two child style


The above advertisement is for the Shenzhen office of Asiaray, a Hong Kong company that specializes in providing outdoor advertising throughout the Mainland. Three related comments:

1) This particular advertisement caught my eye because of its representation of a two-child family. Just who is the intended audience of this advertisement? Families who have paid fines for their second child? Only children couples who are permitted to have two children? Or is it another sign that China may relax the one child policy, as discussed on Reuters?

2) Cultural turning. The copy literally translates as “Fashion Style — Realize Creativity Everyday”. It may be thanks to Psy the English word “style” is now showing up in advertisements all over the city. However, the official translation of 宣传部(文体局) on the Nanshan District Government website is Propaganda Department (Style Council).

3) Backlit billboards are particularly common in the Shenzhen subway and at bus stops. Indeed, outdoor advertising is the most common form of public art in Shenzhen. Recent research suggests that how we feel can impact our actions — just not in the way we think. This particular advertisement, for example, may not stimulate people to buy backlit billboards from Asiaray. Nevertheless, it does promote both the two-child family and fashion as the means for crossing a threshold into a better future.

Thought du jour: We know that Asiaray and other agencies (including Municipal Style Councils) sell wish fulfillment, using our desires against us. And maybe that’s the point. Maybe what we want is to be caught up in a daydream, all four of us, hand-in-hand on a fashionable rush to the future … until we loop back and repeat the experience, all four of us, hand-in-hand on a fashionalble rush to the future.

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