Media/Publishing Issue 4 (Media Prima Pulls Out ‘Racist’ Ramadan Ads)

(Source: advertising.aboutcrawler.com)

How many times do you see an advertisement when you switch on the television? Do you notice the billboard adverts when you go out for a drive? Are you frustrated by the advertisement that pops out along with your windows when you go onto the internet? Advertising is a major component of modern economics (Vivian, 2006). The essential role of advertising in economical term is to provide information and rationales to help the people decide how to spend their income. Advertising does not only function as a consumer product billboard; it also serves as a public service campaign, advertising for worthy causes. It educates the public and advises people to make the decisions.

Every country has an advertising code for the broadcasting of commercials and Malaysia is no exception. The Malaysian Advertising Code promotes cultural sensitivity in advertisements; it prohibits advertisements that contain statements or suggestions which may offend the religious, racial, political or sentimental susceptibilities of any section of the community (Waller, n.d.). Due to the largest religious group in Malaysia being Islam, the Malaysian Advertising Code also restricts national mass media that targets Malays from public promotion of liquor and alcohol beverages. The fact that Media Prima aired such controversial series of Ramadan commercials and an alcohol advertisement portrays the lack of self-regulation in the company. Media Prima’s Ramadan commercial that depicted a socially-inept Chinese girl conducting disapproving behavior during the fasting month raised many criticisms. The public service announcement may have the intention of urging the non-Muslims to understand and respect the significance of Ramadan, but the public sees this as racial stereotyping and this caused an uproar which leads to the series of commercial being taken down. The company was also inconsiderate for airing beer commercially despite knowing the religion in the country.

Religion affects people in many ways because it prescribes proper behavior and in Malaysia where culture and religion goes hand in hand, it is important to practice self-regulation to avoid social conflict among the people. Media Prima as a responsible marketer should abide the Advertising Code when creating commercials in the future.

Adelaine

(349 words)

Reference

Vivian, J 2006, The Media of Mass Communication, Pearson, Boston.

Waller, DS n.d., Cultural Values and Advertising in Malaysia: Views from the Industry, Asia Pacific Journal of Marketing and Logistics.