Case Study of Effectiveness Using the Pahang Dialect in Advertisement

Abstract

An anecdote of setting foot in the state of Pahang Darul Makmur is about the dialect. For the residents here, the dialect of each district is influenced by its river currents; if the river's current is heavy, then the speed of his speech and vice versa. The extent of this anecdote is true or not known because it is not supported by scientific evidence. However, it is not a question because what is interesting nowadays is that the use of the dialect has grown in advertising models in the state, either in the form of mass media or print media. The use of dialects is now not only focused on the broadcast sector but has also begun to be introduced through digital and conventional advertising, especially in that country. The use of dialects such as "moh ler ke Pahang", which originates from the district of Temerloh, or "sedakk pepalehhh", which originates from Kuala Lipis and so on, are among the dialects that are often heard and have now become model in the formation and filling in an advertisement, especially in the state. Therefore, this search or study is made by reviewing all the use of dialects in an advertising model and the extent to which it is affected and influenced by the local community and those who come from outside Pahang. The importance of this study is also to make the Pahang dialect one of the Malay universal dialects comparable with other dialect states in Malaysia. This research aims to identify the awareness about the impact of using the Pahang dialect in advertisements throughout the district. This research will analyse the effectiveness of the Pahang Malay dialect made by the 11-district council in Pahang Darul Makmur in the advertisement.