ENG-1978 — Page 234

BIE EER

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IMAAN

Creating an image

Like many industries in Hong Kong, the advertising business is experiencing a period of rapid expansion. Not only do big corporations recognise that advertising is an integral part of marketing but the smaller, more traditional companies are also applying its techniques to sell their products and services. Advertising has evolved as a highly competitive business. with 10 additional international agencies. joining the scene in the past five years. Campaigns are created in two languages: Chinese and English. Their message is projected through the territory's numerous publications, radio and cinema, but the main advertising medium is television, which offers a high market penetration. During the year, an important develop- ment was the letting of additional indoor and outdoor advertising space connected with the Mass Transit Railway, which begins partial operations in 1979. Hong Kong's advertising industry is both pro- gressive and professional. Organisations such as the Association of Accredited Advertising Agents of Hong Kong (4As) and the Hong Kong Advertisers Associa- tion (2As) seek to increase standards by organising educational programmes. The 4As works in close association with the Chinese University of Hong Kong where students learn advertising as part of their communications course. The government is Hong Kong's largest advertiser. Public service advertising, channelled through the Information Services Department, covers a host of community-orientated cam- paigns such as road safety, fighting crime, fire prevention, anti-drugs and keeping Hong Kong clean.

Previous page: A montage of illuminated neon signs in Lockhart Road, Wan Chai. Left: Learning about advertising are com- munications students at the Chinese Uni- versity of Hong Kong; the 1978 chairman of the 4As talks to young people study- ing advertising; a creative team discusses concepts.