01
2008
04

西藏事件:广告从业人员的观点

广告时代关于西藏事件的观点值得一看,从传播的角度来说事,采访的也是传播界的人士。这也许有助西方了解一个更客观的中国和中国人。

China: West Is Overreacting西方过度反应

Others May Mention the Summer Games and Tibetan Protests in the Same Breath, but Many Chinese Don't Make the Connection 其他人可能会把奥运会与西藏事件联起来看,但很多中国人可不想这么联系

BEIJING (AdAge.com) -- Public sentiment against the crisis in Darfur and Tibet may be escalating in the U.S., but in Olympics-crazed China, protests against the country's support for Sudan or treatment of Tibet are viewed -- when they can be seen at all -- with surprise, frustration and even anger, but little sympathy.

Tibetan protestors
Photo: Thanassis Stavrakis

Out of sight, out of mind: Images like this one typically don't show up on Chinese newscasts because of censorship.

看不到,不知道:由于中国新闻管制,这种图片在中国媒体上是看不到的。

 

"Personally, I think the West is overreacting," said Viveca Chan, chairman-CEO of WE Worldwide Partners, an independent Chinese ad agency. "The Olympics are a sports event and should not be linked with different political points of view." 万卓环球公关公司CEO Viveca的观点:西方过度反应了,奥运会是体育活动,不应该和政治观点挂钩。

Her opinion is common in China, where many people are aware of what's happening outside their borders as well as in Tibet, but show little desire to use the spotlight on the country as host of the 2008 Olympic Games as a platform to voice political and human-rights concerns. 很多中国人清楚境外包括西藏发生的什么事情(这点倒是没错,有互联网嘛),但不想以奥运为平台进行政治和人权诉求。

Darfur "doesn't come up at all, nor do any other political issues" in the latest round of research by Beijing-based consulting firm R3 and TNS Group's CSM Media Research division in China, said R3 principal Greg Paull. The pollsters do thousands of in-person interviews in ten Chinese cities every three months to gauge the brand awareness and performance of major sponsors.

"We have seen a lot of discussion about [Steven] Spielberg's withdrawal from the games on bulletin board sites in China, but many people here think Spielberg made the wrong decision," Mr. Paull said. "There is tremendous national pride in this event and unprecedented interest; it's much more important than just as a sporting event, it's a cultural event too." 胜三咨询公司和CSM媒体研究公司每3个月在10个中国城市举办数千人次的民意调查(我最近看的奥运赞助权益报告就是这两家联合搞的),胜三老总GREG PAUL谈到最近一轮研究时说:达富尔和其他一些政治议题根本没人提及过,在网络论坛上有很多关于斯皮尔伯格不参加奥运会的讨论,但很多人认为斯皮尔伯格的决定是错误的,中国人对奥 运具有巨大的民族自豪感和前所未有的兴趣,奥运会不只是体育活动,它是文化活动。

Green games
Olympic sponsors are being lobbied outside China to bring up human rights issues with the Chinese government. In China, that pressure is absent. Marketers like Coca-Cola, Samsung and PC-maker Lenovo, for instance, are known for sponsoring the Olympic torch relay, with hundreds of Chinese chosen in contests to be torchbearers and escort runners. In Beijing, GE is giving the games a green tint with wind and gas turbines, solar-powered lighting and water purification systems.

"There is increasing interest in what sponsors are doing, which I also put down to the Olympic torch relay. We haven't reached sponsor-fatigue yet," said Mr. Paull.

The Chinese "just don't associate the Olympics with political causes," said Scott Kronick, president of Ogilvy PR in China, who advises Olympic sponsors like Adidas, UPS, VW and Johnson & Johnson. He is also advising the Chinese government, which is eager to maintain stability during the games without looking like draconian thugs. "The government is expecting some [protests] by foreigners and it has already asked us questions about how to deal with that situation, if it happens," he said. "We told them how they deal with protests during the games is the most important thing in the world, because the world will be watching."
中国奥美公关的老大Scott Kronick柯颖德认为:中国人不想把奥运和政治挂钩。奥美公关目前在为阿迪,UPS,大众,强生提供公关服务,也包括中国政府。KRONICK谈到政府公关时说:中国政府预料到会有外国人示威的问题出现,并问过我如何处理,我告诉他们在奥运期间如何处理此事很关键,因为全世界都在看着你。

Chinese apathy can be explained partly by censorship. Western news, even online, is severely restricted, and news channels such as CNN are limited to hotels and gated compounds housing multinational executives.

Edited out
Local media portrayed the deadly anti-government riots in Tibet as unprovoked attacks on Chinese police by unruly protesters. And the March 24 torch-relay protest in Athens, deeply embarrassing to China, was edited out of local coverage.  雅典火炬接力上的抗议行动,被编辑掉了。

The internet and increasing travel outside the country make it harder to isolate citizens from Western news coverage. But pervasive propaganda from local news outlets feeds a patriotic population. China's strong sense of national pride is often underestimated in the West. 因为有互联网,而且中国人更多地去到国外,所以很难隔绝西方媒体。但是官方报道更加深入,也激发了中国民众的爱国热情。中国人有很强的民族自豪感,而这经常被西方低估。

China's rapid economic development over the past 20 years -- after periods of famine and poverty -- has transformed the country, catapulting millions of Chinese into white-collar jobs with middle-class status and aspirations in just one generation. Today a young worker in Shanghai or Chengdu owns or plans to buy a car at the same age his parents dreamed of owning a bicycle. 今天上海或成都的年轻人已经拥有或计划买辆汽车,而他们父母像他们这样大的时候,梦想的是拥有辆单车。

Chinese aren't pressuring their government or Olympic sponsors, but that doesn't mean they don't have some concerns related to the games. Their hot-button issues: pollution, corruption and inflation. Prices are soaring in Beijing, and most city offices and factories will shut down for three weeks to limit cars on the congested roads to control traffic and pollution.
中国人不对政府或奥运会赞助商施加压力,这并不表示他们对奥运没有诉求。他们关注的热点话题是:污染,腐败和通胀。北京的物价飞涨,很多办公机构和工厂在奥运期间将关闭几个星期,以便限制车辆拥堵,减少污染。
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