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李嫚玲 俞婷婷 杨蕊

“Made-in-China” to “Made-with-China”

● Play the advert ● Analysis

● Trade barriers /anti-dumping investigations ● Chinese goods threat● Quality of chinese goods

● What does China want to convey through "Made-in- China" TV ad ● The effectiveness of the advert

OUTLINE

"Made-in-China" ad debuts on CNN Asia

Reasons for the

advertising

Public comments

"Made-in-China" ad debuts on CNN Asia

The government has launched its first-ever global ad campaign

Commissioned by the Ministry of Commerce(商务部 ) and a number of trade bodies（贸易机构）

The advertising will last six weeks

BACKGROUND这一页字体太小

It will premiere in Europe and North America.

"Made-in-China" ad debuts on CNN Asia

Contents of the ad

Made in China with technology from Silicon Valley Contents

Made in China with American sports technology

Contents of the ad

Made in China with French designers.

Made in China with European Styling

Contents of the ad

Made in China with Engineers from all over the world

Analysis of the ad

Theme:

"Made in China, made with the world".

Products used in daily life involving cooperation between different firms.

Highlight how Chinese and overseas firms work together to produce high-quality goods

Reasons of the advertising

Trade barriers （贸易壁垒）

anti-dumping investigations

( 反倾销 )

Trade barriers （贸易壁垒）

anti-dumping investigations

( 反倾销 )

China goods threat

China goods threat

Quality of chinese goods

Quality of chinese goods

Anti-dumping

Definition :Intended to discourage importation

and sale of foreign-made goods at prices substantially below domestic prices for the same items.

Related words:Anti-dumping investigationAnti-dumping duty (反倾销税 )Anti-dumping law

Anti-dumping

Steel

Shoes

Knitgoods（针织品）

1. Description of the business

Tire

The five major kinds of Chinese goods involved in anti-dumping investigation put up by foreign countries.

Light Industrial Products

Vehicle parts（汽车零件）

Why do overseas governments launch anti-dumping investigation to China?

Export structure ： textile industry, light industry, agricultural and sideline(农副产品 )——labor-intensive industries

Market structure：the concentrated export market——65% of

exportation in Europe and the United StatesThe lack of the overall grasp of international markets

——rely simply on low-cost strategy

China goods threat(中国商品威胁论 ) Examples? Why?

Quality of chinese goods（中国商品质量问题） Examples? Actions? Influence toward other countries and china?

Professor comments

Chinese-made commodities are the result of joint work between China and the world, which is enjoying better-quality products that benefit everyone.

It does help though it is costly,but it is a very worthy effort for such a campaign

Enhance the “soft power”of our country and reduce the trade friction(贸易摩擦 ) Correct the foreigners’ cognitive bias about Chinese products

what message does China want to convey to the

international community through this ad?

will it change the thinking of foreign audiences about Made In China products? an

ad on major western media is an effective way to improve China's image?

Potential Effect after the made-in-China campaign

Public comments

it could be beneficial for China to pol-ish and reinforce the reputation of "Made in China" products.

——Zhou Shijian, former trade official for China

the government is trying to persuade the world not to bar conspicuous Chinese commodities.

——Yu Guoming, associate dean of the School of

Journalism at Renmin University of China

Public comments

To shape a national brand is necessary for China to make it to the world.

To campaign “made-in-China” is not as good as “designed-in-China”

Made-in-China is the root of the deep problem of Chinese economy.

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李嫚玲 杨蕊 俞婷婷