A billboard advertisment from TV program "I want to be CE ", which is produced by ATV was being banned- 16 March 2011, Apple Daily Newspaper
Recently, ATV has produced a new TV show called “ I want to be CE”. This show is mainly focus on mocking the political problems in Hong Kong, such as Donald Tsang has been portrayed as a Japanese superman in the trailer and they have used the classical theme song from the superman cartoon, but they changed the lyrics into Chinese with political meanings. ATV has upload the tailors on youtube and they hit rate are very high and people are start sharing them on some social network, for example blog and facebook. Furthermore, they have put their billboard advertisement near the Cross Harbour Tunnel as the promotion. However, the advertisement was being banned and they were not allowed to put this kind of Ad. on the billboard.
First, the program “ I want to be CE” actually is a culture jamming TV Show and this is the main selling point in the whole show. The basic definition of culture jam is ‘rhetorical process of intervention and invention’, which is introduced by Christine Harold. Also, pranking is one of the elements of culture jamming. So because of the sharing in the youtube and facebook, people start to aware this show and it has become a topic. On the other hand, there may lead to the suppressive of the free press or the capitalist consumerism due to the hit rating in internet and the print advertisement in the public place in this case. It is because ATV cannot choose their commercial place to show the Ad and the Hong Kong people are being exploited to see this advertisement.
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