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Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation

Our consumer spaces are filled with extensive ranges of sale promotions of different products in a variety of prices that play a significant role in stimulating our senses. These sale promotions play a prominent role in the consumer’s decision to purchase goods and services. Repetition and similar...

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Main Author: Mohd Fauzi Sedon,
Format: Article
Language:English
Published: School of Social, Development and Environmental Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia 2016
Online Access:http://journalarticle.ukm.my/10316/1/11x.geografia-siupsi-mei16-Fauzi-edam%20%281%29.pdf
http://journalarticle.ukm.my/10316/
http://www.ukm.my/geografia/v2/index.php?cont=a&item=2&thn=2016&vol=12&issue=6&ver=loc
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spelling my-ukm.journal.103162017-04-18T07:07:07Z http://journalarticle.ukm.my/10316/ Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation Mohd Fauzi Sedon, Our consumer spaces are filled with extensive ranges of sale promotions of different products in a variety of prices that play a significant role in stimulating our senses. These sale promotions play a prominent role in the consumer’s decision to purchase goods and services. Repetition and similarity, difference and variation are the characteristics of this mass culture; they provoke a response and act as a catalyst for communication. These aspects of advertising stimulate our visual experience, affect our moods and emotions, and create the illusion of values and choices. This research project investigated the aesthetics of Malaysian consumer culture through exploration of the use of visual images based on the principle of repetition and variation (similarity and difference).The key artists within the research context were Andy Warhol and Allan McCollum, with their method of mass production and the use of popular mass produced images; and Andreas Gursky who represented consumer obsession and desire through shopping activities. The project established correlations between repetition, similarity and difference as they contribute to the variety of visual messages in advertising. It also contributed to the field of installation art by creating experiential environments that could evoke complex multi-sensory responses to the colours and images of advertising and significantly stimulate temptations and pleasures of the retail environment. School of Social, Development and Environmental Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia 2016-05 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10316/1/11x.geografia-siupsi-mei16-Fauzi-edam%20%281%29.pdf Mohd Fauzi Sedon, (2016) Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation. Geografia : Malaysian Journal of Society and Space, 12 (6). pp. 100-111. ISSN 2180-2491 http://www.ukm.my/geografia/v2/index.php?cont=a&item=2&thn=2016&vol=12&issue=6&ver=loc
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Our consumer spaces are filled with extensive ranges of sale promotions of different products in a variety of prices that play a significant role in stimulating our senses. These sale promotions play a prominent role in the consumer’s decision to purchase goods and services. Repetition and similarity, difference and variation are the characteristics of this mass culture; they provoke a response and act as a catalyst for communication. These aspects of advertising stimulate our visual experience, affect our moods and emotions, and create the illusion of values and choices. This research project investigated the aesthetics of Malaysian consumer culture through exploration of the use of visual images based on the principle of repetition and variation (similarity and difference).The key artists within the research context were Andy Warhol and Allan McCollum, with their method of mass production and the use of popular mass produced images; and Andreas Gursky who represented consumer obsession and desire through shopping activities. The project established correlations between repetition, similarity and difference as they contribute to the variety of visual messages in advertising. It also contributed to the field of installation art by creating experiential environments that could evoke complex multi-sensory responses to the colours and images of advertising and significantly stimulate temptations and pleasures of the retail environment.
format Article
author Mohd Fauzi Sedon,
spellingShingle Mohd Fauzi Sedon,
Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
author_facet Mohd Fauzi Sedon,
author_sort Mohd Fauzi Sedon,
title Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
title_short Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
title_full Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
title_fullStr Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
title_full_unstemmed Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
title_sort contemporary malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
publisher School of Social, Development and Environmental Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia
publishDate 2016
url http://journalarticle.ukm.my/10316/1/11x.geografia-siupsi-mei16-Fauzi-edam%20%281%29.pdf
http://journalarticle.ukm.my/10316/
http://www.ukm.my/geografia/v2/index.php?cont=a&item=2&thn=2016&vol=12&issue=6&ver=loc
_version_ 1643738080023150592
score 13.211869

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