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Nostalgic advertisements in multicultural Malaysia: a multimodal analysis

Advertisements that feature nostalgia as a theme have been highly successful in their ability to evoke an emotional reaction in consumers thus connecting them to the brand and product being advertised. Nostalgic advertisements are memorable as they prompt consumers to draw from their own past experi...

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Main Authors: Melissa Shamini Periasamy,, Ganakumaran Subramaniam,, Gruba, Paul
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:http://journalarticle.ukm.my/11230/1/13968-51468-2-PB.pdf
http://journalarticle.ukm.my/11230/
http://ejournal.ukm.my/akademika/issue/view/860
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spelling my-ukm.journal.112302018-01-13T11:59:37Z http://journalarticle.ukm.my/11230/ Nostalgic advertisements in multicultural Malaysia: a multimodal analysis Melissa Shamini Periasamy, Ganakumaran Subramaniam, Gruba, Paul Advertisements that feature nostalgia as a theme have been highly successful in their ability to evoke an emotional reaction in consumers thus connecting them to the brand and product being advertised. Nostalgic advertisements are memorable as they prompt consumers to draw from their own past experiences in a positive manner therefore creating a “feel good” factor in consumers. Nostalgia has been a popular theme in many Malaysian television commercials (TVCs) in the past decade. This study examines a Malaysian national day TVC using a thematic multimodal approach to analyse how nostalgia is reinforced through the multimodal elements in the TVC. The analysis includes a discussion of the types of nostalgia elicited by the multimodal elements in the TVC in reference to the socio-cultural context of multicultural Malaysia. The findings reveal how specific multimodal elements in the TVC are used to evoke a sense of collective nostalgia among Malaysians of diverse socio-cultural backgrounds. This study shows that personal, collective, historical or national nostalgia is reinforced in a Malaysian national day TVC by making references to dates, events, images, relationships and values that are significant and meaningful to all Malaysians regardless of ethnicity, religion or belief. Such advertisements serve to transcend ethnic and religious boundaries to create a national mindset that the whole nation can connect with instead of communal or ethnic based ones. Penerbit Universiti Kebangsaan Malaysia 2017 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/11230/1/13968-51468-2-PB.pdf Melissa Shamini Periasamy, and Ganakumaran Subramaniam, and Gruba, Paul (2017) Nostalgic advertisements in multicultural Malaysia: a multimodal analysis. AKADEMIKA, 87 (1). pp. 253-266. ISSN 0126-5008 http://ejournal.ukm.my/akademika/issue/view/860
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 Advertisements that feature nostalgia as a theme have been highly successful in their ability to evoke an emotional reaction in consumers thus connecting them to the brand and product being advertised. Nostalgic advertisements are memorable as they prompt consumers to draw from their own past experiences in a positive manner therefore creating a “feel good” factor in consumers. Nostalgia has been a popular theme in many Malaysian television commercials (TVCs) in the past decade. This study examines a Malaysian national day TVC using a thematic multimodal approach to analyse how nostalgia is reinforced through the multimodal elements in the TVC. The analysis includes a discussion of the types of nostalgia elicited by the multimodal elements in the TVC in reference to the socio-cultural context of multicultural Malaysia. The findings reveal how specific multimodal elements in the TVC are used to evoke a sense of collective nostalgia among Malaysians of diverse socio-cultural backgrounds. This study shows that personal, collective, historical or national nostalgia is reinforced in a Malaysian national day TVC by making references to dates, events, images, relationships and values that are significant and meaningful to all Malaysians regardless of ethnicity, religion or belief. Such advertisements serve to transcend ethnic and religious boundaries to create a national mindset that the whole nation can connect with instead of communal or ethnic based ones.
format Article
author Melissa Shamini Periasamy,
Ganakumaran Subramaniam,
Gruba, Paul
spellingShingle Melissa Shamini Periasamy,
Ganakumaran Subramaniam,
Gruba, Paul
Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
author_facet Melissa Shamini Periasamy,
Ganakumaran Subramaniam,
Gruba, Paul
author_sort Melissa Shamini Periasamy,
title Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
title_short Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
title_full Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
title_fullStr Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
title_full_unstemmed Nostalgic advertisements in multicultural Malaysia: a multimodal analysis
title_sort nostalgic advertisements in multicultural malaysia: a multimodal analysis
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2017
url http://journalarticle.ukm.my/11230/1/13968-51468-2-PB.pdf
http://journalarticle.ukm.my/11230/
http://ejournal.ukm.my/akademika/issue/view/860
_version_ 1643738421605171200
score 13.211869

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