2016
DOI: 10.5539/ijbm.v11n8p145
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Malaysian Malay’s Perspective on Printed Sexy Advertisement

Abstract: This paper sets out to extend current knowledge on reaction towards different levels of sexiness in printed advertisement by Malaysian Malays. This research test these affected based on male models in the communication and advertising literature on Malay in Malaysia utilizing questionnaire based on a set of different levels of sexiness in advertisement. The advertisement used was for non-controversial product (perfume) but some of the advertisement was contentious. Researcher used three levels of advertisement… Show more

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Cited by 3 publications
(2 citation statements)
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“…In a strategy focusing on what products have to offer, positioning might be based on concrete or intangible benefits (Arens & Weigold, 2021;Belch & Belch, 2021). However, several studies have documented that much of advertising is considered exploitative, vulgar, debasing and stereotypical (Chaouachi & Rached, 2012;Devi Krisnan & Cyril de Run, 2016). Similarly, Passarini et al, (2017) mentioned that companies might employ deceptive visual advertising to increase customer attractiveness or to generate confusion, hence increasing consumption; in certain circumstances, businesses may omit or misrepresent facts.…”
Section: Bmentioning
confidence: 99%
“…In a strategy focusing on what products have to offer, positioning might be based on concrete or intangible benefits (Arens & Weigold, 2021;Belch & Belch, 2021). However, several studies have documented that much of advertising is considered exploitative, vulgar, debasing and stereotypical (Chaouachi & Rached, 2012;Devi Krisnan & Cyril de Run, 2016). Similarly, Passarini et al, (2017) mentioned that companies might employ deceptive visual advertising to increase customer attractiveness or to generate confusion, hence increasing consumption; in certain circumstances, businesses may omit or misrepresent facts.…”
Section: Bmentioning
confidence: 99%
“…Overt sexual advertising may agitate the female audience and develop the offensive effect in terms of their emotions. However, in Malaysia sex appeal advertising may not be able to create much impacts for both gender's emotions due to the restrictions of all sex appealing ads govern by strict Malaysian Advertising Code of Ethics for Television and Radio (Krisnan & Run, 2016).…”
Section: Non Sex Appeal Approachmentioning
confidence: 99%