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

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