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

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

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...