In Malaysia, the adindustry has grown rapidly,which until 1997 hadreached RM2.7 billionexpenditure.Women in Malaysia more fortunate circumstances andstatus of women has improved as a result of nationaldevelopment policies that bring blessing to all peopleregardless the gender.Womens issues anddevelopment has becomethe worlds agenda since theUnited Nations First LadyConference in Mexico 1975.Sexual objectification in aadvertisement is a statewhere women are viewedonly as objects of sexualpleasure.In the advertising, theimportant things is aneffective promotionalplanning that can supportthe success of a product.
The advertisement of the famousbrands of pads that aired ontelevision in Malaysia has beenshown a woman sleeping soundlydespite her home shatteredbecause of hurricanes.Those who think the idea ofadvertising pads is not wise todisplay their creativity. Manyanother way can be used indisplaying comfort pads to thewearer.The unnecessary and improperstress caused by incoherent adclearly illustrates how women aremost commonly seen.In advertising of shampoo showinga woman worries about theproblems of dandruff because itmakes less love from her husbandand family.In fact, love is not about age or skincolor, but unfortunately this ads onTV give the wrong imagine.The ads of Fair and Lovely which isnot only sexist, but alsodiscriminatory. Advertisementcauses women feel they will not findlove if they are not light-skinned.
THE FACTORS OF THEEXPLOITATION OF WOMEN INADVERTISING
Although men appear moreoften than women in generalmedia advertisements,women’s body exposure ingreater.Women are far more likelythan men to be portrayed asnude, scantily clad orsexualized in some way.Women’s body exposure forthe purpose of attentiongetting and selling the productis greater.The use of attractive modelsmay be based on the idea thatpeople who are physicallyattractive are often believedto have other positivequalities, includingintelligence, competence,integrity, potency, andconcern for other people.
THE EFFECTS AND IMPACTS OF THEEXPLOITATION OF WOMEN INADVERTISING
The use of women inadvertisements depicting negativeimages impact not only to individualbut for all women, society andcountry. It will also affect theconstruction of a civilized society.The exposure to sex imageadvertisements affectedacceptance of feminism and thewomen’s movement.Self esteem deeply affected. Notonly is women’s self esteemaffected, but so are sexualbehavior attitudes among menand women.It also leads to many problem likedepression and eating disordersamong young girls when theirbodies do not match with themodels depicted inadvertisements.It forms a wrong perception ofwomen.
Media should discardnegative visibility ofwomen, pretending,wasteful and as asource of passion inthe ads.The law relating to theadvertisement shouldbe reviewed so thatwomen not to bemonopolized by certainparties.A guidelines should beestablished to ensurethat advertisements donot mock any peopleespecially women.Advertisementsmust not showwomen as sexobjects. It mustportray positiveimages of women.The AdvertisementIndustry must come upwith more brilliant ideasand highlight the positiveside of women.
Core Malay Empowerment (TERAS)lead the transformation of the Malaycommunity in particular and society ingeneral to other communities andcultures to build value-based life themessage of Islam as a guide in variousfields.cares and acts leading social issues,about women, levels of communitydevelopment such as children andcommunity issues such asenvironment, the right and culturalrights.Islamic Womens Action Council ofMalaysia (WIM)Printing Presses and PublicationsAct 1984 in Section 7 (1) thatcontrol matters relating to printingand publishing.Law relating to the exploitation ofwomen
1) Women have been increasingly portrayed as sex objects inadvertising and media.2) Exploitation will continue to happen if women do not stand andfight for their cause.3) Women comprise almost half the population of Malaysia. Theircontribution whether as wives, mothers and workers with wages,in the development of the nation is very important. They are notonly play a major role in the development of future generationsbut also a source of significant economic.4) Women should speak loudly as to complain to the appropriatebodies to eliminate those who take advantage of women.5) Heavier penalties should also apply to those who are notresponsible for these women.6) Women should be given great respect and not used as a tool inthe ads. Ads that exploit women with negative images will affectthe image of Malaysia.7) Government should play an important role in this problem bypreventing exploitation in women.