Written by Nadia Rosli

Can we differentiate culture that is printed or broadcasted in advertisement? If yes, meaning we know other culture very well even though we do not living in it. Why? This is due to  Globalization.

Globalization has given opportunity for international organizations to make a mark on their business footstep in many places around the world. Somehow, the challenges to fit into other countries culture will be a crucial task. Like how Nike released their first ‘Pro Hijab’, many judgement and impressions were commented online whether positive or negative it is the challenge that Nike should have to accept as a global brand.

Nike Hijab
Manal Rostom jogs wearing Nike’s new hijab for Muslim female athletes – (Source:

Some people were pleased that Nike has made sport hijab for women to be comfortable in doing sport, yet the advertisement that was released by Nike in promoting the ‘Pro Hijab’ has also created negative comment where people do not agree with Nike by showing women with ‘Pro hijab’ wearing inappropriate attire as a Muslim women .

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Ayam Goreng McD, ‘Halal’ logo at the bottom of the ads – (Source:

For organizations to succeed in the global market place, understanding consumer culture values are the root to influence their behaviour  in buying. Culture ‘speaks’ trough words or images in advertisement as it is the most culture-bound element of the marketing mix. The use of images, jargon, colours, etc. can contribute to positive or negative reactions to an advertisements and thereby the product in itself (Khanna, 2014). For instance, McDonald’s Malaysia showing ‘halal’ logo in every of their ads in Malaysia as to build confidence  to match the majority culture in Malaysia which is Muslim.

Advertisements are made for identification, information and persuasion on product or services that are usually paid by the advertisers to release their ads either in print or broadcast media. By making ads that fit the country’s culture, people’s reaction will be positive as they feel they are being appreciated and respected. In Malaysia, since we have diversity in culture, advertisers seem to play roles as culture unity in Malaysia where many advertisements are viewing culture values of each religion or ethnics like Petronas ads, Maybank ads and etc.

Petronas Mix Ads
Petronas Ads, from left Harvest Day print Ads, middle Hari Raya Ads and lastly Deepavali Ads – (Source:

Advertisement has powerful influence towards people as it has the possibility to change people’s behaviour and values. Understanding a country’s culture core values is essential to avoid blunders in ads that might offense the viewer beliefs and values.


Khanna, N. (2014). The Role of Culture in Advertising. A comparative analysis of selected Nike print advertisements from the U.S. and Japan.

Globalization Impact in The Developing World

Written by Nor Diyana Abd Kadir

Image Credit:

Over the past 60 years, we have seen a cultural shift in developing societies around the world primarily through the rapid usage of technology in their daily lives. The exchange of information upon this varied wide network of telephones and computers has made it easier for people to communicate, transact which undoubtedly enhance their productivity.

The impact on third world nations, like many countries in Asia is very much profound since they are still growing in population. Their mindset is grounded to the believe of communal (we) as opposed to western culture (I) that focuses on individualism. Here, large corporations face little competition and resistance due to market forces.

The US has played a crucial role in the development of these nations through their influential presence in the media and telecommunications as well as other aspects of the socioeconomic realm like finance and transportation. It has somewhat adopted the first world cultural style gradually moving away from the traditional norms. These markets are not saturated hence providing more opportunity for business to expand. In time, the force of globalization shifts power away from sovereign governments to already wealthy private capitals.

Although many were bought into the idea of free market as a saviour to their disparity, undoubtedly many of those ideas did bring in wealth to its people. Some proponents might suggest that western influence whether it is in terms of technology or businesses has brought them out from the brink of hardship. For example, capital influx from overseas investment such as giant telecommunications companies have provided the choice of connectivity to the millions of people of India and South East Asia that was never experienced before.

The spill-over effect is increasing in welfare amongst the underprivileged which can now earn a better living from jobs offered in both skilled and unskilled sectors. This technological advancement means that more and more people can benefit from a wide range of businesses that support the industry. With an increase in the standard of living, people have the opportunity to get access to better education, medical facilities, food, shelter and additional services such as entertainment and transportation.

In contrary, one of the destructive effects of western influence would be that a nation would lose its sovereignty and its culture with the implementation of globalization and free market forces. For example, change of policy has made some countries borrow money from International Monetary Fund (IMF) and World Bank with outlandish clauses which further control power and wealth to the already rich. This form of dominance and control creates a dependency to these corporations that put its people into further enslavement.

In conclusion, globalization has brought forth positive and negative influence to the developing nations. The government needs to be cautious on the changes that they are trying to bring into their country. Not all changes promise the prosperity to a nation’s development. Decisions by the policy makers may unknowingly confiscate its people of their rights and privileges, worsening the already deprived situation further into depths of social calamity.


  • Mohammadi, A. (1997).  International Communication and Globalization: A Critical Introduction. London, Thousand Oaks & New Delhi : SAGE Publications.