Brief about Advertisement

2011 Ramadan television advertisement was chosen for our assignment. It is a controversial series of advertisements airing on 8TV, Astro Channel 708 to mark the Holy month of Ramadan in the ninth month of Islamic Lunar Calendar. During Ramadan, Muslims must abstain themselves from food and drinks to show their devotion to their religion. There are also many food stalls set up in various locations across the country, the Ramadan bazaars. This gives the opportunity to Malaysians of other faiths to tour the food stalls.

The Ramadan bazaars, now evolved into the affectionate term ‘pasar Ramadan’ or ‘param’, for short, is an annual gathering of foodstalls offering food for ‘iftar’ or ‘buka puasa’ for fasting Muslims but is open to all.

Klang Valley’s very own Top 10 Ramadan bazaars had been selected by Malaysian Digest where each one has its very own specialty to crave for. The following are the photos of bazaar Ramadan in Klang Valley, Kuala Lumpur, Malaysia.

The religious that Muslim believe in not only affect themselves in behaviour by fasting every ninth month in Islamic Lunar Calendar and open bazaar at same certain place and time. It affects culture Malaysian with other faith to gather together at bazaar Ramadan every ninth month. Different faith or religious or races, gather together at the same place, at the same time. The food stalls set up in Malaysia do affect the culture of Malaysian. It is important to behave properly at the bazaar Ramadan. 

The food stalls set up in Malaysia do affect the culture of Malaysian. It is important to behave properly at the bazaar Ramadan.

However, there were many complaints about this advertisement about non-Muslim especially the Chinese not knowing how to respect other’s religion. Then, on 2^nd August 2011, media company, Media Prima owned 8TV pulled out the public service announcements (PSA) off the air after the growing criticism for stereotyping Chinese behavior during the fasting month.  The advertisements in YouTube also had been removed. The next day, 3^rd August 2011, this controversial series of advertisements were announced in Singapore with MEDIACORP Channel 5.

 Reference list:

Malaysiandigest, 2012. Klang Valley's Top 10 Ramadan Bazaars. [Online] Available at:

http://www.malaysiandigest.com/features/75922-klang-valleys-top-10-ramadan-bazaars.html (Accessed 2 Jun 2013).

- Mingfen

- Edited by Rui

The background ads

One of the advertisements that 8TV did to celebrate Hari Raya Ramadan in 2011 was making a video. The video shows racism through the action and actress appearances.

It has 3 different story lines but emphasized only on 2 races of Malaysia. They did not show the rest of the Malaysian races. The act is contradicted with the appropriate religious practices.

kindly refer to the link below, the link represents regretful feeling about the ads :

http://www.malaysiakini.com/letters/172175

http://live-metzelder.blogspot.com/2011/08/8tv-ramadan-ads-by-media-prima.html

http://mygoblog01.blogspot.com/2011/08/iklan-ramadan-8tv-di-tarik-balik-video.html

http://rimauataskerusi.wordpress.com/2011/08/03/ramadan-ad-on-malaysian-tv-not-a-very-good-public-service-announcement/

http://malaysiannews.info/2011/08/8tv-racist-ramadan-ad-featuring-ah-lian-removed.html


According to one of the resource, the actress is Chinese because most of the viewers on this channel are Chinese. It aims to remind non-Muslim people to act properly during Hari Raya Ramadan. The advertisement becomes contoversial as the actress accentuates one race and did not show another races which was quite insulting the Malaysian Chinese. It also shows that Malaysia only has 2 races. It offends other races which exists in this country but they were not included in the video.

However, some people did not think this is a big problem. Based on the article and the comments below the article itself. 

The link shows the neutral opinion towards the video, they do not blame the video...

http://ohduniaku.com/iklan-puasa-ramadhan-2011-8tv

-Nathania

- Edited by Rui

Ramadhan

Similar to the previous post, this is some additional researches about Ramadan.

Ramadhan falls on the ninth month in the Islamic Lunar Calendar, Muslim from all around the world must abstain themselves from food and drinks. Besides than abstain from food and drinks, the Muslim are also not allow to smoking, have chewing gum and having sex.

But there some exception during Ramadhan, which mean a certain group of people are exempted from this Ramadhan. 

- Menstruating and postpartum women

   Women who is undergoing menstruation can be exempted from Ramadhan because these women are consider unclean. So, they are forbidden to pray and to fast. 

- Pregnant and breast-feeding women

- Traveler

- Patient (anyone who is sick or weak)

- Children before puberty

  Even though it says children before puberty, but most of the parents will let their children fast for only half a day.

Purposes of Ramadhan:

- Self-control

  By ignoring their physical fulfillment such as food, drinks, sex, etc.

- Reminder of spiritual duties
   Remind the Muslims to remember what and why they believe and fulfill the pillars of Islam.

- To purify the soul

- Refocus attention on God

- Practice self-sacrifice.

-by Adriana
-Edited Rui

About 8TV

The advertisement about ramadan video originally was aired in 8TV during the year 2011. So this is the background of the advertisement's organizer…. 


8TV is a TV station owned by Metropolitan TV Sdn Bhd, it subsidizes Aneka Prima and dedicated for Malaysians especially for urban youth and Chinese audiences based on the purpose for authenticity and self-expression of the news itself. Also, it shows original, local, and international entertainment programmes whose tagline is "we are different".

8TV started on 8th of January 2004 and it is sent to the entire West Coast of Peninsular Malaysia and Kuantan on the UHF band freely. It also transmits nationwide via Astro Channel 708. In the first year of publication, 8TV gained many achievements and composing Malaysian Idol successfully. Besides that, it produces Malaysia's Most Beautiful, I Wanna Be A Model and the biggest talent search show, One In A Million which is published in 2006. 8TV becomes one of the best media brands in Malaysia.Then, 8TV achieved many milestones in the broadcasting industry such as carrying the ‘live’ broadcast of the ‘Grammy Awards’, winning the broadcast rights for ‘UEFA Euro 2004’, Formula 1 and A1 Grand Prix with sister company, TV3.

8TV also brings up the Summer Live Concert, an annual Chinese concert featuring international artists and attract hundreds of thousands of fans successfully.

8TV won 4 awards for 2 different categories at the Phoenix Awards held in Singapore. The categories include TV Promotional and Film Advertising/Promotion category. At the Promax/BDA Awards, 8TV bagged 2 awards including a Gold for Project Superstar interstitials and Silver for The Sarah Connor Chronicles interstitial. Adding to the awards, 8TV also won Best Entertainment Show for Project SuperStar and Best Reality Show for So You Think You Can Dance (season 2) in the Anugerah Skrin 2008.

Malaysians can also watch local programmes on the 8TV website. It needs internet connection and we can watch the programme through its website.

8TV is a channel where all of Malaysian races are able to watch.  

The appearance of 8TV website where it launched another country film, entertainment, etc.

The link to go to 8TV official website

http://www.8tv.com.my/

http://www.facebook.com/pages/8TV/

http://twitter.com/8tv

reference lists :

Facebook, 2004. About (Hitting the headlines article) [online] Available at: <https://www.facebook.com/8tvfb/info> [Accessed 2 June 2013]. 


Media Prima, n.d. 8TV  (Hitting the headlines article) [online] Available at: <http://www.mediaprima.com.my/business/8tv.aspx> [Accessed 2 June 2013].


-Nathania

Ramadan

For this project, we are going to revamp an advertisement that we are not satisfy with. We thought of remaking the ramadan advertisement and these are our research on the holy month….

What is Ramadan?

“Ramadan” is the ninth month of the Islamic calendar and it is considered as the month of peace and piety.  The month marks the period in which the Holy Quran was revealed to the last prophet, Muhammad (bpuh). During the whole month, Muslims spend the daylight hours, fasting, as fasting in Ramadan is one of the five pillars of Islam. Other pillars are prayers, charity, performing pilgrimage and testimony of faith.

  The word “Fasting” comes from an Arabic word (“sawm”) which means “to refain”. This is where the Muslims abstain from food, drink and sexual activities starting from dawn until dusk. Other than just not eating and drinking, this also includes refrain smoking, doing any form of chewing and also any evil action, thoughts and words. When fasting, Muslims gain greater sympathy with those in hunger. Also during this time, they are to re-evaluate their daily lives in the Islamic guidance. Muslims also are to forgive and make peace with those who have wronged us, strengthen bonds with family and friends and avoid bad habits.

  Fasting isn’t compulsory for all, as it is exempted to those who are sick, elderly, pre-pubescent children, nursing mothers, pregnant or menstruating women and travellers. However, they are to make up for their missed days at later times.

       http://bloggerperak.com/wp-content/uploads/2012/07/blogger-perak-ramadhan.jpg

What should the non-muslim when the Muslim are fasting?

• ·      Try to avoid eating and drinking in their presence. If can, try to find a private / closed area to do to.

• ·      Avoid smoking. If cannot, smoke in a private area.

• ·      It is appreciated to say to the fasting Muslims “Ramadan Kareem”, which means, “May you have a blessed Ramadan”.

• ·      Avoid playing loud music, even in private place, as it is considered impolite.

• ·      When a Muslim friend / college invite for Iftar (breaking fast during dusk), try not to refuse. It is consider disrespectful and this goes to the food offered during that time.

• ·      Abstain any cursing / swearing / using any offensive language and gesture in public.

• ·      Try not to wear any revealing clothing or clothes that reveal the figure’s silhouette.

• ·      Any display of affection in public is also considered disrespectful.

- Maisarah