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Deakin 1 June 2009 With one of the world’s largest populations
of consumers, mainland China is a potentially lucrative market
for many advertisers, but to successfully communicate their
message to Chinese consumers advertisers need a visual strategy
that does more than simply ‘stick a dragon on the box’ according
to Deakin University lecturer in graphic design Dr Lisa
Scharoun. “Chinese consumers are open to western products and
ideas, but if the wrong approach is used it can lead the
audience to misinterpret the visual message and be highly
offended as a result,” she said. From 2003 to 2005, Dr Scharoun
was a lecturer at the Raffles Design Institute in Shanghai and
she said it was during this time she became particularly
interested in the advertising western companies used in China.
“Living there I realised how completely at odds western style
advertising was with Chinese culture.” In her recent paper Made
for China: Global Collaboration and Un