china laundry commercial.

[sm70911]

The ad from China is a parody of on an Italian TVC titled 'Colored is better'. It follows the exact same inappropriate use of humor, and both use, xenophobia and racist cultural stereotyping prevalent in both countries.

In the Italian commercial the husband is a slimy slob guy who walks into the laundry room in his skivvies looking at his wife with lust. The wife turns slimy guy into muscled Black guy.


In the Chinese commercial which is more directly racist they 'clean' the Black guy whilst reinforcing the deeply embedded xenophobia, and racism: "If they were more like us"

I work in Advertising, and have worked on TVC's in both of these markets. This is lowest common denominator work, but I am sure both spots were extensively tested and following airing both brands saw a strong impact in sales because sadly both of these spots play into very firmly entrenched racist ideas in both Italian and Chinese society. I just returned from a TVC for a well known brand that was made in Europe for air in several countries, both inside and outside the EU. The film includes a scene with a high school Basketball team. When the client saw my casting he said 'No Black players'. Two weeks later I'm still really disappointed in myself for not walking off the job.

I'm glad something as incredibly offensive as this would never be allowed to air in our society.

[widgeon13]

What do the Chinese think of it?

[sm70911]

Originally Posted by widgeon13

What do the Chinese think of it?

Does it matter ?
Either the Agency could not come up with anything original themselves, or in the age of globalized branding, they knew once the idea was adapted it would play well because it tapped into what many of the population in China really believe.

However you look at it this spot does not offer any new ideas. It simply plays to the alarming worldwide trend toward extreme populist ideas, right wing thinking and isolationism. As seen in Russia, Greece, Hungary, Poland, Germany, the UK, and possibly to be seen here.
What a surprise to see both Italy and china listed in the 8 worst countries for people of African descent to visit. Not something to be proud of.
8 of the Worst Countries For Black People to Travel - Page 4 of 4 - Atlanta Black Star

[M.D. Holloway]

Originally Posted by widgeon13

What do the Chinese think of it?

I identify as Chinese and often mark down on government documents that I am Chinese and I am not offended by such a commercial.

[widgeon13]

I think we spend an inordinate amount of time being offended by these things.

And yet all these countries are rushing to accept refugees by the thousands.

When I was stationed in Germany in the late 60's the African American dudes alway had the best looking blond GERMAN fraulein's and no one seemed to give a ratz azz.

I'd call the ad absurd but not offensive, only offensive by our standards.

Sorry, if I have offended anyone here.

[masraum]

Originally Posted by sc_rufctr

Just because it's hilarious and needs to be said again.

[sm70911]

Being offensive as a person is something entirely different to a brand and a (supposedly forward looking) industry being overtly and offensively racist and seeking to sell something simply by reinforcing ignorant cultural attitudes.

[jcommin]

Originally Posted by sm70911

Being offensive as a person is something entirely different to a brand and a (supposedly forward looking) industry being overtly and offensively racist and seeking to sell something simply by reinforcing ignorant cultural attitudes.

That is the exact problem with the commercial: " reinforcing cultural attitudes" I left the ignorant part out - The rest of the world pointed out the ignorance - it won't change the attitudes in China.

[Rick Lee]

Originally Posted by sm70911

Being offensive as a person is something entirely different to a brand and a (supposedly forward looking) industry being overtly and offensively racist and seeking to sell something simply by reinforcing ignorant cultural attitudes.

But that commercial was never intended to show outside of Mainland China, where it probably plays well. They don't sell that product anywhere else other than in the Mandarin-speaking world, which is PRC, Taiwan and parts of Singapore and Malaysia. Having a bunch of overly sensitive, PC apologists in the US, who are known for looking for something to get offended over, isn't going to make a dent in their sales anymore than our own "ancient Chinese secret" All Tempa Cheer commercials in the 1970 made in China. They are two vastly different cultures and it's the height of arrogance and ignorance to assume that commercial means the same thing in China that it means here.

If you went to a village in the countryside in China and told some girls there that women in the US pay to go to tanning booths, they wouldn't believe you. Having dark skin in China usually means you're a peasant laborer and often treated like a second class citizen when in the cities. So, having even darker skin is, well, worse. And that's where this commercial becomes funny to them, while everyone else just can't believe the overt racism in a culture that has always seen itself as the master race. The Mandarin word for China is Zhong Guo or Middle Kingdom. They still see themselves as the center of the universe. Their word for their language is Zhong Wen - the central language. Everything not Chinese (usually Han, at that) is considered inferior. That's just how it is when you have the world's oldest (still existing) language and culture. It's never going to change and, if they apologize for it, it will only be to placate westerners while they continue to think exactly the same as they always have.

[jcommin]

Originally Posted by Rick Lee

But that commercial was never intended to show outside of Mainland China, where it probably plays well. They don't sell that product anywhere else other than in the Mandarin-speaking world, which is PRC, Taiwan and parts of Singapore and Malaysia. Having a bunch of overly sensitive, PC apologists in the US, who are known for looking for something to get offended over, isn't going to make a dent in their sales anymore than our own "ancient Chinese secret" All Tempa Cheer commercials in the 1970 made in China. They are two vastly different cultures and it's the height of arrogance and ignorance to assume that commercial means the same thing in China that it means here.

If you went to a village in the countryside in China and told some girls there that women in the US pay to go to tanning booths, they wouldn't believe you. Having dark skin in China usually means you're a peasant laborer and often treated like a second class citizen when in the cities. So, having even darker skin is, well, worse. And that's where this commercial becomes funny to them, while everyone else just can't believe the overt racism in a culture that has always seen itself as the master race. The Mandarin word for China is Zhong Guo or Middle Kingdom. They still see themselves as the center of the universe. Their word for their language is Zhong Wen - the central language. Everything not Chinese (usually Han, at that) is considered inferior. That's just how it is when you have the world's oldest (still existing) language and culture. It's never going to change and, if they apologize for it, it will only be to placate westerners while they continue to think exactly the same as they always have.

Rick,

I get what you are saying - but you are making excuses. This is a global world. everyone sees everything. In some places/cultures in the world, woman are perceived to be 2nd class. We had "Jim Crow laws" until the 60's. Arabs are taught to hate Jews. I could go on ........... It's all culture - right!

[creaturecat]

the ad is racist. and ignorant.
plain and simple.
no excuses.

[masraum]

Originally Posted by jcommin

That is the exact problem with the commercial: " reinforcing cultural attitudes" I left the ignorant part out - The rest of the world pointed out the ignorance - it won't change the attitudes in China.

Originally Posted by jcommin

Rick,

I get what you are saying - but you are making excuses. This is a global world. everyone sees everything. In some places/cultures in the world, woman are perceived to be 2nd class. We had "Jim Crow laws" until the 60's. Arabs are taught to hate Jews. I could go on ........... It's all culture - right!

Originally Posted by creaturecat

the ad is racist. and ignorant.
plain and simple.
no excuses.

What do you guys think about the Italian ad?

[jcommin]

Originally Posted by masraum

What do you guys think about the Italian ad?

Same - I find allot of offensive stuff on TV. I hate sitcoms when there is a family and the husband is portrayed as a moroon. And that is suppose to be funny.

[island911]

Hand wringing ninnies...

IF that spot was as RACIST as you all demand, then why would the intro even float the notion that the disheveled Black painter would, so casually and confidently, start to get it on with the Asian woman?

Like it ain't no big thang.

And to that point, no one screams RACISM when the joke is made about Black to Asian shrinkage.

Face it, you ninnies are selective in your pathetic outrage.

Originally Posted by speeder

If only they'd have a lynching or drag a negro behind a pickup truck once in a while. That would be the ultimate in non-PC.

Like I said, ninnies joyful at an opportunity to be outraged. ...let everyone know how wrong and dangerous this pigment bleaching play is. unless it's Michael Jackson.

[Rick Lee]

You guys see this one yet? It's even worse and has been going on for almost 100 years. But it hasn't made the rounds on social media yet, so the slacktivist outrage has been non-existant.

http://www.xojane.com/issues/colgates-black-person-toothpaste-needs-to-go-away

I'm far more offended by our own Liberty Mutual commercials.

[rusnak]

Oh you want offensive? Try the Kaiser Permanente ads that sound like a preachy, idealistic, vomit-inducing High School valedictorian speech.

Homogenous cultures tend to be racist. We tend to be overly sensitive here about that. I find it all very ironic in a humorous way, like the Eddie Murphy bit on SNL as Gumby (who taught you to say dammit, dammit?!).

[Bayowa]

I don't know how many have TVs but that might be the majority view of the country. What does that say their view on race.