Sellers of Sinophobia in the U.S. have started stepping up their game, as last year’s Chinese Professor ad lushly demonstrated. Now it appears the Chinese government is launching a counter-offensive.
China’s State Council Information Office confirmed to China Real Time yesterday that it has hired a local advertising agency, Shanghai Lintas Advertising, to produce a commercial to be aired in the U.S. ahead of President Hu Jintao’s visit to Washington, D.C. next week as part of a broad effort to soften China’s image abroad.
The commercial depicts Chinese people from different walks of life, including famous public figures like NBA player Yao Ming. The spot will air in the U.S. first, during Mr. Hu’s visit, followed by Europe, Latin America and the Middle East. It will also be available on the Internet, according to a report on government Web portal China.org.cn.
Part of the five-year plan efforts to improve China’s global image calls on the government to “promote vigorous development and prosperity of socialist culture and the soft power of national culture,” in part by improving “external propaganda work and culture exchange, to innovate the ‘Going Out’ strategy for cultural industry and to enhance the international competitiveness and influence of Chinese culture.”