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Emotion brings to excellence, said Lai Man Cheuk

出自香港新聞網 - 樹仁新傳系學生實習習作

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Hong Kong, Feb. 28-- "Creativity need to be emotional," said Lai Man Cheuk, senior media planner, during his speech to the general assembly of Shue Yan University.


Cindy Chan Sin Yan


Lai takes the existing car advertising posters as examples. "One of them (helping verb missing) showing a couple wearing in nightclothes stand in front of a car at the midnight. It's a good advertising that it promotes the car as a dream car," said Lai. "However, it is not good enough."


He thinks that an excellent advertising could touch people's heart. "There is another advertising shows some children waiting for bus after school with heavy bags and a poor face. A slogan "Are you (hardhearted?) enough?" is placed on the poster," said Lai. "I eventually brought a car because of this advertising!"


Lai stressed that the creative work with an exuberance of feeling is the most infectious one. "(An-no need) successful advertising even need not show the product," he said.



Edited Version:

Hong Kong, Feb. 28-- "Creativity need to be emotional," said Lai Man Cheuk, senior media planner, during his speech to the general assembly of Shue Yan University.


Cindy Chan Sin Yan


Lai takes the existing car advertising posters as examples. "One of them is showing a couple wearing in nightclothes stand in front of a car at the midnight. It's a good advertising that it promotes the car as a dream car," said Lai. "However, it is not good enough."


He thinks that an excellent advertising could touch people's heart. "There is another advertising shows some children waiting for bus after school with heavy bags and a poor face. A slogan "Are you coldhearted?" is placed on the poster," said Lai. "I eventually brought a car because of this advertising!"


Lai stressed that the creative work with an exuberance of feeling is the most infectious one. "Successful advertising even need not show the product," he said.

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