Many brands are inclined to use Chinese elements in their
At the end of 2021, Chinese netizens spelled affront at a 2019 ad from
This is not the only controversy over the portrayal of Chinese women in advertisements. Before the
In this same vein, Mercedes-Benz released a video advertisement on its official Weibo account in
There were no public reports of these ads incurring official punishments, but such unsuccessful marketing activities negatively impacted the image of brands.
The thinking behind such controversies is clear: the brands believe that their depiction of Chinese women is appealing to their audience, but some consumers in fact are insulted. Thus, it is advisable that brands need to be fully considered their majority consumers' attitude towards beauty, instead of only considering from the brands themselves. Especially, the brands shall considered people bored in 90s and 00s, as they are major user of internet and have their own attitude towards beauty, which are diversity and refuse to be judged as a single image.
Conclusion
As the culture issues-concept of beauty is evolving, women with small and narrow eyes is an accurate portrayal of a certain kind of Asian woman, but it no more cater the Chinese people. It is advisable for brands to consult with local expertise in this area to make sure unnecessary controversies.
More generally, the opinions of Chinese netizens on social media play an increasingly important role for brands when advertising its products, and could influence consumer choices. Therefore, even though some cultural issue do not violate any laws or rules, if the products are boycotted by netizens, that marketing campaign is likely to fail and the brand itself may face collateral damage. In such context, obtaining advice from local counsel from both legal and commercial perspectives before commencing with promotional events or publishing advertisements is highly recommended.
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
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