Chinese Leader
China to Launch U.S. TV Campaign For Chinese President’s Visit to U.S
The Chinese Central Government is to screen numerous TV adverts in the United States during President Hu Jintao’s visit next week. Two advertisements have been prepared, a 30 second clip and a longer 60 second version. They will also be aired regularly in Times Square, New York City.
China is stepping up its worldwide PR campaign following years of badly handled occasions, most notable of which were the global parade protests of the Olympic torch. Moreover, visits of Chinese leaders to democratic countries have often resulted in disturbances, as free speech advocates employ their rights by making sure issues such as Tibet, Xinjiang, human rights and other aspects of Chinese differences with the West were brought directly to the attention of foreign media and heads of state. These have occasionally gotten out of hand.
The advertisements will feature an array of prominent individuals including Hong Kong multi-billionaire Li Ka-Shing, actor Jackie Chan, astronaut Yang Liwei, basketball legend Yao Ming, Olympic diving medalist uber-babe Guo Jingjing, and even concert pianist Lang Lang in an attempt to improve the image of China around the world.
The campaign will also include a 12 minute film that showcases China’s achievements in politics, economics, society, culture, science, research and relations with ethnic minorities. The film has been commissioned by the State Council Information Office. Curiously, the organization’s web site appears to be unavailable, despite its stated position as an information office.
Whether China can change perceptions of its somewhat erratic global image through buying advertising media remains to be seen. The PR debacle surrounding China’s reaction to the awarding of the Nobel Peace Prize to Liu Xiaobo did not impress many, and the nation’s propaganda officials have yet to learn when it is better to keep quiet. Improving online media capabilities, a fairly basic requirement beloved by even the most basic of bloggers, also appears in need of professional attention. While advertising in China by the State may be seen as instructional to China’s citizens in order to have them toe the party line, it may take rather more to win the hearts and minds of other countries’ nationals.
About the Author
To view the advertisement, visit 2point6billion.com, which will upload the advertisement and film when it is released. 2point6billion.com was established by Chris Devonshire-Ellis, who also established the Vietnam business news site, Vietnam-Briefing.com.
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