Nostalgic Advertisements in Multicultural Malaysia: A Multimodal Analysis (Iklan Nostalgia dalam Pelbagai Budaya Malaysia: Satu Analisis Multimodal)

Melissa Shamini Periasamy, Ganakumaran Subramaniam, Paul Gruba

Abstract


 

Advertisements that feature nostalgia as a theme have been highly successful in their ability to evoke an emotional reaction in consumers thus connecting them to the brand and product being advertised. Nostalgic advertisements are memorable as they prompt consumers to draw from their own past experiences in a positive manner therefore creating a "feel good" factor in consumers. Nostalgia has been a popular theme in many Malaysian television commercials (TVCs) in the past decade. This study examines a Malaysian national day TVC using a thematic multimodal approach to analyse how nostalgia is reinforced through the multimodal elements in the TVC. The analysis includes a discussion of the types of nostalgia elicited by the multimodal elements in the TVC in reference to the socio-cultural context of multicultural Malaysia. The findings reveal how specific multimodal elements in the TVC are used to evoke a sense of collective nostalgia among Malaysians of diverse socio-cultural backgrounds. This study shows that personal, collective, historical or national nostalgia is reinforced in a Malaysian national day TVC by making references to dates, events, images, relationships and values that are significant and meaningful to all Malaysians regardless of ethnicity, religion or belief. Such advertisements serve to transcend ethnic and religious boundaries to create a national mindset that the whole nation can connect with instead of communal or ethnic based ones. 

 

Keywords: Nostalgia; television commercial; multimodal; Malaysia; multicultural.

 

 

 Abstrak

Iklan-iklan bertema nostalgia didapati sangat efektif di kalangan penonton kerana dapat membangkitkan rasa emosi penonton yang kemudiannya dikaitkan dengan produk yang diiklankan. Iklan yang membangkitkan nostalgia sukar dilupakan oleh penonton kerana ia menyebabkan penonton mengimbas kembali pengalaman manis zaman lepas mereka dan seterusnya mewujudkan perasaan yang positif dihati penonton. Nostalgia merupakan tema yang semakin popular dalam iklan-iklan televisyen di Malaysia. Kajian ini menggunakan pendekatan analisis multimodal bertema untuk mengkaji cara-cara nostalgia diperkukuh melalui elemen multimodal dalam satu iklan televisyen (TV) Hari Kebangsaan di Malaysia. Analisis ini merangkumi perbincangan tema nostalgia dengan merujuk kepada jenis nostalgia yang dicungkil oleh element multimodal dalam konteks sosio-budaya pelbagai budaya Malaysia. Kajian ini mendedahkan elemen-elemen multimodal dalam iklan TV yang memainkan peranan dalam membangkitkan rasa nostalgia kolektif di kalangan rakyat Malaysia dari pelbagai latar belakang sosio-budaya. Kajian ini turut menunjukkan bahawa nostalgia peribadi, kolektif, sejarah/nasional diperkukuh dalam iklan TV Hari Kebangsaan Malaysia dengan membuat rujukan kepada tarikh, peristiwa, gambar, hubungan insan dan nilai-nilai yang penting dan bermakna kepada semua rakyat Malaysia tanpa mengambil kira faktor etnik, agama atau kepercayaan. Didapati bahawa iklan TV bertema nostalgia yang dikaji berusaha merentasi sempadan etnik dan agama untuk mewujudkan pemikiran kolektif dan semangat kenegaraan di kalangan rakyat Malaysia yang berbilang kaum.

 

Katakunci: Nostalgia; iklan televisyen; multimodal; Malaysia; pelbagai budaya


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