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In China as in the West, a Goofy Dancing Toilet Clown Is Always Good for a Laugh
Posted on 03.13.12
We recently watched a panel discussion with top creative directors in China and discovered a few interesting challenges faced by advertisers in that large and important consumer land.
Contrary to the beliefs of some in the west, China is not a monolithic culture. So what gets a laugh or a tear from a commercial-watcher in Fujian would meet utter silence in Gansu. In fact, this lack of a common cultural background often means that advertisers resort to broad, slapstick humor (hello, toilet clown) or basic human storytelling in their commercials.
And with the increasing costs and censorship of state-controlled media, advertisers are turning more and more to the internet for its freedom and lack of expense. This, even though most Chinese consumers don't have a computer in the home and the computers that do exist are often filled with sub-optimal software.
Watch the entire panel discussion from thoughtfulchina.com. It's a fascinating glimpse into the world's fastest-growing consumer culture.
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