Response to "Specific Media Tools for Analysis"

We think that the "plain folk" method is the most effective and will appeal to more people because it makes the common people believe that since other "plain folks" like them are able to benefit from that particular product, the product should work for themselves too. Some countries may design advertisements to appeal to the locals, which makes this method even more effective as it makes the people feel that the good or service is really for them and not just for celebrities. Furthermore, the "plain folk" method will appeal to a larger group of people as people will be able to connect with what they see on the advertisement and will feel that their needs could be fulfilled.

The “plain folk” advertising technique creates a sense of familiarity for the general public, as it presents to the “plain folk” their general needs and necessities in life. It does not create an exclusive image and brings across to the public that the product is highly accessible. For example, many household products such as the stain-remover "Mr Muscle", are advertised through the "plain folk" technique, and this method is able to convince housewives that the product is indeed useful since "other housewives are using it and it works for them".

Another technique would be emotional blackmail. Emotional blackmail develops in the target audience guilt and tends to tug at the consumers’ conscience. Thoughts such as "I should do this", "I’d better choose this" subconsciously surfaces in consumers, and purchasing the advertised product seems to give them a stronger sense of security. For example, slimming advertisements can possibly target on consumers by highlighting the amount of calories consumed, and what consumers should do to lose weight.
A unique Singaporean advertising strategy would be the specific use of Singlish, which appeals to the Singaporean culture. Although it does not appear in advertisements (global brands) often, it is sometimes used in local advertisements. The use of Singlish creates familiarity and seems to pull the target audience and marketer closer. There are certain phrases, such as “kiasu” and “shiok”, that relates to the Singaporean culture and grabs the attention of locals more easily.

Cheong Li Min, Rachel Chin, Lim Shi Min, Sun Yi Yue, Tao Tao (09S03K)