Cultural values and advertising in Malaysia: views from the industry
Waller, David S; Fam, Kim-Shyan
When entering into a new country, marketers must be aware of various environmental differences that they may have to address, such as media restrictions and cultural and legal factors. This paper observes a study of Malaysian media professionals’ perceptions towards various media and advertising restrictions in their country. It found that advertising images, particularly nudity, indecent language, and sexist images, were perceived as major reasons for advertising restrictions.
Keywords: national cultures; Malaysia; advertising; regulations; media
Research Type: Journal Article
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