Advertising and Marketing

Premier Wen's unwitting endorsement of reading glasses

Posted by Eric Mu, March 8, 2010 11:40 AM
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Chongqing Economic Times, March 6, 2010

How to maximize the declining value of newspapers as an advertising medium must be a challenge faced by all advertisers, but the editors at the Chongqing Economic Times seemed to have found one answer.

The big image on the front of the March 6 issue shows the charismatic Premier Wen Jiabao wearing his gold rimmed glasses as he delivers a speech before the National People's Congress. The image is captioned with his inspiring words, "Let people live more happily and with more dignity; make society more just and harmonious."

Underneath, a headline reads: "Presbyopia sufferers, we remind you to wear a pair of next generation adjustable multi-focus reading glasses." Very subtle, indeed.

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