Publications

Publication details [#49619]

Ramaprasad, Jyotika. 1998. Relationship and communication values: their reflection in advertising information choices of Malaysian youth. Asian Journal of Communication 8 (1) : 132–149.

Publication type

Article in journal

Publication language

English

Keywords

advertising | communication | social relationship | value | youth

Place, Publisher

Routledge

Annotation

This paper explores how Malaysian youth's preferences of information source for shopping decisions, and television advertising content, reflect their relationship and communication values. Their preferences appear to be quite 'Western'.