INTRODUCTION This is a study on television commercials and how they play a role in influencing global and local cultural values ​​of a society. The purpose of this study is to identify the type of values ​​represented by TV commercials in Malaysia, whether it is individualism, usually associated with Western cultural values, or collectivism, which are Eastern cultural values, and also to find out whether it succeeds in influence Malaysians in our cultural values. In this study, we will be able to identify some commercials that represent two different values ​​and perhaps we will be able to examine the impact of such commercials towards Malay. There are also some studies related to this study, which I will explain later and the methodology I might use for my research. http://www.zantherus.com/community/topic/9351-the-influence-of-pubblicità-sulla-cultura-moderna/"fragmentation-of-America"- a period in which economic, social and technological trends are pushing Americans to emphasize their differences rather than cultivate their similarities. Advertising is intent on turning our values ​​towards our differences and bringing pride in those differences instead of our similarities as human beings. Advertising has reduced our culture to materialistic hopes and dreams instead of the morals that humanity has treasured since the dawn of its existence. The intrusiveness of advertising into our private lives has established a strong foothold and is influencing our cultural values. People may be scared and resist it, but I believe that as long as we have a materialistic consumer market in the form that we do now, advertising will always be rampant and will show our cultural values ​​and shape them into...... middle of paper ...... Chinese hourly advertising is not only a distorted mirror, but also a doubly distorted mirror, which has a strong tendency to adapt to the country's individual social reality by reflecting the commercial nature of advertising (Chan & Cheng, 2002) METHODOLOGY This study will use mixed methods, which are the mix of content analysis of 100 commercials of major brands to identify individualistic and collectivistic values, and also questionnaires that will be distributed to the public. Respondents are aged between 13 and 40 years, which will include 3 levels of age category; adolescents (13-19), young adults (20-29) and adults (30-39). They will be both male and female and from Malaysia's three main ethnic groups living in the Klang Valley. At this level, the study will need at least 150 respondents which may be sufficient to obtain the results of this study.