6. By drawing on the articles on the exotic and globalization from class, discuss the following advertisment...

This American Express advertisement functions under the concept of "globalization" or what the French call "Americanization" because we as Americans are equated with globalization. This term is associated with negativity because of the idea of cultural imperialism. Cultural imperialism means one culture, usually a more economically powerful nation, is promoted as more desirable or representative than a third world country, usually smaller and less powerful economically. The concept of cultural imperialism is usually thought of as a first world country/institution "invading" or "taking over" a third world country/institution by claiming the local culture and not giving any credit for the products the third world should be known for. Instead, exoticism comes to play. The term exoticism is defined as appropriating elements of other cultures and functioning under an "us" and "them" dynamic --> "orientalism", which is a created construct that looks down on "other" cultures. For example, the concepts of Arabs as is seen in this American Express advertisement is highlighting under certain cultural distinctions that first world individuals would "expect" to see or envision because of constructed stereotypes and damage from cultural imperialism. Almost every second the camera turned, the camera captured an obvious difference in skin complexion compared to the white man, many jewels and colors, many people within small villages, flee market type feel with food and music, traditional clothing that connote dress rules particularly for women etc. Overall the camera captured what first world individuals would expect to see of the Arabic culture. The white man was claiming to find the treasure of Arab's trade and production which was the silk. It only showed him buying it from the trader. After that, all the credit was given to him and soon the cultural distinction of that silk was gone and "Americanized" - hence the red curtains pertaining to an "Americanized" Hollywood. Americanization takes away distinction; it misrepresents. It takes away from individual culture when other countries take advantage of third world countries. It's a loss of individuality and creates miscommunication from false identities of cultures. Magazines for example use other cultures but don't give credit.