广告诉求与马来西亚文化规范

IF 0.5 Q4 COMMUNICATION

Journal of Asian Pacific Communication Pub Date : 2018-01-19 DOI:10.1075/JAPC.00004.RAZ

S. Raza, H. A. Bakar, Bahtiar Mohamad

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引用次数: 28

摘要

广告领域战略传播研究的不断发展要求开发和验证能够在特定文化背景下解决广告吸引力放纵问题的测量工具。因此，本研究通过考虑马来西亚背景下基于GLOBE九个文化维度的规范来检验和验证广告吸引力。该分析涉及10位广告专家的内容验证数据，然后是10位广告专业人士对其相关性和清晰度的评分和排名，以评估项目级内容验证。为支持文化规范的影响而提供的结果对马来西亚广告来说是实质性的，这是从内容验证程序中确定的。

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Advertising appeals and Malaysian culture norms

The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context. Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context. The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation. The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure.

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来源期刊

Journal of Asian Pacific Communication COMMUNICATION-

CiteScore

1.40

自引率

14.30%

发文量

期刊介绍： The journal’s academic orientation is generalist, passionately committed to interdisciplinary approaches to language and communication studies in the Asian Pacific. Thematic issues of previously published issues of JAPC include Cross-Cultural Communications: Literature, Language, Ideas; Sociolinguistics in China; Japan Communication Issues; Mass Media in the Asian Pacific; Comic Art in Asia, Historical Literacy, and Political Roots; Communication Gains through Student Exchanges & Study Abroad; Language Issues in Malaysia; English Language Development in East Asia; The Teachings of Writing in the Pacific Basin; Language and Identity in Asia; The Economics of Language in the Asian Pacific.