We have all seen it, heard it and even know it by heart. For most of us, it involves listening and having a glance at it at least once in a day. What i'm referring to is the television screen on every MRT station in Singapore. Personally, i can confidently say that the mobile televions on MRT stations are one of the most effective forms of channels in the country. I mean, if i were to own company or business and intended to advertise my line or product, it would be a dream come true if I were able to advertise it at the tube... can you imagine the flow of human traffic,the restless humans waiting for the train with nothing else to do but to stare at the only form of 'entertainment' there is, the number of pairs of eyes looking at your advertisements every single day? In fact, i have actually almost perfected my memorisation of the speech for the all-time advertisement, which is the advert to encourage vigilance on the MRT in case of a terrorist attack...and I am pretty sure that the rest of the regular train commuters almost have too.
Last semeseter, I was taught by a teacher who had recently flew in from New York. She once exclaimed to the class that she had gotten really frightened and extra vigilant after she witnessed the same advertisement at the platform while waiting for the train- apparently, the advertisement had made quite a big impact on her. I suppose we could apply the hypodermic needle theory here, implying that the mass media has a direct, immediate and powerful effect on the audiences. Perhaps this might be true in this case, but it is only because it is an advertisement about safety and precautionary measures to take so as to avoid a mishap or a dastardly attack-every single person knows that there is a possibility of the even occuring and therefore, would take it seriously. If it were to be an advertisement for say, a beauty product, the theory might not be appropriate, as audiences are active with the ability to resist media messages. In my opinion, the hypodermic needle theory may be true to a certain extent and only applicable to certain types of media.
I suppose this issue brings about truth to Marshall McLuhan's theory that "the medium is the message". It is true to some extent that the medium is more important than the message. Imagine seeing an advertisement that exhibits the same message (about vigilance on the MRT),but instead as a poster or picture form in the papers or the magazine. First of all, viewer count will be drastically discrepant. Secondly, the audience would not think too much about it and might totally forget about the message. Displaying it on mobile televisions at the platform itself comparatively, i would say, would create quite a scare to any commuter.
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ooh for a non-humans student like me, it isn't something that crossed my mind as a discuss-able topic haha.
ReplyDeletewell now that i think about it, the tv at the mrt stations are pretty annoying actually. especially when the ppl start screaming (from the bomb explosion) in the advert. but i can see how it's scary for a person watching it for the first time. and it's true, annoying as it is, the msg sinks in. how can it not when it screams (literally) at u everyday u take the train??
thankfully tho, i haven't come across anyone leaving dodgy looking bags on the train or suspicious characters save for pervy ahpeks leering at me from across the carriage.
i believe that meduim is in fact the message itself to an extent. if i were to advertise my old psp up for a 2nd-hand sale on an unknown website, i doubt i would have many bidders, or any for that matter. if i were to advertise it on ebay- one of the most popular sell-trade websites, i would surely get a better chance of obtaining buyers.
ReplyDeleteThere was once a complaint that was featured in the news if im not wrong,about a recurring piece of advert on the tvs at the mrt platforms that blared over n over annoyingly.But then again..the most annoying adverts are the most memorable ones...annoyingly!
ReplyDeleteIt is true that medium is the message..i totally support that theory. With a piece of advert like that playing over n over again every single day, you tend to keep a lookout after awhile instinctively
ReplyDeleteThat advertisement is annoying, i swear..especially the way the spokesperson speaks. There was this part where in the midst of a dramatic-looking, realistic event when there was smoke everywhere, he went,"OH NO!we are in trouble!" in that cheerful way like how you would read a story to a group of small kids. In mean,cmon!
ReplyDeletehahahahahah! well looks like it worked..u even memrised what the dude said.effective indeed :D I think i remember that part as well..too cheerful for comfort man
ReplyDeletei like the poster advert with the blue bag and a comic picture of a bomb on it.wish they sold it in stores..muaha
ReplyDeletei dislike the phua-chu-kang advert about making your journey a happy one with courtesy..i mean he's funny and everything,but the jingle is terrible. i wish singapore could come up with better jingles and edverts cos honestly,they fail in doing so
ReplyDeletegood lord, tell me about it,i would be embarrassed to feature that to our tourists..i bet they think that Singaporeans lack of taste and are amateurs at advertising
ReplyDeleteew, i know that jingle. and the shirt that Rosie was wearing in the adverts n posters..blinded my eyes.wish we had better looking, more presentable representors.i mean..is this how singaporeans shud b presented to the tourists? uglyy
ReplyDeleteyeah..i guess it was supposed to be an advice in a humorous way..it worked-people are more polite n thoughtful in public transports nowadays, but i still disagree with the dastardly jingle
ReplyDeletei wonder if anyone still uses IRC now..cos if theydo, honestly they FAIL
ReplyDeletei think those adverts WORK. instead of checking my reflection in the darkened windows (in the tunnel), i'm staring at those adverts for 45 min on the train everyday. talk about hard-selling ur product. and i used to laugh at them especially those hair loss programme ones but they work. i even rmbr the mane of the brands, there was one that was called BA WANG. haha.
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