Literaturnachweis - Detailanzeige
| Autor/in | Li, Lean Mei |
|---|---|
| Titel | A Visual Analysis of Festive Television Commercials in Malaysia |
| Quelle | In: Multilingua: Journal of Cross-Cultural and Interlanguage Communication, 30 (2011) 3-4, S.305-317 (13 Seiten)
PDF als Volltext |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0167-8507 |
| DOI | 10.1515/mult.2011.014 |
| Schlagwörter | Television Commercials; Foreign Countries; Information Technology; Religious Cultural Groups; Cultural Pluralism; Advertising; Guidelines; Cultural Activities; Malaysia |
| Abstract | Malaysia is a multiracial country with a diverse range of religions, leading to a broad range of religious festivals throughout the year. In recent years, corporate giants such as Petronas, Telekom Malaysia (TM), Tenaga and Astro have taken to airing television commercials (TVCs) that contain a local touch when greeting their customers. Perhaps the TVCs that have noticeably touched the hearts of most Malaysians are those sponsored by Petronas. Petronas used to commission the late Yasmin Ahmad to produce these TVCs. Thus, this paper is a visual analysis of the Petronas advertisements for one of the main religious festivals celebrated in Malaysia: Hari Raya Aidilfitri. The corpus selected for analysis is those TVCs directed by Yasmin Ahmad for Petronas between the years 1995 and 2008. The theoretical framework for the analysis of these social-commentary type commercials is the one proposed by Theo van Leeuwen. (As Provided). |
| Anmerkungen | Mouton de Gruyter. Available from: Walter de Gruyter. P.O. Box 960, Herndon, VA 20172-0960. Tel: 800-208-8144; Tel: 703-661-1589; Fax: 703-661-1501; e-mail: degruytermail@presswarehouse.com; Web site: http://www.degruyter.de/journals/multilin |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2017/4/10 |
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