Speaker
Description
Abstract
Creative content is an important part of digital media that continues to grow in line with the development of digital technology today. The role of creative content as a medium that presents concepts and stories in a digital media platform makes it the main subject in analyzing the film advertising campaigns during the Eid festival season in Malaysia especially the portray of cultural elements. The importance of culture and heritage besides being the focus of researchers is still relevant on print media and electronic media platforms in Malaysia. The cultural elements of Malaysian in film advertising campaigns during the Eid festival season in Malaysia are seen through the language, character traits, clothing and character make-up, equipment, place backgrounds and symbols as well as symbolism in selected film Advertising. The question here is what is the creative content regarding Malaysian culture is trying to be portrayed in those selected film advertisement and how its reflect Malaysian culture in term of Malaysian society as a whole?. The answer of all those researh questions will be explained by looking at the selected films advertising campaigns of Edi Celebration season in Malaysia from year 2020 until year 2024 advertisement with selected company or brand.
