Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah

Most identities are anchored in specific values; therefore the influence of western values on local identity construction has been a concern in Malaysia. The western values have been greatly promoted by the media, particularly the advertising. Therefore, this study aimed at examining the effects of...

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Main Author:	Chin, Ying Shin
Format:	Thesis
Language:	English English
Published:	2014
Subjects:	HF5801-6182 Advertising
Online Access:	https://eprints.ums.edu.my/id/eprint/38900/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38900/2/FULLTEXT.pdf
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id	my-ums-ep.38900
record_format	uketd_dc
spelling	my-ums-ep.389002024-06-21T07:07:29Z Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah 2014 Chin, Ying Shin HF5801-6182 Advertising Most identities are anchored in specific values; therefore the influence of western values on local identity construction has been a concern in Malaysia. The western values have been greatly promoted by the media, particularly the advertising. Therefore, this study aimed at examining the effects of TV advertising on identity construction among youth in Sabah, two western values namely individualism and materialism were the focus of the study. The influence of TV advertising on identity construction was explained using cultivation theory. A survey was conducted among 373 respondents who were selected from a local university in Sabah through multistage cluster sampling method. Focus group discussion was then conducted to obtain a deeper understanding of the influence of TV advertising. The results showed that local youth are more inclined towards individualistic identity than materialistic identity, exposure to TV advertising was a positive predictor of individualism and materialism adoption, however, only a small effect of TV advertising was found. The findings were discussed in relation to assumptions of cultivation theory, namely cumulative effects, mainstreaming effects and resonance effects. In conclusion, the findings essentially provided a new insight into the influence of health and beauty advertisements exposure on youth identity construction in Sabah. 2014 Thesis https://eprints.ums.edu.my/id/eprint/38900/ https://eprints.ums.edu.my/id/eprint/38900/1/24%20PAGES.pdf text en public https://eprints.ums.edu.my/id/eprint/38900/2/FULLTEXT.pdf text en validuser masters Universiti Malaysia Sabah Fakulti Kemanusiaan, Seni dan Warisan
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English English
topic	HF5801-6182 Advertising
spellingShingle	HF5801-6182 Advertising Chin, Ying Shin Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah
description	Most identities are anchored in specific values; therefore the influence of western values on local identity construction has been a concern in Malaysia. The western values have been greatly promoted by the media, particularly the advertising. Therefore, this study aimed at examining the effects of TV advertising on identity construction among youth in Sabah, two western values namely individualism and materialism were the focus of the study. The influence of TV advertising on identity construction was explained using cultivation theory. A survey was conducted among 373 respondents who were selected from a local university in Sabah through multistage cluster sampling method. Focus group discussion was then conducted to obtain a deeper understanding of the influence of TV advertising. The results showed that local youth are more inclined towards individualistic identity than materialistic identity, exposure to TV advertising was a positive predictor of individualism and materialism adoption, however, only a small effect of TV advertising was found. The findings were discussed in relation to assumptions of cultivation theory, namely cumulative effects, mainstreaming effects and resonance effects. In conclusion, the findings essentially provided a new insight into the influence of health and beauty advertisements exposure on youth identity construction in Sabah.
format	Thesis
qualification_level	Master's degree
author	Chin, Ying Shin
author_facet	Chin, Ying Shin
author_sort	Chin, Ying Shin
title	Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah
title_short	Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah
title_full	Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah
title_fullStr	Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah
title_full_unstemmed	Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah
title_sort	advertising and identity construction : a cultivation analysis on health and beauty advertisements in sabah
granting_institution	Universiti Malaysia Sabah
granting_department	Fakulti Kemanusiaan, Seni dan Warisan
publishDate	2014
url	https://eprints.ums.edu.my/id/eprint/38900/1/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38900/2/FULLTEXT.pdf
_version_	1804890348745392128

Advertising and identity construction : A cultivation analysis on health and beauty advertisements in Sabah

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