An analysis of cultural elements in selected festive advertisements
Cultural knowledge and understanding are fundamental in a multiracial society like Malaysia. One of the ways to foster a good relationship between people of different cultural backgrounds can be achieved through the use of media. One of the means of such a message that could be disseminated to...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2021
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| Online Access: | http://journalarticle.ukm.my/16663/1/47221-152754-1-PB.pdf http://journalarticle.ukm.my/16663/ https://ejournal.ukm.my/mjc/issue/view/1387 |
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| Summary: | Cultural knowledge and understanding are fundamental in a multiracial society like Malaysia. One of
the ways to foster a good relationship between people of different cultural backgrounds can be
achieved through the use of media. One of the means of such a message that could be disseminated
to the public is through festive advertisements. Previous studies have shown that the portrayal of
culture in ads is a pivotal element that should be considered by all advertisers in producing festive
advertisements. This study aims to explore whether the content of festive advertisements in Malaysia
portray and deliver messages that could potentially assist in fostering a good relationship between
races in Malaysia. A quantitative content analysis was done on ten festive ads. These ads were selected
based on pre-determined criteria – 1) ads have to be produced by a local company, 2) uploaded on
YouTube, and 3) related to the festive season. For this research, a festive ad is defined as
advertisements related to festivals celebrated by the Malaysian community. Research results revealed
that the majority of the selected festive ads for this study portrayed positive values that could assist
in fostering good relations among people of different cultural backgrounds. The element of
togetherness has been used across different festive ads to intensify the need for cross-cultural
understanding, especially during festive seasons. |
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