influence of advertisement essay in malayalam language

Advertisement: Construction and Communication of Memory (A Study on Media Advertisement in Malayalam—An Indian Language)

• First Online: 27 October 2021

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• K. V. Sajitha 4  

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Heritage is a cultural capital of society. Memory, literally nostalgia is what sustains and communicates. Precisely concepts which are widely shared and communicated as collective memories, prototypes and linked to objective manifestations are called cultural heritage. Memory or nostalgia shapes the present and sculpts the future “trends” socially and culturally. Memory is an intense subjective stimulus and hence an indefatigable link between the cultural and biological milieus of society. “Memory is an indispensable condition of effective human life” (Bennet in New Keywords: A revised vocabulary of 497 culture and society. Blackwell, 2005 : 214). Market strategies and advertisement media continually target collective memories for conceptualisation and communication according to contemporary likes and dislikes. This market strategy of microphysics is memory. The end products are methodified at micro-levels within the space of media advertising. Multicultural identities involving castes, religion, women and environment are constructed and reconstructed. In this article, I would like to explain advertising is a subject to an analytical study as to the mechanics of social discourse which is being constructed and communicated through memories.

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Acknowledgements

I would like to thank YANG Jianping (Elaine) for the accurate comments and suggestions for completing this article. I express my deep gratitude to my research supervisor, Dr. G. Sajina for her guidance, enthusiastic encouragement and useful critics of this article. I would also like to thank Dr. K. M. Bharathan, Dr. T. V. Sunitha, K. V. Sasi, Vipin Kumar and Sachin for their advice and assistance in keeping my progress on schedule.

I would also like to extend my thanks to my colleagues Aswathy, Chinchu, Ramya, Ramisha, Sangeeth, Nidhin and Chandralekha.

Finally, I wish to thank my parents for their support and encouragement throughout my study.

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Sajitha, K.V. (2021). Advertisement: Construction and Communication of Memory (A Study on Media Advertisement in Malayalam—An Indian Language). In: Cheng, L., Yang, J., Cai, J. (eds) New Approach to Cultural Heritage. Springer, Singapore. https://doi.org/10.1007/978-981-16-5225-7_8

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DOI : https://doi.org/10.1007/978-981-16-5225-7_8

Published : 27 October 2021

Publisher Name : Springer, Singapore

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Online ISBN : 978-981-16-5225-7

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