What Culture is this Ads made for? [Revised]

AXE Effect always sell the concept of the man who use their product could actually attract girls. The Ad that we will work on is for malaysian viewers but we, as a group, are not satisfied with the way the ad conveys its message. As to be accepted by Malaysian people, Moral Etiquette is one of the important aspect. Ads have to obey certain rules. Does not mean to mention it all, but the ad that comes with Sexuality explicit will be banned. That is also the reason why that AXE effect Ad does not allowed on Malaysian TV and it only can found on Youtube[1]. 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 Ad that we work on is contradict with the rules that stated, It shows the sexuality explicit indirectly from the shadow. It started when a doctor (woman) wanted to check her patient who is a male. The Ad shows when the doctor get into his cubical, she smells something and directly close the curtain. Outside from the curtain, It actually project the doctor undress herself and do some oral sex with her patient. Follow by the nurses come in and do some threesome. Later, another patient (woman) from another room also attracted with the smell. This is not a good Ad obviously to air on the Malaysian broadcasting.

[1]The study of Why it only shows on Youtube,

Youtube is known as the most favourite video sharing media currently. It also known as the third most accessed website after Google and Facebook all over the world. It is a good way to post the AXE effect video on Youtube since AXE effect target their audience on the range of ages from 15 - 25 years old. According to the research on viewers to range of ages of the audience (Youtube, 2013).

Reaching Your Audience on YouTube

With 800 million people visiting YouTube worldwide every month, the audience you want to reach is on YouTube. Interested in reaching Hispanics, teens, or people with household incomes of over $100K? YouTube offers you greater reach of both popular and hard to reach audiences than most other online destinations and with solutions to engage them in authentic, meaningful ways.

Reference:
Shamrahayu A. Aziz. The Malaysian Bar - Morality and Ethics v Invasion of Privacy [ONLINE]. Available at:http://www.malaysianbar.org.my/general/morality_and_ethics_v_invasion_of_privacy_by_shamrahayu_a._aziz.html. [last accessed: 5th June 2013]

ASA. Advertising Standards Authority, Malaysia [ONLINE]. Available at: http://www.asa.org.my/thecode.htm. [last accessed: 5th June 2013]

Ernest C de Run. 35 Attitudes towards offensive Advertising Malaysian Muslim views [ONLINE]. Available at:http://www.academia.edu/1863723/35_Attithttp://www.asa.org.my/thecode.htmudes_towards_offensive_advertising_Malaysian_Muslim_vuews. [last accessed: 5th June 2013]

Amy Mae Elliott. 10 Fascinating YouTube Facts That May Surprise You [ONLINE]. Available at: http://mashable.com/2011/02/19/youtube-facts/. [last accessed: 6th June 2013]

Go-gulf.com. 20 Interesting Facts About Youtube [Infograph] [ONLINE]. Available at: http://www.go-gulf.com/blog/20-interesting-facts-about-youtube/. [last accessed: 6th June 2013]

Graziella Carones. Parent's Attitudes towards Inclusion of Sexuality Education in Malaysian Schools [ONLINE]. Available at: http://www.ernape.net/ejournal/index.php/IJPE/article/viewFile/84/62. [last accessed: 6th June 2013]

AXE Malaysia. AXEMalaysia's channel - YouTube [ONLINE]. Available at: http://www.youtube.com/user/AXEMalaysia. [last accessed: 6th June 2013]

Youtube Admin. Demographics - Youtube [ONLINE]. Available at: http://www.youtube.com/yt/advertise/demographics.html. [last accessed: 6th June 2013]



Posted by: Albert