Ad on CNN helps promote image of "Made in China"

17:44, December 04, 2009      

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A 30-scecond advertisement promoting Chinese-made products has been shown on the Cable News Network (CNN) since Nov 23, 2009.

With the tagline “Made in China. Made with the world” highlighting the way Chinese companies cooperate with overseas firms to produce high-quality goods, the commercial shows a series of products, including an iPod-like MP3 player, a fashion shoot, and a refrigerator bearing the text “Made in China with European styling.”

The advertisement, produced under the entrustment of four industrial groups and support from the Ministry of Commerce, is China's first ever branding campaign. The advertisement was run on CNN in major overseas markets.

Ministry of Commerce gave support to the production of the advertisement but did not make any investment, nor did it engage in the production, Zhang Yujing, president of China Commerce of for Import and Export of Machinery and Electronic Products said.

"CNN's influence overseas is the reason we choose it," Zhang said.
Liu Libin, vice director of China Advertising Association of Commerce said "We've had this idea for years, and we feel such an ad should improve the image of 'Made in China'.” But he declined to reveal details about the costs for the 6-week advertisement.

Liu said this advertisement is just China's first attempt; decisions on further action will be made after the evaluation of the effects is made. In terms of promoting national image, his organization wishes to learn from the experiences of Japan and South Korea.

According to Zhang Yujing, the four industrial groups hope to build an image for products made in China. It shows Chinese companies' willingness to improve cooperation and commitment to providing quality products to world consumers.

The advertisement uses products that are "Made in China", from running shoes, high fashion, to air planes. It is part of a campaign against common stereotypes about Chinese products.

By People's Daily Online
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