Tag: JD.com


12

Sep 2018

Shanghai Subway Ads that Teach Chinese Grammar

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:

JD.com Ad 1

不为朋友圈而运动

JD.com Ad 3

不为跟风而运动

JD.com Ad 5

不为赶时髦而运动

JD.com Ad 4

不为别人的眼光而运动

JD.com Ad 2

不为自拍而运动

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.)