Case Study

We were also able to acquire this set of advertisements for SPH (Singapore Press Holdings) from The Thinc Group. The target audience in this case is the average Singapore citizen, especially the large proportion of people who stay in HDB flats. This is because of the certain uniqueness of HDB flats in Singapore.

• Yet again, the clever use of relevancy to the target audience is prominent in the advertisement; one can see the door of the stereotypic HDB (Housing Development Board) high-rise flats that are common in Singapore.
• The transposing of seemingly disconnected subjects or events also serve to surprise and entice the potential consumer to the advertisement and therefore, the product, which in this case, is the subscription for a daily newspaper delivery service.
• The advertisements come in a series, showing how the newspapers delivered by SPH are relevant and up-to-date with events that are happening currently.
• The images are followed by a relevant caption that interplays with the pictures and serves to help the viewer better understand and relate to the message about SPH with its tagline of “Get the world delivered” and “The world at your doorstep” in relation to the image of the world event.