Advertising and Marketing
Posted by Maya Alexandri on Monday, August 6, 2007 at 9:25 PM
The report concludes that an important reason for these statistics is aggressive advertising by infant formula companies. After hearing infant formula ads touting the product's "nutritious matter beneficial to children's brain development," 57% of mothers were willing to buy formula.
According to the report, much of this advertising is illegal. Under Chinese consumer protection regulations, ads can't claim or hint that a product is a replacement for breast milk. Nor are ads permitted to use images of breast feeding women and babies. Nonetheless, infant formula companies often flout these regulations and engage in other forms of "stealth" advertising and product placement, including promotional give-aways and sponsorship of health hot lines or baby feeding forums.
Whether and to what extent Chinese consumers credit the information conveyed by these advertisements is an interesting question. On the one hand, infant formula advertising exploits a powerful hope: that a better future for baby is as easy as buying the right product. Everyone wants the best for their newborn, and it's easy to be persuaded by such a tempting fantasy.
On the other hand, skepticism about news and other media is not unusual in China. Consumers might cast a critical eye on advertising, as well as news, especially since the advertiser's commercial motive is obvious.
Moreover, it's at least possible that — when it comes to infant formula — the information Chinese consumers credit comes not from advertising, but from doctors. Even though it's illegal for hospitals to feed infant formula to babies, almost 63% of babies receive formula in Chinese hospitals anyway. In an article about the report, National Business Daily quotes an industry expert who said that young parents will follow their doctor's recommendations and will hesitate to switch brands from the formula fed to their baby in a hospital. With respect to infant formula then, the key factor might be distribution channels, not advertising.
Either way, infant formula is exerting its influence on consumers through illegal means. Because China's consumer protection laws go largely unenforced, Chinese consumers must weigh market information under challenging conditions. They can't trust that there's a baseline of reliability to commercial information; if advertisers lie, or manipulate the channels for distribution, the consequences to them are negligible. It's Chinese society, rather, that pays the price.
Links and Sources
Jobs in China
Henry on The Eurasian Face
Caroline W on Big in China
Michael on Julia Lovell on translating Lu Xun's complete fiction: "His is an angry, searing vision of China"
Brandon K. on Clueless academic takes on popular fantasy novels
China Media Timeline
Major media events over the last three decades
Danwei Model Workers
The latest recommended blogs and new media
Books on China
The Eurasian Face : Blacksmith Books, a publishing house in Hong Kong, is behind The Eurasian Face, a collection of photographs by Kirsteen Zimmern. Below is an excerpt from the series:
Big in China: An adapted excerpt from Big In China: My Unlikely Adventures Raising A Family, Playing The Blues and Becoming A Star in China, just published this month. Author Alan Paul tells the story of arriving in Beijing as a trailing spouse, starting a blues band, raising kids and trying to make sense of China.
Pallavi Aiyar's Chinese Whiskers: Pallavi Aiyar's first novel, Chinese Whiskers, a modern fable set in contemporary Beijing, will be published in January 2011. Aiyar currently lives in Brussels where she writes about Europe for the Business Standard. Below she gives permissions for an excerpt.
Front Page of the Day
A different newspaper every weekday
From the Vault
Classic Danwei posts
+ Korean history doesn't fly on Chinese TV screens (2007.09): SARFT puts the kibbosh on Korean historical dramas.
+ Religion and government in an uneasy mix (2008.03): Phoenix Weekly (凤凰周刊) article from October, 2007, on government influence on religious practice in Tibet.
+ David Moser on Mao impersonators (2004.10): I first became aware of this phenomenon in 1992 when I turned on a Beijing TV variety show and was jolted by the sight of "Mao Zedong" and "Zhou Enlai" playing a game of ping pong. They both gave short, rousing speeches, and then were reverently interviewed by the emcee, who thanked them profusely for taking time off from their governmental duties to appear on the show.