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All Journal Masyarakat, Kebudayaan dan Politik Asian Social Work Journal
Mohamad, Hairul Azhar
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Arts Humanities Social Sciences

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“Skin Shades” of Marriage: Viewers’ Perspectives on Controversial Skincare TV Advertisements in Malaysia Mohamad, Hairul Azhar; Abd Rahman, Amir Lukman; Abdul Wahab, Nadiah Hanim; Abd Rashid, Muhammad Haziq; Md Zolkapli, Rasyiqah Batrisya
Asian Social Work Journal Vol 9 No 3 (2024)
Publisher : Asian Social Work Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47405/aswj.v9i3.299

Abstract

With the massive use of skincare products among Malaysians, advertisements for these products are becoming more targeted and personalised, but at the same time, they are also becoming more intrusive and misleading. Therefore, the present study aims to identify the controversial elements portrayed in these skincare TV advertisements and analyse whether these elements are deemed viable marketing strategies by the target audience. A questionnaire adapted from Lester’s Six Perspectives of Visual Communication was distributed to 140 skincare users. Results from the questionnaire revealed that most respondents perceived the approach used by the skincare companies in their advertisements sampled in this research to be highly controversial in terms of their different approaches. Male viewers showed their strong perception on the importance of controversial consideration to produce any skincare TV advertisements. This was based on their perceptions towards the same advertisements presented with the controversial idea that the shade of the skin would determine the stability of the marriage. However, a thorough review should be conducted on these controversial advertisements to ensure they do not violate the target audience’s moral beliefs. By having a specific guideline on the advertising code of conduct, it will ensure that the advertisements will be well-received by them despite the controversial approach. Future research can be done to focus on the different levels of consideration shown by viewers from the old and new generations for more informative findings on this style of advertisement.
Shockvertising - Viewers’ visual communication perspectives of a controversial skincare advertisement Rahman, Amir Lukman Abd; Mohamad, Hairul Azhar; Wahab, Nadiah Hanim Abdul; Rashid, Muhammad Haziq Abd
Masyarakat, Kebudayaan dan Politik Vol. 37 No. 2 (2024): Masyarakat, Kebudayaan dan Politik
Publisher : Faculty of Social and Political Science, Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/mkp.V37I22024.208-220

Abstract

The rise of digital advertising has led to the creation of various innovative materials to capture the target market’s attention. To stay competitive, many advertisers use “shockvertising”, creating controversial advertisements with a significant impact on viewers’ attitudes and sentiments. This survey research is based on Lester’s Six Perspectives in Visual Communication theory which explained that viewers’ personal, historical, technical, cultural, ethical and critical perspectives are the determining factor in nalysing their controversial consideration perception. In this study, the use of the theory is to explore viewers’ perspectives on a controversial Malaysian skincare advertisement. Using a quantitative approach, 250 respondents rated their perception of a SlimmeWhite skincare TV advertisement. The responses were analysed using SPSS to address three research questions, finding correlations and mean results. The study found that personal technical and ethical perspectives significantly influenced viewers’ attitudes towards the advertisement, identifying these as the controversial aspects. In contrast, critical and cultural perspectives were the least controversial. The advertisement was deemed highly controversial, but gender did not affect viewers’ perspectives. This research concludes that the resulting data are very valuable for advertising students, brand advertisers and companies in understanding viewers’ perspectives on controversial elements in Malaysian skincare advertisements.
Co-Authors Abd Rahman, Amir Lukman Abd Rashid, Muhammad Haziq Abdul Wahab, Nadiah Hanim Md Zolkapli, Rasyiqah Batrisya Rahman, Amir Lukman Abd Rashid, Muhammad Haziq Abd Wahab, Nadiah Hanim Abdul