Selling Big Mac in China: 100% Pure Man
One of my project backers pointed out this interesting TV commercial. The masculinity-meat link is strongly embedded in Western cultures, but introducing traditionally Western products to new markets required some adjustment to the message: Compared to the Burgerking commercial "Wave tofu bye-bye" that addresses a "crisis of masculinity", the portrayal of masculinity in the Chinese commercial is more nuanced.
The commercial targets Chinese men, but their portrayal is less rebellious compared to men portrayed in US commercials. The men in the Chinese commercial seem to be able to reconcile -what would be considered traditionally antithetical aspects of masculinity- in their day to day activities. For example: Cooking vegetables in a wok while wearing a pink bunny apron; or heroically striking down an unworthy foe with a pink bunny slipper, albeit in the name of love.
The narrator emphasizes traditionally manly traits, such as strength, competitiveness, and heroism, while the vignettes humorously soften up their traditional meaning. However, the overall message is clear: 100% Manly Man - 100% Pure Beef
Masculinity is always socially construed and its meaning is subject to changes over time and depending on place and culture.
Worth mentioning: Fast food chain DaDong's Duck Burger competing with the Big Mac. http://www.nbcnews.com/news/china/peking-duck-burg...
Sources:
https://advertising.chinasmack.com/2012/mcdonalds-china-manly-man-beef-tv-commercials.html
https://www.nbcnews.com/news/china/peking-duck-burgers-take-mcdonalds-its-big-macs-china-n448276
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