KUALA LUMPUR – If the recent controversial Hari Raya gambling commercials have taught us anything, it is that profit-seeking firms often take advantage of cultural and religious occasions to promote their brands.
In the recent past, we have seen a steady increase in companies producing educational, heart-warming or even humorous advertisements during these celebratory periods.
While this, in itself, is neither criminal nor dishonourable – some may even argue that the ads promote Malaysia’s cultural values – occasionally, the commercials court controversy due to their insensitivity.
The commercials by online gambling companies GDBet333 and IBC003, in conjunction with the religious Hari Raya period, are just two of the latest examples of such initiatives likely to cause contention.
Even larger corporations, such as Petronas and Watsons, have not been spared criticism for their misrepresentation of the “dappankuthu” dance during Deepavali and portrayal of a “blackface” lady as unattractive during Hari Raya, respectively.
The Vibes spoke to several consumer and cultural advocates, who said these blunders highlight a disconnect between decision-makers in firms and Malaysian cultures, as well as their ignorance and lack of understanding towards certain ways of life.
Culture is complex, needs full understanding
Pusaka creative director Pauline Fan said it is incumbent on any entity intending to venture into the festive commercial realm to conduct deep research into the subject matter they are focusing on.
It is important not to publish content deemed offensive or seen as exploiting other cultures, she added, which has often been the case in past advertisements.
“Culture is a fertile ground for things like symbolism.
“Companies need to know what they are doing. They need to educate themselves, do the required research and cover all ethical and sensitive bases.
“Culture is not something to just be used. It means a lot to a lot of people.
“What I notice is that sometimes, the intention is good, but the output is ‘mis-installed’.”
Fan said there is currently a big disconnect between people making decisions in the boardroom and everyday Malaysian cultures, claiming that many still have clichéd understandings of what culture is.
“It (culture) is actually very complex and nuanced. This is not to say people cannot use culture for advertisements, but they need to really understand it.”
Consult experts before publishing commercials
Federation of Malaysian Consumers Association deputy president Mohd Yusof Abdul Rahman said companies ought to seek advice from experts in the related fields before they film ads in conjunction with any ethnic or religious festivity.
This is important to ensure no inappropriate content will see the light of day, he added, suggesting the corporations to hire in-house creative directors and scriptwriters, who understand cultural values.
“It appears as though many companies are not particularly concerned or interested about our (Malaysian) cultures.
“They need to consult the respective experts. Say, for instance, they want to shoot an ad about Chinese culture, then get advice from those who are specialised in that field.”
Yusof said this is important to avoid those of different races and religions from having any misunderstanding, which could potentially turn ugly.
He also pointed out that these firms tend to inculcate values taken from Western cultures, which are inappropriate in the Malaysian context, hence creating controversies.
Yes to promoting culture, no to insensitivity
Datuk R.S. Mohan Shan, vice-president of the Malaysian Consultative Council of Buddhism, Christianity, Hinduism, Sikhism and Taoism, echoes Yusof’s views, saying it is best that firms refer to experts for opinions when in doubt.
He said although brands that promote Malaysian cultures and values should be welcomed, such advertising must not be done at the expense of racial and religious sensitivities.
“We have various associations representing the different cultures and religions in Malaysia.
“Organisations like the Malaysia Hindu Sangam and Islamic Development Malaysia Department are there for a reason. Refer to them. I cannot stress just how important this is.”
Mohan Shan, who is also Hindu Sangam president, said the issue of cultural sensitivity should not be exclusive to only Malay-Muslims, but must also include all ethnicities in the country’s multiracial society. – The Vibes, April 18, 2021
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