{"id":783,"date":"2008-06-03T21:01:12","date_gmt":"2008-06-04T02:01:12","guid":{"rendered":"http:\/\/www.internetmasterycenter.com\/blog\/2008\/06\/03\/about-billboard-advertising-in-china\/"},"modified":"2024-08-16T12:48:50","modified_gmt":"2024-08-16T16:48:50","slug":"about-billboard-advertising-in-china","status":"publish","type":"post","link":"https:\/\/internetmasterycenter.com\/blog\/index.php\/2008\/06\/03\/about-billboard-advertising-in-china\/","title":{"rendered":"About Billboard Advertising In China."},"content":{"rendered":"

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.<\/p>\n

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:<\/p>\n

1) A picture of a model
\n2) The product in his\/her hand
\n3) The product name
\n4) The tagline<\/p>\n

(Unfortunately, most Chinese companies don’t often have a URL to display, but this would be a receding trend.)<\/p>\n

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<\/a>, 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”.<\/p>\n

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

So how does a tagline in China read like? The best I can think of as an example in English goes like this:<\/p>\n

“An apple a day
\nkeeps the doctor away.”<\/p>\n

Let me loosely translate one tagline I saw as:<\/p>\n

“A kilogram of milk
\nstrengthens the Chinese people.”<\/p>\n

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.<\/p>\n","protected":false},"excerpt":{"rendered":"

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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22503],"tags":[22744],"class_list":["post-783","post","type-post","status-publish","format-standard","hentry","category-copywriting","tag-billboards"],"_links":{"self":[{"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/posts\/783","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=783"}],"version-history":[{"count":0,"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/posts\/783\/revisions"}],"wp:attachment":[{"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=783"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=783"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/internetmasterycenter.com\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=783"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}