Malaysia Ad with Hidden Sexual Issue

Before analyzing Malaysia print ad, it is good to have rough understanding about the law of Malaysia's Advertising, it is called 'Advertising Standards Authority'. Malaysia is an Islamic country with multi-racial and multi-religious, and thus the advertising guideline is very important in term of consideration of all the products and message that advertisers intend to convey. 

In this case, I would like to highlight a few regulations which are highly related to this post.

• The use of man or women as principal agent by highlighting characteristics which appeal to the opposite sex as the main ingredient in the selling of products should not be allowed. 
• Scene of amorous intimate or suggestive nature is unacceptable.
• Kissing between adults.

Now, let's see the print ads I have chosen, they are print ads of AirAsia and P1. Since I have done deeper research in my previous blog, I would be interpreting more on the issue and ideology of the ads. Firstly, AirAsia is the company which I think go against Malaysia's advertising regulation, also it somewhat imitates Virgin Airline Atlantic. In other word, I think AirAsia is applying western concept in order to cater and have wider international market.

Figure 1

Figure 2

Figure 3

** Check out more detail on my previous blog: http://hanmediacultures.blogspot.com

Figure 4

Figure 5

Secondly, this P1 ad is done by Creative Juice. It is quite controversial ad, I could not say that it involves sexual issues. But, I think this is sort of very sensitive and personal agenda to discourse for men. If breaking down detailedly, it does convey some hidden sexual message intentionally in the Cantonese version TVC.

 

When the lady takes part in the conversation, and says 'after cutting is smoother'. Well, there is a man on her side at the same time, it makes people associate with the very very private thing would be done by this couple. 

Alright, it is just my sharing. Hope you enjoy it. :)

Resources:

http://www.asiamarketresearch.com/news/000158.htm

The knowledge behind an ad

Nowadays, we have seen thousand millions ads with the endorsement of celebrity. Lending celebrity's qualities and recognition to the product is the main idea of 'the endorsement ad'. I think this is a very impactful approach to advertise one product, especially those celebrity who has great amount of admirers. It can be conveying the characteristic of product straightfowardly.

  

Figure 1

Look at the ad above, what makes me feel interesting is the tempting posture of the man. I will be breaking down the ads by using semiotic tool in order to understand the idea behind this impressive ad.

Denotation 1:
The naked man in midlife (Piers Morgan)
Connotation 1:
Piers Morgan is British journalist and TV host. He is the representation of intelligence due to his profession. 'Human being came into the world in naked', the notion of being naked shows the raw and original ingredient of the product. 

Denotation 2:
Golden 'Burger King' necklace and red carpet
Connotation 2:
Symbolic color of emperor, as well as symbolizing the brand of Burger King.

Denotation 3:
Pillow with casing of British flag
Connotation 3:
Pillow is connotated into sleeping, a cushion support for head and comfort. The furnishing ambient makes people associate with the ancient royalty, and thus the pillow symbolizes one's wealth and fortune, the number of pillows represent the level of wealthy. From here can be seen that British is a economic strong house, and Burger King does business in this country.

Denotation 4:
The tagline 'The scent of seduction'
Connotation 4:
It is describing the man himself, and likewise, Burger King new product. They both are irresistible. 

Denotation 5:
The glowing fire in stove
Connotation 5:
Stove is the tool for cooking or heaten food during ancient time. The modern design of stove shows that Burger King uses developed method to adopt the modern era in preparing food, but also insists using the conventional method to reserve the origin of food.

Figure 2

Ideology:
After breaking down the ad, I found out the main concept behind the ad is utilizing the notion of 'The Creation of Adam' by Machiangelo (figure 2 shown). Obviously, Piers Morgan is posing as Adam, he was the first creation of God. This masterpiece is conveying the intelligence which is given by God as a gift to Adam. The left object is constructed according to the shape of brain. In Burger King's ad, it shows that it's innovation of creating new product that is seductive. Also the ingredients is prepared as royal food, high quality.


References:
Levy, Joel (2002). Really Useful: The Origins of Everyday Things. Buffalo, NY: Firefly.

http://www.wellcorps.com/Explaining-The-Hidden-Meaning-Of-Michelangelos-Creation-of-Adam.html
http://www.impressionism.info/info.html
http://www.wikipaintings.org/en/mary-cassatt