I have always been a people watcher. Perhaps the reason I am a sociology major is because I love studying people. (Or maybe because the economics department is egregious.) Nonetheless, studying globalization has really opened my eyes up to notice various things in my surroundings. What I have begun to analyze now is the perception of “cool” in India. Possibly “cool” is the wrong term. But, in risk of dating myself, maybe “hip” is a better choice. Either way, marketing teams continue to transform and exploit what is desirable in India.
Shall I start with KFC? Yes, Kentucky Fried Chicken. This American based fast food chain is known for its quick service and extra crispy fried poultry in the States. However, don’t be surprised if your significant other takes you out on a date to KFC in India. This company has a completely different perception over here and is known as a classy, American restaurant. It is interesting how the adjective “American” all of a sudden makes things “good”. Or in this case, “cool”.
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Also, Arenas is no longer a “star” considering he does not start for his new team, the Orlando Magic. Still, Reebok has to make money and they are selling an image. You want to jump high with enlarged muscles bulging out of your jersey, well then buy from Reebok. Originally, I thought it just was an old poster, no big deal. But when I think about the situation, I realize the reason Arenas is no longer a “star” is because he brought guns into his Wizards locker room years ago. Then after than, he admitted to not trying hard in a game so that the coach would let someone else play ahead of him. Well, along with the departure of Arenas’ effort went his endorsement deals. So, if I am Reebok and I have 3,000 posters left of a former star, instead of trashing the campaign; I figure I can ship these to other countries where they do not know the difference between Gilbert Arenas and Michael Jordan. The idea is to be cool, and if you want to be cool, you will shop at Reebok.
ReplyDeleteSpeaking of Michael Jordan, while at the Alora caves, a man walks out with a shirt that reads, “ The real KING is in Cahciago” with the number “23” printed on the shirt. My natural assumption is that the shirt meant “Chicago” and was referring to Michael Jordan, who wore number 23. Yet, when I asked the man what the shirt meant, he had no idea. Side note, the shirt was green, which is not a color the Chicago Bulls use, unless it’s St. Patrick’s Day. Obviously, attention to detail is not important when selling a “globalized” idea of cool. Look at the Michael Jordan Statue (at the top.) Notice anything wrong with it? (Hint: Read the first 2 sentences of this paragraph)
Lastly, I noticed a student wearing a shirt yesterday that read, “ iDont Give a F*ck”. The shirt featured a man listening to an iPod (hence the iDont), while pointing the middle finger. I sat thinking to myself, that is distasteful (subjective). I wonder if he even knows what that means. In a country where I have yet to see one non-American with an Apple product, it is hard for me to not assume this is an effect of globalization. This is merely another American item, marketed as “cool” to an Indian audience. Or maybe he knows exactly what the shirt entails and he does not give a f*uck what I think or what I am writing. Perhaps I am being arrogant by assuming Indians and other countries don’t have a sense of fashion and want to emulate Americans or Western culture. Perhaps it is wrong for me to assume Indians cannot see through these advertisement attempts. Perhaps it is wrong for marking companies to assume the same…
Aaron Limonthas '12