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Toyota woos Chinese with smiling ads

Published on .

BEIJING -- Japanese car maker Toyota has launched a major ad campaign to boost its image among the Chinese.

Full-page ads in leading Chinese newspapers, including the popular Jiefang Daily and Wenhui Daily in Shanghai and the Beijing-based People's Daily, carry the photo of a young man who looks Japanese, smiling from ear to ear. In bold Chinese characters, he declares: "I will create world class quality," while smaller copy underneath promises: "The Toyota Group spares no efforts in helping the Chinese automotive industry develop".

Copyright September 1996, Crain Communications Inc.

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