Advertising and Celebrity Endorsement in Burma

King, Andrew S. (2011) Advertising and Celebrity Endorsement in Burma. Flow, 13(6).

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Burma (or Myanmar) is not a place that people normally associate with the glamour of film stars, or the fun and frivolity of celebrities, unlike in neighbouring India or Thailand. But each year the very matter-of-factly named ‘Myanmar Economics Import/Export VCD’ company produces a disk of the year’s most memorable television ads, showcasing some of the many Burmese celebrities on television at the moment. As a testament to the catchiness of the ads, disks have become so popular that they can be bought on street corners in Yangon for about 1000 Kyats (US$1). Though advertising in Burma is highly vetted for political content, much like film and print media, the samples featured show a surprising array of entertaining themes and ideas. Much of television advertising, in some way or another, draws upon the profiles of versatile Burmese celebrities to engage and build brand value.

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ID Code: 39544
Item Type: Journal Article
Refereed: No
Additional URLs:
Keywords: Advertising, Myanmar, Burma, Celebrity
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Media Studies (200104)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Contact uthor for copyright.
Deposited On: 19 Jan 2011 22:23
Last Modified: 19 Jan 2011 22:23

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