Silvery electronic components, in a swirling tornado shape. It was an unnatural disaster, against an electric blue background, that actually hoped to spin a tale — a tale of a Chinese manufacturer of electronic components. But the details were lost in the storm of objects, so instead of being informed or interested, I fought to hold back laughter.
It was hard not to laugh in the presence of Steve, a jovial thirtysomething American with a slight paunch, five-o-clock shadow and a shock of short wavy hair that was perhaps the only reminder of his nomadic Dead Head years. Steve had since gone corporate in joining the company, after years of work in public relations and copywriting. He was the Senior Copywriter for the ad production team I just joined in Shanghai, but even the training session he gave me this one morning, on how to write good ads for Chinese advertisers, bordered on comedic monologue — as we looked through the old magazine ads and the handbook, discussing how (or in the case of the vortex of components, how not) to make good ads. Continue reading “Chapter 57: Customers Are Our Lovers”
