Commercial advertisement is a communication whose purpose is to inform potential customers about products and services and how to use and obtain them. But if the advertisement is insulting, the adverse effects may result the drop in sale and damage the image of the company. Bad to worst, it might cause the consumers to boycott the company.
Read this BBC story about inappropriate ad by Citroen.
In the ad, carried in Spanish newspaper El Pais, Mao scowls at a hatchback.
"It's true, we are leaders, but at Citroen the revolution never stops," reads the text below the portrait.
Citroen apologized for the "inappropriate" ad, which Chinese chartroom users had complained "hurts our national pride".
"This is no small thing," said one visitor to a chartroom about the ad - based on the famous portrait of Mao which hangs in
"It has an influence on the whole country. It damages the whole Chinese people."
Another writer pointed out those other national leaders - such as
"But our traditions and customs must nonetheless be respected," the writer added.
Nearly 32 years after his death, Chairman Mao remains revered by some Chinese, despite his promotion of policies such as "Great Leap Forward" which ended in the deaths of millions, and the profound social and economic changes
In a statement, Citroen said it regretted any "displeasure" caused, and said it had ordered the advert to be pulled immediately.
"We repeat our good feelings towards the Chinese people, and confirm that we respect the representatives and symbols of the country," said the statement in Chinese.
