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Sino the Times

Posted by Adam Kuban, September 22, 2006 at 1:00 AM

20060922Sexxxy.jpgFrom yesterday's Wall Street Journal:

Beef, grown domestically, costs more than other meats in China, and consumers here consider it a luxury good. McDonald's is playing on its upscale image, as well as on traditional Chinese views that eating beef boosts energy and heightens sex appeal. The word "beef" in Chinese has connotations of manliness, strength and skill.

The burger chain's TV commercials are even racier than the print ads. In one spot, a man and a woman eat Quarter Pounders, and close-up shots of the woman's neck and mouth are interspersed with images of fireworks and spraying water. The actors suck their fingers. The voice-over says: "You can feel it. Thicker. You can taste it. Juicier."

Sex, Skin, Fireworks, Licked Fingers -- It's a Quarter Pounder Ad in China [Wall Street Journal; via Gawker]

3 Comments Favorite this!  (0)

Tags: Adam, advertising, chain burgers, China, countries, McDonald's, Non-U.S.

3 Comments:

The word[s] for beef actually means literally cow/bull meat. My Chinese isn't good enough to know exactly but if it really does mean bull... that makes sense. In other news, that kind of grosses me out. And why do both models (or are they the same one) have buck teeth? Anyone else notice that? Is that sexy in China too? ;p

Hamburger yvo at 10:01PM on 09/22/06

Ah. Thanks for the heads up, Yvo. I wouldn't know, since my Chinese is limited to: I am/am not a(n) American/English person. I am/am not a roast pork bun I didn't notice the buck teeth.

Adam Kuban at 10:48PM on 09/22/06

Adam (and Company) It's good to see that Americans aren't the only ones who are merely a function of their inputs...advertising at its very fabulous best. I like your style AHT. If you wanna see some folks discussing the lighter side of the food world (and other worlds), check us out at the Soupy Trumpet. www.soupytrumpet.com

Hamburger Bro Taguchi at 2:39AM on 10/05/06

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