nation: Australia

Dmitriy T.M. sent us a link to an AdWeek post reporting that Miller Beer began advertising in Vietnam last week with this commercial:

[youtube]http://www.youtube.com/watch?v=KG9H5_oKVd0[/youtube]

Some sociologists who study international relations apply the idea of the brand to nations.  Nations, they argue, can be seen as a product in a global marketplace. Australia, for example, is marketed as a rough and tumble place where we can get back to nature and find our true selves. Insofar as they can can control their brand, countries can draw tourism and increase demand for their exports (see here and here for Australian examples).

The ad above is an excellent example of Miller capitalizing on the American brand: “It’s American Time. It’s Miller Time.” Notice also that the ad is in English and doesn’t feature anyone that looks Vietnamese. The whiteness of the ad is purposeful. Miller is selling a specific version of “America” characterized by white people, urban life, sex-mixed socializing and, also, really bad music.

UPDATE!  In the comments, Adam linked to this ad which ran in the Phillipines:

You can also think of the California happy cows commercials as a form of state branding.

See here, here, and herefor posts showing the social construction of America as white.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Tristian B. told us about Jeanswest Australia’s Authentic Japanese Vintage Denim ad campaign, which features images of White people surrounded by groups of kneeling Japanese men or women:

Oddly enough, Andrea J. recently sent us a link to the Palm Pre “Flow” ad, which has a White woman using the Palm Pre while a group of identically-dressed Asians, none shot in a way that presents them as individuals, dancing around her as she discusses how nice it is when everything rearranges itself to do just what you want:

NEW! (Oct. ’09) Macon D. found another example of the use of generic, undifferentiated Asians as props.  This time in a performance by Shakira:

[youtube]http://www.youtube.com/watch?v=6bZxN1Qq9K4[/youtube]

She gives the same performance on Saturday Night Live.

Gwen Stefani’s Harajuku Girls are another great example.

This reminds me a lot of some images from Britain’s Next Top Model that Lisa posted about last year, in which Africans were used as background props in a photo shoot with the contestants. The Asian individuals in these two ads are an undifferentiated mass, strikingly dressed and posed to show off the subjects of the ads–the White people who are foregrounded and depicted as specific, individual human beings rather than an interchangeable member of a group.

For other examples of non-Whites used as props, see our post about a fashion spread in Vogue Italia and this photo from NYLON magazine.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

Burk and Paul I.-M. both sent me this video that sums up the current credit crisis:

[youtube]https://www.youtube.com/watch?v=w4gcdQA33aI[/youtube]

It’s helpful for understanding the situation, but I can’t help pointing out a few issues, like the gendering–almost all the bankers, investors, brokers, and other members of the financial systems are male (I believe one of the investors was female). Also, I found the image of families interesting: “responsible” families are thin and have one kid while irresponsible ones smoke, drink, get fat, and have tons of kids.

Also, it didn’t explain too much about the types of loans made available to the subprime market, particularly the fact that monthly payments often went up significantly after a couple of years, so you might want to throw that in if you show the video–it wasn’t always that people got loans they couldn’t afford at the initial rate, it’s that when the interest rate changed and their payments increased, they couldn’t afford the higher rates. And of course many perfectly “responsible” families took subprime loans, planning on flipping the property for a nice profit, driving real estate prices up for everyone…and now often going into foreclosure along with everybody else.

Those caveats aside, it’s a pretty useful video for boiling down some basic causes behind the credit crisis.

NEW! (Mar. ’10): Caity sent in this video by Westpac, an Australian bank, in which they attempt to explain the credit crisis in a way that some have felt was self-serving and condescending. Caity explains,

Nearly all Australian home loans are on variable interest rates. Our reserve bank recently put up the national rate by 0.25%. Usually, the banks raise (or lower) their rates about in line with the reserve bank’s changes, but this time Westpac (one of our biggest banks) put theirs up by 0.45% – and then emailed this video to all of their home loan customers to explain why.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

My student, Jacob G., just returned from a semester abroad in Australia. He reports that Foster’s beer is nearly nowhere to be found in Australia and, when it is, it is not considered centrally Australian, but instead, cheap and nasty. This is in dramatic contrast to Foster’s beer commercials. For example:

So, Foster’s beer is being marketing to the U.S. with the notion that it is essentially Australian. Australian-ness, if you watch many Foster’s beer commercials, includes hypermasculinity. This is troubling for Australians–many of whom, I suspect, are not particularly hypermasculine–but it also interesting in that it illustrates how a product can be marketed by branding it with a nation.

This Australian commercial for Toyota Corolla (found here) includes a homogenous, racialized out-group.  More after the video:

[youtube]http://www.youtube.com/watch?v=Ckb-wUHj9WU[/youtube]

The term “out-group homogeneity” refers to the way in which members of an in-group tend to overestimate the extent to which members of an out-group are all alike.  I suppose we don’t know what good kitty’s friends look like (do they all look exactly like him?), but we certainly have the presentation of an out-group that is both categorically different from good kitty and homogeneously so.

I would also like to suggest that that out-group is racialized.  They didn’t use just any kind of cat to represent bad kitties, but a dark-colored cat.   (If I know my cats, the bad “guys” in this video are Russian Blues.)

Anneliese W. sent us this Australian ad campaign for Noble Rise bread.  The claim is that other breads are “bland” and that Noble Rise bread is not.  To make the claim, the advertisements use Black people to signify spice and flavor.  Anneliese writes:

…what really struck me about this campaign is the use of coloured bodies to represent excitement, flavour and coolness. The slogan for the campaign is something like “take a stand against bland” – bland being ‘normal’ and everyday, and in some ads the obvious unspoken is that blandness is white.  Framing blackness as the opposite of ‘bland’ is just another example of the ‘other-ing’ of black bodies, and re-enforcing the idea that white western culture is ‘bland’ or non-existent.

[youtube]http://au.youtube.com/watch?v=aXfxKJnR54Q[/youtube]

[youtube]http://au.youtube.com/watch?v=xpO3eF7wrC8[/youtube]

[youtube]http://au.youtube.com/watch?v=cwIOM3BzjOM[/youtube]

[youtube]http://au.youtube.com/watch?v=h3SSPQgm2jA[/youtube]

I offer several more examples of this phenonemon here.

Tourism ad for Australia:

[youtube]https://www.youtube.com/watch?v=gQGMuxJ0vCc[/youtube]

Found here.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

Lauredhel at Hoyden About Town put up these nice images comparing Australian women’s and men’s athletic uniforms:

As tigtog mentions in another post, if these skimpy uniforms were really about performance, men would be wearing them too.  But that, of course, would look ridiculous:

Tigtog also points out that this degree of sexualization is new.  Here are pictures comparing the men’s and women’s runners uniforms at the 1984 Olympics: