During my travels the past couple of years I have seen images of Donald Trump in a variety of settings, such as at a newsstand in Taiyuan, on the wall of a noodle restaurant in Hong Kong, and at a stall selling paper cut portraits in Shanghai. The past few weeks it was an advertisement on a building in Taipei that most caught my attention.
The "Make Taiwan Great Again" slogan which accompanies the image of Trump on the advertisement for Cheers International Education Group is a clear play on Trump's "Make America Great Again" slogan. While the use of English in advertisements isn't uncommon in Taipei, it is especially fitting given the focus of Cheers: foreign language training.
The Cheers page on Facebook features the same slogan and image of Trump:
Trump is depicted making a sign with his right hand, as best as I can tell not one which has been captured in an unaltered photo of him. Since the thumb is extended it isn't a standard horns sign, though perhaps a horns sign was intended. The hand sign does match the American Sign Language sign for the acronym "ILY" — standing for "I love you". But there's a twist here. The palm should face towards the object of the love. So the hand sign in this case could be interpreted as "I love myself".
Whatever the advertisement's designer had in mind, that a language school in Taipei would use Trump's message and image in this way raises questions about how he is perceived here. I am not aware of any scientific polling results on the matter, but both positive and negative opinions about Trump could be found in Taiwan when he was elected. Anecdotally and more recently, I have come across a mix of opinions as well. For example, when Trump came up in a conversation with a Taiwanese friend who strongly dislikes him, she commented that a surprising-to-her number of people in Taiwan view him positively as President of the U.S. due to his business background. And a local political activist I met mentioned that some Taiwanese hope Taiwan's next president will be like Trump for the same reason.
So while The Trump Organization could see the advertisement as impinging on their brand, Donald Trump may first see it as indicating some of his appeal abroad. A bigger test, however, may be whether a Taiwanese politician ever prominently features Trump in a positive fashion as part of a political advertising campaign. Barack Obama can already claim that achievement.
The "Make Taiwan Great Again" slogan which accompanies the image of Trump on the advertisement for Cheers International Education Group is a clear play on Trump's "Make America Great Again" slogan. While the use of English in advertisements isn't uncommon in Taipei, it is especially fitting given the focus of Cheers: foreign language training.
The Cheers page on Facebook features the same slogan and image of Trump:
Trump is depicted making a sign with his right hand, as best as I can tell not one which has been captured in an unaltered photo of him. Since the thumb is extended it isn't a standard horns sign, though perhaps a horns sign was intended. The hand sign does match the American Sign Language sign for the acronym "ILY" — standing for "I love you". But there's a twist here. The palm should face towards the object of the love. So the hand sign in this case could be interpreted as "I love myself".
Whatever the advertisement's designer had in mind, that a language school in Taipei would use Trump's message and image in this way raises questions about how he is perceived here. I am not aware of any scientific polling results on the matter, but both positive and negative opinions about Trump could be found in Taiwan when he was elected. Anecdotally and more recently, I have come across a mix of opinions as well. For example, when Trump came up in a conversation with a Taiwanese friend who strongly dislikes him, she commented that a surprising-to-her number of people in Taiwan view him positively as President of the U.S. due to his business background. And a local political activist I met mentioned that some Taiwanese hope Taiwan's next president will be like Trump for the same reason.
So while The Trump Organization could see the advertisement as impinging on their brand, Donald Trump may first see it as indicating some of his appeal abroad. A bigger test, however, may be whether a Taiwanese politician ever prominently features Trump in a positive fashion as part of a political advertising campaign. Barack Obama can already claim that achievement.
Huh. Interesting to get some perspective on how he's seen there. Also that his business background is seen as a plus in-and-of-itself despite his lack of actual business acumen.
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