Advocacy ads to promote the Chinese dream bring back memories of the Cultural Revolution

Alia | August 7th, 2013 - 9:14 pm

The Chinese dream, a term we already hear too much this year after Xi Jinping, China’s new boss, took power, only becomes more surreal. As part of Xi’s goal to revive the great Chinese civilization, the Chinese dream is at the heart of the country’s new propaganda spin.

Just recently, a series of advocacy ads aiming to promote this very concept start to appear on the streets of Beijing, Guangzhuo, Chengdu, Suzhou, Zhengzhou, Shenzhen and many other cities across China. Below is a sample from Beijing picked up by netizens.

The Chinese Communist Party is good. Bai xing (the ordinary people) are happy.


Socialism is good. Bai xing (the ordinary people) celebrate the Chinese heritage 


China is powerful because of the Chinese Communist Party


The opening-up and reform policy is good. Our life is sweeter than honey


 Our life today feels so good that every day feels like Spring Festival


Ahead of our mother country is always spring


Seeing these politically-charged slogans, most netizens feel disgusted. Like one netizen 东东Pierre commented: “When I first saw these ads, I wanted to laugh, but then I threw up.” Another netizen 丰乳翘臀 ommented: “The so-called Chinese dream means nothing but to put all Chinese people into ‘brain-washing’ mode.” Another netizen 嗨玛莎 asked: “Can I sue them for posting fraud advertising?”

One netizen 管鑫Sam even joked: “One of them is totally anti-revolution. ‘Ahead of our mother country is always spring.’ Does it mean that our mother country is now in cold winter?” Another netizen LoveU熊宝 asked: “How is this different from North Korea?”

Indeed, these ads not only remind many netizens of their lovely neighbor North Korea, but also of a dark period in China’s own history – the Cultural Revolution. “Feel like I’m back to the Cultural Revolution years,” commented one netizen 军V哥. Many called these ads “Big-character poster 2.0.” [Big-character posters, or 大字报 (da zi bao), are posters with extra-large font used as a way of propaganda during the Cultural Revolution]

And the concern is very real. Just today, news came out that a new edition of “Quotations from Chairman Mao” would be published this year to celebrate the 120th anniversary of Mao’s birth. The book, commonly referred to as the “little red book,” is the bible for the Chinese during the Cultural Revolution – everyone has it and everyone knows every single word in it.

Earlier in July, Xi paid a visit to Xipaipo – the People’s Liberation Army’s headquarter at the end of the China civil war, and urged Party members to work hard to “ensure the color of red China will never change.”

Putting all the signs together, it’s not looking good.

More “Chinese dream” ads from other parts of China



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One Response to “Advocacy ads to promote the Chinese dream bring back memories of the Cultural Revolution”

  1. mike says:

    “Our life today feels so good that every day feels like Spring Festival”

    Wow, so in other words, the 2nd largest economy on Earth finally hired a Graphic Designer to upgrade from the old Red Banners? The message is pretty much the same. 100% Pure Cognitive Dissonance, these posters/chants have nothing to do with ‘Modern China’.

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