‘A culture is made — or destroyed — by its articulate voices.’
China seems to take in its role of being a moral police seriously. In a bid to protect its culture identity and its citizens from getting lured into the western culture and influences, China has banned all advertisements that are seductive and tantalizing in nature on the television and radio.
The ban includes ads for sex-related health supplements, sex toys, breast enhancements and female underwear. The censorship is also on the way the ads are portrayed. All ads now will have to be tailor-made to fit the Chinese polices. The conservative Chinese feel that the seductive advertisements provoke the youth and have a negative influence on them.
Sexually suggestive ads and bad ads not only mislead consumers seriously and harm public health, but are socially corrupting and morally depraving, and directly discredit the radio and TV industry, a circular issued by the broadcasting watchdog said.
The ban is not just on the advertisements but also television and radio shows. A pop-idol styled show was banned last month as it was portrayed to be vulgar in Chinese standards. Hugging and French kissing that is considered normal in the western society is frowned upon in China. So, anything that is not a part of the Chinese culture is banned from being on air in China.
Chinese find it important to “look for harmony between the emotional appeal of a brand and logic that would justify buying it.” says Laura Oswald, professor in the advertising department at the University of Illinois.
Do you think this really keeps the Chinese morally perfect?
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