A recent survey done in Malaysia shows that 45% of the Malaysian population agrees that advertisements in Malaysia should not involve racial issues (Waller, 2011). On the 2nd of August 2011, The Malaysian Insider reported that Media Prima, was forced to retract it's Ramadan commercial released on one of its channel, 8tv. The controversial advertisement received critical reviews and criticisms from the public and was deemed racist. The advertisement, which urges appropriate behaviour by non-Muslims during Ramadan were demonstrated in three main commercials. The first showed a rude "Chinese" girl eating in public, the second showed the same girl dressing sexily and exposingly while the third showed the same Chinese girl behaving obnoxious and boisterous in the midst of the Muslim fasting month (Yow, 2011). The advertisement ended encouraging non-Muslims to refrain from such behaviour during Ramadan. Below is footage of the controversial advertisment banned on 8tv:
The advertisement was directed to non-Muslim ethnic minorities. On a more sensitive note, it focused on the stereotyping of the Chinese behaviour. It implied that the Chinese did not know how to behave during Ramadan while other races respected each other's religion. It is no doubt that this advertisement offended the Chinese and other non-Muslim ethic groups consequently stirring racial tension. According to Schriver (1997), how an individual interact and interpret words and visuals depends heavily on his individual values and beliefs. In respect to this issue, the Muslims and non-Muslims would interpret the advertisement differently. The Muslims believe that it is the responsibility of non-Muslims to behave appropriately. Hence, they agree that the advertisement is justifiable and right. The non-Muslims however believe that they need not be told how to behave and respect another religion. They were also unhappy that they were stereotyped negatively on national television causing unease on both sides of the ethic groups.
The Advertising Code of Malaysia (1990) promotes cultural sensitivity in advertisements. It prohibits advertisements that "involve statements and suggestions that may offend racial, religious, political or sentimental susceptibilities of any section of the community". This means that a broadcast that aims a specific racial group and might cause racial tensions is strictly restricted. Ever since the 1969 racial riot happened, it is vital to maintain racial harmony especially in a multiracial country like Malaysia for peace and unity.
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References
1. Yow, H, C, 2011, 'Media Prima pulls out racist Ramadan ads', The Malaysian Insider, last viewed 10th November 2011, <http://www.themalaysianinsider.com/print/malaysia/media-prima-pulls-out-racist-ramadan-ads/>
2. Waller, David, S, 1999, 'Attitudes Towards Offensive Advertising: An Australian Study', Journal of Consumer Marketing, vol., 16, no. 3, pp.288-294.
3. Schriver, K, A, 1997, Chapter ^: Dynamics In Document Design, pp.361-441.
4. Advertising Code for Television and Radio, 1990, Kuala Lumpur, Ministry of Information.
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