Part of the difficulty and problem issue of advertising in a multi-ethnics country is to consider various of the cultural views for each ethnics. A country like Malaysia which perceives as full of civilization country become an issue for the publication media to be aware and cautious of when deciding a publish of advertisement before a bundle of discontentedly would be seen in the social media such as Facebook and Twitter.
According to Yow (2011), the Ramadan ad designed to encourage the Non-Muslim to appreciate and well disciplined during the Month in a way of respecting to the grave festival. However, the ads doesn't impact any positive outcome but has increasing the dissatisfaction of the non-Muslim community.
Ramadan Ad 2011 (Source: YouTube)
The use of multiple languages, and the practice of different religions are significant factors in Malaysia. In my opinion, the Ramadan Ad failed to achieve their ad's objective is due to the inappropriate way of transforming the message to the community. According to Kress and TheoVan Leeuwen (1998), the relative importance of psychological and physiological as against cultural and social factors are significant as always, cultures provide particular training for readers. Non-Muslim might not have the intention to read or understand the ad as the way they perceive in such a way of cultures is different.
Apparently, the widespread of internet uses for social networking like Facebook and Twitter could generate a lot of comments from the community of discussing the boundaries of nationality because we are living through this upheaval social media environment. This is where community has placed their opinions whether it is positive or negative towards the ad.
Thus, the way that the document is design has to be taken into concern to make sure the message communicate could stimulate the readers. As according to Putnis, Peter and Petelin, Roslyn (1996), the basis of social view is the knowledge created through the interaction of individuals in their culture, personal circumstances in which to the living structure of attitudes and values.
References:
Kress, Funther and van Leeuwen, Theo (1998), 'Front Pages: (The Critical) Analysis of Newspaper Layout',Approaches to Media Discourse, Blakwell, No. 8.2, Pp. 287.
Yow, HC 2011, Media Prima Pills Out 'Racist' Ramadan Ads, The Malaysian Insider, viewed 5 November 2011,
Putnis, Peter and Petellin, Roslyn (1996), 'Writing to Communicate', Professional Communication: Principles and Applications, Sydney, Ch. 7, pp. 223-263,
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