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Studio interview: Different reactions to the advertisement

CCTV.com

05-29-2016 05:00 BJT

For more on this, we are joined in the studio by our media & communication consultant Ms Han Hua and by Mr Django Tamati, a Freelance Executive Creative Director.

Q1. The first question goes to you, Ms Han Hua. We see different reactions to the advertisement. Westerners accuse it of blatant racism, while in China, the commercial did not seem to provoke much reaction. From your perspective, how do you see the difference?

Q2. For Django -- The agent said they did this commercial to create a sensational effect. What do you think? How can agencies satisfy both the advertisers' desire to be sensational and at the same time be culturally-sensitive?

Q3. For Ms Han Hua -- There's a Chinese saying that "a white complexion is powerful enough to hide seven faults". Chinese people prizing white skin in women have contributed to biases against dark-skinned people. And China has historically experienced almost no migration by people of African descent, although the population has grown in recent years as China has become more globalized. What do you think are the priorities that lie ahead for Chinese marketing people when it comes to dealing with globalization?

Q4. For Django -- Some say the commercial was a take on a similar Italian commercial, in which a Caucasian man was turned into a black man with the slogan: "Coloured is better". Do you think the Italian version is racist advertising? What do you think will be the future of Chinese ads? Do you think the Chinese commercial industry will change any of its practices?

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