Exploring Language Effects In Ethnic Advertising: In Malaysian Environment
This study applies sociolinguistic theories of accommodation to investigate how consumers in different cultures respond to the use of their etlmic language in advertising. Specifically, this study involved two dominant cultures in Malaysia, Malaysian Malay and Malaysian Chinese. In addition, this st...
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| Format: | Thesis |
| Language: | English |
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1998
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| Online Access: | http://eprints.usm.my/62182/ http://eprints.usm.my/62182/1/Pages%20from%20Yap%20Eit%20Thian.pdf |