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NUS tell Singapore to “Be the change” in The Straits Times
In the home section of today’s Straits Times, the National University of Singapore (NUS) ran a visually enticing ad calling for applications for their undergraduate programmes. Take a look at the ad below: First of all, we think the NUS branding template is used to great effect in this ad. The use of blue, white and orange is clear and unmistakeable. It is well supported by a clever choice of visual – the simple composition of student/President of Kent Ridge Hall (Mohd Rizal Bin Salleh) and teacher/Hall Master (Prof Kuldip Singh) standing next to each other is given credibility and a degree of realism by the slight overexposure at the top of the picture, caused by the sun shining through the trees. Undoubtedly such a technical error was intentional, giving the feeling that this could be a snapshot taken by anybody. This, combined with the names and affiliations of the two subjects adds an important personal touch that will undoubtedly be attractive to potential students. Supporting the visual aesthetic
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