Sizzling romance? Sexual connotations? What’s your first impression as you stumble across this movie poster when walking past a movie theater or the bus stop? Did it grab your attention?
Well, it certainly did, for me.
Believe it or not— this movie poster is actually about a Singaporean film revolving Breast Cancer. Due to social trends such as the rising rates of breast cancer in Singapore, the main purpose of Love Cuts is to raise awareness about key issues surrounding breast cancer. The movie is also supported by Singapore’s Health Promotion Board (HPB).
Considering the promotion factor under the marketing mix, this advertisement is definitely useful and high strategical. Raising curiosity among potential viewers, it has captured the attention of many. Sparking off comments on the net, many discussed whether it is appropriate to have such a poster in the semi-conservative culture of Singapore. Some thought it’s an innovative and positive concept while others do not.
Yet, despite the controversy, Love Cuts was somewhat a success. A friend of mine even stated in a facebook post ‘If there’s one movie to bring your mother/sister/wife/girlfriend to this year, it is Love Cuts.’
The poster very well ‘communicates’ to potential viewers, as the main purpose is to ‘transmit a positive message’, stated the managing director of Clover Films. But, does it really convey its intended meaning of breast cancer?
Well, with that, I’ll leave you with questions regarding its appropriateness.
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Interesting post, Janice. The poster definitely catches your interest and looks like something that it isn’t, as is the title. Do you think that consumers will be disappointed when they realize that they have not signed onto a romance movie?
Keep up the regular posts. You should be at post 7 this week.
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