Media CommunicationIn February, 2016, a publicity stunt on Instagram by NTUC Income came under much
criticism by the public.Reference: http://www.straitstimes.com/lifestyle/entertainment/actress-rebecca-lims-post-onretirement-not-meant-to-mislead-anyone-ntuca) Analyse the publicity stunt by NTUC Income. By referring to the Singapore Code of
Advertising Practices (SCAP) Guidelines, identify two major advertising controversies of
the publicity. To what extent do you agree that the NTUC Income has breached the
advertising code? Explain your answer.Reference to SCAP: https://asas.org.sg/Portals/0/Images/ASAS/docs/SCAP%202008.pdf
(50 marks)b) Discuss the characteristics of digital media technologies that make it a boon as well as a
bane in NTUC Incomes move to create this publicity stunt on Instagram.
(30 marks)c) Pay attention to language, organization and APA citation and referencing in your writing.
(20 marks)Your answer should be about 1000-1200 words. Marks will be deducted for excessive length.

Choose a controversial issue within the field of communications and media or develop the issue/argument that you wrote on in the second assignment (only if your argument was approved).
Collect at least five references – three of which must be academic – relating to the argument that you choose to support. You may use sources from other courses.
Construct an argument. An argument is a clear cut one sided statement representing one side within a controversial issue. Remember: An argument is NOT a question/hypothesis/opinion/fact.
Write a paper supporting your argument by synthesizing ideas from the five references. Make sure that your evidence leads to the intended conclusion. The paper is an argument which is supported by use of academic (and non-academic, credible) references.
Take into account the principles taught in the course on argumentative writing (argument, evidence, conclusion), elements of a communicative text (hierarchy, accuracy, cohesion, relevance), and synthesizing. Decide on a logical/rhetorical pattern for organizing and constructing your text (cause and effect, problem and solution, etc.).

Pay attention to correct citing within the text and to the list of references at the end of the paper.
The assignment should be approx. 4 pages, font 12, 1.5 spaces, and include a cover page with your name, identity number, course name, school, etc. (see sample cover page on site).
Please hand in the paper in WORD format (not PDF, pages, etc.)