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Ad agencies enlisted to promote Chinese government

Published on .

BEIJING -- The Chinese government has persuaded leading ad agencies to mount public welfare-related campaigns.

Large billboards in major streets of Beijing are hailing the achievements of China's economic reform while the country's leading newspapers have been publishing big ads urging people to love their country, protect rare animal and plants, protect the environment, respect and care for the old, love the army and contribute to social progress.

The campaign was launched by the State Administration for Industry and Commerce which is the government organization responsible for the development and regulation of the ad industry.

China Daily, the country's only national English newspaper, has several times published a quarter page ad with the photo of a mother giant panda embracing her baby, and the tagline: "Not only human beings need love. To protect giant pandas means to protect our future."

Copyright September 1996, Crain Communications Inc.

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