Here’s an interesting cross-cultural take on political correctness courtesy of Japan Times and latest mascot for McDonald’s (yeah, that McDonald’s) Japan.
From the link:
If you want to sell stuff, it helps to have a recognizable mascot representing your company. Disney has Mickey Mouse, Sanrio Hello Kitty, Studio Ghibli Totoro. These imaginary characters grace many a product and ad campaign.
However, McDonald’s Japan dropped a clanger on Aug. 10 with its new burger meister, Mr. James.
Fronting the Nippon All Stars campaign (American hamburgers with a Japanese twist) for three months is a bespectacled, grinning Caucasian wearing a mismatched red shirt and chinos. Created by ad agency Dentsu, Mr. James is touring the burghers of Japan offering money for photo ops. His blog effuses perpetual wonderment at all things Japanese. His obsession is McDonald’s: He’s a burger nerd.
Not necessarily a problem so far. But some non-Japanese residents have protested that this (human, not imaginary) character perpetuates Japanese stereotypes about other humans — foreigners.
Mr. James (defying standard etiquette of addressing adults with “last name plussan,” reflecting how Japanese manners aren’t always applied to Caucasians) effuses in fluent katakana only. Everything is in broken, accented Japanese. “Watakushi Nippon daisuki,” etc.
What’s the matter? Put the shoe on the other foot. Imagine McDonald’s, a multinational that has long promoted cultural diversity, launching a McAsia Menu in America featuring a deep-bowing, grimacing Asian in a bathrobe and platform sandals saying “Me likee McFlied Lice!” or “So solly, prease skosh honorable teriyaki sandrich?”
