The Influence of TV Commercial towards Culture Values Of Community

The Influence of TV Commercial towards Culture Values Of CommunityPRESENTED BY:AINUL HALIZA BT ABDUL HAIR2013321945The IntroductionAdvertising 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 MarketAccording 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 pay-television 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 ValuesThe 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 valuesAccording to Harris and Moran (1987) in their study they has found the consumer culture constructs that contain ten culture behavior which is:-sense of self and space, communications and language, dress and appearance,food and feeding habits,time and time consciousness, relationships, value and norms, belief and attitudes,mental process and learning work habits and practices. Malaysian CultureMalaysia 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 CultureNearly 45% of Malaysian men and almost half of women are overweight or obese38% 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 respectivelyMore 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

ConclusionWith 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