KFC sullies Chinese classic By Li Qian (chinadaily.com.cn) Updated: 2006-07-14 11:01
Kentucky Fried
Chicken (KFC) is under fire, for its latest video advertisement depicting an old
Taoist surrounded by his apprentices excitedly holding a chicken burger and
claiming it as a masterpiece. Some cultural experts are criticizing KFC for
dishonoring Chinese history, the China Business Post reported
Thursday.
In this still picture taken from the KFC commercial, an old Taoist and
his followers enjoy KFC chicken burgers.
The backdrop and the old Taoist' s
clothing simulate a scene from the movie Seven
Swords.
Originally written by Liang Yusheng,
Seven Swords is a work of fiction based on actual historical events and is
highly regarded among the Chinese community.
KFC is denounced for
dishonoring Chinese culture.
In fact, it's not the first time that
the fast food chain has imitated scenes from Seven Swords in its television
advertisements.
Yin Cheng'an, a leading Taoist in the Beijing Baiyun Taoist Temple, said
that the old Taoist Fu Qingzhu in the fiction Seven Swords is a real historical
figure, and that it is ridiculous to have Fu recommend chicken burgers because
he and most Taoists are vegetarian and the faith dictates killing animals is
wrong.
Fu was a national hero who defended ethnic groups from invasion in
central China during the late Ming and early Qing dynasties. How Fu is portrayed
in the commercial is deemed unacceptable not only by the Taoist community but
also many Chinese.
On the other hand, some people speak highly of the advertisement's ideas,
advocating it successfully followed the popular film and successfully promotes
the new burger among youngsters.
The controversy has raised concerns that Chinese culture will be further
undermined if phenomena like this are not changed.
"In cultural exchanges between China and the western countries, the
latter always appears in a dominant position, and our culture and traditions are
not given full respect," Han Yunbo, a professor of the Southwest University
Literature Department, told the China Business Post.
"This event tells us to better protect our traditions
and to keep them pure against tacky reconstructions," he
added.
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