Ad campaign to pave way for Hu's US visit
The central government plans to screen short television advertisements in the US next week featuring Chinese celebrities to coincide with President Hu Jintao's visit to the country, a senior official says.
Wang Zhongwei, deputy director of the State Council Information Office, told The Beijing News there would be two versions of the advertisement, one 30 seconds long and another lasting a minute. Wang said the advertisements had been completed and it was planned to air them on the giant screen in New York's Times Square as well as on television networks.
'The two versions will be aired on different platforms,' he said.
The advertisements feature celebrities from all walks of life including basketball star Yao Ming and astronaut Yang Liwei as well as ordinary mainlanders.
Analysts say China has begun to realise in recent years that a positive public relations campaign can play a key role in boosting its soft power.
The Guangming Daily's website reported earlier that the advertisement would feature 50 celebrities including Hong Kong property tycoon Li Ka-shing, Hong Kong film director John Woo Yu-sum, Olympic diving gold medallist Guo Jingjing and pianist Lang Lang .
Professor He Hui, from the Communication University's school of advertising, said China had become more confident. 'It is a positive move to communicate with the rest of the world through advertising, an internationally recognised communication method,' He said. 'But it's impossible to know Chinese culture through one advertisement ... the actual behaviour of the country is more important.'
Wang said the state-sponsored image campaign would also include a 12-minute film on China's accomplishments in politics, economics, society, culture, science and research, education, the environment and ethnic minority relations that is still being made.
Wang said the film also would be aired in Europe, Latin America and the Middle East. The advertisement and film would also be aired on new media platforms including the internet.