The Singapore Girl has extremely high visibility. She is identified directly with the company, and this identification developed out of repeated presentations of the Girl's face right next to the company logo or name. Note how in the following illustrations, she may take up just a corner box, but the fact that the box is the same size or has similar dimensions as the adjacent box in which the company logo is placed, impresses on the viewer a visual equation: Singapore Airlines = Singapore Girl (Figures (1)-(4)). They are not literally, physically equated, but the constant bombardment of the two side by side have led to the automatic association between the youth, beauty, serenity, grace and vigilance captured in the image of the Singapore Girl and the airline itself. What constitutes the Singapore Girl's image formulates Singapore Airlines' brand personality, and the Singapore Girl gives concrete and graphic form to the personality.

The size and ubiquity of the boxed images of her in Figures (1)-(4), and its appearance with the company logo and/or name makes her part of the Singapore Airlines logo itself, except that the exact person who is presented as the Singapore Girl varies across different advertisements and sites. That is actually a refreshing concept--to pair a slightly varying image to the constant name and logo keeps the audience interested. The ubiquity coupled with small size suggest that they are amongst many cabin staff working hard behind the glamorous experiences presented in the advertising. It is a beckoning, "This way sir/madam, please. Welcome aboard."

What helps immensely also is that there is little cluttering of imagery. The Singapore Girl is the only real human face of Singapore Airlines presented to the customer. Because of that, her image is the only one that remains in people's minds and that makes it even easier for people to associate the the Girl and the airline, since all the customer can remember of the airline is the Girl.

(1) Frequent Flyer Programme: KrisFlyer page: Singapore Girl on top right corner http://www.singaporeair.com/saa/app/saa?hidHeaderAction=onHeaderMenuClick&hidTopicArea=Krisflyer

(2) The Singapore Girl is identified with the Singapore Airlines logo. This image came at the bottom of a webpage. http://www.time.com/time/asia/avantgo/sia/

(3) Print campaign for the new non-stop flight between Singapore and Los Angeles. The Singapore Girl is identified with Singapore Airlines' logo and name at the bottom right. http://www.agencyfaqs.com/advertising/newcamps/2381.html

(4) Executive Economy Class interactive demonstration: Singapore Girl on top left corner http://www.experiencesingaporeair.com/index.cfm

In the next five illustrations of what appears on a www.singaporeair.com website, the Singapore Girl appears in a particular scene at the top left, immediately underneath the "Singapore Airlines" logo and name. Monochromatic and hazy, the images evoke nostalgia of the old times when personal contact and relationships were not made distant, cold and wired with the advance of the science and technology of mobile phones and the internet. These are romantic images that suggest the good ol' traditional and attentive service available on board.

Almost any click on the home website brings up a page that features her image.

(5)

The image here shows a stewardess draping a blanket over a sleeping flight passenger. She exudes devotion to attentive, gentle, caring service.

(6)

A stewardess offers a what seems to be a basket of fruit or bread rolls to a flight passenger. She has stooped very low to be at an equal level with the passenger to show respect, and has made the effort to also be directly in front of him, not just serving from the side in the aisle. The image is once again of vigilant, respectful service. The message is, kick back, relax, and let us serve you.

(7)

Two stewardesses are pointing at something outdoors. They have probably seen something new and interesting in their an exotic, foreign location, outside of where they would normally be seen in the aircraft cabin. The image suggests that they represent more than hospitality and service, but also an adventuresome spirit, open-mindedness, an acceptance of novel places and internationalism.

(8)

The stewardess here is pointing yet again, but amongst a crowd of blond children not of her ethnicity or race. She is a social being, caring towards not only passengers but also children, accepting and open-minded towards diverse cultures and differences, as well as is willing to teach, i.e. contribute for the good of the larger collective.

(9)

The stewardess has her arms spread out as an open, friendly and welcoming gesture to the potential customer--Welcome aboard! Service is our mission.

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