JOMEC Journal Journalism, Media and Cultural Studies Published by Cardiff University Press Hai Karate and Kung Fuey: Early martial arts tropes in British advertising Sally Chan, Emily Caston, Maddie Ohl, Sean Nixon Corresponding Author: Sally Chan Email:
[email protected] Keywords Representations Chinese Martial Arts Tropes Stereotypes Advertising Authenticity Abstract This paper focuses on the responsibility of advertising messages to authentically mirror and reflect British audience feelings towards ‘the Other’ and discusses caricatures of the Chinese in advertising through early martial arts tropes. It provides contextual background to Chinese depictions on screen in Britain before illustrating martial arts representations on print and television advertising during the 1970s. The paper includes examples of two popular brands in Britain: Pfizer’s ‘Hai Karate’ (1973) and Golden Wonder’s ‘Kung Fuey’ (1974-76) to illustrate colonial notions of the ‘Oriental’ during the 1960s and ’70s. This interdisciplinary study borrows from ethical representation and martial arts discourse in film and TV, to explain the exoticisation and exclusion of the Chinese in the context of authenticity and appropriation in advertising. Contributor Note Sally Chan is Senior Teaching Fellow in Marketing at Leeds University Business School, Leeds University. Emily Caston is Professor of Screen Studies at University of West London. Maddie Ohl is Professor of Child Mental Health and Wellbeing and Director of Studies, The Graduate School, University of West London. Sean Nixon is Professor of Sociology, University of Essex. Citation Chan, Sally; Caston, Emily; Ohl, Maddie and Nixon, Sean (2020), ‘Hai Karate and Kung Fuey: Early martial arts tropes in British advertising’, JOMEC Journal 15, ‘Advertising China’, ed.