Effects of Gender in Advertising in Malaysia Context

Jurnal Komunikasi,
Malaysian Journal of Communication
Jilid 27(1): 118-132

THE EFFECTS OF GENDER ADVERTISING ON
station IMAGE:
THE MALAYSIAN CONTEXT
Mohd. helMi Abd. RAhiM, NoRMAh MustAffA & lee sze MuN
uNiveRsiti KebANgsAAN MAlAysiA
liMKoKwiNg uNiveRsity of CReAtive teChNology
Abstract
It is said that sex advertisement has cause construction of sexual urge
ideals in our society. It forms what are the agreeable and non
acceptable temperaments, abilities, skills, activities and behaviors
of both genders. sexual urge advertising has also helped form a tool in
advertising, namely gender targeting. This question focuses on the
relevance use of gender advertising in advertisements, likeability
of the use of gender advertising and perception created through
gender advertising in relation to the brand image as viewed by the
Malaysian consumer. The research is to identify both the positive
and negative effect caused by the confused means of gender
advertising. The use of gender advertising can either make or
break a brand image. The recognition of these effects will in turn
contribute to positive usage of gender advertising that does not go
beyond the purpose of selling brands to consumer.



The method
active is the in-depth interview aided with visual representations
to 30 respondents of both genders selectively elect with criteria
either they have involved with the product categories chosen or has
had prior brand relationships. In conclusion, the results indicated
that gender advertising, if used inappropriately will tarnish brand
image and will cause brand to be taken lightly as Malaysian
consumer at present seek concrete information and representation of
the brands.
Keywords: gender advertising; brand-conscious; brand image;
gender; repetitive exposure

The Effects Of Gender Advertising On Brand Image:
The Malaysian Context
Mohd. Helmi Abd. Rahim, Normah Mustaffa & lee(prenominal) Sze Mun

KESAN PENGIKLANAN GENDER TERHADAP
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