When and how does Singlish outperform English? Explicating the roles of language variation and ethnic cues in advertising effectiveness

• Main Authors: Goh, Xin Yun, Lee, Yan Jie, Loon, Bryan Kin Tat, Por, Xin Rong
• Other Authors: Chen Lou
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/137518
• Institution: Nanyang Technological University

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....