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Some in the Western world retain unfortunate stereotypes about China as a society that places little value on individuality, valuing loyalty to the state above all other things.
Advertisers, in turn, have often approached the world's second largest economy with caution. For example, a 2008 Olympic-themed effort from Adidas illustrated Chinese consumers' sense of national pride in their team as the German sports apparel brand aimed to shore up a larger share of what remains a rapidly growing market.
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