« A Tripod In Cinema Moment | Main | Literacy & Understanding »

Attitudes Towards

Two low-key cultural surprises await many first time visitors to China: the number of terrestrial TV channels and the vibrancy of commercials and infomercials.

Ah, but what does this have to do with a plastic bag given by a shoe-shop assistant to cover the feet of sockless shoppers (above), or the phone covered in a plastic cover (below)? My favourite Chinese late night commercial shows a couple arriving at the apartment of friends. They don't want to take their shoes off - its too cold, and they don't want to dirty their host's apartment. The solution? Luckily the hosts have an auto-shoe-wrap-box. By stepping into the box the magic of technology shrink wraps a plastic sock onto guests shoe - and the camera cuts to hosts and guests relaxing around a table with blue plastic on their feet. Once you've witnessed that Its is hard to look at plastic in the same way again.

And why on Future Perfect? The infomercial says something about Chinese attitudes to disposable vs sustainable, the degree to which homes are heated, and how people cope with dirt and dust.

Writing from China | May 22, 2006 | Permalink