Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore
Even though tigers were beginning to become extinct in Singapore by the turn of the twentieth century, the animal was still conspicuously utilised in advertisements and marketing materials by commercial companies to promote their products or services. This paper seeks to explore the use of tigers in...
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| Format: | Final Year Project (FYP) |
| Language: | English |
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Nanyang Technological University
2020
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| Online Access: | https://hdl.handle.net/10356/137091 |
| _version_ | 1811685433368641536 |
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| author | Teoh, Vincent Jin Keong |
| author2 | Zhou Taomo |
| author_facet | Zhou Taomo Teoh, Vincent Jin Keong |
| author_sort | Teoh, Vincent Jin Keong |
| collection | NTU |
| description | Even though tigers were beginning to become extinct in Singapore by the turn of the twentieth century, the animal was still conspicuously utilised in advertisements and marketing materials by commercial companies to promote their products or services. This paper seeks to explore the use of tigers in marketing materials of three Singapore-based companies, namely the Raffles Hotel, Tiger Balm and Tiger Beer, as an entry into a broader analysis of their advertisements. The paper illustrates the multifaceted image of the tiger that was portrayed and consumed differently when appealing to Western and Asian audiences. The practice of market segmentation can further be observed as these companies personalised their marketing materials, beyond tiger portrayals, to enhance the appeal of their offerings to consumers of different groups. |
| first_indexed | 2024-10-01T04:44:27Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/137091 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:44:27Z |
| publishDate | 2020 |
| publisher | Nanyang Technological University |
| record_format | dspace |
| spelling | ntu-10356/1370912020-02-21T08:04:09Z Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore Teoh, Vincent Jin Keong Zhou Taomo School of Humanities tmzhou@ntu.edu.sg Humanities::History Even though tigers were beginning to become extinct in Singapore by the turn of the twentieth century, the animal was still conspicuously utilised in advertisements and marketing materials by commercial companies to promote their products or services. This paper seeks to explore the use of tigers in marketing materials of three Singapore-based companies, namely the Raffles Hotel, Tiger Balm and Tiger Beer, as an entry into a broader analysis of their advertisements. The paper illustrates the multifaceted image of the tiger that was portrayed and consumed differently when appealing to Western and Asian audiences. The practice of market segmentation can further be observed as these companies personalised their marketing materials, beyond tiger portrayals, to enhance the appeal of their offerings to consumers of different groups. Bachelor of Arts in History 2020-02-21T08:04:09Z 2020-02-21T08:04:09Z 2020 Final Year Project (FYP) https://hdl.handle.net/10356/137091 en application/pdf Nanyang Technological University |
| spellingShingle | Humanities::History Teoh, Vincent Jin Keong Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore |
| title | Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore |
| title_full | Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore |
| title_fullStr | Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore |
| title_full_unstemmed | Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore |
| title_short | Consuming the tiger : anecdotes, anatomy and advertising in twentieth century Singapore |
| title_sort | consuming the tiger anecdotes anatomy and advertising in twentieth century singapore |
| topic | Humanities::History |
| url | https://hdl.handle.net/10356/137091 |
| work_keys_str_mv | AT teohvincentjinkeong consumingthetigeranecdotesanatomyandadvertisingintwentiethcenturysingapore |