China Beat Archive


Date of this Version


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2011 in The China Beat


Copyright 2011. Used by permission.


Amid all the fanfare and fear-mongering over President Hu Jintao’s visit to the United States last week, the Chinese government has also launched an advertising campaign to enhance its national image in America. The campaign includes a 60-second ad showing on a mega screen at Time Square, New York, a 30-second segment at Gallery Place, Washington DC (DC’s “Chinatown,” though it’s a rather small one), and a series of 15-second advertisements airing on several news networks over a multi-week period. A host of Chinese celebrities, models, entrepreneurs, astronauts, and other household names appear in these advertisements, standing and smiling at the camera with their names and significance to China written on the screen in English. For a look, here are both of the segments that began running on BON last week, which also appeared on several major US networks: