We all know the well-known advertising slogan come together, right now. It is true that the world is getting smaller and more connected. Whether it be digital media, or physical movements – it is easier to collaborate and interact with others than ever before. Even the traditional form of advertising, the Chinese couplets, have adapted to this trend.
Couplets are a type of Chinese art consisting of two phrases, usually written in classical Chinese, which are placed side-by-side in order to form a complete poetic thought. This type of poetry goes back to the Tang Dynasty (618-907CE), with the most famous couplet being the moon is round, and the glory of the lord shines down (月儿圆, 福佑人间). In modern times, couplets have become popular advertising tools due to their emphasis on traditional Chinese culture, as well as their aesthetically pleasing visual appeal.
In the past, couplets were written on red paper and hung on doors and gates, with one phrase on the left and one on the right side. This traditional approach still exists today, with the rise of digital advertising providing a new platform for Chinese couplets. Companies can now create eye-catching digital couplets to spread their message and create brand awareness. With the help of digital technology, these couplets can now be shared across multiple platforms, including mobile, web, and social media.
The most important aspect of utilizing couplets as a form of advertising is its ability to convey a message in a concise and effective manner. Couplets are designed to be short and to the point, yet very powerful. By utilizing this form of communication, businesses can craft compelling messages that will stay in the publics mind.
Furthermore, due to the nature of Chinese culture, couplets are not just used as a marketing tool but also as a way to spread knowledge and wisdom. For example, many temples, religious and cultural sites feature couplets that are used to convey spiritual or moral messages. In this way, design and placement of couplets can bring about a positive change in members of the public, thus creating an ideal advertising platform for businesses.
The utilization of Chinese couplets in advertising opens up a whole new world of opportunities for businesses to expand their reach and create meaningful connections with their target audiences. Whether it be for social, cultural, or economic development, couplets provide a unique and effective way to spread a message in a concise, traditional, and visually appealing way. With the power of digital media and traditional Chinese culture, businesses can no longer be limited by geography and come together now to reach more people in our ever-shrinking world.
