Living Conditions of European Immigrants

Source 1: An alcohol advertisement published on Singapore Free Press and Mercantile Advertiser, 9 July 1852. This English daily newspaper was widely read by Europeans in Singapore during the 19th century.

Reference:

Singapore Free Press and Mercantile Advertiser. (1852). Retrieved from https://eresources.nlb.gov.sg/newspapers/Digitised/Article/singfreepressa18520709-1.2.6.2?ST=1&AT=search&k=European%20agency%20houses&SortBy=Oldest&filterS=0&Display=0&QT=european,agency,houses&oref=article

Source 2:  An advertisement selling carpets published on English daily newspaper The Singapore Free Press, 29 June 1948. This newspaper was widely read by Europeans.

Reference:

The Singapore Free Press. (1948). Retrieved from https://eresources.nlb.gov.sg/newspapers/Digitised/Article/freepress19480629-1.2.27.1?ST=1&AT=search&k=the%20singapore%20free%20press&QT=the,singapore,free,press&oref=article

Source 3: Advertisement of Cadbury chocolate published on The Singapore Free Press and Mercantile Advertiser, 3 May 1935.

Reference:

Singapore Free Press and Mercantile Advertiser. (1935). Retrieved from https://eresources.nlb.gov.sg/newspapers/Digitised/Article/singfreepressb19350503-1.2.131.62.1?ST=1&AT=search&k=the+singapore+free+press&P=2&Display=0&filterS=0&QT=the,singapore,free,press&oref=article

Source 4: Advertisement selling refrigerators published on an English newspaper.

At prices more than $275, only the wealthy in Singapore would be able to afford this back in the 1930s. In fact, the refrigerator was so pricey that the advertising strategy was to convince its customers that the product from USA was a lifetime investment that one could not afford to take a chance with. And it came with a 4-year guarantee too. By then, General Electric was a reputable American brand with a significant history. It was established all the way back in the 1890s. In 1969, it invested a number of manufacturing plants in Singapore.

Note the location of the showroom.  Who do you think are the customers? You can read more about Orchard Road here.

Reference:

Remember Singapore. (2019). Singapore Vintage Advertisement posters. Retrieved from https://remembersingapore.org/2014/12/13/singapore-vintage-advertisement-posters/

Source 5: An advertisement on CK Tang Department Store.

At a cost of $50,000, CK Tang Department Store was established at the junction of Orchard and Scott Roads in 1958, on a parcel of 1,350-square-metre land bought the legendary Tan Choon Keng (1901-2000). Although the department store faced the Chinese Tai San Ting Cemetery, its convenient location attracted many British housewives who lived at Tanglin. Its iconic green-tiled oriental-looking building was demolished in 1982, and was replaced by the new Tang Plaza.

Reference:

Remember Singapore. (2019). Singapore Vintage Advertisement posters. Retrieved from https://remembersingapore.org/2014/12/13/singapore-vintage-advertisement-posters/

© 2023 Bedok South Secondary School. All rights reserved.