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Malaysian Malay’s Perspective on Printed Sexy Advertisement

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  • Uma Devi Krisnan
  • Ernest Cyril de Run

Abstract

This paper sets out to extend current knowledge on reaction towards different levels of sexiness in printed advertisement by Malaysian Malays. This research test these affected based on male models in the communication and advertising literature on Malay in Malaysia utilizing questionnaire based on a set of different levels of sexiness in advertisement. The advertisement used was for non-controversial product (perfume) but some of the advertisement was contentious. Researcher used three levels of advertisements; a fully clothed male model, a revealing attire male model, and a partially sexy male model. Data collected was analyzed using Mean and compared against the response of male and female respondents. Findings indicates that Malay respondents preferred to view fully clothed advertisement followed by revealing attire and partially sexy advertisements. Main limitation for this research is the study used three different advertisements, but each respondents saw only one. Future research will benefit from further improvement (use female and both male and female models) and replication to other ethnic groups. Implications for business are then provided in this paper. ng produced by UAE-listed firms.

Suggested Citation

  • Uma Devi Krisnan & Ernest Cyril de Run, 2016. "Malaysian Malay’s Perspective on Printed Sexy Advertisement," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 145-145, July.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:8:p:145
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    References listed on IDEAS

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    2. Malachy O. Udejinta, 2015. "Influence of Sex Appeal Advertising on Brand Patronage among Students of Selected Nigerian University," International Journal of Management Sciences, Research Academy of Social Sciences, vol. 5(11), pages 759-770.
    3. Walters, Peter G.P. & Whitla, Paul & Davies, Howard, 2008. "Global strategy in the international advertising industry," International Business Review, Elsevier, vol. 17(3), pages 235-249, June.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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