Western Advertising and Eastern Culture: The Confrontation in Southeast Asia

Abstract

Abstract Advertising by multinational corporations in Southeast Asia is generating a growing resistance to its perceived role in creating a “consumer culture” damaging to indigenous value structures. Taking note of the concern expressed by local consumer and public interest groups, some governments in the region are instituting strict regulatory controls—particularly on television advertising. This paper reviews some of this criticism, examines its implications, describes some recent government regulatory action, and attempts to abstract some learning from these early experiences in mass media advertising in Southeast Asia.

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