Friday, October 13, 2006

會計師學人跳Hip Hop

讀者心目中會計師應該是怎樣?禤中怡有位在Big 4會計師行做Tax的老友,最近forward了一個由香港會計師公會(HKICPA)發給會員的電郵,可click去觀賞一套為一年一度CPA Day製作的宣傳短片,還叫我一定要睇睇。嘩! 果然有料到。一群男女在金鐘大跳Hip Hop,還自豪地展示衣著,擺出撩人體態,女演員們用雙手把胸前的外套拉扯,舞姿似紅館演唱會中的dancer多啲,光天化日下跳出如此舞步(見圖),不知怎說,還是覺得怪怪的。她們邊跳邊唱:
Well I'm a CPA and that's what I do
I know it doesn't sound sexy to you
But I can tell you I'm a person of repute
And it's all because I belong to the'Tute
CHORUS
I wear a suit
I belong to the 'Tute
I wear a suit
I belong to the 'Tute
Now accountants are seen as boring and bland
We're no movie stars or guys in a band
But you'll see us in action when you give us your loot
Because we're the folks who belong to the 'Tute
CHORUS
You can tell that we're good because we've got QP
It don't come easy and it don't come free
Those long lettered people ain't so astute
It takes just three letters to belong to the 'Tute
CPA, CPA, CPA

禤中怡看過片段後,震撼至今,初時甚至不敢相信畫面中的男女是會計師公會刻意營造的人辦,因為實在太出位。震撼的心裏仍有幾點疑問。首先,今時今日還靠穿套Suit就可算是Professional,似乎有點不合時宜。(禤中怡反過來想,Suit在商業社會的象徵意義已淪為老派),也許會計師公會想一洗會計師的老土形象,但老實說,禤中怡自問不懂欣賞這廣告的構思。另外,歌詞中用了很多美式俚語,例如'Tute字相信是Institute俚語簡寫,為押韻而用,Hip Hop味的確十足,但用此俚語入詞是否恰當,真是見仁見智。順帶一提,歌詞中的QP指Qualification Programme是現時公會開辦的專業資格課程,以維持會計師的入職質素,強調要有Knowledge、 Practice及University Degree才可成為會計師,不知勁歌熱舞算是哪門學問呢?

想睇精彩片段?請到YouTube網站,然後在Search box搜尋HKICPA或直接登入http://www.youtube.com/watch?v=h23kiT4l11k

真係要睇趁手!遲睇可能無得睇!

講開香港會計師公會,不能不提最近熱哄哄的界內鬩牆,即公會與其界別在立法會的代表譚香文的紛爭。本周初,會計師公會理事會高調作出聲明,要採取特別行動以保持政治中立,做法是停止為譚議員發放資料信息。據報道,公會行政總裁張智媛指公會理事會認為譚女士在其報章專欄、致公會會員信件及透過傳媒對公會作出的批評中,包含很多對公會以至會員造成傷害或潛在損害、而又全無事實根據及錯誤指責,令理事會極度失望,故公會必須與譚女士本人的政治立場及個人意見劃清界線云云。公會覺得譚議員太政治化,認為代她發信就會政冶不中立。雙方關係可說已經公開決裂。

如此,譚香文就不能再把其通訊《香江文情》交給會計師公會,依其名冊寄給會員,亦即是斷絕譚議員與此界別選民的主要聯繫。還記得以往會計界的立法會代表如李家祥可以把其通訊「祥話短說」透過會計師公會寄給各會員。不但如此,當時公會月刊《HK Accountant》更有一頁留給李議員向會員交代工作情況。真是同人唔同命。其實業界內有不同意見,好正常,最重要的是選民怎樣看,禤中怡其實怎樣想也不明白,為甚麼同一個界別選民會選出兩方立場南轅北轍的代表。譚議員當年以些微票數贏得立法會議席,及後又成為公民黨創會會員,在GST(商品及服務稅)問題上又與公會立場「傾唔埋欄」,會計界究竟搞乜東東?

港股走回頭路
施政報告除派糖外,基本沒有多大創意,在金融服務方面,希望港股可吸引更多外國企業來港上市。其實百多年前香港已是多國企業的集資中心,目前只是走回頭路而已。禤中怡在書局行過,發現有本名叫《香港股史》的書,差不多成本《牛津字典》那般厚,原來記載自1841年到1997年的港股與本港經濟的歷史,可讀性極高,當中20世紀初的港股市場可謂百花齊放,由於香港當時是貿易港,以東南亞(當時俗稱南洋)的貿易最為頻繁,故上市公司以英資、日資、菲律賓、馬來西亞為主,行業中以財產保險、金銅鐵礦、酒店、地產、種植和林業為主,是真正的東南亞金融中心。時代變遷,大多數東南亞公司不是返回老家的股市,便是在二次大戰、六七暴動、石油危機、中英聯合聲明等大事件前後銷聲匿跡。之後是愈來愈多內地企業來港上市,但工行(1398)上市後,國內大型企業上市基本已完畢,港股何去何從呢?現時東南亞股市競爭激烈,但純外國資金的企業如金界控股(3918)仍來港上市,管理層指港股的優點是流通量高與知名度大。所以港股可轉移視線,除吸引內地企業,更可積極吸引東南亞國家的企業來上市,令港股組合更加多元化。

(10月13日刊於《am730》)

23 Comments:

At 2:10 PM, Anonymous Anonymous said...

I'm currently studying for QP. Now, after watching this TVC, I don't want to be a CPA anymore... How can I ask the HKICPA to stop showing this TVC??

 
At 8:40 PM, Anonymous Anonymous said...

cpa 專業形象掃地...

 
At 8:50 PM, Anonymous Anonymous said...

這段香港會計師短片也不是垃圾。

作者覺得震撼和出位, 可能是作者古板保守。

我想問作者:

會計師為甚麼不能跳 Hip Hop?

會計師為甚麼一定要形象保守?

會計師為甚麼不能賣弄性感?

已經是世界是平的年代, 難得古板的會計師公會都能夠 think out of the box, 利用YouTube 頻度去推出這一段短片, 使到廣泛地區的人士都能看到,試圖吸引香港的年輕人考取會計專業資格, 為甚麼不給掌聲, 而要這樣潑冷水呢?

 
At 3:11 PM, Anonymous Anonymous said...

I am not sure I will use "think out of the box" to defend this. Before we talk about "think out of the box", what is inside the box?

What is the core competence of an accountant or at least the core competence of HKICPA should be promoting? What about professionalism? What about corporate governance? Knowing these are hard to communicate to the general public so we don't do it?

We all have limited resources these days and if that particular ad is the only thing HKICPA is promoting, I am a little worry.

 
At 12:07 PM, Blogger 馬沙 said...

由網友從新編製之會歌 "Tubed of Da Plastic" 小沙覺得比較好聽:-

http://profile.imeem.com/UdfXl/music/oW95Wp5r/tubed_of_da_plastic/#RateContent

Well You're the CPA and that's why we can't beat you
I knew it doesn't look plastic to you
But I can tell you I'm a person of cube
And it's all because I see you in the YouTube
I saw the 5 rubez
I visited the YouTube
I saw the 5 rubez
I visited the YouTube
Now accountants have been popping and blankcoz
You look like the pornstarz having had a bhang
But I'll see you in agglutination when you show us your tape
Because you're the rubez who belong to the Tubed
I can tell that you're good because you've got eXtraPlastics (XPs )
It don't come easy and it don't come free
Those long lettered people ain't so astute
It takes just three letters to belong to the Tubed
(Certified Plastic Accountants),
CPA, (come on) say it
CPA, (come on) get it
CPA, (come on) say it
CPA, (come on) get it
I'm proud that today is the CPA day
because I can watch the latest advertisement and no one can beat me

 
At 3:41 PM, Anonymous Anonymous said...

It's an offensive campaign, a real insult to accountants with sanity.

As for the HKICPA customers, such a branding program only appeals to enterprises with similar psychographics as the campaign advocate. Perhaps, the marketing people of Porsche should adopt the advertising approach of Dongfeng Motor?

Sure, there will be those who value such logic that being ridiculous and emphasising professionalism are not mutually exclusive. It's similar to saying that the 'creativity' (or interesting attribute, whatever you call it) of the Hong Kong Bar Association could be conveyed to their clients / public this way.

Who could imagine the judicial superiority of a region being promoted like this? I bet patriotic nationalists will fully support without questioning who their target audience is.

 
At 12:29 AM, Anonymous Anonymous said...

做一個傳統的專業人仕有什麼問題?為什麼要搞一些自己根本不在行的東西?例如:Hip hop. 有冇人記得可樂傷害自己品牌箇一役? 好賣箇D又唔去鞏固下,硬要搞到自己怪裡怪氣的!

 
At 7:22 PM, Anonymous Anonymous said...

如果有香港年輕人是因為看到這段影片而加入會計師行列,我會很失望。

 
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