Module DSM 201 Consumer Behavior Critically Evaluate the Effectiveness on The Use of The concept Dialects in the Entertainment Industry I declared 1,130 words are used in this paper. CONTENTS 1. The Culture. The Dialects. The Entertainment Industry3 2. Segmentation. Market Segment4 3. Market Specialization. Target Marketing5 4. Brand. Brand Identity6 5. Conclusion7 1The Culture. The Dialects. The Entertainment Industry Culture can be defined as all the ways of life including arts, beliefs and institutions of a population those are passed down from generation to generation. Culture has been called “the way of life for an entire society. As such, it includes codes of manners, dress, language, religion, rituals, games, norms of behavior such as law and morality, and systems of belief as well as the art. Modern-day linguists know that the status of language is not solely determined by linguistic criteria, but it is also the result of a historical and political development. An example is the case of Chinese, whose variations such as Mandarin and Cantonese are often considered dialects and not languages, despite their mutual unintelligibility, because they share a common literary standard and common body of literature.
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Dialects are generally not used in today’s entertainment industry because of many reasons. Political suppression, perception of dialects reflect a style that is modest and less glamorous, economical evolution and younger generation losing the ability to understand dialects are just few of the many reasons. However, we have also witnessed the effective use of Dialects; use of Cantonese in Hong Kong Entertainment Industry, use of Tai Yu in the Taiwan Entertainment Industry and Hokkien in Singapore Entertainment Industry has influenced us in many ways.

In this paper, my aim is to establish the effectiveness on the use of the concept “Dialects” in the entertainment industry, on popular songs, television programmes and movies. 2Segmentation. Market Segment Market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention.

Chinese Singaporeans may be speaking more Mandarin at home these days, but this has not discouraged Singapore filmmakers from capturing a very local sound – Chinese dialects – in some of their recent productions. Art is often said to mirror life. But made-in-Singapore movies are not quite mirroring the changing trends in language use here. Singapore filmmakers are including more Chinese dialects in their works. For instance, in “Singapore Gaga” – a critically acclaimed documentary by Tan Pin Pin – a tissue-seller sings her blues away in Hokkien, in “881” – a movie by Royston Tan – a musical about the trials of two getai singers evitalizing the Hokkien language in a city where Chinese dialects have been phased out of public life. Such productions segment the market and generally appeal to the market that speaks and understands the dialect, Hokkien. The movie 881, which is seventy percent in Hokkien, hopes to be more successful in capturing the heartland aunties and uncles’ hearts than yellow boots. Viewers who are unable to understand Hokkien may avoid watching these productions if they are unable to understand the concept of these productions.

However, it may also arouse the curiosity of those who want to understand the culture of Hokkien in Singapore. . 3Market Specialization. Target Marketing Target Marketing is a business term meaning the market segment to which a particular good or service is marketed. It is mainly defined by age, gender, geography, socio-economic grouping, or any other combination of demographics. It is generally studied and mapped by an organization through lists and reports containing demographic information that may have an effect on the marketing of key products or services.

In Singapore Chinatown Community Centre, Chinese Operas are performed in Cantonese. This is because that the audience attending is generally the older generation who had not received any formal education and yet are the decision makers. The roles, the scripts and the background of the operas story are usually originated from folktales from China. Most of the older generations came from China back during the early settlement of Singapore, thus they relate to the operas easily than the younger generation.

Chinese Operas are also usually played at Chinatown and areas around Chinatown. This is because most of the older generations stay and or hang out in Chinatown. Chinatown has been perceived to be the area for Chinese. So where’s a better place to stage a Chinese Opera garnering guaranteed high viewing rating with audiences who are able to appreciate the arts. 4Brand Identity. Brand Perception Brand identity is fundamental to consumer recognition and symbolizes the brand’s differentiation from competitors.

Brand identity may be defined as simply the outward expression of the brand, such as name and visual appearance. Some practitioners however define brand identity as not only outward expression (or physical facet), but also in terms of the values a brand carries in the eye of the consumer. Hokkien has always been perceived as language of the low educated group and a language that is less glamorous. Speaking dialects has long been associated with a lifestyle that is less favorable in the younger generation.

Having said, the dialect Cantonese has somehow managed to break free from the image of a less glamorous language. This perception is largely constituted by the Hong Kong Entertainment industry, mainly by the movies and music industry. Hong Kong artists such as Andy Lau, Jacky Chan, Sammi Cheng and many more, have portrayed speaking Cantonese as a classy language above all other dialects. The younger generations therefore have also accepted Cantonese as a way of life in Hong Kong and embraced Cantonese pop music.

The Hong Kong Entertainment industry has also influenced us in many ways. One of the most distinct influences is the numeric figure “eight”. As projected in most Hong Kong movies, the number “eight”, also known as “fatt” in Cantonese, is presumed to represent prosperity. 5Conclusion By using dialects in the entertainment industry, we aim to promote the use of dialect as part and parcel of our daily lives, reintroducing our cultures. However, that alone cannot ensure that young people will be motivated to learn dialects and change the general perception of dialects as less lamorous. With the success of the Singapore production, “881”, the director has successfully introduced the cultures of Hokkien Getai to the younger generation and to rekindle the fond memories of the older generations who once lived in Kampong. The Hong Kong Entertainment industry has also introduced speaking Cantonese is no less glamorous than speaking in English and or other languages. Many younger generations can be seen singing Cantonese pop songs at KTV now too. References: 1. http://en. wikipedia. org/wiki/ 2. http://www. zhaowei. com/881/synopsis. html