Tuition centre ordered to stop objectionable ad

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Tuition centre ordered to stop objectionable ad

Postby jtoh » Thu Mar 27, 2014 1:36 pm

http://www.todayonline.com/singapore/tu ... ionable-ad

SINGAPORE — The advertising authority ordered a tuition agency to stop placing an advertisement that shows a child trapped under a vehicle, after parents denounced its graphic content.

The full-page advertisement by Education Alive to promote a workshop carries a picture of a child crushed under a vehicle beneath the words “Breaking news: Child trapped under 4 tonnes truck!”

It also asked “concerned parents” of children taking the GCE O- and A-Level examinations this year what they would do to “save” their child.

The advertisement was published in this month’s issue of POP Club, a magazine by local bookshop chain Popular Bookstore.

In response to queries from TODAY, Associate Professor Tan Sze Wee, Chairman of the Advertising Standards Authority of Singapore (ASAS), said that while advertisements do not require prior clearance by the authority, advertisers should adhere to the Singapore Code of Advertising Practice (SCAP), “whose premise is that all advertisements should be legal, decent, honest and truthful”.

He said that under the code, the advertisement was “objectionable” and “not deemed as decent”.

The SCAP states that “advertisements should not contain anything that is offensive to the standards of decency prevailing among those who are likely to be exposed to them”.

Assoc Prof Tan said the authority “will be conveying to the advertisers that the advertisement is not acceptable and has to be ceased”.

When TODAY contacted Education Alive founder Sherina Koh, she said the ASAS has emailed her and that she would be calling the authority to understand its point of view and “what’s not working” with the advertisement.

The advertisement, designed by a freelance designer in India whom she had found online, was “definitely not meant to create fear”, Ms Koh said, adding that she was surprised by the controversy it has caused.

Its intent was to convey to parents that “their child’s future is a matter of life and death” and that parents “can literally change their child’s destiny if they wanted to”, she explained.

It was important that parents believed in their children and allowed them to dare to dream, she added.

However, parents TODAY spoke to questioned the advertisement, calling it morbid and inappropriate.

A 35-year-old teacher and mother who declined to be named said she was “flabbergasted and disgusted by how lowly this advertisement is, which has obviously no regard for life by alluding the need to save a kid crushed under a truck to acing an exam”.

Senior marketing executive Samantha Lee, 33, who has two sons aged two and five, said it was “very wrong to use such a picture as part of their marketing campaign”.

“What kind of message are they trying to put across? That if I do not attend this workshop, my child will die? It’s insulting to parents,” she said.

Ms Koh thanked the parents for their feedback and said Education Alive would review the advertisement to see if “its essence has been lost” on its audience.

“If there are parents who, after reading our advertisement (developed) any sense of fear, we wish for them to transform this fear into positive action that will bring them smiles in the future,” she added.


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What's even more disturbing is the tuition centre's founder doesn't seem to see anything wrong with the ad.

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Re: Tuition centre ordered to stop objectionable ad

Postby limlim » Thu Mar 27, 2014 1:59 pm

Disgusting profit driven entities..

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Re: Tuition centre ordered to stop objectionable ad

Postby Lexmark » Thu Mar 27, 2014 2:05 pm

When I first saw the ad, I thought I was the only one uncomfortable with it...

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Re: Tuition centre ordered to stop objectionable ad

Postby missyqiqi » Thu Mar 27, 2014 2:13 pm

u are definitely not the only one! My friend posted this on FB and a few of us are so disgusted by it!

best part they share this article at their facebook!! ridiculous!
Last edited by missyqiqi on Thu Mar 27, 2014 2:26 pm, edited 1 time in total.

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Re: Tuition centre ordered to stop objectionable ad

Postby jtoh » Thu Mar 27, 2014 2:21 pm

The link to the Today online article is truncated. Try this: http://www.todayonline.com/singapore/tu ... -ad?page=1

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Re: Tuition centre ordered to stop objectionable ad

Postby sembgal » Sat Mar 29, 2014 10:00 pm

Traumatizing the children and parents with that horrifying picture isn't doing any justice to the reputation of the agency and the staff. Any parents will think twice before sending their children to Education Undead.

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Re: Tuition centre ordered to stop objectionable ad

Postby Jennifer » Mon Mar 31, 2014 8:58 pm

The adv was designed by a freelancer in India. Maybe it is common to see pple pinned under a truck. Anyway bad taste in Sg.

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Re:Tuition centre ordered to stop objectionable ad

Postby bubble108 » Sun Mar 22, 2015 1:27 am

Advertisement aside...

Did any parents send their child to (Education Alive) for Chinese tuition class for O level preparation ?
I like to know if they are good and effective ?
Please share your experience and how much do they charge?
Thanks.

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