic ï¬lm brand Lekai, which had been suffering from dismal sales amid the stiff competition of the foreign brands Kodak and Fuji, also gained attention at this time. In the numerous discussions about the future of Lekai covered in the media, the long-forgotten âmilitaristic rhetoricâ reappeared, as in âLekai advances while risking the enemiesâ ï¬re.â The advertisements on the doors of the numerous Chinese-style fast-food restaurants dismally lining up behind McDonaldâs even changed their wording to âChinese people eat with chopsticks.â Overnight, the
positions asia critique – Duke University Press
Published: Mar 1, 2001
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