Advertising and Marketing

A bank card for your mistress

pretty_girl_cardS.jpg

Huaxia Bank has launched an advertising campaign for a "Pretty Girl Card" (丽人卡) that appears to be targeting ernai, the mistresses of rich men, with posters and flat screen ads in elevators in high end apartments all over Beijing.

The ad is reproduced in the image at left (click to enlarge). Below is a rough translation of the copy:

Huaxia Pretty Girl Card
Understands the heart of a beauty

She craves attention
She loves to be pampered, and needs her privileges
She likes some small surprises

These feelings of the heart, it understands them all: Huaxia Pretty Girl Card understands the heart of a beauty

Pretty Girl Card, China's first bank card especially for women: new image, more ways to use it: Leading the new pretty girl financial fashion lifestyle.

The website of the Pretty Girl Card (link below) looks more like it is aimed at a broader group of women and does not have the little princess tone of the ad translated above.

The card itself does have an unusual design feature: the right hand side of it is a wedge shape rather than the straight side of a rectangle.

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There are currently 7 Comments for A bank card for your mistress.

Comments on A bank card for your mistress

This is an almost identical card and campaign as that of a Taiwan bank in the mid 90's. Their's was the rose card.

Out of curiosity, how is ernai written in Chinese?

Lost in translation. "Li ren" can be a quite general term for ladies, a much broader concept than "pretty girl", despite the word "li". And when I read the ad. in Chinese, it pretty much sounds like an ad. for any other products that are targetted at women. But when you translate it into English, especially with "pretty girl" in it, it does sound a bit different. Maybe the card is indeed targetted at mistresses, but the original name and ad. is quite general, unlike the translation.

I think it's a bit of a longshot to assume it's a card for ernais based on the ad... unless it has any special features that I am not aware of (such as the ability to link it to someone else's bank account and/or manage a capped monthly expense account etc.)

The small print reads: "WARNING: your investment in a mistress may allow you to go up and down, or it may not."

Jim: you mean, it may allow herto go up and down... (or it may not).

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