Experience China: National Image Campaign in the United States Harvard Case Solution & Analysis

Image of China National Film "People Chapter" - officially sub-series "Experience China" campaign - was launched by the Chinese government, to coincide with the visit of President Hu Jintao to the United States in mid-January 2011. One minute promotional video played on six giant electronic screens up to 300 times a day, and there were about 8400 time broadcast ended February 14, 2011. The video shows a series of the Chinese people, from ordinary citizens to celebrities, in various fields. This was a publicity efforts to promote the true image of China abroad, and further understand that China has been opening to embrace the world. However, the reaction from the Chinese and foreign visitors was quite controversial because the initial version of this ad film. Experts from China and abroad were skeptical about the effectiveness of the campaign to promote the national image of modern China in the world. "Hide
by William Wei, Yuanfang Lin, Mei Qin Kok Source: Richard Ivey School of Business Foundation 8 pages. Publication Date: 06 Oct 2011. Prod. #: W11353-PDF-ENG

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