Marketing and Teaching are Intertwined - The Case Study of Celebrities' Jingles on MRT

When people ask me what is teaching about, I always say it's really a marketing job. Adminstration aside, teachers have to know how to build rapport with the public in terms of skills, education and such. I won't go as far as to say that the students are our clients but rather I feel that we owe it to them to let them see how the subjects that we teach are extremely useful to them in the near future.

We have to convince them that our subjects are useful and how it can serve them in the future because otherwise, they will never see the point or utilize the skills well. When I read this article, I did my usual text analysis because I never believe that a newspaper aticle fully presents both sides of the story. I did my own observation and related how these two seemingly unfamiliar subjects can intertwine. Here, I discuss how Celebrities Jingles on MRT are really similar to Teaching.

Do Celebrities' Jingles or Slogans Really work?
Sometimes I really wonder if these slogans that MRT set up really works. This article stated that most people likes celebrities singing those slogans and therefore we have Phua Chu Kang and Dim Sum Dollies trying to remind us, like every 5 seconds, to be nice. Yet if you ask me, there is an obvious difference between the effects of Dim Sum Dollies and Phua Chu Kang. Just Like Teaching.

How can This be Related to Teaching?
It is known by now that the same content can be accepted differently by the same public because of who and how. I am of the opinion that Phua Chu Kang's slogan is more effective simply because he is an extremely well-known character who is known for his straight talking and humour. Singaporeans who have watch his series and grown up with him will definitely remember him due to repetition. Also if you noticed the stickers that were placed near the priority seats; he did not mince his words  and was staying true to his character (or how people remembered him) when asking people not to pretend to sleep or such when in the priority seats. Yet I noticed that most people would give up their seats quickly because of how the delivery was delivered across to the people and that's how most people - in the culture of Singapore - likes it (though they may not admit it) and that is straightforward!

The Dim Sum Dollies, however, are not as popular or well-known as Mr Phua. Furthermore, it doesn't matter that they sing in Singlish! Those who watch plays will know them. Those who do not... will not! They do not build as strong as a rapport with Singaporeans as him. Also, their high-pitched sing-song voices probably appeal to infants, playing it like within 2-3 times within 10 minutes can go into overkill. It's detatched, lifeless and is almost like a tape recorder. It's no more an advice. It's like nagging to some. Sooner or later, Singaporeans just shut them out of their ears and minds - just like what students usually do in boring lessons or with teachers that they do not really like. I noticed that ever since this came on board more people were interested in discussing how the delivery of the message comes across rather than its effectiveness. I will not discuss if there is a drop of people giving up their seats as I believe it has been drilled into them that this is supposed to be the right thing to do.

Teaching and Marketing are really intertwined. There are many reasons why the same content works for some and not for others. It's the delivery, the person, the time to build up rapport and such that will either make it or break it to convince the public.

*Edit: Wow, I didn't know it really touched that much a raw nerve until I saw Dim Sum Dollies' jingle appearing for the Turn-off of the Year Award for New Paper 15 December, Wednesday, 2010!