TUESDAY, MAY 15, 1984
HE POINTED OUT THAT ONE OF THE MOST CHALLENGING THINGS IN THE VOLATILE AND DYNAMIC SOCIETY OF HONG KONG WAS THAT PEOPLE HAD TO COMPETE.
→I HAVE LONG BELIEVED THAT THERE IS NO HEALTHIER INDICATOR FOR THE PULSE OF THIS SOCIETY THAN THE STANDARDS OF OUR COMMERCIAL ADVERTISING. THEY ARE REALLY EXCELLENT; ON A PAR WITH THE BEST YOU WILL SEE ANYWHERE IN THE WORLD.
+THEY CAPTURE, IN THEIR CRISPNESS, THEIR VISUAL IMPACT AND THE SPEED OF THEIR DELIVERY, THE ESSENCE OF THIS FAST-MOVING SOCIETY, WHICH HAS NO TIME TO WASTE ON THE INDIFFERENT AND THE MEDIOCRE.
+SO WE IN GIS, WITH THE MUCH SMALLER BUDGETS AT OUR DISPOSAL THAN THOSE COMMANDED BY COMMERCIAL ADVERTISERS, HAVE A TOUGH TIME TO COMMUNICATE IN THE ALL-IMPORTANT TELEVISION MEDIA, MR TSAO SAID.
HE ADDED THAT WHILE GOVERNMENT COMMERCIALS LACKED THE GLAMOUR AND SOPHISTICATION OF THOSE EXPENSIVELY PRODUCED ADVERTISEMENTS OF THE PRIVATE SECTOR, THERE WERE THREE POINTS IN THE GOVERNMENT'S FAVOUR:
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THE GOVERNMENT IS DEALING IN REALITY, RATHER THAN ILLUSION,
IT IS SELLING IDEAS RATHER THAN PRODUCTS, AND
IT TOUCHES ON MATTERS OF LOGIC AND COMMON SENSE, APPEALING TO THE CONSCIENCE OF THE VIEWER RATHER THAN HIS RAW CONSUMER INSTINCT.
+OUR APIS MAY BE PLAIN, BUT THEY ARE DIFFERENT.
THEY ACHIEVE A HIGH DEGREE OF VIEWER RECALL BECAUSE THEY SEEK SOMETHING OTHER THAN THE GRATIFICATION OF THE SENSES, + MR TSAO POINTED OUT.
NOTING THAT ONE DANGER WITH CAMPAIGNS WAS THE POSSIBILITY OF THEIR BEING BORING, HE STRESSED, AND THAT, I AM DETERMINED, IS A FATE THAT OUR GOVERNMENT PUBLICITY MUST ENDEAVOUR TO AVOID AT ALL COSTS.+
FOR THIS REASON, MR TSAO SAID HE WAS DOING HIS BEST TO ENSURE AGAINST OVER-EXPLOITATION OF THE OPPORTUNITIES OPEN TO THE GOVERNMENT, NOT ONLY IN REGARD TO TELEVISION BUT TO ALL OF THE MEDIA EMPLOYED, INCLUDING POSTERS, RADIO, PRINTED LITERATURE AND COMMUNITY INVOLVEMENT PROGRAMMES AT THE DISTRICT LEVEL.
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