TV Commercial's Impact on Global Cultural Values in Malaysia

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INTRODUCTION

This is a study about TV commercials and how it plays a role in influencing the global and local cultural values of a society. The purpose of this study is to identify the type of values that TV commercials in Malaysia portrayed, whether it is individualism, which usually associated to Western cultural values, or collectivism which are an East cultural values, and also to find out does it manage to influence Malaysians in our cultural values.

In this study, we will be able to identify certain commercials that portraying two different values, and maybe we will be able to look at the impact of those commercials towards Malaysian. There are also few studies that are related to this study, which I will be explaining more later and the methodology that I might be using for my research.

http://www.zantherus.com/community/topic/9351-the-influence-of-advertising-on-modern-culture/

“fragmenting of America”- a period when economic, social and technological trends are prompting Americans to emphasize their differences rather than nurture their similarities.

Advertising is intent on turning our values toward our differences and carrying pride in those differences instead of our similarities as human beings. Advertising has reduced our culture to materialistic hopes and dreams instead of the morals that mankind has treasured since the dawn of his existence. The intrusiveness of weaving advertising into our private lives has established a strong foothold and is affecting our cultural values

People may be frightened and oppose it, but I believe as long as we have a materialistic consumer market in the form that we do now advertising will always be rampant and will exhibit our cultural values as well as shape them into...

... middle of paper ...

...orary Chinese advertising is not only a distrorted mirror, but also a double distorted one, which has a strong tendency to fit into individual social reality in the country while reflecting advertising’s commercial nature (Chan & Cheng, 2002)

METHODOLOGY

This study will be using mixed methods, which are the mix of content analysis of 100 commercials of major brands to identify the individualistic and collectivistic values, and also questionnaires that will be distributed to the audiences.

The respondents is between the age of 13 to 40, which will comprise 3 levels of age category; teenagers (13-19), young adult (20-29) and adult (30-39). It will be both male and female and of three major ethnic groups in Malaysia who lives in Klang Valley. At this level, the study will need at least 150 respondents that might be enough to get the finding of this study.

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