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."
