Testing Real World Advertisements Language Cues Impact On Dominant And Non-Dominant Ethnic Groups: Comparing Malays And Indians In Malaysia

Testing Real World Advertisements Language Cues Impact On Dominant And Non-Dominant Ethnic Groups: Comparing Malays And Indians In Malaysia

This paper sets out to extend current knowledge on targeted advertising effects by noting consequences on attitudinal and behavioral reactions on a real world advertisement campaign by Malay and Indian respondents. It uses Malay and English language as cues. This paper tests the effects based on rel...

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Bibliographic Details
Main Authors: de Run, Ernest Cyril, Manickam, Elanjothi, Jee, Teck-Weng
Format: Article
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2010
Subjects:
H Social Sciences (General)
HM Sociology
Online Access:http://ir.unimas.my/id/eprint/78/
http://ir.unimas.my/id/eprint/78/1/testing%20real%20world%20advertisement%20%28abstract%29.pdf

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