Tag: billboards

10 marketing tactics Americans say they despise

Nelson Tan Leave a comment

1. Direct mail that looks like it has a bill, fake check, or is otherwise official-looking.

2. Pop-up ads on websites.

3. Ads for nutritional supplements with exaggerated claims.

4. Videos you have to sit through before reaching web content.

5. Products advertised as “made in America” that are not.

6. Free offers with strings attached.
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7. TV ads louder than the program.

8. Ads targeted based on purchases, demographics, or behavior.

9. Product placement in movies and TV.

10. Billboards.

Source: Consumer Reports, 6/14, p. 11

About Billboard Advertising In China.

Nelson Tan 3 Comments

A Facebook friend is actually concerned I’ve been missing for over a week! And for that I’m grateful but I’m constantly on the move visiting some distant kindreds in Swatow, China. Now that I’m back I want to share an insight into how billboard advertising goes in China.

Super-size billboards erected along highways are a rarity in little Singapore, so they easily get my attention whenever I travel. The loudest things about billboards are normally:

1) A picture of a model
2) The product in his/her hand
3) The product name
4) The tagline

(Unfortunately, most Chinese companies don’t often have a URL to display, but this would be a receding trend.)

The tagline is what I want to touch on because the way they are crafted is quite distinct in China. Perhaps stemming from its roots in Socialism, most taglines have a “social cause” overtone or imply a benefit to society in general. Contrast this to a consumerism-based tagline like McDonald’s “I’m loving it”, or “Tell me what you want and you can have it all!” which is about “I, me and myself”.

Another distinctive feature of a Chinese tagline is its ‘couplet’ or dui lian form. Anyone familiar with the Chinese language would know this: a couplet comprises of 2 verses with an equal number of characters for each.

So how does a tagline in China read like? The best I can think of as an example in English goes like this:

“An apple a day
keeps the doctor away.”

Let me loosely translate one tagline I saw as:

“A kilogram of milk
strengthens the Chinese people.”

See? It reads like a couplet and implies a social benefit about keeping healthy. It doesn’t say how crunchy or juicy the apple is. Consumerism-based advertisements do exist in the media like the TV and magazines, but I reckon you might have a better chance at tapping into the Chinese psyche if you can craft a couplet tagline, that is, if you’re going to do business in the Land of the Dragon.