The 'Made in China' Ad: Reinventing an Icon or Reinforcing a Stereotype?
- Source: Global Times
- [08:35 December 09 2009]
- Comments
By Emily Liang
The Chinese government recently unveiled a new ad, now screening worldwide, intended to refute stereotypes about cheap Chinese goods. It shows the cooperation of Chinese firms with foreigners on high-class goods, ending with the slogan "Made in China. Made with the world." But the creators of this buzz making ad may find themselves troubled by an unwanted interpretation.
The ad seems only to reinforce stereotypes about "China as a world factory." And what baffles me is that the ad doesn't even try to nuance its conclusion. Goods are shown being "Made in China" with "American sports technology," "Silicon valley software," "European styling," or "French designers."
The message seems clear. Others will create ideas or spark innovation. And China? Well, we can always help you turn ideas into products.
If that image is all that this campaign is aiming for, fine. In fact, considering the profile of the ad's underwriters, industries representing the mainstay of China's export-oriented economy, this image may even be the one they want to project.
And for good reasons too. In one ad backer's interview with CCTV, it was made clear that the ad intends first of all to allay the foreign public's fears of Chinese manufacturers as stealing jobs away from them, and second, to counteract the trade sanctions many a foreign government imposes on Chinese goods.
The message is, rest assured, the ideas or designs behind these Chinese products in fact come from your fellow countrymen – and the profits flow back to them too.
The potential problem with this ad is not that it's not true.
The problem is it's too true. It's an honest depiction of what drives China's economy right now, but, for an ad that's part of a wider government-backed PR campaign, it seems inadequate.
Seen in a larger context, the "world factory" image is no longer the only truth that matters. It is not even the most important one.
In fact, one need look no further than the Beijing Olympics to find a smarter substitute for the current punch line.
