Dolce & Gabbana creates the scandal in China

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<p class = "canvas-atom-canvas-text Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "One of the brand's commercials was deemed racist. The outcry provoked in social networks led the brand to cancel an event."data-reactid =" 22 ">One of the brand's commercials was deemed racist. The outcry provoked in social networks led the brand to cancel an event.

For its parade scheduled this Wednesday, November 21 in Shanghai, Dolce & Gabbana had planned a promotion of thunder that turned against the Italian luxury brand. His ad spot, broadcast for a few days in social networks, did not please, but then not at all. The plan is fixed, it shows an elegant Chinese in front of a dish of spaghetti bolognese (or a pizza Neapolitan), except that for the (or) to taste, the young woman uses chopsticks. In the background, a male voice "accompanies" in the art of eating with chopsticks, and invites him to try his luck with them, which is complicated … The situation returns the image of a clumsy but charming Chinese girl, who chuckles a bit and finally manages to swallow the pasta.

In its search for analogy, Dolce & Gabbana wanted to discover Italian gastronomy and therefore its brand, coming from the peninsula … The European brand will have mainly discovered the subtleties and susceptibilities of Chinese culture, with which provocative humor may not be the best way to communicate …

The already dubious genre of the screenplay, but also the portrayal of a submissive Chinese woman, to which the Western culture is imposed, aroused a real uproar. Advertising was considered "degrading" by Internet users, and the comments made in the spot were even considered "racist" and "offensive" vis-à-vis China and its inhabitants.

<p class = "canvas-atom-text-canvas Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "In total, the advertisement generated more than 120 Millions of comments, including a disastrous majority for the image of the brand.The case was indeed packed after the webcast of screenshots of a discussion that would have had on Instagram a surfer with the stylist star of the brand, (…) Read more on Figaro.fr

"data-reactid =" 26 "> In total, advertising generated more than 120 million comments, most of which were disastrous for the image of the brand.The case was indeed packed after the Internet broadcast of screen shots of a discussion that an Instagram user would have had with the star designer of the brand, (…) Read more on Figaro.fr

<p class = "canvas-atom-text-canvas Mb (1.0em) Mb (0) – sm Mt (0.8em) – sm" type = "text" content = "Racist advertising in China: the brand ends with s 'excuse
Instagram is gaining momentum in advertising
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"data-reactid =" 27 "> Racist advertising in China: the brand ends up apologizing
Instagram is gaining momentum in advertising
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