Word: mascotism
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...Just so you know, Mr. Stein, Pamela Anderson isn't "the only American" we Filipinos have ever seen. The proliferation of foreign fast-food chains in the U.S. is just another aspect of globalization, so don't flatter yourself. Jollibee's decor and mascot you so maligned do not cater to the smiling American. I daresay they are a tribute to the humorous spirit and lightheartedness of the Filipino people, who in the face of adversity, calamity and discrimination are still known worldwide to be one of the friendliest and most resilient people on earth. We are known as "Asia...
...hillside, VT students and alumni and a gaggle local little leaguers began arranging themselves to create the letters VT on the hill. A cheer went up from the adjacent stands. The Hokie Bird mascot, basically an oversized turkey, trundled up the hill, carrying his VT staff, the same one he always carries, only today it had the names of the dead written on it. The bird gave the dads high-fives, mussed the kids' hair and gave a fist pump to no one in particular...
...airline's marketing hasn't done it any favors: The Porter mascot is a raccoon, public pest number one for Toronto home owners because the rampant critters nest under their homes, claw into their garbage and treat TV antenna towers as a ladder. "The airline is elegant and upscale, so why go with a Disneyesque marketing approach?" says Barry Avrich, filmmaker and president of Toronto ad agency Endeavour, who on a recent Porter round-trip was one of six passengers...
WHEN FANS AT NORTH Carolina basketball games roared for "the Ram," they were asking for U.N.C. senior Jason Ray, whose unabashedly goofy antics as Rameses, the Tar Heels' mascot, energized games--and the children's hospital wards he visited--over the past three years. In New Jersey for the NCAA tournament, Ray was struck by an SUV before the game while returning to his hotel from a convenience store and suffered massive internal injuries. After a three-day vigil that prompted prayers across the country, the business student died at Hackensack University hospital...
Jollibee, with more than 1,400 stores in the Philippines and 11 branches in California, makes McDonald's look like a funeral parlor. Its mascot is a jolly bee, and the restaurants are blindingly happy, all giant, shiny yellow blocks, as if they were designed by an architect from Legoland. Even if you gave Walt Disney all the ecstasy in the world, he would not have come up with this. America, according to Jollibee, is clearly a place of childlike optimism. Jollibee's two most popular items are called the Yumburger and the Chickenjoy. The Yumburger has a weird, plasticky...