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      Attitude and Perception of Young Audience towards Patriotism in Independence Day TV Commercials

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      Environment-Behaviour Proceedings Journal
      e-IPH Ltd.

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          Abstract

          Quantitatively, this study intends to identify the attitude and perception of young audiences in Malaysia towards Independence day TV commercials from Petronas, and Maxis Berhad in celebrating the Independence Day. Firstly, respondents were exposed to three TV commercials with the same theme and purpose – to represent the spirit of patriotism. Later, these respondents were given a set of questionnaire to be filled. Data were collected using Purposive Sampling and analyzed with statistical analysis (SPSS) using Descriptive analysis represented by using the value of percentages, X, and SD. Findings of this study revealed that respondents have negative attitudes towards independence day, but positive attitudes towards the patriotism showed in all TV commercials. They also showed positive perception on independence day television commercials, as high number of respondents have agreed that the concept, theme and art direction of television commercial about love and live in unity without racism will be the style of benchmark for the future style of direction towards producing television commercial for Independence Day and are considered vital to instill patriotism towards the nation.

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          Author and article information

          Journal
          Environment-Behaviour Proceedings Journal
          E-BPJ
          e-IPH Ltd.
          2398-4287
          May 20 2016
          June 26 2016
          : 1
          : 1
          : 23
          Article
          10.21834/e-bpj.v1i1.189
          1edd3232-ad2c-4f7f-b744-56ee5dc32bad
          © 2016

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit https://creativecommons.org/licenses/by-nc-nd/4.0/


          Psychology,Urban design & Planning,Urban studies,General behavioral science,Cultural studies

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