Chapter 27 This is your CK

Critics of the New Left love to analyze the texts of Chinese petty bourgeoisie. The various Western brands that frequently appear in these texts—such as CK underwear in Li, Durex condoms in Li, etc.—this bunch of nouns are the most annoying. Critics are angry.According to their reports, these nouns, as the codes of fashionable Western culture, constitute the core of "desire writing in the post-colonial era", "representing that Chinese writing is a secondary text compared to Western texts", and are " The result of self-colonization” is also “the product of the conspiracy or complicity of cultural homogenization” by transnational capital.The name can be named, very famous.Nouns, fortunately, are not lacking on both sides.

Roland Barthes believes that name is more exciting than reality.As far as text analysis is concerned, petty bourgeoisie and their text analysts are actually victims of the "name brand/noun" conspiracy.Although I'm not a conspiracy theorist by any means, I've also been persecuted by "brand names/nouns" that frequently appear in other texts in which the various Western name brands used as nouns do not give off any The atmosphere of "post-colonial desire" does not have petty bourgeoisie or middle-class temperament at all, but it smells of conspiracy in despair.

The "BMW case" in Harbin has not been resolved, and the "BMW case" in Xi'an has continued.After several twists and turns, Liu Gang, a young man in Xi’an, finally got the "BMW" he deserved. As a reader of this incident, I also got more "BMW" from the text - counting the "BMW case" in Harbin, I received "BMW" as a noun in the texts of these two news reports, probably between 500 and 1,000 times.It's really crazy. For some reason, those "famous brands" in Chinese news texts have always been related to crimes in recent years.In the suspicious and shady texts of the two "BMW Cases", although the word "BMW" appears with extraordinary frequency, it has nothing to do with the middle-class life that this symbol refers to in Chinese imagination.In terms of the frequency of "brand names/nouns" appearing in the text, a report released by Nielsen/Netratings last year showed that eBay has become the world's largest brand-name luxury sales website if calculated by the number of specific customer visits and browsing pages. The evidence is that the number of searches for LouisVuitton as a keyword on eBay reaches 53,000 times a day, followed by Prada with 34,000 times.I searched on Chinese Google using "BMW" as a keyword. Although there were 466,000 items in the results, it was difficult to distinguish which ones were luxury goods and which ones were crimes.

In some reports, the famous brand in the text is indeed related to the facts of the case, because the object represented by the noun is not only the direct evidence of the case, but also the signifier of "valuable consumer goods" or "rich people", while in other reports I really can't read the brand name that appears in the case that it has more to do with the case.According to a Taiwan newspaper: "The police in Taichung City seized a man and a woman walking out of the room together in a hotel on Xingzhong Street the night before yesterday. They went forward to interrogate and found that the woman was Zeng XX (26 years old) from Sichuan. , So I took her back to the police station for interrogation. The handsome Zeng Nv was dressed in a backless dress and a miniskirt, and she was very fashionable, especially she was carrying a high-end LV bag, which made the police's eyes shine."

Although the police also have the right to be lovers of LV, judging from the text, it is obviously a case of weathering rather than the theft of a famous brand handbag that made the police "eyes brighter".Of course, the super-metaphor of "the eyes are bright" can also be: "the woman carrying the LV bag is also suspected of prostitution", or "the LV bag is too expensive, and the vanity woman has to buy it to own it." Sell ​​yourself...". After reading too many reports like NND, I secretly form a psychological expectation of reading.Another piece of news in a Taiwanese newspaper: "Hong Hengzhu, the wife of Minister of the Interior Su Jiaquan, was robbed of her purse and more than 10,000 of its contents by speeding robbers in broad daylight in her hometown of Pingtung City." The robbery was solved within five days, and I also After chasing after five consecutive days like chasing a TV series, I was inexplicably disappointed when I reached the finale.After self-reflection, Gein did not mention the brand of the bag that was robbed in all the reports, which is too unprofessional.

The signifiers of "name brand/noun" in news report texts are far richer than those in capital texts.I am very embarrassed to confess to you that it is the first time I know that BVLGARI sells scarves in addition to jewelry, perfume and watch hotels, and it is the first time that I have seen carefully the kind of silk scarves described as "square in the middle". Brown dots reflect the shape of pearls" pattern, not a specialty store, nor a fashion magazine, but the CCTV international website.That politically incorrect silk scarf appeared in that hypertext (response and explanation to an online report, official document style). What BVLGARI did to me was that I was constantly worried that women with two little dots of "Highland Red" on each side of their cheeks would never be on TV again.

CK is a noun that Xiaozi and his text analysts love to quote in their respective texts.Say CK, and CK will arrive. Last week, foreign news reported that when Calvin Klein was eating at a restaurant in Manhattan's Chelsea district (Chelsea), a customer suddenly approached him and claimed to be a big fan of CK underwear.Witnesses said that the man suddenly said to Calvin Klein: "This is your Calvin Klein product." Then he quickly took off his pants and showed the famous CK underwear, a retired designer Calvin Klein. Clay was "shocked and blushed on the spot".When we encounter famous brands in news texts such as "BMW Case" or "Silk Scarf Case", will it feel as bad as encountering CK with over-enthusiastic fans?It might be as Saul Bellow puts it in "An Intellectual Like Him": "Yeah... the fact that things are bad warrants that it's a real experience, that's what we experience, that's how existence is. "