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HPB cleverly tap into the National Day spirit of Singapore
ATTRACTION: Ensconced within the hubbub of National Day pictures, “ParadeBites”, and audience/participant quotes, readers will already be scanning the page for all the visual cues available, and will likely to take a second glance at this ad. The visual is “normal” enough to fit seamlessly into the Parade montage (it’s just a photo of a girl tying her shoelace after all), yet composed enough to suggest that there is something more to it than photojournalism alone (the lighting in particular gives it away). POSITIONING: Home section of Tuesday's Straits Times, situated right in the middle of the NDP 2010 segment. It cleverly rides on the feelings of nationhood and togetherness that NDP evokes, and that the photos and reportage attempt to re-ignite. Whilst NDP is a celebration of nationhood, this ad is a reminder of the importance of the individuals that make up the nation. The guardianship of the state in orchestrating the Parade reflects the guardianship and responsibility of the parent in looki
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