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/ http://journalarticle.ukm.my/2216/ http://journalarticle.ukm.my/2216/1/V27_1_9.pdf

id	ukm-2216
recordtype	eprints
spelling	ukm-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
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
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/ http://journalarticle.ukm.my/2216/ http://journalarticle.ukm.my/2216/1/V27_1_9.pdf
first_indexed	2023-09-18T19:35:32Z
last_indexed	2023-09-18T19:35:32Z
_version_	1777405245378265088

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

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