China's CNN ad campaign was a mistake
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The Chinese government has launched a "Made in China" advertising campaign in a number of international media outlets, including CNN, to boost the image of Chinese goods. The ads feature an MP3 player "Made in China with software from Silicon Valley" and clothes "Made in China with French designers."
Sports shoes are "made in China", with sports technology from the US; refrigerators stamped "Made in China" flaunt a European style;MP3 players labeled "Made in China" use software from Silicon Valley; even the the famous brand clothes worn by French supermodels are "made in China".
Nobody disputes that China needs to boost its image. But the 30 minute ads launched by the Ministry of Commerce leave much to be desired. In particular, the theme of the ads "Made in China, made with the world" is entirely inappropriate.
All countries try to improve their image. The US projects an image of innovation, Germany perfection, Italy attractiveness, France fashion, Switzerland accuracy. China's advertisements stresses quality goods produced in cooperation with foreign firms. Its questionable whether this is the right approach. The message of the "Made in China, made with the world" ads embodies nothing that is distinctively Chinese.
The ad talks about cooperation with the world, but real purchases take place on a regional basis. Some parts of the ad would seem out of place in Japan. Americans would be puzzled by an emphasis on French style. The ads would be better if targeted at individual nations. Currently their focus is too general.
The China brand should have been backed up by some of the country's more famous brands such as Haier, Lenovo, and TCL. Introducing these famous brands would improve the State Brand image in foreigners' eyes. But displaying a French model leaves the viewer confused as to whether this is an advertisement for China or for France or. Many of the images seem to be an advertisement for foreigners.
The Ministry of Commerce has purchased advertising time for six weeks in the main international media such as CNN. This in itself is questionable , since CNN is not available in all countries and there are great differences between Asia, US and Europe. Furthermore while politicians and businessmen watch CNN, housewives do not. Product advertising should be directed at the real purchasers. For this, CNN is not a good choice. Advertising is one thing; public relations is another. In the fast-growing world economy, the Chinese government should popularize the Chinese brand worldwide using public relations, and paying attention to communication between government and business. It should attract business and consumers by holding trade exhibitions. Advertising campaigns can also popularize Chinese brands abroad and help to build brands. Nowadays the Internet is the fastest way to transmit information. We can popularize Chinese brands and give detailed information through the Internet.
We urgently need to create Chinese brands that can last for generations. The central government should make a strategic plan to boost Chinese brands. Apparently the 30-second advertisements were made jointly by the Ministry of Commerce and four Chinese industrial associations.
The four industrial groups include: the China Advertising Association, the China Chamber of Commerce for Import and Export of Machinery and Electronic Products (CCCME), the China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts (CCCLA), the China Chamber of Commerce for Import and Export of Textiles. China also should seek advice from famous foreign companies since different countries have different strategies. China even can gather advertising plans from the public to understand local consumers' characteristics.
