S'pore wants ads to be funny and provocative: poll

<p>SINGAPORE: Almost half of the little more than 700 Singaporean </p><p>respondents in an online survey claimed they liked their ads to be </p><p>shocking and controversial. </p><p><BR><BR> </p><p>The findings from an online survey conducted by NFO and Recipio appear </p><p>to be at odds with ad agencies' claims that local clients are likely to </p><p>jettison provocative campaigns for safe ones. Respondents also claimed </p><p>to like advertising that was original, funny and well produced. </p><p><BR><BR> </p><p>Cancy Tan, managing director of NFO, said: "Singaporeans like to be </p><p>challenged but in a tasteful way. They appreciate ads with a surprise </p><p>twist but still expect it to be relevant to the product." </p><p><BR><BR> </p><p>Wealthier consumers shied away from ads that use 'hard sell' tactics, </p><p>Tan said, adding that respondents were also turned off by ads that </p><p>"tried too hard" and were badly produced. </p><p><BR><BR> </p><p>The findings show consumers only pay attention to one in five </p><p>commercials and that most people switch channels or leave the room </p><p>during commercial breaks. </p><p><BR><BR> </p><p>Respondents named Coca-Cola, Singapore Telecommunications, Tiger Beer, </p><p>McDonald's and Nike as their favourite advertisers. </p><p><BR><BR> </p><p>There was an even gender split among respondents, and 73 per cent were </p><p>21 to 35 year olds and 19 per cent were 36 years or older. </p><p><BR><BR> </p>