Gov't publicity caters to common people  

政务机构多种方式着力塑造亲和形象引关注

中国内地各政府部门、事业单位和管理机构纷纷“卖萌”，幽默的语言及充满亲和力的卡通形象颇让人忍俊不禁，主动亲民的做法也令人耳目一新。

Wuhan (CNS) -- Instructional cartoons appeared Sunday at Chinese Customs inspection stations all over the country, part of a move to give the government a friendly face.

"Words help change the image of the government," said Mei Zhigang, associate professor of social sciences at Huazhong Normal University. "The policy and propaganda will gain more support from the common people, while an official tone is still needed on many occasions to maintain authority."

In recent years the government has been attempting to improve its image through the use of humor and language popular with citizens.