A Postcolonial Analysis Of Advertisements In The British North Borneo Herald

Now known as Sabah, North Borneo was under the British administration from 1881 until 1963. The British North Borneo Herald was published by The British North Borneo (Chartered) Company and circulated from 1883 until 1941. This study discussed the relationship between advertising, consumerism, an...

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Main Author:	Abdul Rahim, Anis
Format:	Thesis
Language:	English
Published:	2022
Subjects:	P1-1091 Philology Linguistics(General)
Online Access:	http://eprints.usm.my/59665/1/24%20Pages%20from%20ANIS%20BINTI%20ABDUL%20RAHIM%20-%20TESIS.pdf
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id	my-usm-ep.59665
record_format	uketd_dc
spelling	my-usm-ep.596652023-12-13T01:20:10Z A Postcolonial Analysis Of Advertisements In The British North Borneo Herald 2022-07 Abdul Rahim, Anis P1-1091 Philology. Linguistics(General) Now known as Sabah, North Borneo was under the British administration from 1881 until 1963. The British North Borneo Herald was published by The British North Borneo (Chartered) Company and circulated from 1883 until 1941. This study discussed the relationship between advertising, consumerism, and text production by utilising The British North Borneo Herald advertisements. The objectives of this research are to examine the meanings of the text in the selected colonial advertisements found in The British North Borneo Herald; to ascertain the ideology of consumerism in the selected colonial advertisements found in The British North Borneo Herald in a colonial environment, and to study the relationship between the ideology of consumerism and the production of text through Eagleton’s Materialist Criticism. Thirty-four advertisements, published between 1937-1941, were selected based on four criteria: the advertisements must have both visual and body copy; the advertisements were selected from the last five years of The British North Borneo Herald publication; the products advertised were originated from Britain and its allies, and the advertisements chosen promote essential and luxury products. Two types of analysis were utilised for this study: social semiotic analysis (Halliday’s Transitivity Model (2004) and Kress and van Leeuwen’s Grammar of Visual Design (1996/2006)) and Marxist analysis (Eagleton’s Materialist Criticism (1978)). Based on the semiotic analysis on 34 advertisements, there are three categories of needs and desires: health, lifestyle, and relationship. 2022-07 Thesis http://eprints.usm.my/59665/ http://eprints.usm.my/59665/1/24%20Pages%20from%20ANIS%20BINTI%20ABDUL%20RAHIM%20-%20TESIS.pdf application/pdf en public masters Perpustakaan Hamzah Sendut Pusat Pengajian Ilmu Kemanusiaan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	P1-1091 Philology Linguistics(General)
spellingShingle	P1-1091 Philology Linguistics(General) Abdul Rahim, Anis A Postcolonial Analysis Of Advertisements In The British North Borneo Herald
description	Now known as Sabah, North Borneo was under the British administration from 1881 until 1963. The British North Borneo Herald was published by The British North Borneo (Chartered) Company and circulated from 1883 until 1941. This study discussed the relationship between advertising, consumerism, and text production by utilising The British North Borneo Herald advertisements. The objectives of this research are to examine the meanings of the text in the selected colonial advertisements found in The British North Borneo Herald; to ascertain the ideology of consumerism in the selected colonial advertisements found in The British North Borneo Herald in a colonial environment, and to study the relationship between the ideology of consumerism and the production of text through Eagleton’s Materialist Criticism. Thirty-four advertisements, published between 1937-1941, were selected based on four criteria: the advertisements must have both visual and body copy; the advertisements were selected from the last five years of The British North Borneo Herald publication; the products advertised were originated from Britain and its allies, and the advertisements chosen promote essential and luxury products. Two types of analysis were utilised for this study: social semiotic analysis (Halliday’s Transitivity Model (2004) and Kress and van Leeuwen’s Grammar of Visual Design (1996/2006)) and Marxist analysis (Eagleton’s Materialist Criticism (1978)). Based on the semiotic analysis on 34 advertisements, there are three categories of needs and desires: health, lifestyle, and relationship.
format	Thesis
qualification_level	Master's degree
author	Abdul Rahim, Anis
author_facet	Abdul Rahim, Anis
author_sort	Abdul Rahim, Anis
title	A Postcolonial Analysis Of Advertisements In The British North Borneo Herald
title_short	A Postcolonial Analysis Of Advertisements In The British North Borneo Herald
title_full	A Postcolonial Analysis Of Advertisements In The British North Borneo Herald
title_fullStr	A Postcolonial Analysis Of Advertisements In The British North Borneo Herald
title_full_unstemmed	A Postcolonial Analysis Of Advertisements In The British North Borneo Herald
title_sort	postcolonial analysis of advertisements in the british north borneo herald
granting_institution	Perpustakaan Hamzah Sendut
granting_department	Pusat Pengajian Ilmu Kemanusiaan
publishDate	2022
url	http://eprints.usm.my/59665/1/24%20Pages%20from%20ANIS%20BINTI%20ABDUL%20RAHIM%20-%20TESIS.pdf
_version_	1794024030245748736

A Postcolonial Analysis Of Advertisements In The British North Borneo Herald

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