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Upgrading the "Made in China" image

 

It's hard to dispel the stereotype that items manufactured in China are of a lower quality than counterparts made elsewhere. This notion remains pervasive, but China is trying very hard to battle negative perceptions of its domestically-produced goods after very public failings in recent years. Who can forget the hype of children's toy recalls in 2007? Or the tragic Sanlu milk formula scandal in 2008? Last year, the spectre of shoddy wares came back to haunt when Chinese-made drywall in American homes raised health and safety concerns.

In its determination to properly conform to its anointment as the global superpower of the 21st century, China has made strides to clean up its “subpar quality” image. In late November 2009, it unveiled a “Made in China” public relations campaign aimed at instilling consumer confidence in Chinese-made products. In a television ad, a fashion model adroitly poses as a close-up of her garment label reads, “Made in China, with French designers.” A businessman relaxes into his plane seat as the camera sweeps out his window to a wide-lens view of the aircraft's nose which reads, “Made in China, with engineers from all over the world.”

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