Being a printed advertisement, it is a form of linear model, where the message is sent to the audience, the public, in a one-way communication. Concerning the straightforward message itself, with it being to be careful for our individual and country's well-being, using the linear model is more suitable than the interactive (two-way communication) or the transactional model (process of mutual influence & simultaneous exchange).
As to why I feel the linear model is the most suitable, I'll tell you now. All three types of models usually make use of the psychological perspective in communication, with which an individual understands the given message due to similar mindsets. There is no serious worry for miscommunication happening, since the words of the sentences have a relatively fixed meaning in this context. 'Vigilant', to be alert, and 'Resilient', recover readily from shock. These two words are ways for us to stand against 'Terrorism'. This advertisement shows clearly what our National Security hope for us to keep in mind. Interactive and transactional models requires communication between two groups of people (sender and receiver), which is not as suitable for an advertisement.
Another matter that caught my eye, though it may be just my personal interpretation, is which I feel that there is another perspective at work in this ad. From the sentence 'Be as One', I see a cultural studies perspective. This perspective looks beneath the surface for any underlying messages, if any is present. For me, this underlying message seems to be for us Singaporeans to stand together, regardless of race, language or religion. After all, our government has always place great emphasis on racial harmony for years. This message had been broadcasted through other national educational programmes, advertisements, specially mentioned in the 'National Day Rally', through Racial Harmony Day and for this advertisement, through the photos where different races are smiling together.
All in all, this advertisement brought its message across to me. Of which my interpretation is to be prepared for any danger, and most importantly, cherish the friendships I have with my friends, regardless of their race and religion.
Hey Sl =)
ReplyDeleteI agree with you that for this national security advertisement, should be a linear model. The main idea for this advertisement is to convey a message to the public, to be united as one against terrorism.
Also, as it is an advertisement to ask the public to raise their awareness and protect themselves against terrorism, which should make sense to the public.
And hence, there should not be much feedback about it from the public. Thus, it should be a linear model of communication.
Hi Siling!
ReplyDeleteMy apologies for the informal post earlier on. After reading through your interpretation of the printed advertisement, I must say that you did a really impressive analysis of the advertisement. I was not too sure about what you meant regarding the terms 'linear model', 'interactive model' and 'transactional model' but after reading through your analysis and doing some quick research, I must say that I do agree with you that this advertisement is a linear model as the words used are very straight-to-the-point and the phrases always start with the word 'Be' (such as 'Be Vigilant', 'Be Resilient', etc) which tells the public that they have to take action and do something in order to stand against terrorism. This is because the word 'Be' is considered to be a verb and verbs are action words (if i'm not wrong).
Also, capital letters are used throughout the advertisement (such as 'Be Viligant' instead of 'Be viligant') so as to capture the public's attention when they read or come across the advertisement. In my opinion, I would think that the words which start with a capital letter are what the government would like us to pay attention to in order to maintain peace and order.
Yes, I agree with what you said about a cultural perspective in this advertisement as the evidence is in the pictures. As the saying goes, 'a picture speak a thousand words', I believe having pictures are much more impactful than words and the pictures in the advertisement represent what the government would like to see its people doing in the future.
However, just a thought, if the words in the national security advertisement were changed to 'Be United Against Terrorism - How can you play your part?' then would this be considered as an interactive or transactional model? This is because a question is being asked directly to each and every person who reads the advertisement, hence does this mean that it fosters two-way communication?
So sorry for the extremely long post! Hope that I was not being too longwinded with what I have written! And hope that this post will help you! =)
Hi Dorothy,
ReplyDeleteThe question about if 'How can you play a part?' is added, it can be seen as a rhetoric question to catch the public attention and maybe, encourage us to think of the ways we can play a part.
For the interactive and transactional model, there must be a direct form of communication from the source (in this case, the government and the publisher) and the receiver (the public). Considering that this is a printed ad, unless there is a forum made for the public to reply, it should still be considered a linear model as it focus on passing on the message to the public without any feedback.
I agree that it is a one way model, where feedbacks are not available. I feel that the organisers should use a variety of medium to pass its message. As this is from the newspaper, those who don't buy it, will not see it. I have seen one at the bus stop, but I feel that even so, people who do not use public transport would miss it.
ReplyDeleteHi SQ,
ReplyDeleteAbout how the advertisement being only in newspapers and the bus stop boards, there were also tv commercials broadcasted in the last few weeks. So the publishers are using multiple mediums.
And the other matter on how those who did not buy the newspaper or use public transport would not see the ad, I agree with you. However, since it is from a Today newspaper, which is usually given free during the morning rush hour; and the bus stop ads are near the road where it is visible as long as one passes by, there is quite a large base of consumers who may have seen the ad.