Sound Clip Analysis

I found a sample of Chinese advertisements that I think are very interesting in terms of a music analysis. Both of the articles discussed the ways in which rock music can be seen as a political tool. What struck me however is the way in which music has also been reco-opted to be used as a marketing tool. Hout’s article discusses the way in which cultural revolutionary songs have been co-opted and altered in Chinese rock often in a subversive way. Therefore, I was interested in the way this first Chinese ad (http://www.youtube.com/watch?v=wz65YFeZsVs) for a Chinese brand computer uses both imagery and a revolutionary tune to promote the product. Arguably the marketing idea was to promote a sort of nationalism that would encourage Chinese to buy a product of their own country rather than an outsider brand. Ironically, communism is diametrically opposed to the capitalism that this sort of advertisement provokes. Furthermore, Mao was very anti-technology so the fact that his rhetoric is being used in this context to sell new computers and advance the consumer capitalism in China is notable. It perhaps suggests that the nationalistic sentiments out way the communist ideal. Also, it is perhaps a nod to the global obsession with technology and China’s unwillingness to be left behind. Furthermore, it can even be seen as a national identification with consumerism. Regardless, the use of the revolutionary music in a commercial setting is at the very least evidence of the way in which such music has been borrowed by more than just Cui Jian and can be used to transmit a variety of meanings.

In a similar vein, although with different origins, I found the following advertisement for a Chinese alcohol very interesting (http://www.youtube.com/watch?v=05SQNW24nv4). It echo’s Confucianism and the philosophy of old as a means to promote a substance that from a western point of view is seen as harmful. It is for this reason I think the marketing is especially clever. By evoking themes of tradition and culture it the ad purposely steers clear of negative connotations. Furthermore the scenery of the ad is that of the most beautiful natural spaces in China. It therefore suggests that drinking this liquor is not only part of one’s cultural history, but it is also natural and pure like the river floating through the scenery.

In both of these advertisements marketers have affectively co-opted images and music from a time before and reworked them in such a way as to promote a product. It is fascinating to see the way music is used constantly throughout life (on both sides of the globe) to draw parallels and create associations/connotations that are either written specifically for the purpose or borrowed and reused to provide the same effect. It makes me think of the American Ford commercial that uses the country song “Proud to be an American” as its backdrop.