Next Wednesday, October 1st, is National Day. Around town banners, flags and posters advertise the occasion, proclaiming the 65th anniversary of the founding of the People’s Republic of China. It is this nation defined by politics, not the civilisation-state that it so often claims to represent, that we are being asked to celebrate. Both politically and aesthetically I find myself cold to the appeal.
An advertisement plays to a specific market. It references a specific culture to convey not only a message but also, and more importantly, a feeling. Colour and hue is used to set a general tone. Set to this is an image to communicate a more specific message, and to refine the way we react to it. If a slogan is used, the words, their tone and the font used will likewise appeal to this combination of message and feeling. All however is understood within a specific cultural framework.