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A multiple stakeholder perspective of the television advertising production process in Malaysia

Mokhtar, Aida (2012) A multiple stakeholder perspective of the television advertising production process in Malaysia. In: International Conference on Communication and Media 2012 (i-COME12), 1-3 November 2012, Penang. (Unpublished)

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Abstract

Communication plays a big role in nation building (Taylor and Kent 2006). Television advertising is powerful. It has movie-like qualities which bring stories to life and create powerful brand imagery (Moriarty, Mitchell et al. 2012). There has been a dearth of studies on the television advertising production process. It is hoped that this study which examines the television advertising production process in Malaysia from the multiple stakeholder perspective for responsible advertising (Polonsky and Hyman 2007) contributes to the gap in advertising research.

Item Type: Conference or Workshop Item (Full Paper)
Additional Information: 2646/26753
Uncontrolled Keywords: television advertising, advertising, production study, Malaysia
Subjects: P Language and Literature > P Philology. Linguistics > P87 Communication. Mass media
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Islamic Revealed Knowledge and Human Sciences > Department of Communication
Depositing User: Dr. Aida Mokhtar
Date Deposited: 01 Jan 2013 20:48
Last Modified: 14 Feb 2013 03:53
URI: http://irep.iium.edu.my/id/eprint/26753

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