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Portrayal Of Men In Malaysian Advertising

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The portrayal of men in Malaysian advertising Advertising is a very powerful tool that can persuade the consumers to buy a product. In modern society, advertising plays as a powerful form of social communication. In the media system, advertising provide the most concentrated and sustained set of image (Jhally, 1989). Advertising in modern society has crown itself as the most important selling media (Khalid, 1990). Nowadays, people depend much on the media. The media has penetrate into society daily life and brings impact to society life. Media has plays essential role in creating and reinforcing the many societal concepts including gender. These can be seen in advertisement. Advertisements tend to manipulate the idea about the appearance is all important and teach us to be self-conscious about the way we look. According to Furnham et al (1998), when a person grow up surrounded by advertisement, the person will develop intense self-examine about themselves. Negative feeling about their appearance or anything else can be followed by lower self-esteem.
Advertisements is the most efficiency way for the company to promote their product. In Malaysia, the number of advertising is increasing every year. The expenditure in advertising has grown over years especially the television advertisement. In year 2013, the total expenditure of all advertisements in Malaysia is 2841 million US dollars, while in years 2015, the expenditure has increased to 3033 million US dollars (Statista,

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