This is our paper for women world congress at Duksung Women University-13/08/2012

1. Title:
The Exploitation of Women in The Advertisement
Industry :
The Analysis About Advertisement in Malaysia.
Theme:
“DEVELOPMENT OF WOMEN’S ADVOCACY
INSTITUTIONS IN A GLOBAL SOCIETY”

2. INTRODUCTION

3. In Malaysia, the ad
industry has grown rapidly,
which until 1997 had
reached RM2.7 billion
expenditure.
Women in Malaysia more fortunate circumstances and
status of women has improved as a result of national
development policies that bring blessing to all people
regardless the gender.
Women's issues and
development has become
the world's agenda since the
United Nations First Lady
Conference in Mexico 1975.
Sexual objectification in a
advertisement is a state
where women are viewed
only as objects of sexual
pleasure.
In the advertising, the
important things is an
effective promotional
planning that can support
the success of a product.

4. ADVERTISEMENTS IN
MALAYSIA

5. The advertisement of the famous
brands of pads that aired on
television in Malaysia has been
shown a woman sleeping soundly
despite her home shattered
because of hurricanes.
Those who think the idea of
advertising pads is not wise to
display their creativity. Many
another way can be used in
displaying comfort pads to the
wearer.
The unnecessary and improper
stress caused by incoherent ad
clearly illustrates how women are
most commonly seen.
In advertising of shampoo showing
a woman worries about the
problems of dandruff because it
makes less love from her husband
and family.
In fact, love is not about age or skin
color, but unfortunately this ads on
TV give the wrong imagine.
The ads of Fair and Lovely which is
not only sexist, but also
discriminatory. Advertisement
causes women feel they will not find
love if they are not light-skinned.

6. THE FACTORS OF THE
EXPLOITATION OF WOMEN IN
ADVERTISING

7. Although men appear more
often than women in general
media advertisements,
women’s body exposure in
greater.
Women are far more likely
than men to be portrayed as
nude, scantily clad or
sexualized in some way.
Women’s body exposure for
the purpose of attention
getting and selling the product
is greater.
The use of attractive models
may be based on the idea that
people who are physically
attractive are often believed
to have other positive
qualities, including
intelligence, competence,
integrity, potency, and
concern for other people.

8. THE EFFECTS AND IMPACTS OF THE
EXPLOITATION OF WOMEN IN
ADVERTISING

9. The use of women in
advertisements depicting negative
images impact not only to individual
but for all women, society and
country. It will also affect the
construction of a civilized society.
The exposure to sex image
advertisements affected
acceptance of feminism and the
women’s movement.
Self esteem deeply affected. Not
only is women’s self esteem
affected, but so are sexual
behavior attitudes among men
and women.
It also leads to many problem like
depression and eating disorders
among young girls when their
bodies do not match with the
models depicted in
advertisements.
It forms a wrong perception of
women.

10. WAYS TO RESOLVE THIS ISSUE

11. Media should discard
negative visibility of
women, pretending,
wasteful and as a
source of passion in
the ads.
The law relating to the
advertisement should
be reviewed so that
women not to be
monopolized by certain
parties.
A guidelines should be
established to ensure
that advertisements do
not mock any people
especially women.
Advertisements
must not show
women as sex
objects. It must
portray positive
images of women.
The Advertisement
Industry must come up
with more brilliant ideas
and highlight the positive
side of women.

12. Core Malay Empowerment (TERAS)
lead the transformation of the Malay
community in particular and society in
general to other communities and
cultures to build value-based life the
message of Islam as a guide in various
fields.
cares and acts leading social issues,
about women, levels of community
development such as children and
community issues such as
environment, the right and cultural
rights.
Islamic Women's Action Council of
Malaysia (WIM)
Printing Presses and Publications
Act 1984 in Section 7 (1) that
control matters relating to printing
and publishing.
Law relating to the exploitation of
women

14. 1) Women have been increasingly portrayed as sex objects in
advertising and media.
2) Exploitation will continue to happen if women do not stand and
fight for their cause.
3) Women comprise almost half the population of Malaysia. Their
contribution whether as wives, mothers and workers with wages,
in the development of the nation is very important. They are not
only play a major role in the development of future generations
but also a source of significant economic.
4) Women should speak loudly as to complain to the appropriate
bodies to eliminate those who take advantage of women.
5) Heavier penalties should also apply to those who are not
responsible for these women.
6) Women should be given great respect and not used as a tool in
the ads. Ads that exploit women with negative images will affect
the image of Malaysia.
7) Government should play an important role in this problem by
preventing exploitation in women.

15. BY:
THE PRECIOUS
GIRLS