As far as copywriters are concerned, intelligibility seems to be limited to easy-to-read English product names and simple vocabulary in the body copy or headlines. No intelligibility is expected in long strings of English wording in the logo, since copywriters do not expect anyone to read them. On the other hand, they are not aware that their English wording is unintelligible to native speakers of English, as it actually consists of a word-for-word translation from Chinese.
Martin (1998) observes that in French advertising, copywriters write English-sounding song lyrics to evoke emotions in French consumers, most of whom do not understand English song lyrics. Martin thus concludes that advertising can be effective even if the text is not intelligible.
Similar to the strategy employed by the French copywriters creating the ‘gibberish’ English-sounding song lyrics (Martin 1998: 313), copywriters in Taiwan create non-standard English expressions by translating Chinese structure word for word into English, regardless of English language accuracy. In both cases, the English usage is intelligible to neither local consumers nor native speakers of English. Both this study and Martin’s research suggest that ‘100% intelligibility is not as important as many would assume’ (Martin 1998: 314).
In consequence, due to the combined effects of all the factors discussed above, deviations from Standard English usage abound in residential real estate advertisements in Taiwan.
Conclusion
Since English is so common nowadays in Taiwan, boosted by its status as an international language, English mixing is capitalized on extensively in the advertising of residential real estate properties, a business with a very local nature. English mixing is employed in accordance with Western architecture designs, which dominate the business of residential real estate properties in Taiwan. English mixing is used by copywriters to create a variety of socio-psychological effects. For high-end products, the mixing of English architectural jargon, the English brand names of imported home appliances and facilities, and the English names of architects designing the buildings combine to represent authenticity, internationalism, professionalism and superior quality of the advertised products. Background visuals referring to Western cultural themes and landmarks often appear in such ads.
By contrast, when it comes to low-end products, English mixing symbolizes easy access by the customers to the advertised property and the fulfi llment of their dreams. Simple English product names and easy-to-read
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vocabulary are employed. Verbatim translation of English wording based on its Chinese structural counterpart occurs frequently.
Most important of all, English mixing serves as a decorative graphic design, an artistic effect, to create desired atmospheres and convey all the intended socio-psychological impacts. Linguistic accuracy thus lies outside the concerns of copywriters. Likewise, the audience is not concerned about the linguistic deviations in ads. Consequently, English deviations prevail in residential real estate advertising in Taiwan.
In sum, like its role in French advertising, English in real estate advertising in Taiwan functions ‘not only as an attention-getter but also a brand image reinforcer, mood enhancer …’ (Martin 1998: 336). Despite the diffi culties involved in interviewing copywriters, such interviews provide fi rsthand information concerning the motivations behind various copywriting styles during the creative process of designing real estate advertisements, which in turn sheds light on how real estate advertising, as a component of popular culture, reflects the state-of-the-art developmental influence of English in Taiwan.
Acknowledgements
This chapter was funded by the National Science Council of the Republic of China (NSC90-2411-H-002-044) as part of a research project. Acknowledgements are also extended to the following copywriters who provided the content of the interviews and some of the data in this chapter: Herman Shu, Executive Creative Director, Crema Society; Pei-Lun Chu, Marketing Manager, Grand Fortune Develope [sic] Co.; Hui-Lan Song, Assistant Manager, Department of Planning, Jaysanlyn Real Estate and Advertising Co. Ltd.; Pu-Yi Zheng, Creative Director, Department of Planning, Jaysanlyn Real Estate and Advertising Co. Ltd.; Wen-Yi Shen, Creative Director, Department of Planning, Top Scene Advertising Co.; Ming-Hui Zhou, Creative Director, Department of Planning, Sinyi Realty Estate Inc.
Notes
1. The other four copywriters interviewed did not offer the author any of the print advertisements they created for reference after the interview sessions.
2. One of the copywriters interviewed indicated that the practice of using English mixing in residential real estate copywriting dates back to 1997, when copywriters in other fi elds started to employ easy-to-read English words in advertising high-tech products such as cell phones.
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3. Prices of properties can vary considerably, depending on where the advertised property is located, for example, Taipei, the capital of Taiwan, as opposed to rural areas such as Taoyuan. Properties located in Taipei are usually much more expensive than those in other areas in Taiwan.
4. Martin defines a logo as ‘a graphic representation of the company…[that]
will appear as small icons in the advertisement, sometimes in addition to the company name mentioned elsewhere in the text’ (1998: 243).
5. MRT stands for Mass Rapid Transit. It is Taipei’s subway system.
6. Some Taiwanese copywriters tend to regard any foreign architects’ names spelled with the Roman alphabet as English names, for example, Tadao Ando (a Japanese architect) and Hans Hollein (an Austrian architect).
7. Taiwan is situated in an earthquake-prone area. On 21 September 1999, a devastating earthquake occurred, causing a high number of casualties, building destruction and property loss. Since then, earthquake-resistant structures have been given special emphasis in residential real estate advertising.
8. According to Wikipedia (March 2008), ‘Kensington Palace is a royal residence set in the Royal Borough of Kensington and Chelsea in London, England. It has been a residence of the British Royal Family since the 17th century. Until 1997, it was the offi cial residence of the late Diana, Princess of Wales.’
9. Print ads in newspapers are the primary media used in advertising high-end properties located in Taipei. Television commercials are relatively uncommon.
10. According to the online edition of the China Times on 9 April 2010, Dibao’s property value has increased tremendously. The price per square foot was up to US$1,792 as of April 2010. According to a China Times online report on 29 September 2010, Dibao was ranked as one of the ten most luxurious residences in Asia.
11. All the copywriters interviewed maintain that simple vocabulary was used due to the perceived limitation of the general public’s command of English. If English usages are diffi cult or lengthy, consumers will fail to understand the meaning of these words and consequently the message conveyed in the advertisements. This observation is confi rmed by Hsu (2008).
12. Words such as lounge and spa are short and easy to read. According to one of the copywriters, lounge refers to a room located in the property, where a help-yourself type of bar is installed and residents can enjoy music and coffee. As in the West, this word suggests a sense of elegance in the local context. By contrast, spa has acquired a specifi c local meaning. While spa denotes water treatment in a hot or mineral spring resort in the West, in advertisements in Taiwan, it simply refers to a small pool for water treatment, massage and showers, as one of the facilities provided in the property.
13. In illustrating a Chinese–English mixed phrase in this chapter, to avoid readers’
confusion between the Chinese and English spelling, the English words are capitalized.
14. High is an English adjective frequently used in advertising in Taiwan. According to two interviewed copywriters, it is not synonymous with the feelings entailed by using drugs. It merely represents a feeling of being playful, joyful, happy and excited.
15. During the Korean War (1950–53), Chinese troops were dispatched to join the war. After the war was over, approximately 14,000 Chinese prisoners of war
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requested that they be sent to Taiwan of the Republic of China (Free China), rather than the People’s Republic of China (Communist China). They arrived in Taiwan on 23 January 1954. To commemorate this special event, 23 January (123) was designated by the Taiwanese government as ziyouri, ‘the day of freedom’.
By referring to this historical event, copywriters use the special date 123 in conjunction with ziyoushi (‘gentlemen of freedom, with its meaning extended to people of freedom’) as the product name of the advertised property.
16. These 1265 ads were collected from newspapers, magazines and TV commercials.
17. Most of the graphic designers in the real estate advertising business graduate from Fuxin Trade and Arts School, where students receive a high school-equivalent education.
18. The survey sample consists of 425 participants coming from forty-two different professions, aged from thirteen to eighty-seven, with levels of education ranging from junior middle school to doctoral degree.
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