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Behind Global Spectacle and National Image Making

Behind Global Spectacle and National Image Making positions 9:1 © 2001 by Duke University Press positions 9:1 Spring 2001 life, also appeared to suddenly change their message and image. For example, Ao’ni 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 nationality’s Water Splashing Festival. Then the shampoo’s advertisement suddenly began to foreground its domestic label and production. In the new advertisement, a queue of Chinese (“black hair, Chinese products”) is seen ascending the Great Wall hand in hand. The words accompanying the image are “The Great Wall will never topple, Chinese products must be strong.” The domestic film 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 “militaristic rhetoric” reappeared, as in “Lekai advances while risking the enemies’ fire.” The advertisements on the doors of the numerous Chinese-style fast-food restaurants dismally lining up behind McDonald’s even changed their wording to “Chinese people eat with chopsticks.” Overnight, the http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png positions asia critique Duke University Press

Behind Global Spectacle and National Image Making

positions asia critique , Volume 9 (1) – Mar 1, 2001

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Publisher
Duke University Press
Copyright
Copyright 2001 by Duke University Press
ISSN
1067-9847
eISSN
1527-8271
DOI
10.1215/10679847-9-1-161
Publisher site
See Article on Publisher Site

Abstract

positions 9:1 © 2001 by Duke University Press positions 9:1 Spring 2001 life, also appeared to suddenly change their message and image. For example, Ao’ni 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 nationality’s Water Splashing Festival. Then the shampoo’s advertisement suddenly began to foreground its domestic label and production. In the new advertisement, a queue of Chinese (“black hair, Chinese products”) is seen ascending the Great Wall hand in hand. The words accompanying the image are “The Great Wall will never topple, Chinese products must be strong.” The domestic film 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 “militaristic rhetoric” reappeared, as in “Lekai advances while risking the enemies’ fire.” The advertisements on the doors of the numerous Chinese-style fast-food restaurants dismally lining up behind McDonald’s even changed their wording to “Chinese people eat with chopsticks.” Overnight, the

Journal

positions asia critiqueDuke University Press

Published: Mar 1, 2001

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