Question 6

6) By drawing on the articles on the exotic and globalization from class, discuss the following advertisement: http://www.youtube.com/watch?v=wIZCtDJtFPw (100-150 words).

This advertisement utilizes the exotic in that it makes use of India and its people as symbols. American Express exploits the “exotica” and “primitivism” (Ghosh, 279) of the Indian marketplace in order to appear culturally aware, while simultaneously creating an “us” and “them” dynamic by referring to cultural differences. The advertisement shows Conan in India, but only in a crowded street marketplace, riding an elephant down a dirt road, and dying clothing in a traditional style with several traditionally dressed Indian women. These scenes portray stereotypical images of “exotic” India selectively appropriating symbols that reflect Indians as “primitive, and eager to please whites” (Ghosh, 278), and spiritual (where the Conan and the vendor bow heads at one another). The use of bright colors and ornate textiles also help to exoticize Indian culture, contrasting with Conan’s relatively subdued colored clothing to further distance him from the native Indian people.