What is it about local advertising? It seems that its language simply gets ruder and ruder. We have all seen G.O.D.'s 'delay no more' logo, which just doesn't sound very nice in Cantonese. Now a German drug promises to strengthen the heart and its functions. OK, it's called Q10, but the tagline says: 'I am so Q useful.' In Cantonese, it really means 'I am so fxxxxxx useful'. Is there need for naughtiness when the drug firm clearly wants to project a healthy image? Some copywriters are just too cheeky for their own good.
