What commercial used ancient Chinese secret?
The famous Calgon commercial from the 1970s is the one that used the tagline “Ancient Chinese Secret” to promote their laundry detergent.
In the commercial, a woman marvels at how clean her friend’s laundry is and asks her what her secret is. The friend replies, “Ancient Chinese secret, huh?” before revealing that it’s actually Calgon detergent that gives her clothes that pristine clean look.
The use of the phrase “Ancient Chinese Secret” tapped into the popular fascination with Eastern mysticism and exoticism during the time. It was a catchy and memorable way to market the product, even if it didn’t actually have any real connection to ancient China.
Is “Ancient Chinese Secret” a real thing?
No, the phrase “Ancient Chinese Secret” used in the Calgon commercial is purely fictional and created for marketing purposes.
What was the inspiration behind the use of “Ancient Chinese Secret” in the commercial?
The use of the phrase was likely inspired by the trend of Orientalism in Western culture during the 1970s, as well as the belief that ancient Eastern traditions held the key to mysterious and powerful solutions.
Was there any backlash against the commercial for cultural appropriation?
There was some criticism and backlash against the commercial for perpetuating stereotypes about Chinese culture and for being culturally insensitive.
Did the commercial boost sales for Calgon detergent?
Yes, the commercial was highly effective in boosting sales for Calgon detergent and becoming a memorable part of advertising history.
Are there any other commercials that have used similar cultural references in their marketing?
Yes, there have been several commercials over the years that have used cultural references and stereotypes to market their products, though not all of them have been as controversial as the Calgon commercial.
Did Calgon continue to use the “Ancient Chinese Secret” tagline in their advertising?
No, Calgon eventually phased out the use of the “Ancient Chinese Secret” tagline in their advertising as attitudes towards cultural sensitivity evolved.
How did the use of the phrase impact Chinese-American communities?
Some Chinese-American communities were offended by the commercial and saw it as a perpetuation of harmful stereotypes about their culture.
Did the commercial have any lasting impact on the advertising industry?
The Calgon commercial with the “Ancient Chinese Secret” tagline is still remembered today as an iconic example of how cultural references can be used in advertising, for better or for worse.
Were there any positive outcomes from the commercial?
The commercial helped to raise awareness of the Calgon brand and became a part of popular culture, though it also sparked discussions about cultural sensitivity in advertising.
Did Calgon apologize for using the “Ancient Chinese Secret” tagline?
Calgon did not issue a formal apology for using the tagline, but they did eventually move away from it in their advertising.
What can we learn from the use of “Ancient Chinese Secret” in the Calgon commercial?
The use of cultural references in advertising should be approached with caution and sensitivity, as it can easily cross the line into cultural appropriation and offend marginalized communities.