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The key to advertising is to entertain, says Lasalle lecturer

Published on Oct 12, 2012 6:00 AM
Lasalle College of the Arts students during a mass critique session, part of the school's peer-to-peer learning structure. -- PHOTO: LASALLE COLLEGE OF THE ARTS

Advertising is all about the art of entertainment, according to a local academic.

If advertisements do not entertain, they go unnoticed, warned Lasalle College of the Arts advertising communication lecturer Kathryn Sim.

"An advertisement which fails to entertain would just slide past the eyes, ears and mind of the consumers," she said.

"In advertising today, it's all about building a relationship with the prospect or customer through an advertising campaign," Ms Sim said, adding that advertising is more than selling a product or service. It is, in fact, about the art of entertainment, she added.

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