10 haseł, które zna każdy Chińczyk

Imaginuj: jak to jest być autorem hasła, które po miesiącu intensywnej kampanii zapamięta jeden miliard i trzysta milionów ludzi? Jeden. Miliard. Trzysta. Milionów. Zamknij oczy i wczuj się.

BWAHAHA! Toż to jakby władcą marionetek zostać. Może w chińskich agencjach reklamowych mają odpowiedzialność kolektywną* i ona copywriterów z Pekinu ratuje przed rozrostem ego do takich rozmiarów, że sprzęt biurowy i Ziemia zaczęłyby wokół nich krążyć.

Oto 10 haseł, które zna średnio 38 razy więcej ludzi niż którykolwiek z najpopularniejszych sloganów wymyślonych w Polsce. Klękajcie narody. Albo nie. Wstańcie z kolan i poluzujcie gdzie was ciśnie, ej. Tak też te hasła tłumaczyłem. Bez ciśnienia.

1. Połączenia zaczynają się w sercu

Oryginał: 沟通从心开始 (Connecting starts from the heart). Marka: China Mobile, telekom.

2. Kiedykolwiek chcesz i gdziekolwiek jesteś, dziel się tym, co dzieje się wokół Ciebie.

Oryginał: 随时随地分享身边的新鲜事儿 (No matter what time, no matter what place, share the fresh things around you). Marka: największy chiński serwis mikroblogowy Sina Weibo z najdłuższym hasłem (również w oryginale) w całym zestawieniu. I nawet Paris Hilton ma na nim konto.

3. Baidu i wiesz

Oryginał: 百度一下,你就知道 (Baidu it, then you know). Marka: wyszukiwarka Baidu, numer 1 w Chinach. Google jest trzecie a Soso drugie. Nie znasz Soso? Baidu i znasz.

4. Cały świat patrzy

Oryginał: 世界都在看 (The whole world is watching). Marka: Youku, serwis wideo. Zbieżność pierwszej sylaby z YouTube jest oczywiście czysto przypadkowa.

5. Męski świat

Oryginał: 男人的世界 (A man’s world). Marka: Goldlion, chińska marka mody męskiej, posługuje się tym samym hasłem od lat 70. gdy powstała.

6. Pozwól światu na połączenia / Pozwól światu na Lenovo

Oryginał: 让世界一起联想 (Let the world connect). Marka: Lenovo (w Chinach znana jako Liánxiǎng, co oznacza właśnie „kojarzyć”, „łączyć się w jedno w czyimś umyśle”).

7. Ja to po prostu lubię

Oryginał: 我就喜欢 (I just like it. W tłumaczeniu amerykańskiego „I’m lovin’ it” na chiński pojawia się dodatkowo słowo oznaczające „just”, co zmienia jego sens i bywa krytykowane przez tagline purists). Marka:  McDonald’s.

8. Bo jesteś tego warta

Oryginał: 你值得拥有 (You deserve to have it). Marka: L’Oréal.

9. Piękno pochodzi z wnętrza, piękno pochodzi z Maybelline / z piękna skarbu lotosu / z USA

Oryginał: 美来自内心,美来自美宝莲 (Beauty comes from within, beauty comes from Maybelline). Marka: Maybelline (brzmienie marki po chińsku dodaje jej dodatkowych znaczeń współgrających z hasłem: Měi-bǎo-lián to ‘beauty’-‘treasure’-‘lotus’; co więcej „Měi” jest w chińskiej nazwie kraju, z którego marka pochodzi: Měiguó, Stany Zjednoczone).

10. Wybieram co mi smakuje

Oryginał: 我选我味 (I choose my taste / I choose I taste). Marka: Burger King.
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Na poziomie najpopularniejszych haseł i stojących za nimi insightów w moim odczuciu Chińczycy nie różnią się od Polaków. Zaryzykowałbym twierdzenie, że dobre reklamy opierają się na tym, co dla ludzi uniwersalne, ponad granicami i kulturami. Spójrz na tę reklamę chińskiego Ubera na koniec. Czy masz wrażenie, jakby ktoś mówił do Ciebie po chińsku? No chyba nie.
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Upowszechniają się rzeczy, które same są powszechne. It’s as simple as that. Pewnie Chińczycy też mają na to jakieś powiedzonko.
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Gdzie zatem miejsce na kreatywność w reklamie? Czy wystarczy sam zasięg? To jeszcze nie jest ten wpis, w którym na te pytania odpowiem.
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Źródłem zestawienia 10 najbardziej popularnych w Chinach haseł jest serwis poświęcony chińskim mediom społecznościowym What’s On Weibo. Polecam.
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*…a przed eksplozją ego Chińczyków chroni konfucjanizm. Kiedyś o tym więcej napiszę.
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Foto: Ryan Tang.
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29 thoughts on “10 haseł, które zna każdy Chińczyk

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