When and how does Singlish outperform English? Explicating the roles of language variation and ethnic cues in advertising effectiveness
Amidst increasingly globalised consumer markets, international brands have been experimenting with localised advertising strategies to build rapport with ethnic audiences. One such strategy is the utilisation of local languages in ads. In Singapore, the prevalence of two English language systems (i....
| Main Authors: | , , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
Nanyang Technological University
2020
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/137518 |