The Role of Malaysian Cultural Elements on Advertisement Reception

Sociologists claim that culture is locally unique, but universally different. The elements of culture distinguish culture universally. Cultural elements such as language, norms, beliefs (Religion), values, social collectiveness, status and cultural integration contribute to the segmentation of people. The main features that differentiate the three main ethics of Malaysian population are; language, religion, and cultural norm. These are the perceived adoptable cultural elements in Malaysia media. Presented language as the most important cultural elements that is used to transfer meaning for the purpose of communication. Language itself could be seen as a symbol of culture and the differences in languages indicate cultural diversity.

Cultural norms directly affect peoples’ way of living, communication and interactions. The differences in Malaysians’ cultural norms influence differences in reception of advertisement themes, pictorial interpretations, media selection, and words.

Religion affects people in many ways because it prescribes proper behaviour, including work habits. The Protestant work ethic encourages Christians to glorify God by working hard and being thrifty. Islam exalts work, and idleness is seen as a sign of a person’s lack of faith in the religion. In Hinduism and Buddhism, the emphasis is on the elimination of desires because desires cause worries. Not striving brings peace, and a person at peace does not suffer. The Malaysian Government’s primary task is to ensure that none of these contrasting elements are depicted in commercials.

In Malaysia, culture and religion goes hand in hand. Most of the cultural values were actually shaped by various religious practices. For instance, the Advertising Code for Television and Radio (1990) was heavily influenced by the government’s effort to promote Islamic values throughout the country. This includes the imposition of stricter regulations on the mass media content based on Islamic principles and values. For example, the women in Malaysian advertising must be portrayed as having “good behaviour acceptable to local culture and society” (Advertising Code Television and Radio 1990, p.7). Furthermore, female models must adhere to the Advertising Code’s decent dress code which stipulates that a female model must be “covered until the neckline, the length of the skirt worn should be below the knees, the arms may be ex- posed up to the edge of the shoulder but armpits cannot be exposed”. This ruling has restricted the advertising of female and male underwear on mass media. In addition, because of religious and cultural sensitivity, the sale of female contraceptives and female hygiene products were strictly limited on the mass media. Advertising of female hygiene products on national television, in particular, was allowed only after 10o’clock in the evening.

Islam forms the largest single religious group in Malaysia, practiced by around 60% of the population. Islam prohibits gambling and alcohol consumption. However, because Malaysia is also a multicultural society, these restrictions were only limited to national mass media such as television and prints that are targeted at the Malays. Other media such as Chinese, English and Hindu language newspapers and magazines were allowed to carry both gambling and alcohol advertisements provided that the advertisements do not encourage the readers to gamble nor increase alcohol consumption.

Finally, death is a bad omen in Malaysia, and not something one should glorify. Death in a family brings “bad luck” to the whole family, perhaps for between one and three years. Therefore, advertising a funeral service will be frowned upon. Furthermore, Asian values dictates that the children are the ones who would bear the funeral costs of their parents, so purchasing a funeral service before a death is like telling the parents their “time is up”.

These are important points that we will take into account when creating our ad.

Reference list:

David S. Waller. Cultural Values and Advertising in Malaysia: Views from the Industry. Cultural Values and Advertising in Malaysia. [Online] Available at: http://www.google.com.my/url?sa=t&rct=j&q=cultural%20advertising%20in%20malaysia&source=web&cd=4&cad=rja&ved=0CEYQFjAD&url=http%3A%2F%2Fciteseerx.ist.psu.edu%2Fviewdoc%2Fdownload%3Fdoi%3D10.1.1.202.3457%26rep%3Drep1%26type%3Dpdf&ei=vi25UdekGcPKrAeU-4CYBA&usg=AFQjCNEpITdWxX-j4nr_DyJ-mK21mVLTOA&sig2=y19YxGRFXBpH361eD6Mamw&bvm=bv.47883778,d.bmk [Accessed: 13 June 2013]

Saudat Salah Abdulbaqi, Ridwan Adetunji Raji. The Role of Cultural Elements on Advertisement Reception: Case Study of Malaysians, 2012. International Journal on Social Science Economics and Art. [Online] Available at: <http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1991676> [Accessed: 13 June 2013]

By Brindha