Here is a brazilian advertising for Ariel, which all chinese women, we showed it to, loved.
Beyond the fact the story is fun, there is a stronger deeper fascinating thing for contemporary chinese women in there:
China is a super competitive society, both for the kid and the adults, the kids are given many pressures by their parents as well as the school. This is not new.
What is new, is the fact that parents start realize the side effect of pushing the kid too much, yet they don’t know how to avoid that in a Society they define as ‘move on or move out’.
That’s one of the key reasons why the women I metin both the very local Chongqing and the very cosmopolitan Shanghai loved it. They loved the way this portrays an easy going relationship between an adult and his children. They described it as something very unusual on Chinese family relationships standards as well as something they long for.
Meanwhile, most brands that have to do with kids development in some ways, keep encouraging parents to push their child and ensure they will be the next Lang Lang (the chinese contemporary version of Mozart).
It may be about time for brands to release some pressure they put on parents
rather than adding...
About Me
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- Julien Delatte
- I work as a strategic planner for an advertising agency in China. I moved here 3 years ago and have been extensively travelling across the country since then both for work and pleasure, collecting the everyday surprises that make living here a delight.
2 comments:
Hey Julien,
Great blog!! Good to see you you have done so much already!
I also found this recent article on China. Let me share it with you!
http://www.brandchannel.com/features_profile.asp?pr_id=352
Agree! I memorised 50 poems when I was two, played violin 3 hours per day from four to six (non stop till I won a provincial prize), published a plum blossom painting on local newspaper at age of 5, followed by calligraphy, dancing, acting, emcee…forbade to go to little buddies houses and play….. then avoided anything that were related to art and culture when I had to choose future career at 18, because in Chinese society, arts and creativity were insignificant. Not just social pressure, misguiding values too harms the young generation. Living in the transition of a very old society that has been through so many absurd destructions and evacuations, people wilder, suffer and struggle, find no one to blame (that’s also the reason why a trivial issue can so easily antagonise this massive nation, men need to express anger and despair, even in an ignorant way)…Shame on the fat peasant that still hanging on the Tiananmen Square and his party behind.
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