Shanghai Television Station (STV) has stopped running a
controversial commercial for McDonald's. Advertising managers at
STV said yesterday that they removed the ad on Tuesday at the
request of Optimum Media Direction (OMD), McDonald's advertising
agency. And on Wednesday, Zhejiang
Province also stopped broadcast of the ad as a result of
administrative orders from the provincial administration of
industry and commerce.
Many cities and provinces which had aired the commercial
previously have also stopped screening it since June 17, including
Shenzhen, Chengdu, Tianjin,
Xiamen, Xi'an and Henan
Province.
The 30-second TV commercial in question features a middle-aged
Chinese man getting down on his knees to beg for a discount from a
video storeowner. The voice-over says: "McDonald's understands
people are sad when they miss a good opportunity, so the company is
offering discounts 365 days a year."
Although the shot of the customer on his knees lasts for less
than five seconds, it triggered strong opposition from
consumers.
"It is an insult to consumers," said Yuan Genbao, a Shanghai
resident. "The shot makes us feel as if McDonald's is giving alms
to customers by offering discounted products, just like showing
mercy to beggars."
"What a shame the commercial portrayed Chinese consumers as
willing to bend to such petty interests!" said a lady surnamed
Yuan, who complained to a consumer's petition hotline.
Jiang Zhibin, dean of the advertising department at Shanghai
International Studies University, said the ad was inappropriate
as it ignored traditional Chinese culture and thinking.
"Getting down on one's knees is always considered humiliating
and something that represents indignity for most Chinese," Jiang
said. "That scene will make people wonder if there is any
implication of unfairness between the company and consumers," he
added.
Jiang also said that the commercial shows disrespect for China's
cultural traditions, even if advertising laws haven't set clear
rules on the matter.
In a written statement sent to Shanghai Daily on
Tuesday, McDonald's (China) Co Ltd regretted any possible
misunderstanding that the ad might have caused among consumers.
"We meant to inform consumers that McDonald's would offer
delicious food to our customers all year round by adopting humorous
and attractive techniques," the statement said.
But, as it turns out, many people in Xi'an, Chengdu and Shanghai
found the ad neither humorous nor attractive.
A cartoon published in retaliation in Wednesday's Guangzhou
Evening News depicted Ronald McDonald pressing a man's head
against the golden arches with a twisted expression. The caption
read: "McDonald's humor is 'discounted' this time."
A representative from McDonald's Henan Province's branch Wang
Yun said that the ad was approved by the authorities. But, Qiu
Xiaolian, a staff member at the relevant authority, the China
Advertising Association, said that they had asked McDonald's to cut
the "offending" scene. However, it was merely a request because the
association, being a non-governmental organization, has no legal
standing to make orders.
(Xinhua News Agency, Shanghai Daily, China.org.cn June
23, 2005)