Exploring Language Effects In Ethnic Advertising: In Malaysian Environment
| dc.contributor.author | Yap, Eit Thian | |
| dc.date.accessioned | 2016-09-19T01:00:37Z | |
| dc.date.available | 2016-09-19T01:00:37Z | |
| dc.date.issued | 1998-05 | |
| dc.description.abstract | This study applies sociolinguistic theories of accommodation to investigate how consumers in different cultures respond to the use of their ethnic language in advertising. Specifically, ~ this study involved two dominant cultures in Malaysia, Malaysian Malay and Malaysian Chinese. Their responses to ethnic language t (Bahasa Malaysia and Chinese) compaed to ~ English language usage in print advertising were examined. It was found that the, effects of the ethnic language (Bahasa Malaysia and Chinese) usage in the advertising can be explained by accommodation theory. Advertisements that use Bahasa Malaysia increase Malay consumers perception of advertiser's sensitivity to Malay culture than English advertisements. The same phenomena happened among the Chinese consumers, advertisement that use Chinese increased the perception of advertiser's sensitivity to Chinese Culture. This perception in tum enhance affect toward the advertisements that use ethnic language. In addition, this study also investigated the relationship between demographic factors such as age, gender, marital status, income, and education level and affect toward advertisements that used Bahasa Malaysia and English (for Malay respondents), and Chinese and English (for Chinese respondents). The results of this study indicated that, there is no relationship between the above demographic factors and the consumers (both Malay and Chinese) response toward the advertisemetns. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/2510 | |
| dc.subject | Business administration | en_US |
| dc.subject | Language Effects In Ethnic Advertising | en_US |
| dc.title | Exploring Language Effects In Ethnic Advertising: In Malaysian Environment | en_US |
| dc.type | Thesis | en_US |
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