From ‘Tuition agency order to stop ‘objectionable ad”, 27 March 2014, article by Joy Fang, Today
The advertising authority ordered a tuition agency to stop placing an advertisement that shows a child trapped under a vehicle, after parents denounced its graphic content. The full-page advertisement by Education Alive to promote a workshop carries a picture of a child crushed under a vehicle beneath the words “Breaking news: Child trapped under 4 tonnes truck!”
It also asked “concerned parents” of children taking the GCE O- and A-Level examinations this year what they would do to “save” their child….Its intent was to convey to parents that “their child’s future is a matter of life and death” and that parents “can literally change their child’s destiny if they wanted to”, she (founder Sherina Koh) explained.
…Senior marketing executive Samantha Lee, 33, who has two sons aged two and five, said it was “very wrong to use such a picture as part of their marketing campaign”.
“What kind of message are they trying to put across? That if I do not attend this workshop, my child will die? It’s insulting to parents,” she said.
Yes, this ad is definitely objectionable. First of all, it’s 4-TONNE truck, not 4 TONNES truck. Next, it’s ‘imagine if he WERE your child, not WAS’. The hyphen between the ‘MUST ATTEND’ is missing, and I seriously doubt the claim of ‘INSTANTLY’. It’s a child’s brain you’re talking about here, not a stained shirt treated with Dynamo. If I were a parent, I’d be more offended by the grammar and the schizo right and left text alignment than graphic violence, and this would be the last place on earth to send a child for English tuition (though it could also mean a great place for CHINESE tuition). Yes, I would risk my life to pull my baby out from under a truck in an instant, just like I’d rescue anyone else’s kids from the clutches of a company that sounds more like a geomancy consultancy than educators.
Sherina Koh explained in a subsequent FB post cum apology that the truck image was inspired by the story of a mother displaying superhuman strength by lifting a car off her trapped child, which suggests that failure to enrol your kid with Education Alive spells eternal doom and you’re a bad parent for neglecting to do so. In any case, lifting a CAR is one thing, 4 TONNES of TRUCK on the other hand, is ridiculous. She also describes a child’s ‘future’ as being ‘a matter of life or death’. Erm, isn’t EVERYONE’S future a matter of life or death? You either live or die tomorrow, or next week. Did she really mean EXAMS instead? That if you fail your O’s/A’s, it’s the end of the world as you know it? Gosh, it must terrible for those school dropouts then, especially those who went on to found multibillion internet start-ups. Their destiny must be total shit if Education Alive is to be taken seriously.
These EA folks brand themselves as ‘coaches’ not ‘tutors’. They’re also dream builders and dream ‘livers’. I have my dream liver too; I like it slightly on the raw side in a hearty bowl of peppery pork innards soup. For a bunch of ‘fun-loving’, ‘crazy’ practitioners of this destiny-changing ‘methodology’ who wear clown noses on their website, having a gruesome image in a full page ad seems out of place. But that’s not all. They used to have an ad with the actual words ‘DYING’ in Dracula font, which they pulled out of their FB page when I last accessed it. Maybe they don’t just help kids pass exams, they’re necromancers who resurrect the dead too. With their pixie dust dream magic.
And it’s ‘witness how your child COMES alive’.