On China: It Will Take More Than a PR Campaign
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The other day I opened my wallet, and noticed something I had never seen before. Imprinted discreetly on a little flap, it said, “made in China.” I gasped, which got me a look from the cashier, but I was surprised. The wallet was made by Coach, which prides itself on being an American company. And in my naiveté, I assumed that meant its products were manufactured here as well.
For me, that was part of the appeal of the brand. But after seeing those three little words, the spell was broken.
When I think of products made in China, I think of shoddy quality and potential health hazards. And I’ve read too many reports that show how quality control is lacking in Chinese factories.
So I don’t think China’s new PR campaign is going to work on me. China hired DDB Guoan, a Beijing company with headquarters in Manhattan, to create a 30-second spot that features western actors enjoying Chinese products, according to the Los Angeles Times. The ad uses only actors from the Western hemisphere, and the voiceover has an American accent.
Its tagline is “…made in China, made with the world.”
China has recognized it needs to improve its public image. But creating a bubbly 30-second spot is not going to make people quickly forget China's numerous human rights violations, which includes the repression of minority groups and the imprisonment of journalists who criticize the authority. For Americans, it won't simply erase the memory of how Chinese leaders censored President Barack Obama's every move when he visited the country in November, and were largely unreceptive to what he had to say.
I've noticed people in my generation are more cognizant of the effects of their purchasing decisions. If everything else is equal, they are more likely to purchase a product if some of the proceeds benefit a cause, or if it was manufactured using sound environmental practices. How we leverage our dollars can have just as much political and social effect as casting a vote.
But never doubt the power of marketing, I suppose.
Read more stories at YPNation, America's young professionals network.
