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:
Which translates as “Computer Safety Specialist”, and breaks down into:
Pinyin: diàn nǎo
Zhuyin: ㄉㄧㄢˋ ㄋㄠˇ
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:
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:
Pinyin: chuàng kān
Zhuyin: ㄔㄨㄤˋ ㄎㄢ
English: First Issue, 創 meaning to ‘start’, ‘initiate’ or ‘create’, and also 刊 which means ‘publication’.
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’.
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:
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):
Pinyin: xī qí
Zhuyin: ㄒㄧ ㄑㄧˊ
English: Unusual and rare, 稀少 (xī shǎo) “rare”, 奇怪 (qí guài) “strange” or “unusual”.
Pinyin: bǎo hù
Zhuyin: ㄅㄠˇ ㄏㄨˋ
Pinyin: liú xíng
Zhuyin: ㄌㄧㄡˊ ㄒㄧㄥˊ
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!