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Kevin Lin

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KL Communications

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Kevin Lin

  1. 1. Compete in Chinese November 2006
  2. 2. Plan <ul><li>Name – </li></ul><ul><li>your identity in Chinese </li></ul><ul><li>Brochure/website – </li></ul><ul><li>your communication in Chinese </li></ul>
  3. 3. Case study 1 <ul><li>Pizza Hut </li></ul><ul><li>Surely Triumphant Guest </li></ul>
  4. 4. Why bother? <ul><li>上天不下雨点 </li></ul><ul><li>老板去接夫人 </li></ul>
  5. 5. Question <ul><li>Was there a character that </li></ul><ul><li>appeared in both lines? </li></ul><ul><li>Why is it difficult? </li></ul><ul><li>上天不下雨点 </li></ul><ul><li>老板去接夫人 </li></ul>
  6. 6. How <ul><li>British Airways </li></ul><ul><li>Tom Garner </li></ul><ul><li>JAC </li></ul><ul><li>VisitBritain </li></ul>
  7. 7. Transliteration <ul><li>Pronounce a sound </li></ul><ul><li>Find a character with a similar sound </li></ul><ul><li>But – </li></ul><ul><ul><li>No fixed links </li></ul></ul><ul><ul><li>Accents: Geordie, Cockney, etc </li></ul></ul><ul><ul><li>Often truncated </li></ul></ul><ul><ul><li>Personal choice - spur of the moment </li></ul></ul>
  8. 8. Case study 2 <ul><li>Mercedes Benz </li></ul><ul><li>Ben Ci </li></ul><ul><li>Fundamentally sub-standard </li></ul><ul><li>Ben Chi </li></ul><ul><li>Charging forward </li></ul>
  9. 9. The key <ul><li>Many characters to a sound </li></ul><ul><li>More than one sound to a character </li></ul><ul><li>Most names are not translatable </li></ul><ul><li>You need a CREATIVE solution </li></ul>
  10. 10. Brochure/website <ul><li>Irrelevance: </li></ul><ul><li>Up to 30% </li></ul><ul><li>Not addressing Chinese needs and aspirations </li></ul><ul><li>English content on website </li></ul>
  11. 11. Interaction 2 <ul><li>University ranking </li></ul><ul><li>Applications processed speedily </li></ul><ul><li>Locals are friendly to Chinese students </li></ul><ul><li>Scholarships </li></ul><ul><li>Leisure facilities </li></ul><ul><li>Convenient shopping </li></ul><ul><li>Extra curriculum activities </li></ul><ul><li>Free NHS </li></ul><ul><li>Low crime rate </li></ul><ul><li>Work experience during holidays </li></ul><ul><li>Low cost of living </li></ul><ul><li>Many Chinese restaurants </li></ul><ul><li>Great social life </li></ul><ul><li>Recognition of the degree in other countries </li></ul>
  12. 12. Surprised? <ul><li>Recognition of the degree in other countries </li></ul><ul><li>Fees charged </li></ul><ul><li>Low crime rate </li></ul>
  13. 13. Thank you <ul><li>How can we help? </li></ul><ul><li>Tel 0845 450 0721 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.klcommunications.co.uk </li></ul>

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