Today’s Ben Marcom Weekly is a quick look at the amazingly common phenomenon of Western models in Chinese advertising.
Generally speaking, Westerners appear in advertising for the following types of brands: multinational brands; hi-tech, IT, fashion, luxury goods and cosmetics; local brands which want to be perceived as international. Without further ado, some examples:
Westerners know how to enjoy high-quality life
French luxury brand Louis Vuitton never uses Chinese models and does not do any local campaigns. Their ads always feature sexy, indulgent Western women! It seems that only these women can understand LV’s brand values.
Westerners and lifestyles of the rich and famous
This Beijing based real estate company published a print ad with three westerners’ “endorsement” recently. The involuntary ‘models’ are Steven Spielberg, George Lucas and Martin Scorsese. The Chinglish headline is a little abstract:
If it is your desire to keep forgoing ahead and distribute the wealth, could we remind you to match an apt coat?
Indeed.
When a western guy and a Chinese girl get closer
Aimer is a local underwear brand. Its Chinese name Ai Mu means adore or admire. Their ad also delivers a message of adoration: a Chinese girl being held by a good-looking Western guy, with the tagline “Enjoy the feeling of being held”.
By Ben Marcom