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Sunday 6 December 2009
China launches ad campaign to salvage global image
China, the country that introduced the world to formerly obscure chemicals such as melamine and diethylene glycol via a series of product safety scandals, is now hoping to salvage its image through an advertising campaign.
China launches ad campaign to salvage global image
Reuters 02 December 2009
(BEIJING) China, the country that introduced the world to formerly obscure chemicals such as melamine and diethylene glycol via a series of product safety scandals, is now hoping to salvage its image through an advertising campaign.
The 30-second ads, played initially on CNN, show images of MP3 players printed with ‘Made in China with software from Silicon Valley’, and clothes labelled ‘Made in China with French designers’.
A jaunty soundtrack plays over happy Westerners jogging, eating, dancing, posing for a fashion shoot and looking out an aircraft window at a ‘Made in China, with engineers from all over the world’ aircraft engine.
It ends with an American-accented voice saying: ‘When it says Made-in-China, it really means ‘Made-in-China, Made with the world’.’
The ‘charm offensive’ is designed to promote Chinese-made goods ‘in a fair and objective way’, to tell overseas consumers ‘that Chinese companies work with overseas firms to produce quality products’, the official English-language China Daily said.
The campaign ‘reflects the Chinese companies’ attitude and aspiration of strengthening cooperation with other countries to provide quality goods for foreign consumers’, it added.
China, often called the world’s factory, is struggling to convince a sceptical global audience that it has won a battle to improve safety standards after recent scandals involving everything from pet food and dumplings to children’s toys.
The issue has proven a huge irritant in ties between China and the US and European Union, the country’s largest trade partners.
But Beijing insists it is getting tough after endless promises to crack down. Last week, China executed two people for their role in a tainted milk case that killed at least six children and poisoned nearly 300,000 others. - Reuters
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China launches ad campaign to salvage global image
Reuters
02 December 2009
(BEIJING) China, the country that introduced the world to formerly obscure chemicals such as melamine and diethylene glycol via a series of product safety scandals, is now hoping to salvage its image through an advertising campaign.
The 30-second ads, played initially on CNN, show images of MP3 players printed with ‘Made in China with software from Silicon Valley’, and clothes labelled ‘Made in China with French designers’.
A jaunty soundtrack plays over happy Westerners jogging, eating, dancing, posing for a fashion shoot and looking out an aircraft window at a ‘Made in China, with engineers from all over the world’ aircraft engine.
It ends with an American-accented voice saying: ‘When it says Made-in-China, it really means ‘Made-in-China, Made with the world’.’
The ‘charm offensive’ is designed to promote Chinese-made goods ‘in a fair and objective way’, to tell overseas consumers ‘that Chinese companies work with overseas firms to produce quality products’, the official English-language China Daily said.
The campaign ‘reflects the Chinese companies’ attitude and aspiration of strengthening cooperation with other countries to provide quality goods for foreign consumers’, it added.
China, often called the world’s factory, is struggling to convince a sceptical global audience that it has won a battle to improve safety standards after recent scandals involving everything from pet food and dumplings to children’s toys.
The issue has proven a huge irritant in ties between China and the US and European Union, the country’s largest trade partners.
But Beijing insists it is getting tough after endless promises to crack down. Last week, China executed two people for their role in a tainted milk case that killed at least six children and poisoned nearly 300,000 others. - Reuters
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