TNS China

New slogans for the new times

Let a hundred slogans bloom

With the 17th National Congress of the Communist Party of China taking place in Beijing this week, it is time to raise new slogans as encapsulation of  contemporary ideas and challenges. Use of slogans in China, and in fact much of the world, is a long tradition. Emperors, political leaders and corporations have raised slogans to communicate their ideas, enthuse the public into action, motivate them, win their support and, of course, to open up their wallets.

Slogans, have been integral to life in China. One of the best known slogans “let a hundred flowers bloom; let a hundred schools of thought contend“ made famous by Mao Zedong, actually has its origin in the Warring States period in  475-221 BC. During the earlier days of communism, the country was wired up through public address systems with broadcast of slogans, exhortations, party doctrine and messages. From time to time new slogans made their way and the one which really changed the country and paved the way for rapid economic strides was the one proclaimed by Deng Xiao Ping when he said “to get rich is glorious” (or words to that effect).

The current rage propounded by President Hu Jintao is “harmonious society”. Additionally some time ago when the government abolished the agricultural tax, the move was accompanied by a slogan of “new countryside”. Also talked about for quite some time is China’s ambition to achieve a “moderately prosperous society” (xiao kang). In his two and a half hour address to the delegates, President Hu Jintao, while describing several important achievements as well as several significant challenges facing China today, added a few more in this congress – scientific outlook on development (implying balanced and sustainable development) and socialism with Chinese characteristics (indicating that China will chart out its own unique path and the rest of the world should stop expecting it to follow them!).

Era of commercial slogans

Over a period of time the shrillness of political slogans has been drowned and replaced by the din of commercial advertising and messages of indoctrination gave way to messages of inducement of unspeakable joys of consumption or unthinkable relief on usage of various products. Many international advertising slogans such as “Just do it” of Nike and “I am lovin it” of McDonald’s have also found their way into China. However coming from the tradition of sloganeering, it was not surprising that the initial advertising often resembled the tone and form of traditional slogans. Even now a large proportion of advertising seen on the Chinese television comprises models holding the product to the camera and ecstatically recounting its virtues.

It was thought that the Chinese consumer is a simple soul and can not understand the subtlety of soft and clever advertising which attempts to endear the brand through use of emotions or clever creative devices. Direct communication of the benefits in unambiguous terms was considered the safe route of communication. As a result while advertising in many other markets is as much entertainment as brand communication and attempts to engage the consumer through subtle creative devices, in China it is often a direct onslaught with the core benefit – often repeated several times within the same advertisement.

However, research done in China shows that this direct route does not have to be the one that an advertiser needs to embrace to succeed. Emotional advertising works and so does humour, endorsement or any of the other genre of advertising practiced elsewhere. The success of advertising in China, as elsewhere, depends on the ability of the advertisement to address the key consumer concerns, to overcome the deterrents for use and offer persuasive motivations for adoption of the brand. It also depends upon the extent to which the advertising portrays a social imagery that the target group can identify with and its ability to reflect consumer culture and aspirations. Sophisticated research techniques are available to help companies in creating effective advertising, pre-testing it and monitoring its continued effectiveness.

With the growth of Web 2.0 and user generated media, companies are also recognizing the need to include the common consumers as co-creators of communication, not merely as testers in research. Consumers often unleash their creativity on the net in parodying commercial advertising or sometimes trying to improve it. Companies and agencies have realized the need to harness this creativity and new solutions are being developed for creation of more effective advertising.

Learning from commercial advertising

While the governments and officials may not have fully adopted the principles of modern advertising, it is interesting to see that they are also changing their attitude and strategy of communication. A recent example of this is the change in the Chinese government’s usage of family planning slogans. The initial adoption of the one-child policy in late 1970’s was accompanied by strident and heavy handed communication. The slogans at that time included – “one less child is one less tomb” and “have less children and more piggies”. In an effort to reflect the modern times, the National Population and Family Planning Commission in early August also took consumer feedback and participation and decided to begin replacing offensive slogans with new, more gentle communication, replacing the stick with a carrot. The new messages revolve around positive motivations of "healthy childbearing," "reproductive health," "rearing better children," and "care for girls,". The new kinder messages like "Mother Earth is too tired to sustain more children" and "Both boys and girls are in parents' hearts" reflect the changing mood of the nation and a population which is demanding and getting more and more respect, consideration and a distinct voice.

What the Chinese think of the United States?

China and the US

China’s currency has gained by 8.3% since the dollar peg was eliminated. However the Bush administration is still unhappy about, what they see as, the sluggish pace of appreciation. The Americans cavil that the undervalued yuan continues to give an unfair advantage to Chinese exports, leading to a ballooning trade deficit. Though the relationship between the US and China has improved dramatically over the last decade, the political climate has never been easy. At the same time the ordinary Chinese continue to lap up the American pop culture, eat American junk food and watch prodigious amount of American soap (in pirated DVDs - much to the chagrin of the Americans). TNS set to find out what the ordinary Chinese citizens think about the US, its products, culture and the American people.

Economic powerhouse and a world leader

To start with, the Chinese clearly acknowledge America as an economic powerhouse, a world leader and an influential country – far ahead of any other country, including their own. As an economic power they place China at the third place, just a little behind Japan. However as a “world leader” and an “influential country” the Chinese place their own country at the No. 2 slot, after the US, but far ahead of any other country. It is evident that the Chinese are proud of what they have achieved (justifiably so, if you look at the 8%+ growth rate for 20 years in succession) and clearly place China far ahead of any other as a country “with a fast growing economy”.

The Chinese do not have a high association of any country other than their own as “peaceful”. The Scandinavian countries come next – though at a significant distance from China. Only 9% consider the US as “peaceful” –the same as the UK. Japan, a country against which China still harbors historical grudges, is rated even poorer.

Land of superior goods

On the commercial front, the Chinese hold the US in a very high esteem. US has the second highest association with a country “which makes excellent quality products” (a 33% association, next only to Germany at 38%). Japan and Scandinavian countries also do well, followed by Korea, China itself and UK.
US industry is seen to excel in many areas – ranging from quality of high tech products (No. 1 position), health care products (No. 1), and quality of drinks (No. 1 again). Despite all the trouble facing the American automobile industry, Chinese still hold the American automobiles in high regard – next only to the ones made by the Germans. US also comes at number 2 position on quality of consumer electronics – but significantly behind Japan.

Number 2 position is also enjoyed by US on quality of personal care products and quality of luxury products (behind France), quality of machinery (behind Germans).  In the field of computer hardware and software, US is a clear leader – with no other country anywhere near it. In general, American products have a perception of being technologically advanced, innovative and modern. Germans and the Japanese do better on products with good craftsmanship, good detailing and products with a long life. Quite understandably, the Chinese consider themselves as the country offering products with the best value for money (followed by Japan, and the US not doing too badly at No. 3 slot).

Fashion leader and trend setter

America is seen to combine the best of science and art, and is not only seen as a centre of technological excellence but also as fashion leader and a trend setter. US is far ahead of anyone else in producing good popular music and good movies and drama. Chinese express their appreciation of this by lapping up the pirated DVDs and downloading from free file share sites – though not as the US would like them to express - by paying the full price that the Americans normally pay. While in pop art, the US reigns supreme, when it comes to serious art and culture, it is France which takes the place of pride, and specifically on the quality of museums, UK takes the top spot.

Not only science, technology and art, the Chinese recognize American excellence in education and sports. American Universities are considered as the best, with UK not far behind.   The Chinese feel that the US is the best country in the world to go and work in (China included). However, much to the relief of the anti-immigration American lobby, most Chinese still prefer to settle and finally retire in their own country. They would, however, like to visit America as tourists – though in this America competes strongly with several other destinations such as Australia (No. 1), Scandinavia (No. 2), France (No. 3) and Italy (No. 4).

Cuisine and people

In spite of the fact that the Chinese consume large quantities of Kentucky Fried Chicken and McDonald’s burgers (or perhaps because of it!), the Chinese do not hold the American cuisine in a high esteem. On this aspect, Chinese show extreme patriotism, though some have positive associations with French food.
Finally, there is one area that the Americans seriously need to improve their image. Only 17% of Chinese women consider American men as handsome. Many more Chinese women seem to be drawn towards the French (25%), the British (22%) and the Italians (21%).

American women also have some work ahead of them. Only 16% of the Chinese men would consider them as beautiful. Unlike the Chinese women, the Chinese men are most drawn to their own country women (40%), though some acknowledge the charms of the French ladies (23%).

What the Chinese think of the UK?

The Chinese refer to the UK as Yingguo – heroic country, just as they call the US Meiguo – beautiful country and France Faguo – legal country. However, the Chinese perceptions of UK seem to suggest that the country needs to really do some heroic deeds to raise its profile and status in the Chinese mind.

When asked which country would they associate with “Overall excellent quality of products”, it is Germany which takes the top slot (38%) with US closely behind (33%). Japan and Scandinavian countries also do well, but UK comes only at No. 6 – in fact at the same position as China itself. A similar sentiment was expressed by the Chinese Emperor Qianlong in 1793, when he sent back the ambassador of King George III, telling him to keep the British merchandise in Britain.  On some products UK does better than others – more Chinese associate UK with luxury products and garments (France, of course, leads the pack on both of these – and Chinese also feel that their own country is making pretty good garments). A perception that the British make good cars (though far behind Germany, US and Japan) lead to the Chinese buying the MG Rover company. In machinery and hardware also UK figures in the top 5.

Chinese, surprisingly, were introduced to Western liquor through Cognac, and bottles of XO were downed in nightclubs, often mixed with liberal doses of green tea. Of late thanks to the efforts of companies like Diageo, Chinese are learning to appreciate Scotch, though they still tend to drown the subtle Speyside flavours by mixing it in green tea. This induction is perhaps responsible for a good association of UK with good alcoholic drinks.

The Chinese do not have a very clear and strong association with the type of products the British are good at making. However a weak feeling exists that the British will manufacture products which will be long lasting, good looking and technologically advanced.

Culture and museums

While in manufacturing the British do not inspire awe, in the cultural arena UK does much better. When asked which countries would they consider as culturally rich and having rich traditions, next to their own country, after a long margin, UK and India share the honours. Last year, Madame Tussaud’s opened a museum in Shanghai. This possibly contributed to the fact that there is one attribute the British are seen to excel in – clearly ahead of all the rest – the quality of museums.   Not surprising is also the very positive association of the quality of Universities (next only to the US). Not only is the UK host to many Chinese students, University of Nottingham has its own campus in Ningbo, a port city in the Zhejiang province. Just as University of Liverpool is collaborating with Xi’an Jiaotong University to commence operations in Suzhou, a beautiful garden city 82 kilometers North-West of Shanghai.

While British films don’t really enthuse the Chinese, pirated copies of BBC television programs are widely available. However they take a beating from the American soaps, which are also widely pirated, downloaded onto PCs and watched with fascination.

Prefer fish head to fish and chips

Not surprisingly perhaps, UK is at the bottom of the pile on quality of food – just a bit ahead of Australia. Naturally the Chinese think their own food is the best – a large part of the rest of the world possibly also agrees. But while the British spice may not titillate, the British Spice Girls do. Next to the US, British are most positively associated with good popular music.In spite of the damp fish and chips, the Chinese are willing to come to UK to work – more that any country other than US. For tourism too, they are happy to give it a go, though Australia, France, Italy and even Scandinavia are seen to be more enticing.