KFC advertising spoof seven sword culture people are strongly dissatisfied

KFC had used the image of the Qing dynasty monk in the “Seven Swords” widely circulated in the Chinese community to advertise as a “chicken burger”, which caused strong dissatisfaction among Chinese cultural circles. This was followed by KFC’s “gaokao”. An advertisement that makes people ambiguous about their cultural cues. This is also a relatively common problem encountered by foreign brands in the localization process in the recent period.

On July 1st, KFC’s new "Chicken Burger" commercials borrowing "Seven Swords" ideas were broadcast again in CCTV. This led to fierce discussions among many cultural figures. Someone wrote an article on the Internet and said, "Sweet and deliciously roast chicken Fort ads have cultural implications that can easily cause ambiguity."

At the same time, McDonald's and KFC, which are just a short distance away from the Beijing Caibai Shopping Mall, continue to flow. The two restaurants have their own unique music and attractive publicity posters.

Among the customers in the dining room, there was a temptation to be tempted by the "sweet chicken dumplings" advertisement. However, most of them are middle school students who like martial arts movies, and very few adults are attracted.

KFC Advertising

KFC Advertising

KFC advertising spoof Chinese culture

KFC with "Taoist" endorsement?

According to KFC employees, in order to tie in with this "Western style" Hamburg listing, KFC borrowed a scene from the movie "Seven Swords" in the lower Tianshan Mountains to carry out advertisement packaging.

One of the famous advertising words is: "Master goes to Tianshan, there must be great events in the world." The person who is called Master in the advertisement is like a priest. And it is this image that has caused many people to dispute the advertising culture.

Some people think that this kind of culture is nondescript. Some people even think that Taoist activists, who pay attention to cleanliness and fasting, “endorize” eating chicken hamburgers does not meet its cultural essence, and borrowing “Seven Swords” also infringes on its copyright suspects.

In KFC’s publicity materials, it can be seen that they take the “Seven Swords” Tianshan and Xiyu. In many of the presentations, this ad is often referred to as "KFC's Master Roasted Chicken Fortress Down the Hill" or "KFC's Roasted Chicken Fort Downhill".

In the “Financial Times” survey conducted in the past month, KFC has also launched a Cantonese version of the advertisement “KFC's Keng Chi Roasted Wings, Seven Swords, and Tianshan’s Articles”. In its official website, there are advertisements that people can arbitrarily download. The text description is this: “When the Seven Swordsmen are on the chaos of the Tianshan Mountains, the Six Swordsmen are ready to go. Only the younger brothers are unwilling to leave. What conditions can make him down? ?...... Download now and immediately reveal!"

As we all know, "Seven Swords Under the Tianshan Mountains" is a masterpiece of the martial arts writer Liang Yusheng, which enjoys a good reputation among the global Chinese community. The Tsui Hark film "Seven Swords" also said that "The master swordsman Fu Qingqing, Zhang Huangyan, and Wu Yuanying who are hiding in the Tianshan Mountains area are discussing with the Mingshan Buddhist monk to discuss the salvation of the Central Plains. The monk Ming master learned that the world was surrounded by the Qing army's iron hooves and the cricket warrior Yang Yunfu. , Xin Longzi, Chu Zhaonan, and the four men of the Mulang, together with the Three Heroes, and the Seven Swords under the Tianshan Mountains."

Whether in the novel or in Tsui Hark's film, Fu Qingzhu and Zhai Ming’s master are representatives of heroic characters of the Han nationality. They promote justice and care about the fate of their own people and people of all ethnic groups in the Western Regions. They stand in desperate danger at the expense of personal safety. This is the embodiment of the chivalrous spirit that the Chinese nation has been admiring for thousands of years. It is precisely because of this that the “Seven Swords” closely related to Fu Qingzhu and Zhai Ming’s master appeared in KFC’s advertisements, causing cultural dissatisfaction.

Feeling "Advertising is not right," the director of the Beijing Baiyunguan Office, Yin Chengan (Wu Yun (Wood + Poor) Taoist, has more than 10 years of Taoist practice and is a disciple of the Quanzhen School. He believes that since the advertising idea comes from "Seven Swords under the Tianshan Mountains" Based on the spirit of faithful originals in key areas, these knights went to the Tianshan Mountains for cultivation. The cultivators are most afraid of killing and eating meat. In particular, this person who is called Master is very easy to make and seven. The Sui Ming Zen Master in the Sword was associated with him, and the Zen Master was a monk in Buddhism, and the monk was even more afraid of killing others and eating oysters. He roasted the chicken and let Master eat too much against the cultural teachings. From the commercials, he was called Master's. The old man does have Taoist costumes.

Can historical heroes be spoofed by business?

According to Yin Cheng'an, the Taoist priests are divided into the realists and the gentiles, the Quanzhen school is imprisoned and the students are not killed, and the official school is fasting during the festival.

The Fu Qing master of the Seven Swords is a real person in history. He is also known as the Wufeng Taoist and Longchi Taoist. He was a thinker and painter in the late Ming and early Qing. In order to express his resistance to the Qing court's shame, Fu Qing has been a monk and has a reputation in the Taoist world.

What's more important is that Fu Qingzhu is the all true disciple of the fasting fast. In spite of this fact, KFC has arranged for Fu Qing to eat chicken for his own commercial interests. This obviously runs counter to the history and is contrary to the basic cultural habits of the Chinese nation.