RVJ
SUEN Hei Lam / 187163430 Birmingham City University (Graphic Communication) VIS6036 Major Study 15 February 2019
Major Project _
Promoting Cantonese culture
Project Background & Information
Cantonese, native language of hongkongers and Guangzhou people was suppressed by the Hong Kong and China government recently.
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Hong Kong Government are popularizing ‘teaching Chinese in Mandarin’ in primary & secondary education since 2008.
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Programmes on the news channel of Guangdong TV are broadcasting in Putonghua since September 2018.
“There's a huge threat of mandarin replaced Cantonese in the future.”
2012: Numbers of schools implementing "Teaching Chinese in Mandarin" from 1997 to 2015
2015:
Comparison of 2012 and 2015 Census and Statistics Department Hong Kong Special Administrative Region’s survey results
Survey about Use of language in Hong Kong By CENSTATD
The results showed that major population of Cantonese native speakers has significant decreased and other Chinese native speakers has slightly increased.
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Numbers of local schools implementing "Teaching Chinese in Mandarin” has soared after 2008 the education policy has launching.
An interview with Sheung Shui primary school’s students about "Mandarin Chinese as schoolchild daily languages" by Cable TV.
Negative impact of promoting Mandarin in HK’s education
Findings: - "Teaching Chinese in Mandarin" used to mandatory methods for school child to dominate their rights of speaking mother tongue (e.g. get punished when speaking Cantonese).
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Mandatory education of "Teaching Chinese in Mandarin” forced younger generation forgotten their native language and get used to communicate with locals in mandarin
Interviews with schoolchild about the cognition of Cantonese by local media Opener and Oncc’s 港呢啲
Findings: - Schoolchild prefer use vocabulary of Putonghua rather than that of Cantonese when they speak native language.
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“Teaching Chinese in Mandarin” will decrease younger generation’s interests and cognition of native language.
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A threat for inheriting native language culture.
Trend of local buzzwords culture
Other Asia region language culture are gradually spreading around in HK younger generation.
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2000s tend to use buzzwords from foreign, especially China, Taiwan, Japan etc. Asia region.
Opportunities
Cantonese slangs as the entry point to promote our native language to target audience Values: - Slangs carry and reflect that the different eras’ local culture > A better way to deeply understand about the history and culture of Hong Kong
Categories of Cantonese Slang -
According to So, classic Cantonese slangs mainly categorised in Cantonese from Guangzhou, society events, Macau culture, foreign language.
Interview with Cantonese studies expert So Man Hing
Slangs from foreign language -
Some early cantonese slangs are translated from english pronunciation
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The Chinese developed the initial Pidgin language (⽪皮欽語) for communicating with the British
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Also based on Pidgin language to develop a branch of foul language euphemism (粗⼝口委婉語)
Show Hong Kong’s British colonial history and culture in past
瘀
𤓓
尷尬癌(China Slang)
忟憎, ⾕谷氣
著
跳掣
舐嘢, ⼤大獲, 倒⽶米
⼤大檸樂樂樂樂
GG(Taiwan Slang) 杯具(China Slang)
躝癱
Low(China Slang)
低b, ⽊木咀, 豬兜, 茂利利
Kai⼦子
腦殘(Japan Slang)
蛇𠺌, 騰雞, 縮沙
淆底
閉翳, 囉囉攣
安已不
威⽔水, 巴閉
屈機
扮哂蟹 蒲 Past
Evolution of local slangs
傻逼(China Slang)
OP (Taiwan Slang) Skr, 666, ⽜牛逼(China Slang)
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Cantonese slangs in Early are varied and blended into daily lives, e.g. the slangs divided in describing emotion, behavior, enhance expression/ curse
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Nowadays, The locals less developing representative, iconic slangs.
裝逼(China Slang) WET
HEA
Chill(Western Slang) Now
Cantonese slang in foreigner’s eyes -
One the most different feature between Cantonese and foreign language is Cantonese like to express a meaning in implicit.
Related Project Research
Cantonese Collquial by Frank Lo
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Varied and experimental Chinese typography structures to express similar texture and literally meaning from those Cantonese colloquial.
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Expression of Chinese typography may only deliver the surface of the meaning.
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Abstract for the audience
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Not understand/ associate with the wrong meaning
Related Project Research
Cantonese Collection by Fairy Floss
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Funny Cantonese terms Integrated into related daily necessities, e.g. word of '好⿁鬼重 (So heavy)' into the shopping bag, it also promotes local pop culture, like the umbrella has printed a cantonese song about 'Break up always appointed on a rainy day', to raise the locals and foreigners awareness of Cantonese culture and Hong Kong local culture
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Low effectiveness of popularising Cantonese in foreign countries, only the packaging mention the meaning of the Cantonese.
Related Project Research
Products about Cantonese profanity by G.O.D
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'Delay No More' is a slogan that has become synonymous with G.O.D. The phrase is a phonetic translation of a Cantonese profanity, but in English it is a positive call-to-action to seize the day. Think of it as the Hong Kong answer to "carpe diem”.
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Deliver the wrong meaning of the words to target audience > Negative meaning in Chinese, Positive meaning in English
Related Project Research
Picture Cards of Trendy Expressions in Hong Kong Cantonese by Sorealreal
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With reference the past hong kong textbooks, the cards mentioned the bilingual meanings of buzzwords, example sentence and attached retro and humorous style illustration.
Project Aim
“To hold an educational campaign about Cantonese culture of slangs, deeply introducing the behind local culture and society phenomenon to local younger and older generation.”
話 cult⾹港 _ Campaign Name
Meaning of “Culture” Euphony of HK’s swear word 「𨳊」;
cult
⾹港
[
話
Campaign concept
[
]
「溝」= “Mix”
]
Meaning of “Dialect” , “Chat”
Create bold, vital mood for campaign Fits in image of HK slangs vulgar & vivid
Dialect culture of every era (香港話, Hong Kong Cantonese)
Hong Kong
Mixture of HK’s slang between new & old generation
Visual Reference
Competition _
Star Industrial Co Ltd. Design Competition
Client Background
Star Industrial Co Ltd Star Industrial Co Ltd., well-known as Red-A, has established over 70 years, it is the largest plastic ware manufacturer in Hong Kong. Star has dedicated to producing a diversity of high-quality plastic ware line for different industries uses.
Competition Brief RedA will launch a series of professional kitchen equipment including 12 different products for offering high-quality kitchen experience to users.
Products including:
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South Pro Wexiodisk Fusionchef Vito Timestrip Henkelman
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Supermax Notion Lite Dick Atlantic Chef Easy cut Thermo Future Box
Client will launch a showroom and the promotional campaign to introduce its brands with relevant marketing collateral and designs to the business stakeholders.
Project Aim
“To design a set of integrated campaign to promote large scale kitchenware of RedA to the target audience.”
Project Objectives
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Let the public get to know more about RedA and its professional kitchen total solution with outsource brands through delivering the messages in unified visual and content.
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Notify 'new Showroom is launched' to the audience
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Design solution can link with the upcoming Hofex exhibition.
Promotional Items
Visual Identity
Promotional campaign Naming Logotype Supergraphics (Applied on Showroom hallway) Character design
Attribute Professional Simple Contrast
Language Cantonese
Target Audience Business stakeholders of RedA - Large scale kitchen suppliers - Buyers who interested in developing certified kitchenware People heard RedA brand before
Brainstorming
Based on Name, Stages of machine, Brand attributes and Feature of Kitchen equipment aspects, to decide the concrete visual identity and storytelling approach.
Campaign Concept
廚具總動員(Let's Gather! Kitchenware Bots)
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“廚具總動員” is a robot team to guarantee the kitchen safety and hygiene comprehensively.
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The name of the inspiration is come from that the kitchen equipment can do the step from preparing, cooking, saving to cleaning.
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The 12 Kitchen Bots which correspond to Red A kitchen collection product.
Moodboard
#Futuristic #Energetic #Playful #Friendly #Smart
Logotype sketches
Elements
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High-technology, High-efficient, Fast, High-quality Clean, Hygiene 總動員 (All members gather around) 戰隊 (Team), Member Machines, Robots Iconic symbol of RedA
Computer sketches 1st development (attempt on words “廚具”)
Element: - Referred to Japanese superhero typography style - Tilt typography structure > High-efficient & Fast - White space means glossy > Clean, Hygiene
Improvement: - Low legibility when scale down the logo > can’t see the logotype’s features
Computer sketches 2nd development
Improved: - Weight of typography are bolder, heavier
Element: - Iconic “A” symbol > RedA - Shining star> Clean, Hygiene, 立立令 (Spick and span) - Eyes and legs > Vital robot
Computer sketches 3nd development (Select approach)
Element: - Referred to bubble forms and colors > Clean, Hygiene + Varied - Geometric based typography structure> More Friendly to audience
Improvement: - Low legibility > can't actually recognize the word by the public's eyes.
Computer sketches 3nd development (Select approach)
Improved: Legibility increased - Stroke bolder - Shadow added > emphasised some Chinese word strokes
The Logotype
The concept The logotype referred the form of bubbles, geometric shapes for shaping its form abstractly, it means forms of bubbles are varied, which fits in our 12 robots and series of ‘Red A’ kitchenware can protect kitchen safety and hygiene comprehensively.
Characters sketches
Characters sketches In 3D Angle
South Pro, Wexiodisk
洗野兄弟 Wash Bro
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twins of washing kitchenware machine
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featuring cleaning function > making bubbles automatically for cleaning varied of kitchenwares
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the mouth of Washing pot machine Bro will spurt out bubble
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the nose of Dishwasher Bro featured character of South Pro (⼤大眼雞), represents user can observer situation of washing kitchenwares.
Henkelman
吸旋風 Suction cyclone
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The robot’s mouth and hands have pipes for sucking in different size and packing’s air into its head, which collect the extra air for transferring to wind power
Thermo Future Box
保溫飯俠 Hot Lunch Hero
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The hand can extend to be longer and longer, it can take out or put in the food.
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The mouth have two function , one is inspiration for keep it cool and the other one is expiration for keep it heat.
South Pro, Wexiodisk
溜溜溜溜測溫怪 Temperature Measure Teleport Monster
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Nose is temperature, mouth is digimatic indicator for monitoring the food and the temperature of kitchen.
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If there have monitoring the abnormal temperature, the robot will be change the blue lighting to red colour.
Vito
濾油神槍⼿手 Filter oil sharpshooter
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Handing with 2 guns, representing input (Oil absorption) & output (filtering oil)
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Buckets behind the body are responsible for filtering and saving the filtered oil
Fusionchef
慢慢煮廚匠 Slowly cook master
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The nose of the robot can adjust the temperature
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Within electronic screen displaying temperature
Timestrip
時溫標籤⼩小⼩小兵 Timestrip Soldier
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The robot of the left eye is for the temperature and right eye is for the time.
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The nose is the button for start to use.
Supermax
鐵甲廚⼿手 Iron Hands
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The Supermax outlook is a hard iron material.
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Is more protective than the ordinary hands gloves.
Atlantic Chef
Dick ⼑刀幫同盟
⼑刀幫同盟
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The robot body is base on the Schweizer Messer principle.
Easy Cut ⼑刀幫同盟
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The robot is similar with the dick outlook.
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The cuter can easily open the box safely.
The middle is stone mill , for grind the knife.
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The goods will not hurt by the easy cut.
The mouth is collect the chipping.
It can adjust the right knife you need
Color Experiment
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Attempting different gradient tones matching for background Founded that pastel colors are more appropriate
Color Experiment
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For Applied on logotype, it is best to match a creamy-white as the main tone to be background
Computer sketches of Hallway Supergraphics 1st dev
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Not enough RedA characteristic Logotype and 12 characters wasn't obvious The layout composition is a bit boring
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Added the most iconic product of RedA Change layout composition to be more dynamic Characters are still not enough contrast to the background and other objects
2nd dev
Hallway Supergraphics
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Iconic Red color as main tone > representing RedA
Reference List 【廣東話危機】 88.1%⼈人⺟母語係廣州話 3年年跌2.2% | 蘋果⽇日報 | 要聞港聞 | 20180505 https://hk.news.appledaily.com/local/daily/article/20180505/20382122 China Is Forcing Its Biggest Cantonese-Speaking Region To Speak Mandarin - Business Insider https://www.businessinsider.com/china-is-forcing-its-biggest-cantonese-speaking-region-to-speak-mandarin-2014-8 Guangdong TV news channel quietly changing from Cantonese to Putonghua | South China Morning Post https://www.scmp.com/news/china/article/1552398/guangdong-tv-news-channel-quietly-changing-cantonese-putonghua 港府推⾏行行「普教中」⼋八年年，為何⽗父⺟母仍憂⼼心忡忡？｜香港｜端傳媒 Initium Media https://theinitium.com/article/20161128-hongkong-chineseeducation/ 主題性住⼾戶統計調查 第 59 號報告書 Thematic Household Survey Report No. 59 https://www.statistics.gov.hk/pub/B11302592016XXXXB0100.pdf 港實測：暴暴露年年齡測試！不同年年代「潮語」你識幾多？｜即時新聞｜港澳｜on.cc東網 https://hk.on.cc/hk/bkn/cnt/news/20180602/bkn-20180602114524199-0602_00822_001.html 廣東話資料料館 Cantonese Museum https://www.facebook.com/CantoneseMuseum 港⼈人講雅⾔言 https://www.facebook.com/cantonese.hongkongs.tradition 新聞刺刺針 -【普通話成為⼩小學⽣生的⽇日常⽤用語？】 https://www.facebook.com/watch/?v=1120586354811676
Reference List
港呢啲：普教中改造⼩小學⽣生 唔識正宗廣東話｜即時新聞｜港澳｜on.cc東網 https://hk.on.cc/hk/bkn/cnt/news/20170505/bkn-20170505070031712-0505_00822_001.html 香港淪淪亡始於⼩小學普教中 | 曾焯⽂文（Chapman Chen, Ph.D.） | 立場新聞 https://thestandnews.com/society/香港淪淪亡始於⼩小學普教中/ Ansheles - 廣東話真係⼀一個好優美嘅語⾔言，不過有時啲解釋真係令我諗爆頭… - YouTube https://www.youtube.com/watch?v=c943lH1wQe8 【真本⼟土】廣東話不只是俗 為古代潮語留留⼀一盞燈的⼈人－蘇萬興 - 明周⽂文化 https://www.mpweekly.com/culture/真本⼟土-蘇萬興-老餅潮語-52339