Golden throat mystery

Another way to use personality endorsements (testimonials) safely is to invent someone. They won’t hit the headlines and wreck your image by misbehaving (more: here). That’s what this Chinese company did. It’s the Golden Throat man…

None of the Chinese people I have spoken to can tell me if he’s the owner of the company, the inventor of the throat drops, or just some clever employee (I personally think he’s the owner). But to millions of Chinese, the mystery about his actual itentity doesn’t matter, the endorsement does the job for them.

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Alex Woodruff

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