The Hindu Business Line : Creative resurgence in China

A common notion about the Chinese is that they interpret messages and products quite literally, evaluating them in a rational manner, rather than relating to the emotions and symbolism in the communication, says a new book that studies the psyche ofthe most populous country. Alas, that is just one of the eight myths, says Kunal Sinha in China’s Creative Imperative: How Creativity is Transforming Society and Business in China ( www.wiley.com).

“Failures or controversies are more likely the result of using the wrong emotional appeals or symbols, rather than just their use,” Sinha decodes. He cites, as examples, the 2004 ad for Nippon Paints that showed a freshly painted pillar, and a 2003 ad of Toyota. “A dragon, unable to keep a grip because the paint is so smooth and silky, is coiled in a heap at the bottom… A Toyota Prado ad depicted a stone lion saluting the passing car, and another kowtowing to it.”

Both ads attracted significant criticism and censure because they demeaned traditionally powerful symbols in Chinese mythology, reasons Sinha. Imperative read.

Technologies versus teamwork

Moving Out of the Box: Tools for Team Decision Making
Jana M. Kemp

Over the last decade, our technologies have contributed to a loss of people and interaction skills, making teamwork more difficult, bemoans Jana M. Kemp in Moving out of the Box: Tools for Team Decision Making ( www.macmillanindia.com).

To prove the point, she narrates her experience at a department store’s customer service return counter, thus: “A woman in front of me talked on her cell phone the entire time she was trying to return half-a-dozen items. ”

What the author did, in response, is interesting. “When I reached the counter I said, ‘On behalf of all people who do this to you — I apologise for their rudeness.’ The store’s customer service employee smiled and said, ‘Thank you. You’d be surprised just how many times that happens to us’.”

Since one rude person can cause delays and problems for many others, the author says it is a good idea that service counters, banks, restaurants, and post offices now have signs posted saying ‘no cell phones’.

Refreshingly reassuring perspective.

Get customers to buy

How to Market Books: The Essential Guide to Maximising Profit and Exploiting all Channels to Market
Alison Baverstock

A copywriter’s key objective is not to display a noteworthy style that perhaps drew particular praise from his/her English teacher at school, but to get customers to buy the product, says Alison Baverstock in How to Market Books:The essential guide to maximising profit and exploiting all channels to market, fourth edition ( www.vivagroupindia.com).

Five basic principles should help, the author suggests. The first of these is to think in detail about the market and the product before starting to work out what to say. “You will find it easier to get on to other people’s wavelengths on a regular basis if you start varying your own reading and listening habits,” she advises.

Immensely helpful.

D. Murali

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