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 |
| Published: |
1998
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| Online Access: | http://eprints.usm.my/62182/ http://eprints.usm.my/62182/1/Pages%20from%20Yap%20Eit%20Thian.pdf |
| _version_ | 1848884912149495808 |
|---|---|
| author | Yap, Eit Thian |
| author_facet | Yap, Eit Thian |
| author_sort | Yap, Eit Thian |
| building | USM Institutional Repository |
| collection | Online Access |
| description | 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 study also investigated the relationship between demographic factors such as age, gender, marital status, income, and education level and affect toward advertisements that used Bahasa Malaysia and English (for Malay respondents), and Chinese and English (for Chinese respondents). |
| first_indexed | 2025-11-15T19:14:14Z |
| format | Thesis |
| id | usm-62182 |
| institution | Universiti Sains Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T19:14:14Z |
| publishDate | 1998 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | usm-621822025-05-06T02:22:19Z http://eprints.usm.my/62182/ Exploring Language Effects In Ethnic Advertising: In Malaysian Environment Yap, Eit Thian HF5801-6182 Advertising 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 study also investigated the relationship between demographic factors such as age, gender, marital status, income, and education level and affect toward advertisements that used Bahasa Malaysia and English (for Malay respondents), and Chinese and English (for Chinese respondents). 1998-05 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/62182/1/Pages%20from%20Yap%20Eit%20Thian.pdf Yap, Eit Thian (1998) Exploring Language Effects In Ethnic Advertising: In Malaysian Environment. Masters thesis, Universiti Sains Malaysia. |
| spellingShingle | HF5801-6182 Advertising Yap, Eit Thian Exploring Language Effects In Ethnic Advertising: In Malaysian Environment |
| title | Exploring Language Effects In Ethnic Advertising: In Malaysian Environment |
| title_full | Exploring Language Effects In Ethnic Advertising: In Malaysian Environment |
| title_fullStr | Exploring Language Effects In Ethnic Advertising: In Malaysian Environment |
| title_full_unstemmed | Exploring Language Effects In Ethnic Advertising: In Malaysian Environment |
| title_short | Exploring Language Effects In Ethnic Advertising: In Malaysian Environment |
| title_sort | exploring language effects in ethnic advertising: in malaysian environment |
| topic | HF5801-6182 Advertising |
| url | http://eprints.usm.my/62182/ http://eprints.usm.my/62182/1/Pages%20from%20Yap%20Eit%20Thian.pdf |