• Marketplace, Wednesday, December 9, 2009 10:49 AM

Jay Wang, a professor of strategic communications at the Annenberg School of Communication & Journalism at USC, tells Kai Ryssdal that a new ad campaign designed to show that Chinese manufacturing benefits everyone probably won't work in the U.S. because it's such a complex issue. But it's still worth trying, he says.

"If you look at the contemporary business process, it is true that the made-in label is kind of antiquated because we engage business partners from all over the world to make a product and to sell a product," Wang says.

Still, the 30-second spot doesn't get to some of the underlying issues that can't be glossed over: "There are multiple layers of the 'Made in China' label, all the way from it's a poor quality, cheap price, to more political issues of job losses for American workers." Those will require deeper discussions, he says, and the ad will succeed if it gets them going.

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