SPH hosts second Long Xi awards to boost Chinese-language ads

Singapore Press Holdings (SPH) has blasted advertising agencies for not taking Chinese-language ads seriously. But SPH executive vice-president of marketing Tham Khai Wor warned that unless agencies change their stance, it would be the advertiser who loses out in the end. "There are 1.7 million Chinese literate consumers that have the spending power to support their increasingly discerning lifestyles," he said. "Reaching this market in the language of their choice is not about mere translation of an English copy advertisement. "It takes an understanding of the Chinese culture and creative use of the Chinese language and even the Chinese characters - to win the hearts and minds of the readers." He noted that more than 90 per cent of all Chinese advertisements come from direct translation from the English version, and that there were very few good creative copywriters in Chinese. As many of the ad messages are often lost during the translation process, Mr Tham said: "I want to dare the agencies to come out with good creatives, otherwise they are not giving their clients value for money. "Simple ads (in Chinese) to get the message across are the most difficult to do." Mr Tham made the comment as Lianhe Zaobao - SPH's Chinese-language daily - announced it will continue championing the cause for improved Chinese advertising by hosting and presenting the second Long Xi Creative Awards. The awards are aimed at giving recognition to outstanding advertising in the Chinese language. According to SPH senior executive vice-president of Chinese newspapers and newspaper Services Chew Keng Juea: "Through this event, Lianhe Zaobao will help to elevate creative thinking in the Chinese language as well as an understanding of the Chinese culture."

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