The Influence of TV

Commercial towards
Culture Values Of
Community
PRESENTED BY:
AINUL HALIZA BT ABDUL HAIR
2013321945

The Introduction
Advertising is one of the marketing strategies to promote products
to consumers and media plays a significant role in displaying the
positive and negative features of products to the audience.
According to Richards, (2001) advertising can be defined as the
art and the sole of capitalism. It captures a moment of time
through the lens of commerce, reflecting and affecting our lives,
making us laugh and cry, while simultaneously giving traction to
the engine that propels this free market economy forward into the
future.
In Malaysia, advertising industry is growing rapidly and also the
rapidly emerging of the consumer market. Malaysia has
experienced a tremendous economic growth over the past few
decades and it has attracted a lot of business owners to entering
the Malaysian market. the gradual buildup of domestic and
multinational business activities and as a result, one of the
important centers for all marketing and advertising is the
transformation of the behavior among consumer in Malaysia
(Frith, 1996).

The Market
According to the market research that been done by Nielsen,
advertising expenditure (adex) (excluding Internet) in the first
half of 2013 grew 18.9% to RM6.04bil from RM5.08bil in the same
period a year ago.
The number of pay TV channels monitored by Nielsen has doubled
since June 2012. This means the pay TV adex comparison is not
like-for-like. If pay TV is excluded, the countrys adex showed a
mere 2.4% growth.
Total adex rose to RM1.19bil in June from RM1bil in the same
month last year. Adex growth during the month was led by paytelevision and cinema, which grew88.2% and 53.9%, respectively.
During the first half of the year, the product/service categories
with the highest ads pend were local government institutions,
womens facial care, fast-food outlets, mobile line services and
hair care products (Mahalingam, 2013)

Advertising and Culture Values

The issues of advertising and its influence to a culture has been
observed in a various field of studies such as advertisers choice of
promotional tools (Fam & Merrilees, 1996,1997) advertising
restrictions, advertising appeal, advertising strategy and execution
and brand image (Deng, Jivan, & Hassan, 1994, Cheng, 1994, Mueller,
1992 and Roth, 1992). According to Tse, Belk, & Zhou (1989), the
culture values that been reflected in the content of advertising
material have also been widely investigated, and when the message
been conveyed through the advertising culture values can be regarded
as a powerful instrument in shaping the consumers motivations,
lifestyle and product choices.
Culture is the complex of values, ideas, attitudes and other
meaningful symbols that allow humans to communicate, interpret,
and evaluate as members of society (Engel, Blackwell, & Miniard,
1995). When society is in the culture, it has creates an identity of the
society. Culture and its value are transmitted from one generation to
another. The core values of a society define how products are used
with regard to their function, forms and meaning. Culture also
provides positive and negative valences for brands and for
communications programs and defines the ideology of consumptions.

How to measure the culture

values
According to Harris and Moran (1987) in their study they has
found the consumer culture constructs that contain ten culture
behavior which is:1.

sense of self and space,

2.

communications and language,

3.

dress and appearance,

4.

food and feeding habits,

5.

time and time consciousness,

6.

relationships,

7.

value and norms,

8.

belief and attitudes,

9.

mental process and learning

10. work habits and practices.

Malaysian Culture
Malaysia is one of the countries that a multi-ethnic multi-culture,
and multilingual society, and the many ethnic groups in Malaysia
maintain separate cultural identities (Kahn, 1998).
Malaysia also been described as Asia in miniature by Andaya,
Watson, Andaya, & Leornard, (1982), because in Malaysia has a
various ethnic such as Malays, Chinese, Indian and other ethnics
that comes and stay in Malaysia since the history of Malacca.
Eventhough, Malaysia has a multi language, Bahasa Malaysia is
the national language in article 152 Constitution of Malaysia but
other people stil can practice their own language and belief.
According to Zaichkowsky and Sood (1989), consumers in
different countries have different ways of deciding which brands to
buy, different level of enviroment toward same product category.

Food, Globesity and Healthy Culture

Nearly 45% of Malaysian men and almost half of women
are overweight or obese
38% of the children population in Malaysia facing the
overweight problems.
Euromonitor International (2014) reported that the
worlds population is spending a large amount of money
on fast food. Per capita consumption of fast food was led
by the US at $566 in 2005, followed by Canada, the UK
and Australia with $456, $390 and $363 respectively
More Malaysians are returning to foodservice outlets,
such as fast food chains and full-service restaurants,
since the economy picked up in 2010.

The Ads

KFC TV Ads

McDonald TV Ads

Health Ads

The Malaysian Beauty and Cosmetic

Product TV Commercials
The one of useful marketing strategies concept to
consider when study on how culture affects advertising
appeals is by using a hard sell versus a soft sell appeal
strategies. Mueller (1987)
Second strategies that been done by the company is
using the local celebrities in their TV commercial as
product ambassador. This has also become a trending in
our culture to select the product that been used by our
idol or celebrities that we like.

The Ads

AuraWhite

D Herb

D Herb

SunSilk

Conclusion

With the rapid changes in technologies, people are more

attached with their smartphones and tablets. The rapid
changes in this new social media era and internet era
has also changes the channel of markets the products.
Now the advertising company and the advertiser also
have to use this all multi type of media wisely to reach
out to their consumer and youtube is one of the platform
that been used by them to promote their products.
The other new way of do a marketing is through
endorsing or sponsoring the big event in Malaysia