

To the west of NYU Shanghai’s new campus, south of Crystal Plaza, which its developer calls an “invigorating development merging commercial and residential activity,” three closed restaurants with “prosperous shop transfer” signs taped to their doors stand side by side, the “prosperous” part being an obvious lie. We are so accustomed to seeing red banners and huge numbers that we are now numb to it. Golden or blue, a hundred thousand or a hundred million, it makes no difference. In this digital era, when everyone is trying to grab everyone else’s attention through visual impacts, when everyone is being continuously bombarded with bright colors, exaggerated statistics, celebrity endorsements and animations, printed red and white signs seem anything but inviting.
There are quite a few nice neighborhoods and a couple of very modern business buildings in this area, so the unsuccessfulness of those restaurants seem odd. Perhaps it’s because of the crystal plaza attracting customers, or maybe it’s due to the popularization and convenience of takeout apps, and maybe it’s a result of the overabundance of Chinese food in the area. Whatever the case, the catering industry has been clearly suffering since the pandemic, and recovery seems unlikely for those small street stores. Another strange overabundance on this street and nearby ones is real estate developers, another industry that was hit especially hard by the pandemic. Their storefronts are stuffed with pictures of nearby neighborhoods that look nothing like how they do in real life, with the apartments inside looking cozy with posh furniture and elegant decorations.

Other advertisements are trying to make a difference through quantity instead of quality. Walking down nearby streets, almost every parked vehicle is plastered with advertisement QR codes and phone numbers, a smart strategy: letting potential clients do your propagation work by carrying your contact information all across shanghai. Traces of competition can be seen by how some ads are layered on top of one another. Those advertisements usually advertise something questionable that lies in the gray zone of internet frauds, something the majority of people would dismiss as scams. But judging from the fact that the advertising method still hasn’t been abandoned, the unlucky still fall for it from time to time.
Advertisements in Crystal Plaza.




