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


  • Fazlina Jaafar
  • Azian Mohd Zain
  • Mohd Syuhaidi Abu Bakar



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.

© 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies, Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

Keywords: Attitude; Perception; Patriotism; TV Commercials  


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How to Cite

Jaafar, F., Mohd Zain, A., & Abu Bakar, M. S. (2016). Attitude and Perception of Young Audience towards Patriotism in Independence Day TV Commercials. Environment-Behaviour Proceedings Journal, 1(1), 23-27.