Cross-posted at Bytes of China.
Oh how this Toyota Highlander advertisment is reflective of the new global order. I saw this picture in Guangzhou’s domestic terminal. A Chinese couple is getting out of their Japanese brand car into what appears to be a private yacht. A white male greets them, taking their travel items and appears to be eager in their service.
This advertisement reflects a new Chinese imaginary — one that is global, expansive, unlimited, and exploratory. It also tells us who has the power to live out this imaginary. Ten years ago or even five years ago, I don’t think this advertisement would’ve existed. But now companies have turned to the Chinese consumer, encouraging them to participate in this lifestyle. The entire global economy right now depends on the Chinese elite and middle-class to spend. But how long can this go on for until we see the next crisis? For how long can each system create “value”?
————————
Tricia Wang is an ethnographer, sociologist, and researcher. She is on a Fulbright in China observing how digital technologies are mediating new conceptions of information and desire among youth & migrants. She is a student at UC San Diego’s PhD Sociology program. She blogs at Bytes of China.
Thanks to Benjamin B. for the tip!
Comments 13
Yrro Simyarin — November 4, 2011
Now I'm all depressed. Here I thought we could be excited about one of the most dramatic improvements in social condition in the history of the world, complete with a perfect symbol of the driver of that improvement. Instead we just get to ponder its (apparently inevitable) collapse :(
Anonymous — November 4, 2011
Looks like a photo from opposite day in advertising. A submissive white guy caters to an asian woman
Gus — November 4, 2011
We are all asking these questions, but who's going to answer them? mm?
Grayb — November 4, 2011
Why is she carrying a high-powered rifle?
Anonymous — November 5, 2011
Start learning Mandarin people!
Jing Daily (精日传媒) — November 8, 2011
I think would only be reflective of a new global order if this advertisement were just that...global. But it's in a Chinese airport. You see similar ads in Japan, and have for quite some time now. In my humble opinion, it doesn't really reflect anything except pandering to the egos of potential Toyota drivers in China. Because they certainly can't play up the "Japan-ness" of a Toyota there.
growing china! « showwlinn — November 14, 2011
[...] Cited: http://thesocietypages.org/socimages/2011/11/04/china-and-the-new-luxury-consumer/ Share this:TwitterFacebookLike this:LikeBe the first to like this [...]
Vespertine — November 15, 2011
So only white Americans get to have fun with nice stuff? God forbid, we people from developing countries get to have a taste of the good life. You guys have had it for decades and now get to be all high and mighty rejecting it ... niiice and hypocritical ...this is in good fun, but seriously I grew up having to stand in long lines for food, without a phone in our house, without any hope of having a car or traveling outside my home country ... i really challenge you to think twice before criticizing a country and lifestyle you can't even come close to understanding (esp. not by reading about it or visiting for a year or some crap)
Globalization « bretcsuci — December 11, 2011
[...] level, as well as being able to be understood on a business level. For example, take a look at this post on the increasing focus in China on consumerism. On a business level, we see an increasing desire [...]