Friday, February 19, 2010
Today we thought we would continue with the theme of the previous couple of days and focus on NUS’s ad for their double degree MBA programme. We feel that the half-page ad, found in the world section of The Straits Times, does a good job of selling the programme to potential applicants, yet could be clearer and more persuasive. Have a look at the ad below:
The slogan used in the top left hand corner (next to the NUS MBA logo) reads “GET EMPLOY-ABILITY”. In contrast to other MBA adverts we have critiqued (see here) this immediately identifies a core benefit of the MBA programme, and the assertion is well supported by the body copy below, which talks of both NUS and HEC Paris as preferred hunting grounds for prospective employers.
It is the signature of Liao Ru-Shan, however, that dominates the ad. Writing the “h” of “Shan” so as to mimic the form of the Eiffel Tower in Paris is a charming touch that provides a subtle degree of balance to the Chinese name, and signifies the co-existence of elements from both “East” and “West” in one MBA programme. What the signature itself symbolises, however, is not clear. Whilst we expect it represents the acceptance of a new job offer that results from obtaining an NUS-HEC MBA (thus enforcing the notion of “employability”), this is mere speculation. We feel that this interesting idea could be given more clarity by adding a line of text to the information under the signature, thus reading:
Liao Ru-Shan, Samantha
The NUS-HEC Paris Double Degree MBA
Class of 2010
Newly signed Consultant with XYZ Company [for example]
Such an addition, although subtle, would enforce the notion of employability whilst retaining the overall simple aesthetic of the ad. Alternatively, the signature could be framed as part of an acceptance letter for employment, although doing so may compromise the visual directness of the standalone signature.
What do you think? Are we being too obtuse in our interpretation? Let us know by commenting below!
-TJR
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