KFC advertises the Chinese way

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KFC's Colonel Sanders character is wearing traditional Chinese clothing in adver-tising for the chicken-restaurant chain ahead of the Chinese New Year. In the ads for Spring Festival, the most important holiday for the Chinese people, the colonel also says "Gong Xi Fa Cai" (Wish You Make a Fortune) and offers consumers a traditional red envelope containing 12 discount coupons for various food items. Wes-tern companies are increasingly employing tradi-tional Chinese images to woo free-spending con-sumers during the holiday period.

Copyright January 2001, Crain Communications Inc.

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