Italian soda pop, neocolonial Hawai‘i and the global facialization machine
University of Hawai‘i at Manoa
This article examines the 2006 Fanta advertising campaign for Italy, which employs Hawaiian cultural particularities inscribed in a generic tropical scenario to sell the Fanta soft drink to the world market. Even though the same advertising campaign has been broadcast in more than one country with the same set design and slogan, I consider with particular attention the Italian market-case because of my capacity, not only as a national subject but, more importantly, as a critic, to read between the lines of Italian language and society. That capacity allows me to raise questions about visual culture as it becomes enlisted in the historical and contemporary practices of representation of distant people and territories. Drawing on Deleuze and Guattari’s work on faciality, I aim to show how media promotion of leisure products reinforces the colonial perception of Indigenous cultures, Also, and less obviously, I aspire to comprehend how Transnational Corporations’ (TNCs) advertising allows both the construction and alteration of determinate geographical spaces and cultural practices that eventually become evocative to the potential consumer. Consequently, I am interested in the process of coding that neutralizes Native peoples’ unique geographical and historical expressions. This process I have in mind constitutes the sounding board for the subjectification of the viewer, as stereotypical signs of Native cultures become the referent for commodities.
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© borderlands ejournal 2011