Media Communication

In February, 2016, a publicity stunt on Instagram by NTUC Income came under much
criticism by the public.

Reference: http://www.straitstimes.com/lifestyle/entertainment/actress-rebecca-lims-post-onretirement-not-meant-to-mislead-anyone-ntuc

a) Analyse the publicity stunt by NTUC Income. By referring to the Singapore Code of
Advertising Practices (SCAP) Guidelines, identify two major advertising controversies of
the publicity. To what extent do you agree that the NTUC Income has breached the
advertising code? Explain your answer.

Reference to SCAP: https://asas.org.sg/Portals/0/Images/ASAS/docs/SCAP%202008.pdf
(50 marks)

b) Discuss the characteristics of digital media technologies that make it a boon as well as a
bane in NTUC Income’s move to create this publicity stunt on Instagram.
(30 marks)

c) Pay attention to language, organization and APA citation and referencing in your writing.
(20 marks)

Your answer should be about 1000-1200 words. Marks will be deducted for excessive length.