3. • Radio ad started in 1959, TV ad in 1967
• Int’l agencies: DMB&B in 1927, 2 in 40s, 4 in
60s, the rest in 1970s
• Creative: Local
• Market: Grass root
• Product: FMCG
– direct & Straight-forward
– Availability & USP
• Advertising’s role: information provider
4. • 綠寳橙 1972
– http://www.youtube.com/watch?v=_SZkAr1wZ4Q&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 人人搬屋 1972
– http://www.youtube.com/watch?v=V1Sjz7leZS0&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 菊花牌乳膠漆 1972
– http://www.youtube.com/watch?v=iyHtEHSNqOk&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 得意麵 1977
– http://www.youtube.com/watch?v=tPFIh3kxVkQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 金冠米 1978
– http://www.youtube.com/watch?v=GZEcbgwceoQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
5. • 家計會 1974
– http://www.youtube.com/watch?v=dCYvJbkM3UQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
7. • Background: Good economy
• Agencies/Clients: International
• Creative: Western
• Market: Middle class
• Product: Electronic appliance, Luxury, Parity
• Advertising’s role:
Differentiation/ID/Image/Yardstick
8. • 金利來 1978
– http://www.youtube.com/watch?v=44J0Cp4FgGM&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 維他奶 1983
– http://www.youtube.com/watch?v=Tp9YV5Xfg7s&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 軒尼詩VSOP 1984
– http://www.youtube.com/watch?v=qrqWRBUY5qc&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 人頭馬Club 1986
– http://www.youtube.com/watch?v=XhEVw3n8k3Y&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 人頭馬Club 1988
– http://www.youtube.com/watch?v=zvLzlXDEGYc&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
9. • Kenwood 1989
– http://www.youtube.com/watch?v=8JSrdc2hwl0&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 鐵達時 1989
– http://www.youtube.com/watch?v=FUN6-bZKhdA&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
11. • Background: 97 issue, bad economy (94,97)
– HK ID
– Argument in society
• Agencies/Client: Foreigners fleeted
• Creative: Young local
• Consumer: Audience smarter
• Market: Middle class
• Product: Telecomm, Service, Parity
• Advertising’s role: Image/go human/go
emotional/be friends
12. • 九廣鐵路 1991
– http://www.youtube.com/watch?v=3ZMYEfWmlBE&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=14
• 眼鏡88 1994
– http://www.youtube.com/watch?v=2Y5b8z61ey4&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=15
• 匯豐銀行 1994
– http://www.youtube.com/watch?v=ZVAGBxzWOkk&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a
• 大通銀行信用卡 1995
– http://www.youtube.com/watch?v=arHNHmLzudQ&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=17
13. • SUNDAY – Launch 1998
– http://www.youtube.com/watch?v=-zJ_3Mn1Z9s&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=18
• SUNDAY – Roaming 1998
– http://www.youtube.com/watch?v=z1PpZbx62fk&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=19
• 竹葉青 1977
– http://www.youtube.com/watch?v=p-sAWC4HfO0
• SUNDAY – 1622 1999
– http://www.youtube.com/watch?v=eCQMe1vs3Gw&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=20
• SUNDAY – So Wap 1999
– http://www.youtube.com/watch?v=5a3VEMIAITU&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=21
• 維他奶 2000
– http://www.youtube.com/watch?v=RNZljJVIBRE&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=22
15. • Background: Very bad economy, money goes
to China, new media emerge
• Agencies/Clients: Foreigners back
• Creative: Brain drain
• Market: Polarized, main landers
• Advertising’s role: Catalogue
16. • Galaxy 2012
– http://www.youtube.com/watch?v=qd2IppJ0fLY&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=28
• Manning 2012
– http://www.youtube.com/watch?v=MY0UWRCI1nI&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=23
• Uniqlo 2012
– http://www.youtube.com/watch?v=mQi4Q9VFz2c&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=24
• iPhone 2012
– http://www.youtube.com/watch?v=yZcHE6Frb_4&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-a&index=25
• Canon 2013
– http://www.youtube.com/watch?v=KbSQTTWkRd8&list=PLUPYNbHZsQX2vkPpXe727xQQY683PjK-
a&index=31
• Adidas
– http://www.youtube.com/watch?v=Z3NjehWKJmA&list=PLUPYNbHZsQX2AFQRhI5IcKZ3Fr6kcIZ1U&index=88
