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For years, parents have been known to spend a fortune buying various tonics and paying tutors to help their children do better in school and get into a good university.
Every summer, tonic producers engage in an advertising war before the annual college entrance examination. This year, parents will not only be pushed to buy popular tonics like "Never Forget" and "Brain Relaxation," they will also be pitched a machine that is supposed to help students increase their attention span through flashing lights and relaxing sounds.
"The one-child policy in China pushed parents to put all of their hopes on their only child, hence they are willing to pay for anything that can help their children have a better life," said Zhang Youde, a sociologist from Shanghai University.
In China, high school graduates sit a college entrance examination each summer, with their results dictating which universities they can enroll in.
With this pressure in mind, many parents are paying up to 2,488 yuan (US$300) for the new machine, called MC Square in English, even though several professors and sociologists openly question the science behind the contraption.
"Although she is only in primary school, my daughter is facing big competition. I have heard of the expensive machine from advertisement in local newspapers. If it's really useful, I will buy one," said Chen Jian who pays a foreign teacher 500 yuan (US$60) a month to improve her daughter's spoken English.
According to the advertisement, the machine includes a pair of glasses, earphones and a controller, which helps students concentrate better and "reinforces the long-term memory process" through the use of flashing lights and soothing sounds.
"The machine has been a hit since it was imported to the city last November," according to an official surnamed Zhang with Cntic-Sk Trading Co. the local sales agent for South Korea-based Daeyang E & C, which invented the device 11 years ago.
Zhang said the company has sold 1,800 of the machines at 18 stores it has set up around Shanghai.
Li Baoming, a professor a Fudan University's Nerve Biology Research Institute, said there is no strong scientific evidence to back MC Square's working theory.
Even the brand's image ambassador herself doubted its efficiency. According to Shanghai Morning Post, the 17-year-old girl surnamed He was given a free machine but didn't feel any improvement in her study.
"Study is a comprehensive process. I wonder if a person can make progress just by using a machine. Maybe less focus on academic performance would really relieve the heavy burden students carry," said Zhang.
(eastday.com February 24, 2003)
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