MEDIA: Don't patronise Chinese consumers

<p>Chinese consumers respond to the same human, emotional cues as </p><p>consumers anywhere else, according to a new piece of research (see </p><p>analysis, p14). </p><p><BR><BR> </p><p>They like advertising which is creative, humorous and metaphorical. They </p><p>dislike advertising which is obvious, over-factual and cliched. </p><p><BR><BR> </p><p>Pretty obvious stuff, but it needs saying, because judging from their </p><p>ads, a lot of advertisers are ignoring it. Any country's advertising is </p><p>always going to have its own distinctive tone of voice. That doesn't </p><p>mean China's has to be second-rate. If advertisers treat sophisticated </p><p>Chinese consumers with condescension and contempt, they'll vote with </p><p>their wallets. </p><p><BR><BR> </p>