Question 6

In Conan O'Brien's commercial for American Express, orientalism is portrayed. Conan comes in to "invade" India, and the Indian culture is seen as exotic and the "other." This was accomplished by showing India solely in its traditional culture. The language, jobs, clothing, and music of the Indians in the commercial is all from traditional Indian culture and very unlike American culture. In this way the Indian culture is romanticized because it is so exotic and reminds one of pre-industrial times. Although, modern India has English as a national language, is becoming more industrialized, and adopting more Western-influenced ways of life, like clothing. A naive viewer would not realize this fact by simply watching this commercial, especially because Conan is admired and praised at his arrival because he is American as if it is a rare occurrence, despite the many American tourists that visit India yearly.