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The effects of gender advertising on brand image: the Malaysian context

It is said that gender advertising has caused construction of gender ideals in our society. It forms what are the acceptable and non acceptable temperaments, abilities, skills, activities and behaviors of both genders. Gender advertising has also helped form a tool in advertising, namely gender targ...

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Main Authors: Mohd. Helmi Abd. Rahim,, Normah Mustaffa,, Lee, Sze Mun
Format: Article
Language:English
Published: Universiti Kebangsaan Malaysian 2011
Online Access:http://journalarticle.ukm.my/2216/1/V27_1_9.pdf
http://journalarticle.ukm.my/2216/
http://www.ukm.my/jkom
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spelling my-ukm.journal.22162016-12-14T06:31:00Z http://journalarticle.ukm.my/2216/ The effects of gender advertising on brand image: the Malaysian context Mohd. Helmi Abd. Rahim, Normah Mustaffa, Lee, Sze Mun It is said that gender advertising has caused construction of gender ideals in our society. It forms what are the acceptable and non acceptable temperaments, abilities, skills, activities and behaviors of both genders. Gender advertising has also helped form a tool in advertising, namely gender targeting. This research 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 effects caused by the various 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 employed is the in-depth interview aided with visual representations to 30 respondents of both genders selectively chosen 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 today seek concrete information and representation of the brands. Universiti Kebangsaan Malaysian 2011 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/2216/1/V27_1_9.pdf Mohd. Helmi Abd. Rahim, and Normah Mustaffa, and Lee, Sze Mun (2011) The effects of gender advertising on brand image: the Malaysian context. Jurnal Komunikasi ; Malaysian Journal of Communication, 27 (1). pp. 118-132. ISSN 0128-1496 http://www.ukm.my/jkom
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description It is said that gender advertising has caused construction of gender ideals in our society. It forms what are the acceptable and non acceptable temperaments, abilities, skills, activities and behaviors of both genders. Gender advertising has also helped form a tool in advertising, namely gender targeting. This research 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 effects caused by the various 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 employed is the in-depth interview aided with visual representations to 30 respondents of both genders selectively chosen 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 today seek concrete information and representation of the brands.
format Article
author Mohd. Helmi Abd. Rahim,
Normah Mustaffa,
Lee, Sze Mun
spellingShingle Mohd. Helmi Abd. Rahim,
Normah Mustaffa,
Lee, Sze Mun
The effects of gender advertising on brand image: the Malaysian context
author_facet Mohd. Helmi Abd. Rahim,
Normah Mustaffa,
Lee, Sze Mun
author_sort Mohd. Helmi Abd. Rahim,
title The effects of gender advertising on brand image: the Malaysian context
title_short The effects of gender advertising on brand image: the Malaysian context
title_full The effects of gender advertising on brand image: the Malaysian context
title_fullStr The effects of gender advertising on brand image: the Malaysian context
title_full_unstemmed The effects of gender advertising on brand image: the Malaysian context
title_sort effects of gender advertising on brand image: the malaysian context
publisher Universiti Kebangsaan Malaysian
publishDate 2011
url http://journalarticle.ukm.my/2216/1/V27_1_9.pdf
http://journalarticle.ukm.my/2216/
http://www.ukm.my/jkom
_version_ 1643735307516903424
score 13.211869

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