Advertising Hack: Taiwan PC Go Safe

This is an easy one for this first of a series looking at Chinese language advertisements. Looking at the billboard advertisement below,  you’d be forgiven for thinking this was an advert for make-up or womens’ clothing. Behold the spectre of advertising in Taiwan 🙂

At closer inspection we can see the English at the top left: “PC go Safe”, so we can ascertain there must be some relation to computers, let’s take a closer look.

Below the logo we can see:

電腦安全家 (电脑安全家)

Which translates as “Computer Safety Specialist”, and breaks down into:

電腦 (电脑)

Pinyin: diàn nǎo
Zhuyin: ㄉㄧㄢˋ ㄋㄠˇ
English: computer

安全(專)家 (安全(专)家)

Pinyin: ān quán (zhuān) jiā
Zhuyin: ㄢ ㄑㄩㄢˊ ㄓㄨㄢ ㄐㄧㄚ
English: safety specialist – here 安全 is safety, and 專家 is a specialist.

It’s clear up to now that is something to do with PC security, maybe an anti-virus program, or a website relating to computer safety. Let’s look at the main text, there must be more information there:

創刊贈品超值送 (创刊赠品超值送)

This is more like it: “First issue free gift – super value”, from this we now know that this is an advert for the first issue of a magazine, the text breaks down as:

創刊 (创刊)

Pinyin: chuàng kān
Zhuyin: ㄔㄨㄤˋ ㄎㄢ
English: First Issue, 創 meaning to ‘start’, ‘initiate’ or ‘create’, and also 刊 which means ‘publication’.

贈品 (赠品)

Pinyin: zèng pǐn
Zhuyin: ㄗㄥˋ ㄆㄧㄣˇ
English: Free gift, this is a abbreviation of two words 贈送 (zèng sòng) ‘to give as a gift/present’, and also 物品 (wù pǐn) which is ‘goods, or things’.

超值送

Pinyin: chāo zhí sòng
Zhuyin: ㄔㄠ ㄓˊ ㄙㄨㄥˋ
English: This translates as something like “Super/Extra value giveaway”, 超 (super), 值 (value), 送 (give away).

The smaller text is:

會用電腦不稀奇,保護電腦才流行 (会用电脑不稀奇,保护电脑才流行)

This explains why you’d want to buy this magazine, and translates to: “being able to use a computer isn’t rare, but only by maintaining a computer can you be popular”.

We’ve read between the lines somewhat here as the literal translation is: “can use computer not rare, protect computer only then popular”.

The break down is as follows (easy words like 會, 用 omitted):

稀奇

Pinyin: xī qí
Zhuyin: ㄒㄧ ㄑㄧˊ
English: Unusual and rare, 稀少 (xī shǎo) “rare”, 奇怪 (qí guài) “strange” or “unusual”.

保護

Pinyin: bǎo hù
Zhuyin: ㄅㄠˇ ㄏㄨˋ
English: protect

流行

Pinyin: liú xíng
Zhuyin: ㄌㄧㄡˊ ㄒㄧㄥˊ
English: popular

So we now know that the woman in the advert had nothing whatsoever to do with the content, or maybe she’s the target audience, who knows. Anyway, keep checking back for more advertisement analysis, and if you have any questions or comments, please leave a message below!

One response to “Advertising Hack: Taiwan PC Go Safe

Comments are closed.