'I have a dream' - Taobao uses Martin Luther King's likeness to promote sales
An advert featuring the deceased civil rights leader has been called "tasteless" by many on the internet
Taobao.com, one of China’s most popular websites for online shopping, has used the image of American Civil Rights Movement leader Martin Luther King Jr. in an advert that many have called "tasteless".
King’s likeness is featured in a marketing campaign for Taobao’s “12/12 Sale Day" which has appeared on various video streaming sites, including Youku, China’s version of Youtube.
The videos show King reciting his iconic “I have a dream” quote. A red “lai see” envelope, symbolizing wealth and monetary gifts, appears in King’s hand and sprouts into a giant money tree. Another envelope appears afterwards, showcasing the words: “Plant one red envelope, harvest even more red envelopes.”
The advert has since gone viral on Twitter and other websites frequented by expats living in China. Many bloggers have criticised it for its “distasteful” usage of King.