Monday, March 8, 2021

CHINA TO BUY PROMOTIONAL TV ADS IN THE WEST

August 4, 2010 by · Leave a Comment 

The Chinese government, which has long complained about negative coverage in the Western news media, is producing TV ads, featuring a host of Chinese celebrities, and plans to buy commercial time for them on some of the very outlets that have been a thorn in its side. According to the Associated Press, the spots will feature such personalities as NBA star Yao Ming, movie director John Woo, pianist Lang Lang and Hong Kong billionaire Li Ka- shing. (The Hollywood Reporter said in its subhead for the article that the spots will begin airing in September on CNN and the BBC; however, the BBC does not accept advertising.) In an interview with the wire service, Zhu Feng, a professor international relations at Beijing University, said, “China’s desire to change its image abroad is partially a reflection of the leaders’ anxiety as to why there are negative perceptions of China. They want to promote the country as peaceful and full of goodwill.”