{"title":"Advertising appeals and Malaysian culture norms","authors":"S. Raza, H. A. Bakar, Bahtiar Mohamad","doi":"10.1075/JAPC.00004.RAZ","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":43807,"journal":{"name":"Journal of Asian Pacific Communication","volume":"28 1","pages":"61-82"},"PeriodicalIF":0.5000,"publicationDate":"2018-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1075/JAPC.00004.RAZ","citationCount":"28","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Asian Pacific Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1075/JAPC.00004.RAZ","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 28
Abstract
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.
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.
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