Gender stereotyping and sexism is still something that exists in local magazines today. so I’ve decided to research further and found that women portrayal is mainly used to gain attention and most of the time, the presence of sexually explicit images of women has no relevance to the advertisement product at all. Advertisements generally depicts women as homemakers or mothers or shows them as sex objects or in sexually provocative figures (Kilbourne, 1995). In an article by Kalaiyarasi Kathiraveloo (2001), which shows the study and comparison of women’s portrayal in two local magazines, ‘Wanita’ and ‘Her World’, states that gender stereotyping always plays a significant role in magazine advertisements. “Advertisements for cosmetics, lingerie, beer and liquor are among the most criticized for their portrayal of women as sex objects” states Kathiraveloo.
Further research will be done on this topic soon. For my next and final blog post, I’ll be producing the thesis statement for my essay.
1. Kathiraveloo, K. (2001). PORTRAYAL OF WOMEN IN WOMEN’S MAGAZINE ADVERTISEMENTS :COMPARISON BETWEEN HER WORLD AND WANITA.
2. Her World Malaysia,. ‘Her World Malaysia’. (2015). Available at: www.herworld.com.my/. [Last accessed: 25 June 2015]
3. Women Online Magazine,. ‘Women Online Magazine’. (2015). Available at: http://www.wom.my/. [Last accessed: 25 June 2015]