AGENDA

Understanding what CSR is all

about
Examining the role of advertising
in
the
era
of
corporate
citizenship and in the midst of
globalization.
Understand the relation between
corporate communication, corporate
identity and corporate citizenship
reputation.
Identifying the factors of
consideration, such as stakeholder
concept, and issue selection, in
CASD development.
Explore how CSR can be integrated
into advertising more effectively.

A Snapshot
Perodua was a compact car maker in Malaysia, established in
1993
Since 1999, the company had been integrating social
messages into its corporate advertisements (ads) seeking to
enlighten the local audience about various social issues and
values.
Governmental emphasis on encouraging the
commercial advertisements to promote social good

use

of

With the emergence of ASEAN Free Trade Area, competition

amaong car manufacturers rose in Malaysia, Peroduas
corporate leaders and its management had to rethink how
corporate ads emphasizing on social aspects could sustain
the companys profitability and reputation in the long run

Malaysian Cultural Context

Religion

Ethnic Diversity

Malays

Chinese

Indians

Others

Islam

Buddhist

Christianity

Hinduism

Other Folk

Corporate Social Responsibility

CSR imbibes in itself the very essence of the existence of a corporate i.e to
benefit the society. As the name suggest corporate social responsibility, it
signifies the responsibility of the corporates towards the society they work
in and they work for. It is a mandatory requirement for the corporates
working across the globe to comply with it

Questions
Is it right for companies to try to shape attitudes and
values or to promote social issues which are not
directly related to the nature and product of their
business?
Why is it difficult to promote CSR in the business
community?
What are the implications of globalization for the
adaptation of CASD?
Explain the significance of corporate citizenship
communication on corporate identity and corporate
image. Would an advertiser adopting CASD
necessarily be granted the title of good citizen?
What are the success factors in the development of
CASD?

Social and Cultural Concerns in Malaysias

Advertising
Due to diversity prevailing in Malaysia and also
the type of government in place which actually
looked into keeping these people happy. The
government intervention is on a rise and is indeed
a concern for the Advertising industry in Malaysia.
Stringent censorship laws
The ads had to be compatible with the moral
sentiments of the community
The themes had to be in term of family, civic
mindedness, cultural integrity, racial harmony and
national identity
Festive Advertising Hari Raya Deepavali

A deviation of from the core of advertising

Primary focus on the social value and than on the
product

Is it right for companies to try to shape attitudes and

values or to promote social issues which are not directly
related to the nature and product of their business?

Yes, because it is. Through an ad we can reach a wide

range of audience at a single go..! For example for Chinese
New Year Perodua aired an ad showing the plight of an old
woman who was kept in an old age home. The only tag line
which showed that the ad is of a car manufacturer is the
tag line There are some distances only you can bridge .
The ad resulted in a growth of awareness level among the
commoners on the plight of the lonely left out old people
and this showed a increase in donations to old age homes.
This is an example of creating awareness and shaping
values which Perodua has actually done and it is a proven
across the world.

Why is it difficult to promote CSR in the business

community?

Businesses are created to make profits and many big firms treat CSR as an obligation by law.
Any obligation is not accepted well in the business world
CSR may create value on the long run but it is not so beneficial for the short run. So,
business world isnt actually ready to accept it
There might be a backlash for the ads aired or any community projects which the
companys perform, these might hurt the sentiments of a particular community. This might
also prove to be a long lasting negative effect on the companys reputation and fearing this
backlash companies might not really be interested to take part in CSR activities.

What are the implications of globalization for the

adaptation of CASD?
CASD: Companies advertising with a Social
Dimension
With globalization come new players into
the market which might be of foreign origin
and who dont really know the cultural
aspects of the country might actually come
with a wrong act or practice
On a positive side, new companies which
might enter the market might actually look
at a different prospective and might come
up with new social issues which are
beneficial for the society

Explain the significance of corporate citizenship communication

on corporate identity and corporate image. Would an advertiser
adopting CASD necessarily be granted the title of good citizen?

Giving out the right message is the most important thing and companies following CASD might
actually be granted the title of a good citizen.
From the case, Peroduas TV ad showing against drunk driving, racial enlightening issue, social
manner message actually granted the title of a good citizen
This actually impacts the way people perceive the company and this might lead to granting
the title of a good citizen

What are the success factors in the development of CASD?

Some success factors contributing to the development of CASD are:

Understanding the social and cultural values of the area of operations
Avoid discrimination and personal biases
Prioritizing the right value to be depicted

THANK
YOU
THANK YOU