This video comes with English subtitle. Prof. Chanthika Pornpitakpan at University of Macau discusses (in English) about the commercialization of Santa Claus and Christmas, why Santa is so popular as an icon for Christmas, who popularizes and supports him, and how and why retailers utilize Santa in their marketing effort. This feature, aired on Teledifusao de Macau (TDM) channel on 24.12.2009, is mainly in Cantonese language, but the comments by Prof. Chanthika are in English. The video also talks about the history and criticisms of Santa Claus.
Here are the English translation and the Chinese script of the video:
English version:
During Christmas, children all expect gifts from Santa Claus, and also we can see plenty of decorations of Santa Claus on the streets. How come on earth Santa Claus becomes so popular?
Every Christmas, Santa Claus is always a leading character. Besides Santa Claus light decoration, we can easily find the trace of Santa Claus in lots of stores. So, why Santa Claus becomes a symbol of the festival?
(Interview of Prof. Chanthika Pornpitakpan)
One of the reasons can be attributed to his image. His present image actually has a history of over 100 years. He was designed by an American cartoonist, Thomas Nast, in 1863. The Santa Claus under Thomas Nasts painting has full long white beard, a beer belly, wears a red overcoat with white stripe. Then in the 1930s, an American painter, Haddon Sundblom, used this image of Santa Claus as a representative of a drink, which made the image of Santa Claus more permeated in peoples mind. Up to now, Santa Clauss red overcoat and hat almost become the most popular fashion during Christmas. Whats more, the supporter group behind him not only includes the children but also the childrens parents.
(Interview of Prof. Chanthika Pornpitakpan)
As a matter of fact, there are many fairy tales about a fairy who is a gift-giver all over the world. For example, in Italy, tradition has it that theres a person by the name St. Lucia, who will give children gifts. However, Santa Claus is a notch above in terms of both lovely image and popularity. Therefore, people around the world would like to use Santa Claus as a propaganda tool in order to enhance the atmosphere of the festival.
(Interview of Prof. Chanthika Pornpitakpan)
On the other hand, Santa Claus has faced many criticisms in recent years, such as being overweight, driving overspeed to give gifts, and so on. Besides, Santa Claus gives gifts once a year, so children have to wait another whole year to expect his coming in December each year.
Simplified Chinese version:
每年的圣诞节，小朋友都会期待圣诞老人送礼物，在街上都会见到不少圣诞老人的装饰，究竟圣诞老人为什么这么受欢迎呢？
每年圣诞，圣诞老人都可以说是主角之一了。灯饰有圣诞老人，好多店铺里也都会见到他的踪影。究竟为什么圣诞老人会变成这个节日的标志呢？
(Interview of Prof. Chanthika Pornpitakpan)
圣诞老人的形象可以说是他受欢迎的原因之一。而我们现在见到的圣诞老人的样貌，其实已经有超过100年的历史。他是在1863年由美国一位漫画家汤马斯那斯特 (Thomas Nast) 设计的，他的圣诞老人有一把白色的大胡须，捧着一個大肚子, 身穿白色围边的红色外套。之后在30年代，美国画家哈特深布林 (Haddon Sundblom) 就用了这个红色衫的圣诞老人，做一个饮品牌子的广告主角，令圣诞老人的形象更加深入民心。时至今日，圣诞老人的红色帽，红外套几乎成为这个节日最流行的服饰。而他背后最大的支持者，不单单只有小朋友，还有各位小朋友的爸爸妈妈。
(Interview of Prof. Chanthika Pornpitakpan)
其实，在世界上很多国家，都有一些会派礼物的神仙的故事，例如，在意大利，就相传有一位叫圣路西亚(St. Lucia)的人，会送礼物给小朋友。不过，圣诞老人的可爱形象和知名度，始终都略胜一筹。加上有一群小朋友做他的支持者，所以很多地方都喜欢用圣诞老人做宣传，增添气氛。可以说，圣诞老人已经是最受欢迎的代言人之一了。
(Interview of Prof. Chanthika Pornpitakpan)
不过，圣诞老人近年其实也都面对着不少的负面评价。例如，有人说他过重，超速驾驶去派礼物等等。而且，圣诞老人一年只可以派一次圣诞礼物，过完12月以后，各位小朋友就要再等一年了。
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