Asian Fim Archives – Saving Singapore Films

Do you remember the very first local film you watched or even heard of? The very first local film I ever watched was Army Daze. This was back in the early 90s.

How old do you think Singapore’s movie industry really is? It may not seem like it but our movie industry has been around for almost 85 years. Some of the first local films ever made were in Malay or Chinese, and names like P. Ramlee, Saloma, Saadiah Baharom and Siput Sarawak, were household names. These films capture the identity of early Singapore and today are a precious part of our heritage.

The Asian Film Archives is a non-governmental organisation founded to preserve the rich film heritage of Singapore and Asian Cinema, to encourage scholarly research on film, and to promote a wider critical appreciation of this art form. As an important nexus, it brings together the various segments of the Asian film community in order to open and enrich new intellectual, educational and creative spaces.

Find out more about the archive here.

Latest Print Titles – Public & Promotional Communication

1 Multicultural perspectives in customer behaviour
Piacentini, Maria G.
Routledge, 2012
Call No: HF5415.32.M961
2 Kubrick’s total cinema : philosophical themes and formal qualities
Kuberski, Philip.
Continuum, c2012.
Call No: PN1998.3.K83K95
3 In defense of negativity : attack ads in presidential campaigns
Geer, John Gray.
University of Chicago Press, 2006.
Call No: JK2281.G298
4 Winning strategies for power presentations : Jerry Weissman delivers lessons from the world’s best presenters
Weissman, Jerry.
FT Press, c2013
Call No: HF5718.22.W433w
5 Public relations writing : form and style
Newsom, Doug.
Wadsworth Cengage Learning, c2014
Call No: HM263.N558p 2014
6 Branding television
Johnson, Catherine.
Routledge, c2012.
Call No: HE8700.8.J66
7 An introduction to public relations and communication management
Chia, Joy.
Oxford University Press, c2012
Call No: HD59.I61t
8 How to influence and persuade
Owen, Jo
Pearson, 2012.
Call No: HD30.3.W97h
9 Everyone says no : public service broadcasting and the failure of translation
Conway, Kyle, 1977-
McGill-Queen’s University Press, c2011
Call No: HE8689.9.C3C767
10 Measurement of communication behavior
Emmert, Philip, 1940-
Longman, c1989.
Call No: P91.M484

Campaign with a Purpose

So you have a product and you are embarking on a global marketing campaign to sell your product. While there are many avenues to do this, television, radio, Facebook and so on and so forth, one key thing to remember is your message.

The content of your marketing campaign is just as important as how you want to get your message out there. Many large organisations like food companies, banks, oil companies and even high-end fashion brands seem to be heading towards purpose based advertising. Basically purpose based marketing tries to tell the consumer that the brand is more than just about making money or simply selling a product, it is a brand that has a heart as well.

Brands can angle their campaign through ‘feel-good’ advertisements and socially conscious campaigns, all in the hope of convincing the consumers that their brand had a heart where their wallet should be.

It is not just about selling you a product anymore but now it is also about selling you an ideal. Hopefully an ideal you agree with so much, that you would never think of buying any other brand.

Get a clearer picture of what purpose based marketing is made up by looking up some of these resources.

Books

Superheroes and so much more

Batgirl was a librarianLike many people, this Labour Day Public Holiday, I went to catch the new Iron Man movie. Truth be told, I am a little bit of a fan when it comes to comic book heroes. I don’t collect the comics but I am always interested to see how different the movie portrayal of the character is from the actual comic book version. I look up books and visit websites to compare the differences and to read what people have to say. (I can’t help it, I am a librarian).

As I was looking up some information, I found out that Batgirl was actually a librarian. She was a librarian by day and crime-fighting super hero by night. Although the comic books did portray librarians in a stereotypical way, with the glasses, hair bun and boring buttoned-up suits, the comic book portrayal did get one thing right. That is, we as librarians will always come to the rescue when you need help with your resources, day or night. There is no rest for superheroes.

While superhero movies are always filled with action, excitement and interesting characters, these movies have a deeper meaning to them from a cultural and social perspective. These films bring forth the questions of power, politics and propaganda in interesting ways. It may not always be apparent to the movie goer but these messages are there.

So if you want to understand the deeper side of superheroes, here are some books and DVDs  in NTU Libraries that may interest you. Or if you want to catch up on your superhero flicks, here are some movies for you to watch.

Here a short animated film about Captain Awesome, see what he has to endure to be a hero.

For your Nose only

stock-illustration-515202-tribal-design[1]Do you remember walking past a bakery and inhaling all that freshly baked goodness, or better yet walking toward your favourite food stall and getting the whiff of that laksa, curry or chicken rice.

That simple scent can invoke hunger, gluttony, desires, wants and urges, all without actually looking at an image of the food.

The power of smell is not to be taken for granted, although many times we don’t give it a second thought. We cannot see smell so we can’t intentionally prevent ourselves from smelling. We can switch channels during a television commercial, turn down the volume during a radio commercial or just ignore a print ad, but a smell will hit you whether you want it or not.

Scent marketing has been around for a while but the scent market looks to grow in leaps and bounds in the coming years. Film studio, advertisers and shopping malls all want to use this untapped sense to push their products and bring consumers new experiences.

An article in Time Magazine on 18 March 2013 lists some ‘scentsational’ projects in the works, here is a summary of some of those projects:

  • CJ Group 4D Theatre

Chairs will come with ticklers, fog machines and technicians can deploy over 1000 scents that correspond to the action on screen. For example, a floral scent if the actors are walking through a garden. A South Koran company plans to have 4 such theatres by the end of 2013.

  • Smell-O-Vision

University of California engineering professor Sungho Jin is building set top boxes that will open scents in relation to on-screen action.

  • Scent to Text

The next time you get a text, it won’t just come with words but a scent as well. A Japanese company will sell $10 cartridges that can be plugged into your phone and release a scent when you receive a specific text message.

  • Scent Ads

Using scents in interactive advertisements to tickle your senses and entice you to buy. For example, the scent of freshly baked cookies during an intermission at an opera will probably make you hungry for a cookie and run off to the snack bar to grab one.

  • A Scent of Health

It’s not all about the money. A San Francisco company is looking into creating a device that will plug into your mobile phones to monitor your breathing. This will then inform you of your blood alcohol level and even insulin level which could be used as health markers.

So who ‘nose’ what the future holds for your nose but whatever it is, the future is smelling very exciting.

Here are some interesting websites on Scent Marketing
1)    http://scentair.com.sg/about_ScentAir.html
2)    http://www.jjmervin.com/about-us-scent-marketing.html
3)    http://www.scenting.asia/

Fashion gives back – Fendi and the Fountain

When you think of Fendi, what do you think of? Well if you are a lover of high fashion and luxury brands, chances are, a leather bag popped into your head, followed by its eccentric creative designer Karl Lagerfeld.

But just in case you have never heard of Fendi, it is an Italian designer of luxury merchandise with over 80 years in the fashion business.

Fendi will now be known for another item, one very famous item in particular, the Trevi Fountain in Rome. Fendi has announced they will be funding the restoration of the Trevi Fountain at a cost of about $3.3 million dollars, according to an article in Time Magazine on 11 March 2013.

But don’t expect their famous Fendi logo to be on the fountains after its restoration, the only indication of their generosity will be a small plaque at the side of the fountain.

So why is this high end fashion brand being so generous, is it simply because they want to give back to society? They answer is yes but spending millions of dollars could earn them millions of dollars as well.

As the article in Time magazine highlights, tourists visit Rome because of its architecture, food, history and of course fashion. Tourists get pulled into the culture and fashion brands leverage on this very culture to create a luxury brand image. In consumer minds some of the best leather goods come from Italy and many consumers don’t mind paying more for something that holds the mark ‘Made in Italy’.

If Rome were to lose its national monuments like the Trevi Fountain or the Colosseum, tourists would find less reason to go to Rome and less tourists means less shoppers.

Fendi is not the only fashion brand which is invested in the upkeep of national monuments, here are some more acts of goodwill by other major fashion houses.
1) Tod’s will spend $33 million to restore Rome’s Colosseum.
2) Gucci donated half its Florence museum ticket sales to preserve the city’s art.
3) Prada will fund a 6 year of the 18th century palazzo in Venice.
4) Diesel will spend $6.7 million dollars on the restoration of the 16th century Rialto Bridge in Venice.
(Information taken from Time Magazine, 11 March 2013)

These are some smart marketing moves by these companies who know that keeping the culture of these places, add to their own brand image, while contributing back to society at the same time.

So it looks like people are not the only thing fashion can makeover, it seems old monuments are benefiting from a little makeover too.

Read more on the topic of branding and brand management from these books availabe at the NTU Libraries. Click on the topics below to view the catalogue.
– Branding and Culture
– Luxury Fashion
– Corporate Social Responsibility

Latest Print Titles – Public & Promotional Communication

1 Psychoanalytic accounts of consuming desire : hearts of darkness
Desmond, John, 1952-
Palgrave Macmillan, 2013
Call No: HF5415.32.D464
2 Managing corporate communication : a cross-cultural approach
Gambetti, Rossella.
Palgrave Macmillan, 2013.
Call No: HD30.3.M266MC
3 Here’s the pitch : how to pitch your business to anyone, get funded, and win clients
Soorjoo, Martin, 1967-
Wiley, 2012.
Call No: HF5718.22.S711
4 Essentials of marketing research
Hair, Joseph F.
McGraw-Hill/Irwin, c2013.
Call No: HF5415.2.E78e 2013
5 The business style handbook : an A-to-Z guide for effective writing on the job
Cunningham, Helen.
McGraw-Hill, c2013
Call No: HF5718.3.C973 2013
6 Creative strategy in advertising
Drewniany, Bonnie L.
Wadsworth, c2014.
Call No: HF5825.J59 2014
7 Small message, big impact : the elevator speech effect
Sjodin, Terri L.
Portfolio/Penguin, 2012.
Call No: HF5718.22.S625 2012
8 Display advertising : an hour a day
Booth, David
John Wiley & Sons, c2012.
Call No: HF6146.I58B725
9 Advertising, promotion, and other aspects of integrated marketing communications
Shimp, Terence A.
South-Western Cengage Learning, c2013
Call No: HF5415.123.S556a 2013
10 Advertising
MacRury, Iain, editor of compilation.
Routledge, Taylor & Francis Group, 2013
Call No: HF5823.A244cc