Exploring Language Effects In Ethnic Advertising: In Malaysian Environment

This study applies sociolinguistic theories of accommodation to investigate how consumers in different cultures respond to the use of their etlmic language in advertising. Specifically, this study involved two dominant cultures in Malaysia, Malaysian Malay and Malaysian Chinese. In addition, this st...

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Bibliographic Details
Main Author:	Yap, Eit Thian
Format:	Thesis
Language:	English
Published:	1998
Subjects:	HF5801-6182 Advertising
Online Access:	http://eprints.usm.my/62182/
Abstract	Abstract here

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