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Advertising and Celebrity Endorsement in Burma

By Andrew S. King

Abstract

Burma (or Myanmar) is not a place that people normally associate with the glamour of film stars, or the fun and frivolity of celebrities, unlike in neighbouring India or Thailand. But each year the very matter-of-factly named ‘Myanmar Economics Import/Export VCD’ company produces a disk of the year’s most memorable television ads, showcasing some of the many Burmese celebrities on television at the moment. As a testament to the catchiness of the ads, disks have become so popular that they can be bought on street corners in Yangon for about 1000 Kyats (US$1). Though advertising in Burma is highly vetted for political content, much like film and print media, the samples featured show a surprising array of entertaining themes and ideas. Much of television advertising, in some way or another, draws upon the profiles of versatile Burmese celebrities to engage and build brand value

Topics: 200104 Media Studies, Advertising, Myanmar, Burma, Celebrity
Publisher: Department of Radio, Television, and Film at the University of Texas at Austin
Year: 2011
OAI identifier: oai:eprints.qut.edu.au:39544
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