Abdul Rahim, Anis
(2022)
A Postcolonial Analysis Of Advertisements In The British North Borneo Herald.
Masters thesis, Perpustakaan Hamzah Sendut.
Abstract
Now known as Sabah, North Borneo was under the British administration
from 1881 until 1963. The British North Borneo Herald was published by The
British North Borneo (Chartered) Company and circulated from 1883 until 1941.
This study discussed the relationship between advertising, consumerism, and text
production by utilising The British North Borneo Herald advertisements. The
objectives of this research are to examine the meanings of the text in the selected
colonial advertisements found in The British North Borneo Herald; to ascertain the
ideology of consumerism in the selected colonial advertisements found in The British
North Borneo Herald in a colonial environment, and to study the relationship
between the ideology of consumerism and the production of text through Eagleton’s
Materialist Criticism. Thirty-four advertisements, published between 1937-1941,
were selected based on four criteria: the advertisements must have both visual and
body copy; the advertisements were selected from the last five years of The British
North Borneo Herald publication; the products advertised were originated from
Britain and its allies, and the advertisements chosen promote essential and luxury
products. Two types of analysis were utilised for this study: social semiotic analysis
(Halliday’s Transitivity Model (2004) and Kress and van Leeuwen’s Grammar of
Visual Design (1996/2006)) and Marxist analysis (Eagleton’s Materialist Criticism
(1978)). Based on the semiotic analysis on 34 advertisements, there are three
categories of needs and desires: health, lifestyle, and relationship.
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