The more you read…

06 Dec 2016

I like these subway ads for the QQ阅读 app:

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The ads have been running for months already. The app is QQ阅读, an ebook reader app. 阅读 in Chinese can mean “to read” or “reading.”

The main line in the ad is:

越读,越明白自己。

The more you read, the more you understand yourself.

It’s a great usage of the 越……越…… (the more… the more…) grammar structure. But, in case you didn’t notice… it’s also a pun. It’s an ad for QQ阅读 (Yuèdú), and it starts with 越读 (Yuè dú).

This is one of the least cringeworthy ads I’ve seen in Chinese marketing, I must say! (No, I haven’t tried the app.)

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John Pasden

John is a Shanghai-based linguist and entrepreneur, founder of AllSet Learning.

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