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juliangray's picture

If i were german i would be more careful towards racial subjects.

This is a terrible discriminative and demeaning message.

juliangray
Activity Score 987
Art Director
kurtberengeiger's picture

I'm sure there are some well-proven insights behind this choice of creative route. Which is pretty much what you're already saying, only in adspeak.
Or in other words, advertising only reflects the cultures it works in...

kurtberengeiger
Activity Score 7323
Copywriter
ivan's picture

I don't see this being racial. It is not a generalization, just an observation.

ivan
Creative Director at Ads of the World
Mr.Top's picture

Maybe they should have not only use chinese Billboards... i think is definitely racist!

Mr.Top
Activity Score 728
Kateter's picture

dr. pornsak and valley dental are not chinese.

Kateter
Activity Score 2029
Copywriter
Fatty3's picture

they probably used chinese culture/language because it's one of the furthest away from ours. (I'm German too and I don't see that as being racist).
Sure, they could have used Swahelian Doc-Shops as well, but that would have been more racist in my eyes than Chinese, since African countries are largely underdeveloped. China is in between. It's a very different culture from ours and every German would understand, that it's only a bad translation from Chinese to English. In fact, Germans are as a whole very appreciative of Asian medical treatments.

Fatty3
Activity Score 37
University of Potsdam
kurtberengeiger's picture

No, it’s not racist. But it I do think it plays with xenophobic insights...

kurtberengeiger
Activity Score 7323
Copywriter
andrej dwin's picture

living in a country provided a comfy assylum for most of the german nazis after the war was lost, I wouldn't be as brave, as you are, julian. (sorry for this low remark, but I couldn't resist. I don't hold nay negative feelings towards argentina at all)

I don't see a reason why the germans should be more careful than anyone else, in this respect. especially when we speak of making fun of the chinese. also I quite can't follow why this seems racial to anyone...

http://checkthistrick.blogspot.com
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andrej dwin
Activity Score 937
Copywriter at Publicis Austria |

AdArena: Sex Sells
http://www.adarena.net

TJAY's picture

juliangray, not sure I understand why? It's recognised in a lot of Asian countries that alongside fake jeans and pirated DVDs there's a massive problem with counterfeit medicine, in many cases it's a deadly issue.

TJAY
Activity Score 64
devkarthik's picture

!@#$%^&*()_+"?????

- kk

devkarthik
Activity Score 409
Kateter's picture

well, I've been around a lot and these sum it up for me: it's a scary thought when you see one of these and realize you may one day need it. it's tragically funny.
headline should be better cause you see it while still at home. it's just to narrow.

but I like this campaign.

Kateter
Activity Score 2029
Copywriter
copycomoelcopi's picture

this is not racial. have you ever seen the dentist signs in morocco?
fine insight.

copycomoelcopi
Activity Score 822
Copywriter
haletx2amehk's picture

I do see their inspiration, but this is rather racial.. And the fact that they use the chinese words for the japanese one too(it's not like japan has bad medical either, just not good in communicating with foreign languages).

haletx2amehk
Activity Score 4
School of Visual Arts
saint-au's picture

It is racial, but then again, it's rather true.

I think that the creative team should have spent some time into not confusing Chinese words for Japanese (based on what you said). To me, it shows ignorance from the creatives in not bothering to get their typography right.

However, I don't think that 99.9% of the target market would know the different.

http://www.saint-agency.com
http://www.saint.id.au

saint-au
Activity Score 58
sold's picture

nothing special and i dont see racism here...

sold
Activity Score 3305
Copywriter
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