“Skin Shades” of Marriage: Viewers’ Perspectives on Controversial Skincare TV Advertisements in Malaysia

Keywords: Visual Communication, Controversial Advertising, Skincare Products, TV Advertisements, Marketing Strategy

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.

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Author Biographies

Hairul Azhar Mohamad, Akademi Pengajian Bahasa (APB), Universiti Teknologi MARA (UiTM)

Hairul Azhar Mohamad holds a master’s degree in Applied Language Studies (Corpus Linguistics) and PhD in English Language Studies (Contrastive Rhetoric). He has 8 years of working experience with the industry and 7 years of teaching experience in the English language. Currently, he is serving as a lecturer in English and Linguistics with vast experience and research in ESL, intercultural rhetoric, and psycholinguistics.

Amir Lukman Abd Rahman, Akademi Pengajian Bahasa (APB), Universiti Teknologi MARA (UiTM)

AMIR LUKMAN ABD RAHMAN graduated with a Master in Professional Communication in Universiti Teknologi MARA (UiTM). He is currently teaching at Akademi Pengajian Bahasa, Universiti Teknologi MARA (UiTM), Selangor Branch, Shah Alam Campus, Malaysia. His research interests are in the field of visual communication, organisational behaviour and applied linguistics.

Nadiah Hanim Abdul Wahab, Akademi Pengajian Bahasa (APB), Universiti Teknologi MARA (UiTM)

NADIAH HANIM ABDUL WAHAB is an English lecturer at Akademi Pengajian Bahasa, UiTM Shah Alam graduated with a Master of Arts in English Language from the University of Manchester (UoM, UK). With almost 10 years of teaching experience, she has published journal articles in the areas of second language acquisition and applied linguistics.

Muhammad Haziq Abd Rashid, Akademi Pengajian Bahasa (APB), Universiti Teknologi MARA (UiTM)

MUHAMMAD HAZIQ ABD RASHID graduated from Universiti Teknologi MARA Shah Alam with a Master of Arts in Professional Communication. With affiliations to Akademi Pengajian Bahasa, Universiti Teknologi MARA Shah Alam, he currently lectures courses on technology application for language learning. He actively participates in various innovation and invention competitions with research areas specialising in ESL and visual communication.

Rasyiqah Batrisya Md Zolkapli, Centre of Foundation Studies, Universiti Teknologi MARA, Cawangan Selangor, Kampus Dengkil

RASYIQAH BATRISYA MD ZOLKAPLI received her Master of Arts in English Language Studies from Universiti Kebangsaan Malaysia. She is currently teaching at Akademi Pengajian Bahasa, Centre of Foundation Studies, Universiti Teknologi MARA (UiTM). She has published several journal articles on second language learning, psycholinguistics, and applied linguistics.

Published
2024-07-27
How to Cite
Mohamad, H. A., Abd Rahman, A. L., Abdul Wahab, N. H., Abd Rashid, M. H. and Md Zolkapli, R. B. (2024) “‘Skin Shades’ of Marriage: Viewers’ Perspectives on Controversial Skincare TV Advertisements in Malaysia”, Asian Social Work Journal, 9(3), p. e00299. doi: https://doi.org/10.47405/aswj.v9i3.299.
Section
Articles