ATTITUDE AND PERCEPTION OF PEOPLE TOWARDS TRANSIT ADVERTISEMENT
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In the commercial spaces between television programs or on cyberspace Internet pages, marketing maps out branded landscapes for consumption. Whether metaphorical or more literal in their accounts, these visual stories perennially celebrate product use as a known aspect or moment of living. “We have shared some great moments, good food and fun times. You have been part of our many achievements. We have always been there together” (McDonald’s Malaysia website). We view these media narratives as people (embodied beings), as consenting or skeptical consumers who are also citizens with our established and remembered patterns of practice and perception forming our familiar everyday life-world. Like people everywhere else, McDonald’s “guests” are interpretive: they implicitly classify their eating experiences as instantiating types of always already familiar phenomena (“fun times” or otherwise) and anticipate events accordingly.
Where appropriately addressed by advertisers, media marketing’s model recipients become absorbed in these “storied” forms of life on screen for the (re)creative conjoining of people, places and products. Audiences perceive these narrative programs of purchasing meaning (wherein people buying become “life-loving”) from informed horizons of expecting content. Knowledgeable about screen marketing, consumers implicitly anticipate a finalizing tag line: they are explicitly surprised should