China's efforts to put its best face forward have ranged from a large advertisement in New York's Times Square to a documentary channel by state broadcaster China Central Television featuring films about historical Chinese sites.

　　中国用各种方法来宣传自己，从纽约时报广场(Times Square)上的巨幅国家形像宣传片，到中央电视台推出的一个以中国历史古迹影片为主的纪录片频道。

　　But Jonathan So, senior adviser at Imagi, the studio that owns the rights to “Pleasant Goat and the Big Big Wolf,” a popular Chinese animated television series that is now being distributed by Disney in 52 markets around the Asia Pacific region, said that showing red flags and images of the Great Wall may not the best way to win audiences over.

　　不过，电影制作公司意马(Imagi)资深顾问苏永乐(Jonathan So)说，展示红旗和长城图片可能并非赢得观众的最好方法。该公司拥有《喜羊羊与灰太狼》的版权，这部颇受欢迎的中国电视动画片目前由迪士尼(Disney)在亚太地区的52个市场进行发行。

　　Mr. So - whose cartoon about a family of goats and their adventures escaping from a wolf is now showing in places such as Australia, New Zealand, Malaysia, the Philippines and India with voiceovers in many different languages and dialects - said as many as half of the fans of “Pleasant Goat” may not even know the cartoon originated in China. But for those who do, animation shows there “really are not too many boundaries” between cultures, he said.

　　苏永乐说，《喜羊羊与灰太狼》有至多一半的粉丝甚至不知道这部动画片是中国制作的。不过，对于那些知道的人来说，动画片表明不同文化之间真的没有太多的界限。《喜羊羊与灰太狼》这部动画片讲述的是一个“羊村”的羊以及他们逃脱一只狼捕食的冒险经历，目前在澳大利亚、新西兰、马来西亚、菲律宾和印度播出，有多种语言和方言版本的配音。

　　“You really don't have to put a Chinese story, or to have the Great Wall in the scenery, or to wear something red,” said Mr. So, who started out as a toy manufacturer. “Pleasant Goat,” created in 2005, has a “sense of humor,” he said. “We put a lot of family elements in there, representing the Chinese family and how the kids are thinking, how they live their lives.”

　　苏永乐说，你真的不必讲一个中国故事，或把长城放到场景中，或穿上红衣服。他是从玩具生产起家的。他说，2005年制作的《喜羊羊与灰太狼》有幽默感，我们加入了很多家庭元素，代表了中国家庭和孩子的想法和生活方式。

　　Marketing experts say that independently created cultural content may help China gain global cultural influence better than government efforts. Earlier this year, Ogilvy & Mather Worldwide Chief Executive Miles Young said Beijing should promote things “which are happening culturally and spontaneously” within the country, such as its vibrant art scene─something South Korea and Japan have done more successfully.

　　营销专家说，独立创作的文化内容可能比政府的努力更有助于中国获得全球文化影响力。今年早些时候，奥美(Ogilvy & Mather Worldwide)首席执行长杨名皓(Miles Young)说，北京应该宣传在中国文化领域自然发生的事，比如富有活力的艺术界，在这个方面韩国和日本做得更加成功。

　　Still, Mr. So said he believes the animation industry faces challenges. While filmmakers can earn returns from TV stations and box-office sales in the U.S. and other markets, Chinese animators have limited choices of broadcasting partners and their earnings come from government-awarded bonuses and toy sales, leaving less incentive to create original content, he said.

　　尽管如此，苏永乐说，他认为，动画产业面临着挑战。在美国等市场，电影制作人能够从电视台和电影票房获得回报，而中国动画片制作人的播出伙伴选择有限，他们的收益来自政府奖励的奖金和玩具销售，创作原创内容缺乏激励。

　　Mr. So said “Pleasant Goat” was originally intended only for the China market, which he estimates is 130 million people. According to Imagi, “Pleasant Goat” programs occupied five of the top 10 ratings for animation programs in China based on prime-time viewership by children in cities between the ages of 4 and 14.

　　苏永乐说，《喜羊羊与灰太狼》最初计划仅面向中国市场。他估计这个市场有1.30亿观众。据意马说，按照对多个城市4到14岁儿童黄金时段收视率做出的中国动画片节目的10大排行，《喜羊羊与灰太狼》占了五个。