
Travelogue II: Chicago, 7-11, May, 2006: McDonald's
A. and I traveled together in Chicago. It's the first visit to this city for both of us. The city-scape of Chicago did not attract me at first sight because it appeared to me to be a world of machinery giants, while York, where I have got used to, was such a cozy town of miniature. Although this city of skyscrapers is really not my cup of tea, my 4-day stay did allow me to appreciate it, an extensively developed space that parades a very metallic and edged beauty of modernity. An intimidating friendliness, I think.
Modern theorists have commented that some international chain-stores successfully create images of a universal nostalgia for every global citizen. That is, whenever and wherever you travel, no matter how exotic the place is, once you see the signboard of, for instance, McDonald's, Starbucks, etc. (sorry that my examples are extremely limited, please help me with the list if you come up with any idea), your feeling of estrangement and fatigue as a traveler (if there is any) will be soothed and eased.
For a list of nostalgic objects like this, McDonald's can hardly be forgotten.
If my suggestion is valid, as an object of universal nostalgia, McDonald's should have worked hard to keep its appearance no matter where it locates. However, A. and I found interesting how McDonald's has managed to accommodate itself in Chicago by disguising its trademark: a golden arch against red background. There was a green-yellow McDonald, organic burgers perhaps?! A golden royal McDonald's; and a McDonald's imitating the famous signboard of the Chicago Theatre. There could be a complex cultural discourse behind these changes. But somehow this effort of McDonald's reminds me of a trend in the market of stuffed toys.

It can be a Winnie the Pooh in the outfit of a black cat. Or

a Hello Kitty pretending to be a rabbit, or

Kitty as a tiger (cat and tiger are not that different though...), and

Winnie is disguised as a Paddington Bear! :-O
Yes, I know my imagination has gone too far apparently. But I do feel a very interesting connection between the two incidents. The disguise, or camouflage, might have been created only for fun, but it also satisfies a variety of exotic imaginations of their prospective patrons.
Maybe it's time to stop before I ruin this interesting observation...