Word: dragone
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Dates: during 1990-1999
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Procter & Gamble, which spends an estimated 5% of its total advertising budget of $2 billion on ethnic-oriented ads, reaches Spanish speakers through shows like Hablando, a popular half-hour morning program. AT&T, which sponsors Chinese Dragon Boat Festival races and Cuban folk festivals, runs broadcast and print ads in the U.S. alone that reach 30 different cultures in 20 different languages, including Korean, Tagalog and the West African dialect + Twi. Says Jacqueline Morey, director of multicultural marketing at AT&T: "Marketing today is part anthropology...
Nearby in the Pudong economic zone, which was swampy farmland only two years ago, modern highways, bridges and office buildings are taking shape. Shanghai will soon emerge as "the national and international financial center," boasts Huang Ju, the city's mayor. It will be "the dragon's head that will pull the body of the Yangtse River valley," home to a third of China's 1.2 billion people, into a new age of prosperity...
Fervent, foreboding music and feverish operatic voices accompany the progress of a black gondola, adorned with the head of dragon. It weaves though a dark network of water-bound caves, and soon we behold a dungeon--thousands of hands reaching out from behind iron gridding--and a hulk-sized executioner with a burnt head a la Freddy Kruger...
Korea has been called a "little dragon" and the "next Japan," a country poised on the brink of economic superpower status. But this notion has blinded some observers to the fact that at many levels, Korea remains a backward country. For starters, the military controlled the presidency for 32 often brutal years from...
Paralysis also threatens Charleston, South Carolina, where debates over the classroom use of a dragon-shaped hand puppet called Pumsy (Demonic!) and attempts to hire a new school nurse (An overture to abortion!) have smothered all classroom innovation. "There is a real fear among administrators and principals of being harangued for any new ideas, so they just don't do anything," says Robert New, the school-board chairman. "We have board members now saying that if a program is controversial, then maybe we should take it out." Yet Charleston's school board does not include a single Christian conservative. Mere...