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Advertising and Celebrity Endorsement in Burma

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

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Abstract

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.

Impact and interest:

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ID Code: 39544
Item Type: Journal Article
Additional URLs:
Keywords: Advertising, Myanmar, Burma, Celebrity
ISSN: -
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
Past > Disciplines > Film & Television
Copyright Owner: Contact uthor for copyright.
Deposited On: 20 Jan 2011 08:23
Last Modified: 20 Jan 2011 08:23

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