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.
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.
“I see” is a children’s dance studio in Shanghai. Here’s the logo:
Can you read the Chinese name? Hint: the first character is not just 火. (It’ll be much easier if you’re already familiar with the Chinese names of some popular fairytales. Or even if you’re familiar with the Chinese names of Disney animated classics.)
In this case, we’re dealing with the name 灰姑娘, literally, “ashes girl,” which is the Chinese name for “Cinderella.”
Confession time! I think it wasn’t until I learned the Chinese name for Cinderella that I even realized that the “Cinder” part of “Cinderella” was a reference to ashes rather than being kind of like a cross between “Cindy” and “Stella” with a random “er” thrown in for style.
According to Wikipedia, the “cinder” part “has to do with the fact that servants… were usually soiled with ash at that time, because of their cleaning work and also because they had to live in cold basements so they usually tried to get warm by sitting close to the fireplace.”
Anyway, it might be easy to miss that the dancer in the logo next to the 火 character is part of the larger character 灰.
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!
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.”
This image has been on posters all around Shanghai’s Jing’an District this past summer:
Each character is related to traffic:
Actually, each character is merely “decorated” in the traffic theme. It’s not true “characterplay” in the sense that characters are constructed or represented in some non-standard way for artistic effect. I’ll take it, though!
How do you turn a forest into a grave? Check out this innovative ad I spotted on the Shanghai Metro:
The (altered) character is 森, meaning “forest.” The text below it reads:
If the trees all disappear, forests will turn into graves.
To understand the message, you have to know that the character 森, meaning “forest,” is made up of three 木, which each mean “tree.” And 木 does indeed look like a little cross when you take away the two diagonal strokes.
Part of what makes this interesting to me is that crosses are, of course, not a feature of Chinese graveyards at all. Here’s a picture of a Chinese cemetary:
Still, innovative ad that drives the point home. Well done.
The character there is 家, meaning “house,” “home,” or sometimes even “family.”
The first thing I noticed was its Escher-like quality, updated to a modern aesthetic. (Reminded me of Monument Valley even more than Escher directly, actually.) Very cool, and not something I see much in China, for sure!
The second thing I noticed was that the stylized character on the poster is missing a few strokes. If this character is 家, then the bottom part is supposed to be 豕, which has 7 strokes. Instead, the bottom part looks more like the 5-stroke 永, minus the top stroke.
I found this odd, because this is a pretty big difference, and in my experience the Chinese don’t take character mutilation too lightly, especially when it’s not just private use. My wife’s response was just to shrug it off, though, with a, “yeah, but it’s still supposed to be 家.”
What do your Chinese friends think? Cool design, or heinous affront to the sanctity of the 10 strokes of the Chinese character 家?
This is the logo for a service called 点点啥 (Dian Dian Sha):
So this is the Chinese verb点 (meaning “to order (food)”), reduplicated. The word 啥 is a colloquial way to say 什么 (“what”), used more in northern China.
Nice characterplay here, the second 点 replaced by the service bell, while the first 点 is modified a bit to look more like the bell.
One thing beginners might not know is that the character component consisting of four short diagonal lines (as in 点) is frequently written as a single horizontal line. You can actually see this in some PRC character simplifications:
魚 → 鱼
馬 → 马
Obviously, it’s not applied across the board, leaving us with characters like 点, 热, and 煮, which still use the four short diagonal lines in printed form. In handwritten forms (or certain fonts), even those four short lines frequently get turned into a horizontal line (usually kinda squiggly).
点点啥 (Dian Dian Sha) has an app aimed at reduced food-related wait times.
It doesn’t feel like the movie Big Hero 6 (called 超能陆战队 in mainland China) was hugely popular in Shanghai, but the character Baymax sure is! I see him everywhere these days. His Chinese name is 大白, literally, “big white.”
To me this name is cute, because it reminds me of 小白, a common name for a dog in China (kind of like “Fido” or “Spot”), except, well… bigger. When I ask Chinese friends, though, they don’t necessarily make the same connection.
The eagle-eyed will also spot a little characterplay going on with the word 暖男, which is a relatively new slang term. Literally “warm male,” it refers to a sensitive, considerate guy. Chinese ads often go out of their way to incorporate the latest slang as much as possible.
It’s no secret that I enjoy seeing Chinese characters with some kind of visual design twist (I sometimes call it “characterplay”), and I’m getting more and more friends and readers sharing photos with me. Keep them coming!
Here’s one shared by Matt Scranton:
So the character that means “hair” is 髪 in traditional Chinese, 发 in simplified.
Here are some others I found myself around Shanghai:
This one took me a few seconds to figure out:
A play about suddenly getting rich.
A play on the phrase 霸气十足, which means something “totally dominating.” Changing the oppressive “霸气” to “爸气” (which isn’t a real word) makes it seem friendlier (and appropriate for a Father’s Day promotion), though.
I recently noticed an eyeware shop called 日月眼镜 (literally, “Sun Moon” Eyeglasses”). This is a good example of a name that plays on common knowledge of characters and character components. The glasses themselves, of course, are unrelated to celestial bodies, but when you put the characters for sun (日) and moon (月) together, you get 明, a character which means “bright.”
Why “bright”? There are two reasons:
1. The word 明亮 (“bright”), is frequently used to describe attractive, alert, healthy young eyes. So it’s a good association.
2. Another association, although less direct, is that 明 can refer to eyesight itself. There’s a word 失明 (literally, “lose brightness”) which means “to lose one’s eyesight.” Logically, then, 明 can refer to eyesight, but there’s no word (of which I am aware) other than 失明 which uses 明 to mean “eyesight.”
Have you noticed any other Chinese shop or brand names that use “deconstructed characters” in their names?
In case you’re wondering how one should understand the phrase “爱 ♥ 回家” grammatically, 爱 is a noun here, so it means “love returns home” rather than “[someone] loves to return home.” Ah, Chinese grammar and its flexible parts of speech…
What especially caught my eye was the mention of this use of Chinese characters:
The characters involved are 自由 and 目田. The former is a real word meaning “freedom,” the letter is a nonsensical combination of two characters (“eye” + “field”), chosen for their appearance only.
I really love how creativity with characters (something I call characterplay) allows for circumvention of censorship. This case is particularly ironic, because in order to avoid automated detection you’re literally removing the top part of both characters, a nice parallel to the content removal activities going on behind the scenes at Weibo.
I definitely don’t like this logo as well as the 永久 logo, but this one is still noteworthy:
The name of the Japanese restaurant is 吟味. This is kind of a strange name to me; the only Chinese word I’m very familiar with that contains the character 吟 is 呻吟, which means “moan” or “groan.” It has numerous sound-related meanings, like “sing,” “chant,” and “recite.” 味, of course, means “flavor.”
In Japanese, I found an entry for 吟味 (ぎんみ) which means “testing; scrutiny; careful investigation.” I guess a name like that could be comforting in a country so beset with food safety issues?
I found it interesting how the mouth radical (口) is used in the same logo to form two very different pictures. The first one is of a table reminiscent of ancestral forms of the character 口, except upside down. The second one looks like a bowl, and although looking more modern, resembles a few of the other ancestral forms of the character 口 (and not upside down this time).
The right side of 吟 (the roof combined with the kneeling Japanese figure) to me really looks more like the character 令 than 今 in certain calligraphic styles.
Logos like this are interesting, but to me highlights an important point: Chinese characters are not pictures. They’re not even very much like pictures. If characters were really “like pictures,” this kind of logo wouldn’t work.
Certain Chinese characters and character components arehistorically pictographic in nature, yes, but you can see how even a basic pictographic element like the mouth radical (口) is actually very plastic. To me, what’s so fascinating about characters is not that they’re “like pictures,” but that they’re a ridiculously complex (and yet still viable) alternative symbolic system to alphabet-based writing systems.