Advertising, a way to promote brands and also disseminate
information on a particular issue is a common media tool used by the
advertiser. It can be in printed form, television or radio. Producing
television commercial is often harder than producing other form of
advertisements as it is needed to take consideration into different aspects
such as language and story line.
During the Ramadhan period in 2011, TV8 had published a
television commercial that teaches the non-muslim on what should not do and
what are the correct way of doing it. However, the content of the commercial was
being perceived as offensive by the netizen. In the commercial video, the Chinese
girl appeared to be behaved inappropriately during the Ramadhan period and this
triggered criticism from the public because it was perceived as racist by other
races especially, Chinese.
TV 8 Ramadhan TV Commercial 2011
From the negative outcome of the television commercial, it
can be said that the director of this commercial did not take cultural context
into the account. In this multiracial country, it is always a sensitive issue
when it relates to racial. Without taking this element into the consideration
set, the outcome may turn negative. Malaysia in a high cultural context
country, words selecting and dialog in the television commercial are very
crucial to the expression and outcome of television commercial and also
advertising (Ahmed and Mouratidis 2009). It seems that in the Ramadhan TV commercial
was alluding majority of the Malaysian Chinese were behaving inappropriately
previously. Perhaps, the way the commercial convey messages was incorrectly.
In my opinion, television commercial that relates to racial
does not work in Malaysia. Because by doing so is considered as breaching the
advertising ethics in Malaysia culture. No matter which races a commercial was
targeted on, the perception from the public is very important, the tendency to trigger
criticism is very high. In a nutshell, a small mistake in the process of
designing commercial advertisement does give a huge negative impact to the
publisher especially with the assistant of Facebook and Twitter, the impact
will be spread to the whole country rapidly.
Reference list
Ahmed, T & Mouratidis, H 2009, Website Design
Guidelines: High Power Distance and High-Context Culture, International Journal
of Cyber Society and Education, Vol.2, No.1, p.47-60,
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