Interesting ads by Microsoft.

Most ads by Western companies tut-tutting about counterfeiting and piracy in China come across as strictly tut-tutting, and therefore don't do much good. Yesterday in Chengdu airport, in Sichuan province near the middle of China, I saw a series of eye-catching very large ads by Microsoft warning against the (ubiquitous) pirate copies of their software.


The ads were variations on a theme: a serpent coiled inside a computer, ants climbing into the back of a computer, other sort of vermin getting into the machinery. Two samples below:



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Despite the different illustrations, the big characters at the bottom were the same. They say (according to me) something like: Is it worth the risk? This may not do that much good either. But the psychology is an improvement over scolding, and at a moment when Chinese customers realize that there are perils in what they buy, eat, and use, the psychology might actually be shrewd.

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James Fallows is a national correspondent for The Atlantic and has written for the magazine since the late 1970s. He has reported extensively from outside the United States and once worked as President Carter's chief speechwriter. His latest book is China Airborne. More

James Fallows is based in Washington as a national correspondent for The Atlantic. He has worked for the magazine for nearly 30 years and in that time has also lived in Seattle, Berkeley, Austin, Tokyo, Kuala Lumpur, Shanghai, and Beijing. He was raised in Redlands, California, received his undergraduate degree in American history and literature from Harvard, and received a graduate degree in economics from Oxford as a Rhodes scholar. In addition to working for The Atlantic, he has spent two years as chief White House speechwriter for Jimmy Carter, two years as the editor of US News & World Report, and six months as a program designer at Microsoft. He is an instrument-rated private pilot. He is also now the chair in U.S. media at the U.S. Studies Centre at the University of Sydney, in Australia.

Fallows has been a finalist for the National Magazine Award five times and has won once; he has also won the American Book Award for nonfiction and a N.Y. Emmy award for the documentary series Doing Business in China. He was the founding chairman of the New America Foundation. His recent books Blind Into Baghdad (2006) and Postcards From Tomorrow Square (2009) are based on his writings for The Atlantic. His latest book is China Airborne. He is married to Deborah Fallows, author of the recent book Dreaming in Chinese. They have two married sons.

Fallows welcomes and frequently quotes from reader mail sent via the "Email" button below. Unless you specify otherwise, we consider any incoming mail available for possible quotation -- but not with the sender's real name unless you explicitly state that it may be used. If you are wondering why Fallows does not use a "Comments" field below his posts, please see previous explanations here and here.

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