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Advertising and Marketing
A bank card for your mistressPosted by Jeremy Goldkorn, February 1, 2009 5:37 PM
 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:
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. Links and Sources
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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?
二奶
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).