* This is a late post, thus there will most likely have only a few comments and images of my notes from class. Also, note that it may not be entirely detailed as this is from memory.

 

The text that I wrote about:

The notes I took before writing about it:

Style – Video/Advert

Intended Audience – Older working-age people

Purpose – To remind people to start preparing for retirement

Context – Singapore is an ageing population, where life expectancy is getting longer. Retirement age is extended, though it is published before the official announcement of the extension.

Reception 

• Many netizens felt that this is an inappropriate way of representing seniors as the act of “tsk”, which is commonly used to annoy others or show disappointment is believed to be portraying the age group in a bad light.
• Many also felt that there is a lack of transparency, that the government has yet to allow them to fully understand the system, thus feeling that the advertisement is inappropriate
• Some also noted that the use of a young adult male was inappropriate as it is mandatory that all male Singapore Citizens have to go through National Service, it causes a representation of the SAF’s training.

The thinking part:

I chose this text to analyse because I was interested in the use of “tsk” as a representation of seniors in the advertisement. The advertisement is produced with the intent of reminding working-age people to start preparing for retirement. 

The video showcased a working-aged woman on a bus together with many elderlies when a young man got on the bus speaking loudly and being completely ignorant about his surroundings as he was playing a game. Many of the seniors around the lady began to click their tongue “tsk” at the boy, with the lady smiling to herself at 0:13, possibly because she does not see herself as “old”. However, toward the end, the lady got annoyed and “tsk”-ed at the guy, in which later she frowned due to the realization that she was getting “old”. The video ends saying that Singaporean’s life expectancy is getting longer and that old age has a way of pulling up out of nowhere in order to encourage people to start planning for retirement.

Alongside many netizens, I felt that the use of “Tsk” as a representation for seniors is inaccurate. The use of tongue clicking is not only often to express disapproval or annoyance but is also considered rude as it is disrespectful. The fact that the advertisement used it as the representation degrades the image and respect of the seniors, and this is really disapproving in this society, especially since we play heavy importance on filial piety. All in all, the inappropriate way of representing seniors with the act of “tsk” portrays the age group in a bad light. Although I didn’t consider this initially, after reading comments about it, I do agree with the netizens that although the notion of video gaming is often associated with guys, however seeing that Singapore is a country that is mandatory for all male Singapore Citizens to go through National Service, it is a disrespectful representation of the SAF’s training.

Despite the poor reception, I do think that it is a rather unique and interesting way of representing the age group, especially while keeping in mind that Singapore has a diverse race and culture as well as that the Singaporean government has been against the typical image of old age like being inactive and prone to illness.

The original Document to reference from

 

Reflection on it:

Personally, I felt I could have expanded more on my own thinking instead as my analysis and my views may have been swayed too much by the public reception of the text.

I could have also argued about the effectiveness of the advertisement as well as look at the advertisement from another perspective, especially on the humour side of the commercial as hinted from the exaggerated facial expression at 0:21.

But overall, I think that I did good enough