PLACE IMAGE CONSTRUCTING : CONDOMINIUMS IN SINGAPORE

Abstract

In the process of promoting and selling the residential properties in Singapore, an image of a place is constructed by the developers. This image is encoded with meanings and is communicated through various channels of media to the public. This study aims to better understand the place images constructed by developers in the promotion of the condominium housing in the central and suburban areas of Singapore. This is achieved through the analysis of advertisements and interviews with the developers and the public. Decoding the meanings in place images would reveal the spatial and social context of a place. The place images used in the promotion of condominium housing in the central and suburban areas of Singapore, is examined through the visual images, slogans and key words found in advertisements. The investigation of the place images revealed that specific images are associated with condominium housing in the central and suburban area of Singapore.