CCT356_Assignment2

I designed some online ads for Chung Wah Kung Fu International System. My client is a Kung Fu school operating in Mississauga, Toronto and a school in Regina. They are very particular with the messages communicated across to the audience. Every picture, Chinese character, color have an underlying meaning relating to Chinese marital arts culture. I had to do some intensive research on their site to find out meanings of the symbols and asked the Sifu of the school directly for other information. The business is run in a very traditional manner, based heavily on volunteers and it truly believes in the promotion of Chinese martial arts culture.

(These Facebook ads are fake and are not currently running on Facebook)

I am currently in the process of deciding how to run the ‘Chung Wah Kung Fu’ business page. Facebook offers ads for their sidebar. The Facebook ad options are very limited, they only allow a 110x80 picture, 25 title character limit and 135 body character limit. I’ve designed 2 ads that fit these criteria and reflect Kung Fu philosophies applicable in both Kung Fu and in life. The first ad quote is derived off the website, “Mastery of skill and personal excellence through painstaking effort.” The picture is of Sifu Lee performing hard chi-gong. 3 spears are stabbing at his throat and simultaneously having a cinder block broken over his back. This segment is from the physical aspect of martial arts. The second ad quotes off the website, “The mind unites the will, the will unites the chi, the chi unites the power.” The picture is of Sifu Lee performing another version of hard chi-gong. 4 spears are stabbing at his stomach and he simultaneously breaks boards with his head. In both the ads the words summarize the picture and vice versa, whilst still reflecting philosophies that are applicable beyond just Kung Fu.



I created a standard 728x90 head banner. The color scheme is matched with the color scheme of their website. From researching, the red represents blood, in the eastern sense that it is the essence of life. This runs contrary to western identification of blood being related to violence or death. The gold or yellow is symbolic of former dynasties, wealth and richness. The wealth and richness implications are not based on monetary value; rather it is based on knowledge and power. The logo is a ying-yang symbolizing balance laid on top of the Chinese character ‘martial’ (“mo”). There is a full page explanation of the logo on the website for a more in-depth read. The logo is followed by the Chinese and English name of the school/institution. The next part is advertising certain aspects of martial arts that interlink with culture. The creatures starting from left to right; The “Leen Sau” roughly translates to New Year Creature, the Lion is next and is the most typical creature demonstrated with in North America (more in-depth read is available on the website), the Dragon is next, and lastly is the “Ky-lin” or Chinese Unicorn. The animals are arranged form the highest to the lowest from right to left. The philosophy behind this concept is the Chinese phrase, ‘Left, green dragon. Right, white tiger.’ The idea is that left is clear (green and clear sound the same in Chinese) Placing the “Ky-lin” to the furthest right symbolizes it taking on the danger because it is the highest animal in the animal kingdom.

The ads will ideally be placed in martial arts forums, narrow casting towards martial art fanatics. The ad attempts to attract the audience by being knowledgeable to those who understand the symbols, and appearing mystical to those who haven’t seen it before. The goal isn't selling the service of teaching martial arts, the goal is educating the public and promoting a Kung Fu lifestyle.