Huffington Post’s Disgrasian picks up on Mr. James, the mascot for a new ad campaign for McDonald’s in Japan, which features an awkward white man in unflattering, ill-fitting clothes (rumpled pleat-front khakis) hawking four new sandwiches via practicing Japanese phrases with a horrible accent.
Since American adverts are full of ethnic stereotypes of awkward, heavily accented people, you’d think it’s just an example of the universality of marketing principles being proven yet again. But at least one blogger is upset:
I think a strongly-worded letter from registered NPO FRANCA to McDonald’s USA HQ regarding the issues of stereotyping here would be warranted. Hell, you think McD USA would start putting up a full-body “ching-chong-chinaman” with funny glasses and protruding teeth, saying “Me likee McFlied Lice”. You think that would fly over there? If not, it shouldn’t be allowed over here. And I think you should make your displeasure known if you are so inclined at every McDonald’s you patronize (or not).
Mr. James doesn’t seem to have any major interests aside from sandwiches—i.e. he’s not an overt otaku—but we expect him to bust out a copy of Empowered any day now. .