Singlish in print media.

Abstract

In consumers’ daily lives today, they are being exposed to many advertisements that are competing for their attention. Therefore, it is becoming increasingly difficult for marketers to break through the clutter. In this report, we have investigated the use of Singlish advertisement for marketers to gain consumers’ attention to the advertisement. We have also investigated consumers’ attitude towards Singlish advertisement. The survey was conducted on NTU undergraduates. We have found out that Singlish advertisement is able to break through clutter. In addition, consumers can relate better to Singlish advertisement than English advertisement. Singlish advertisement is significantly more original, fresh, amusing, warm and imaginative than English advertisement. Although consumers can better relate to Singlish ad, they feel that the convincing factor is of a smaller extent. In addition to these substantive findings, we will discuss the methodological issues in testing and the implications of our findings.