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