Yuting Xie1, Megat Al Imran Bin Yasin2, Syed Agil Alsagoff3, Lay Hoon Ang4
1Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: shirley_xieyt@hotmail.com
2Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: megat@upm.edu.my
3Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: s_agil@upm.edu.my
4Department of Foreign Languages, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: hlang@upm.edu.my
Volume 12, Number 6, 2020 I Full Text PDF
DOI: 10.21659/rupkatha.v12n6.19
Abstract
The rapid development of media in the world promote the prosperity of the economy to a certain degree. Advertisement, as one of communication form of mass media, gradually becoming one of an important part in the attention economy. In view of these, the research chooses M&M’s advertisements as examples to discover what factors attract audiences’ attention and then lead to consumption, and how they play their role during the process. Three methods are employed in this research: in-depth interview, observation and textual analysis. Five Chinese postgraduate students are selected as objects, and they answer the questions by the researcher after they watched two types of M&M’s advertisements (celebrity-based advertisement and content-based advertisement). Through the combination of interview, it can be found that both celebrities, memory and social media platform can exert their role in the attention economy. This article also expects to offer a reference for advertisers and product manufacturers, helping them adjust their marketing strategies rationally by using celebrities and other elements.
Keywords: Attention Economy, Advertisement, Media, Celebrities, Memory.