Conference Contribution Details
Mandatory Fields
Chu, Mark
Iconic Images in Modern Italy: Politics, Culture and Society, ASMI Conference
Domesticating the pericolo giallo: the case of Rabarbaro Zucca
University of London, Senate House
Chair Sessions at Symposia
2013
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Optional Fields
22-NOV-13
23-NOV-13
In this short presentation I examine briefly the evolving representation of cinesità through the images used in the advertising campaigns for Rabarbaro Zucca from the 1960s to the late 1980s, suggesting how this may be linked to changing attitudes in Italy towards the People’s Republic of China, from the lead up to the establishment of trade and diplomatic relations in the early 1970s, to a neo-colonialist period in which China was viewed as a growing market to be exploited. I conclude with a reflection on the absence of China from more recent advertising campaigns for the product, placing this in the context of increasing tensions resulting from the shift in the balance of economic power between the two countries.
Dept of Italian, UCC