What Culture is this ads made for?

AXE Effect always comes with the idea, by using their product a man could actually attract more girls. This Ads is for malaysian viewers but we, as a group, are not satisfied with the way the ads conveys its message. As to be accepted by Malaysian people Moral Etiquette is one of the important aspect. Ads have to obey certain rules. Not mean to mention it all, but an Ads that come with Sexuality explicit will be banned. That is also the reason why that AXE effect Ads does not allowed on Malaysian TV and it only can find on Youtube. According to Malaysian Code of Advertising Practice:

• All practitioners of advertising are required to abide by the Malaysian Code of Advertising Practice.
• The Code was launched by our first Prime Minister, the late Tunku Abdul Rahman Putra Al-Haj.
• The Code contains principles describing the essence of good advertising.
  1. All advertisements should be legal, decent, honest and truthful.
  2. Advertisements must project the Malaysian culture and identity, reflect the multi-racial character of the population and advocate the philosophy of RUKUN NEGARA.
  3. Advertisements must not identify or typecast each particular racial group or sex with vocations, traditional values and backgrounds.
  4. Advertisements must comply in every respect with the Law, common or statute.
  5. All advertisements should be prepared with a sense of responsibility to consumers and to society.
  6. All advertisements should conform to the principles of fair competition as generally accepted in business.
  7. No advertisements shall bring advertising into disrepute or reduce confidence in advertising as a service to the industry and to the public.
  8. Advertisements must be clearly distinguishable as such.
• The Code contains general guidelines relevant to all advertisements as well as rules for specific sectors such as medicinal and related products and advertisements containing health claims, children and young people etc.
• The Code and the self regulatory procedure that exists to administer it, are designed to work within to complement existing regulations

The Ads on the AXE effect (nurse) shows the sexuality explicit indirectly from the shadow. This is not a good Ads obviously to go in Malaysian broadcast.
As we know the major religion in Malaysia is Muslim. According to (Athar, 1996) for Muslim parents, sex is a taboo subject. Besides, according to Journal Islamic Marketing, they consider such products might deplore the moral and ethical status of younger generation. Therefore one can easily understand that high on religiosity group will be more offended by the advertisement of such product.

Reference:
http://www.malaysianbar.org.my/general/morality_and_ethics_v_invasion_of_privacy_by_shamrahayu_a._aziz.html
http://www.asa.org.my/thecode.htm
http://www.academia.edu/1863723/35_Attitudes_towards_offensive_advertising_Malaysian_Muslim_vuews 

Posted by: Albert