The Role of Cultural Elements on Advertisement Reception: Case Study of Malaysians

Abstract

Communication is a transactional means of sending and receiving meaning with the use of language which can be inform of words, signs, sounds and so on. Advertisement shares all these features thus, a form of communication. For communication to be effective there must be some sense of shared values between the message provider and the receiver among which are language, religion, and norms. This study examines the relationship between of cultural effects (language, religion, and norms) and Malaysians’ reception of advertisement. Using a sample 150 Malaysian (50 Malay, 50 Chinese, and 50 Indians) from a university town in Northern Malaysia, the study revealed a significant correlation between the cultural elements and advertisement reception; (r(148) =324, p<0.1), (r(148) =371,p<0.1) (r(148) = 703, p<0.1) for language, religion and cultural norms respectively. The findings of this study draws the attention of advertisement agencies towards a constructive consideration of the cultural elements of their target audience. This ensures easy attainment of desired advertisement goals.