The Role of Cultural Elements on Advertisement Reception: Case Study of Malaysians

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dc.contributor.authorAbdulbaqi, Salah Saudat
dc.contributor.authorRaji, Ridwan Adetunji
dc.date.accessioned2018-08-13T12:57:00Z
dc.date.available2018-08-13T12:57:00Z
dc.date.issued2012
dc.descriptionInternational Journal on Social Science Economic and Arts; 2 (1); 7-12.en_US
dc.description.abstractCommunication is a transactional means of sending and receiving meaning with the use of language which can be inform of words, signs, sounds and so on. Advertisement shares all these features thus, a form of communication. For communication to be effective there must be some sense of shared values between the message provider and the receiver among which are language, religion, and norms. This study examines the relationship between of cultural effects (language, religion, and norms) and Malaysians’ reception of advertisement. Using a sample 150 Malaysian (50 Malay, 50 Chinese, and 50 Indians) from a university town in Northern Malaysia, the study revealed a significant correlation between the cultural elements and advertisement reception; (r(148) =324, p<0.1), (r(148) =371,p<0.1) (r(148) = 703, p<0.1) for language, religion and cultural norms respectively. The findings of this study draws the attention of advertisement agencies towards a constructive consideration of the cultural elements of their target audience. This ensures easy attainment of desired advertisement goals.en_US
dc.identifier.issn2088-5342
dc.identifier.urihttp://hdl.handle.net/123456789/1108
dc.language.isoenen_US
dc.publisherINSIGHT Publisher Malaysia.en_US
dc.subjectAdvertisement Receptionen_US
dc.subjectCultural Elementsen_US
dc.titleThe Role of Cultural Elements on Advertisement Reception: Case Study of Malaysiansen_US
dc.typeArticleen_US

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