I’m of Chinese descent and I am fairly attuned to my heritage (though I cannot read the language).  However, I was really disappointed to hear about the all-Chinese Crest White Strips ad that was seen in Richmond, BC.  While yes, I know that the area has a HUGE Chinese population, an all-Chinese ad (Chinese is NOT one of our official languages) seems a bit inappropriate.  Just because the area has said population doesn’t meant that NO ONE there can read English.  In fact, I wouldn’t be surprised if a good portion of the ethnic Chinese population in Richmond PREFERS English (you know, people like me)!  Besides, the demographics that the ad seems to be targeting (young women in their 20s and 30s, since the model is pictured as a bride) WILL be able to read English.

My reasons for disliking the ad is, of course, not the same as those ultra-right wing Canadians.  My main issue is that this single language ad promotes the stereotype of the “perpetual immigrant.”  I can’t believe I’m saying this, because it isn’t something that I think too much about.  I don’t even talk about racism and stereotypes much, except to give differing opinions – ones that more mainstream publications like Jezebel like to discuss (I have a love-hate with them.  Their writers can, at times, be really, really ignorant to non-American points of view).  If you really think about it, the Canadian government’s emphasis on multiculturalism and diversity really focus on the first, immigrant generation, leaving the second and third generations – demographics which still have strong connections to their heritage – pretty much in a state of limbo.  Our voices are not exactly represented because we have one foot in the old culture and another that is mainstream Anglo or Franco-Canadian.  One could even say that we’re stew – a mixture of both (with some “spices” of other ethnic groups added in, depending on which cultures we were exposed to while in school).  The “tossed salad” the Canadian media like to promote is wrong.  Salads aren’t as mixed.  Besides, why NOT address first and second generation issues (e.g. cultural gaps) rather than dismiss them as “problems” that their own communities need to solve?  We can’t just leave it to comedians and movies like My Big Fat Greek Wedding or Bend it Like Beckham, can we?  It’s funny, but not funny at the same time.  We don’t like being criticized by both our family members and those so-called “well-meaning liberals” who promote “diversity” for NOT embracing our heritage, when really, both  cultures are ours.  It leads to ads like this one.

So what should Crest have done?  A bilingual ad.  That way, more people would get the full message, rather than guessing whether the ad is telling you that the strips would make your teeth look as white as the bride’s gown or whether it’s suggesting that brides-to-be use the strips so that they can get their teeth really white in time for their wedding (or whatever else the product has to do with brides).

NOTE: A friend of mine said this ad was also seen at a Toronto subway station in the financial district, a part of town where most people can read English.  Doesn’t make sense, does it?

Image credit: Twitter