Religious Sensitivity and Impact on Globalization

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TABLE OF CONTENT 1.0 Introduction 2.0 Religion and Society 3.0 Advertising Religion 4.0 Religious Advertising in Malaysia 5.0 Case Study 6.0 Appendixes

1.0 INTRODUCTION

When entering into a new country, marketers must be aware of various environmental differences that they may have to address, such as media restrictions and cultural and legal factors. These environmental factors differentiate the domestic market from international markets and must be included when planning a product’s marketing strategy. They include various cultural, social and legal/political factors. Legal factors, in particular regulations on advertising images, claims, and media, are of concern to marketers as a country’s laws focus in advertising practices while most of the other factors are more general in nature. Such advertising restrictions can have a major influence on the degree of standardization allowed for a company’s marketing program. Religion plays an important role of a culture.
Religion is an organized collection of beliefs, cultural systems, and world views that relate humanity to the supernatural, to spirituality and, sometimes, to moral values. Many religions have narratives, symbols, and sacred histories that are intended to create meaning to life or traditionally to explain the origin of life or the Universe. From their beliefs about the cosmos and human nature, they tend to derive morality, ethics, religious laws or a preferred lifestyle. There are roughly 4,200 religions in the world.
Advertising, culture and religion are intertwined in a consumer society. Religion and advertising have been ethically criticized from various aspects. This paper will touch on the advertising of religion and the acceptance of religion in advertising.
The influence of religious beliefs on individual and social behavior is well documented. However, a review of the pertinent literature showed only a

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