a) What do you think is the key cross cultural concern in this case study?
Chinese are often subjected to racial stereotypes such as the “Chinese Chink eyes”. The concern in this case study would be the fact that it propagates this stereotype. As the world is moving towards multiculturalism, Dubai is of no exception. The city of Dubai is a highly cosmopolitan society with a diverse and vibrant culture. The advertisement depicts patrons of other cultures developing slanted eyes. While the intention of the advertisement might be to inculcate a common identity among their patrons, the approach taken towards that was a poor choice. The advertisement shows semblance to the Levy’s “You don’t have to be Jewish” campaign. While the latter was considered a progressive advert, where the focus was on how their customers hail from all over the world, this advertisement focuses on a physical stereotype, successfully insulting people from all over the world.
b) Do you agree that the advertisement has indeed been cross culturally insensitive? Why do you think so?
I agree that the advertisement is cross culturally insensitive. There are many ways to entice customers. Caricatures are often built on a foundation of insensitivity aimed at a particular person or community. There is an abundance of iconic associations specific to the Chinese cuisine, such as the use of chopsticks and Chinese condiments, to make it appealing to the foodies. I believe in these times of multicultural diversity, it is key to account for every customer’s comfort. The advertisement mocks a physical aspect of the Chinese and critics might argue that these seemingly harmless advertisements invigorate the plastic surgeons’ business. c) If you were the advertiser, what would you do to ensure that such concerns do not arise?
As an advertiser, priority should be given to understanding and catering to the target audience. While humour is a great way to reach out to people, it is often at the...
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