An Analysis of Cultural Elements in Selected Festive Advertisements

Cultural knowledge and understanding are fundamental in a multiracial society like Malaysia. One of the ways to foster good relationship between people different cultural backgrounds can be achieved through use media. means such message that could disseminated public is festive advertisements. Previous studies have shown portrayal culture ads pivotal element should considered by all advertisers producing This study aims explore whether content advertisements Malaysia portray deliver messages potentially assist fostering races A quantitative analysis was done on ten ads. These were selected based pre-determined criteria – 1) produced local company, 2) uploaded YouTube, 3) related season. For this research, ad defined as festivals celebrated Malaysian community. Research results revealed majority for portrayed positive values relations among backgrounds. The togetherness has been used across intensify need cross-cultural understanding, especially during seasons. Keywords: Festive advertisements, analysis, elements,