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Find out about Selling Dreams: Early Advertising in Singapore.
Last updated 13 August 2026
20 July 2018 – 24 February 2019
10:00am – 9:00pm
Level 10, Gallery, National Library Building
Advertisements are fascinating cultural documents that both shape and reflect people’s desires and ideals. This exhibition features advertising materials from the 1830s to 1960s in the National Library collection, and explores the hopes, dreams, aspirations and insecurities of society over the years.
Modelled after a department store, the exhibition highlights advertisements promoting a myriad of products, services and brands that once saturated Singapore’s busy consumer market. Through this colourful showcase of the National Library’s rare publications, magazines, newspapers and ephemera, you will gain a deeper understanding of advertising and its impact on society, while learning more about Singapore’s past.
Brochures and Exhibition Guides
Download the brochures and exhibition guides below:
English exhibition brochure [PDF, 1.88 MB]
(with programmes from July 2018 - October 2018)
English exhibition brochure [PDF, 620.84 KB]
(with programmes from October 2018 - February 2019)
The Art of Persuasion
20 July 2018 – 24 February 2019 (CLOSED)
10:00am – 9:00pm
Level 1, Lobby, National Library Building
How do advertisers hook an audience? ‘The Art of Persuasion’ looks at different advertising methods and strategies used in ads drawn from the library’s vast collection of print publications from the 1830s to 1960s. Head down to the National Library’s ‘advertising studio’ in the lobby and check out ads featuring comics and cartoons, witty copy, bold imagery and illustrations as well as early advertising attempts to appeal to local audiences.
A micro exhibition of the same title will be travelling to the following Public Libraries:
9 July 2018 – 24 March 2019 (CLOSED)
Ang Mo Kio Public Library | 9 Jul – 26 Aug 2018
Woodlands Regional Library | 27 Aug – 21 Oct 2018
Clementi Public Library | 22 Oct – 16 Dec 2018
Sengkang Public Library | 17 Dec 2018 – 10 Feb 2019
Library@Harbourfront | 11 Feb 2019 – 24 Mar 2019
Join us as we uncover the nation’s early years through advertising paraphernalia from the National Library’s rich collection.
School Tours
Set in a shopping scene in the early 20th century, students and teachers will experience a taste of life in Singapore from the colonial era to the 1960s. Singapore’s social history and businesses, in particular, will be featured through a selection of advertisements from newspapers and other publications. Worksheets for students will also be provided.
Interested schools can email visitnls@nlb.gov.sg for more details. Book early to secure a tour slot!
The event is over, registration is closed.
