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ERIC Number: EJ937851
Record Type: Journal
Publication Date: 2011-Aug
Pages: 13
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0167-8507
EISSN: N/A
A Visual Analysis of Festive Television Commercials in Malaysia
Li, Lean Mei
Multilingua: Journal of Cross-Cultural and Interlanguage Communication, v30 n3-4 p305-317 Aug 2011
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.
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
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Malaysia
Grant or Contract Numbers: N/A