I spotted this EF advertisement here in Shanghai recently:
The text reads:
At English First, we
only use real foreign teachers
100% TEFL/TKT double certification
100% full-time teaching
100% university graduates
So you see a white face and the promise of “REAL foreign teachers.” Is this some kind of racist ad? No, no, you are mistaken: they’re referring to the qualifications of their teachers, which just happens to be written in smaller type below. It’s just a coincidence that the teacher they chose for the ad is white, right?
This seems like a dog whistle advertisement to me. They’re communicating with the racist segment of their target market while also maintaining plausible deniability.
Sometimes it feels like the environment is actively trying to teach certain words or grammar patterns. Recently I’ve been seeing this series of ads in the Shanghai Metro every day:
In this case, the pattern is a negative version of 为……而……. The pattern 为……而…… indicates doing a certain action for a certain purpose (apparently the red line is just there to emphasize “NOT for this purpose”). I discovered that this pattern was not yet on the Chinese Grammar Wiki, so I immediately added it: Explaining purpose with “wei… er…”.
The ads are interesting, because they come from JD.com (京东), which presumably sells sporting clothing and equipment (the ad mentions 京东体育), but it’s not made explicit what’s for sale. Furthermore, JD.com take a stance on values which seem to go counter to what a lot of young Chinese people are doing these days, and the values they’re advocating don’t seem to clearly lead to greater sales for JD.com.
The ads roughly translate to:
Exercise, not for your WeChat Moments [China’s version of Instagram]
Exercise, not just because everyone else is
Exercise, not to keep up with the trends
Exercise, not because of what other people think
Exercise, not for the selfies
(As you can see, it’s also challenging to translate the 为……而…… pattern into English in a consistent way. It would be nice to use “for” in all of them, but it just doesn’t work for some of them.)
It might be hard to make out the characters used in this furniture store’s ad:
They are: 生活现场. 生活现场 is a phrase that’s not easy to translate… if you ask a native speaker what it means, they’ll have trouble answering you without a context. It’s something like “scenes of daily life.” The characterplay kind of works, I guess… I like the 场 the best. The 生 is not impressive.
Anyway, the ad is for 美好家 (MEHOS), a furniture store in Shanghai.
As a parent, I am keenly aware of all the work that goes into educating a child on what is “dirty” and how to avoid getting dirty, as well as why getting dirty is (normally) bad. The concept of “dirty” is surprisingly complex when you think about it, since some of it is visible and some not, and the “clean” and “dirty” objects can have all kinds of interactions. You really just have to be taught.
Shortly after I arrived in China, I went on a trip to a park with some Chinese friends. It had been a while since I had seen grass, so I was happy to sprawl out on it, which promptly resulted in my Chinese friends’ disapproval. “It’s dirty!” they told me. I just shook my head. In a corner of the world where there’s so little nature left to enjoy, they regard what little is left as “dirty”? That’s so sad! Then, as an afterthought, I ran my hand across the grass. My palm was turned gray. Dust. From the grass.
That little incident drove home that I really didn’t know how everything worked here, even when I was so sure I had it all figured out.
Just like children, as a China newbie, I, too, had to be educated on what was “dirty” in my new environment.
A similar example comes to mind: foreigners often think nothing of storing their bag on the ground next to their desks or chairs, but this frequently causes Chinese acquaintances to recoil in disgust. In China, you don’t put things you want to keep clean (like your bag) on the ground, even indoors. You also don’t put your bag on your bed at home. There are lots of “rules” to learn.
I was surprised, then, to see this ad:
“脏”显个性 [“Dirty” shows personality]
Of course we have “dirty desserts” in English as well, which is likely the source of this idea. But this concept feels even more eye-catching in China, where you’ve got to constantly be on your guard against the “dirt.”
I noticed these ads on the Shanghai Metro recently:
妈妈， [Mom,] Tom老师 教我的发音 [The pronunciation Teacher Tom taught me] Amy老师说不对！ [Teacher Amy says is not correct]
妈妈， [Mom,] 今天外教 [today the foreign teacher] 把我的名字 [got my name] 叫错了三次。
“Dada English” is one of a new wave of Chinese online English learning platforms which includes “VIP KID.” What makes these platforms special is that they all purport to offer native speakers as teachers, and many of them are from North America or Europe. (I understand that some of the competition uses mostly teachers from the Philippines.) The first ad above emphasizes 欧美外教: teachers from North America and Europe.
What about the Chinese teacher of English? A resource long known to be often “less than perfect” with regard to native-like English abilities and yet nevertheless a crucial component of the educational system, is not even a part of the discussion these ads are trying to create. Rather, it’s a matter of where your foreign teacher is from and how professional he is.
I’m really curious if there is enough of the right kind of labor in North America and Europe to keep these business models afloat in the long-term. I suspect it’s going to be a lot harder building and maintaining a team of online freelance English teachers when those teachers are not Chinese or physically in China.
This ad (spotted in the Shanghai Metro) is interesting for a number of reasons:
What caught my attention was the font. “Blocky” (sometimes pixely) fonts are quite common, but I’ve never seen one so “spaced out” like this before. Yet the word 流行 (“popular”) is clearly visible.
And I didn’t even realize it at first, but the word 流行 is also written backwards! This is not something I have seen before, and I’m not sure what the intended effect is. (Maybe if I were a fan I’d get it?)
Nice of the poster to include the pinyin for 流行 (liúxíng), though!
Chris Lee is the English name for Li Yuchun (李宇春), which some of the older “China watcher” crowd might remember for her rise to prominence on the popular “Super Girl” singing competition in 2005.
While perhaps not the cleverest characterplay, I like this treatment of the character 城, which means “city” (as in 城市), or sometimes “wall” (as in 长城). The phrase 不夜城 (literally, “not night city”) is similar to “the city that never sleeps.”
The text is:
龍之梦购物公园 新食代 不夜城 千人自助餐盛宴
Note: The way that “Cloud Nine Mall” (龍之梦) is written breaks the “golden rule” that I learned in Chinese 101: Either write entirely in simplified characters or write entirely in traditional characters. Never mix the two. The simplified dragon character 龙 is written using the traditional 龍. “食代” is a pun on 时代.
This ad made me wonder: cultural differences aside, is the bandwagon effect stronger in China because there’s a larger population? Similarly, is the bandwagon effect more powerful when used in advertising in China?
The ad reads:
200 million Chinese people use Miss Fresh
The brand name is 每日优鲜, which could be translated to something like “Daily Excellent Fresh.” But then they called themselves “Miss Fresh” in English, so that’s the name I used.
Spotted this sign on 老外街 (“Laowai Street”) on Hongmei Road (虹梅路).
First of all, “xu” in pinyin is how you spell the word for “SHHH” (the “shushing” sound) in Chinese. It even has a character: 嘘.
Second, the translation “don’t be too noisy still get happy” is understandable, I guess, but let’s look at the original Chinese:
声音小一点 一样HIGH 得起来
So 声音小一点 refers to one’s voice being a little quieter. The “if” part and the “you” subject are implied.
The 一样means “the same,” but here it’s more naturally translated as “equally” or “just as.”
The “HIGH” in Chinese is not (usually) some kind of drug-induced state, but rather the “natural high” of just getting all excited and having a blast. There could be some drinking involved (think karaoke), but the emphasis is on the fun had.
The interesting thing here is that the word “HIGH” in Chinese is translated as “happy” in the English version. In fact, a co-worker of mine told me that she used to assume that the Chinese word “high” (sometimes written as “嗨“) was derived from the English word “happy” (a direct translation of 开心), rather than the English word “high.” (Who knows!)
Being a little quieter,
you can still have
just as much fun.
Not as much fun, though, right? (XU!)
Nov. 13, 2017 Update: a friend wanted more explanation of the complement thing, so here it is, copied over from Facebook comments:
Question: The example in the Chinese Grammar Wiki makes sense: 早上 五点 出发 ， 孩子们 起 得 来 吗 ？… but that is 起得来 not 起起来！
Answer: In that example, 起 is a verb, and 来 is the direction complement. You insert 得 between the two to make it into a potential complement, adding the meaning of “can.” 起得来 = can get up.
The same is true for HIGH, only the complement is 起来 (in this case, 起 is not the verb). So that’s how you get HIGH得起来. (This one is harder to translate literally, though… “can get high” would be literal, but misleading (no drugs!).) “Can have a blast” is closer to the meaning, but you lose more of the V+起来 literal translation. “Can get happy” maybe, if you don’t mind a little Chinglish!)
In the blog entry, I linked to one grammar point on uses of 起来, and another on potential complements. It’s the combination of the two that you need to understand to fully get this. It’s a little tricky!
I found this sign interesting, both for the characterplay with the 南, as well as for the interesting font design (which, unfortunately, also makes it a bit harder for learners to read):
The top reads 江南 (Jiangnan), which is the Chinese equivalent of “Gangnam” (yes, as in “Style”).
The bottom hard-to-read part says 偶巴尔坛, a transliteration of the Korean word “Obaltan” (오발탄), which apparently is the best Korean movie ever made? (I’m a bit out of my depth on this one.) Anyway, don’t feel bad for not knowing what 偶巴尔坛 is as a Chinese learner!
There’s a word 嘎 (“ga”) in Shanghainese (and other Wu fangyan) that just means “really” or “very.” Because it’s not standard Mandarin, you don’t see it written a whole lot, but I noticed it in two different ads in Shanghai recently (and one even has pinyin!):
噶便宜 – really cheap
Also, extra points for:
最WOW – “WOW-est”
嘎实惠 – really a good deal
(And yes, if you want to try using this adverb, you are quite likely to amuse your Chinese friends.)
UPDATE: Commenter Lin and reader Danny point out something I glossed over in the original post: the first ad uses the character 噶, and the second ad uses 嘎. Both are “gā” in this context. So what’s the difference? Well, the short answer is that since this is not a standard word (both characters can be found in the authoritative 现代汉语词典 dictionary, but neither list this meaning), there is no “officially correct” character for it. In my experience, however, 嘎 is more widely used, and it’s also the one my computer’s pinyin input prompts first.
I’m not saying it never happens, but I see black women prominently featured in Chinese ads seldom enough that I notice when it happens. These ads from the Shanghai Metro are by JD.com (京东), which is a Chinese company, not just a foreign company doing business in China.
There’s also one ad with pale (half-?)Asian girl, and one with random perky white dude:
The ads all read:
That means, “it’s you that made the spring come.” Not the most inspired slogan, but easy for Chinese learners!
My love of characterplay aside, “and” has to be one of the worst English product names I’ve ever seen. It’s a faithful translation of its Chinese product name, 和 (meaning “and”), but that doesn’t make it any better.
Chinese New Year is just around the corner, and I bring you this pun/characterplay combo. Unfortunately, neither is particularly clever, but at least it’s not hard to understand!
The large text of the ad reads:
This basically just means “happy New Year,” but the 呀 on the end is a modal particle you hear a lot in Shanghai. It adds a tone of playfulness, possibly childishness.
The pun is on 好牙, which refers to “good teeth.” (The two-character word for “tooth” or “teeth” is 牙齿). And since it’s an ad for dental services, the pun on good teeth is quite appropriate.
But do you see where the 口 component of 呀 (the modal particle) is actually a tooth? That’s the characterplay aspect. But the weird thing is that if you take away the 口, what’s left actually does literally mean “tooth.”