Beauty Standard in Malaysian Advertisements: An Analysis from Local Advertisers’ Perspective

Abstract

The impact of Westernization in Malaysia in recent years has brought a decrease in public identity and an increase in adapting Western beauty standards. The literature directed Malaysians in demonstrating slim and fair idealness has predominant in well-off, urban settings. This study examines the beauty standard in local beauty product advertisements on Instagram. An in-depth interview was conducted with advertisers to gain insights into the local advertising perspective. The result concludes that advertisers still keep up with the traditional beauty standard since it fits society’s preference which results from the hike in revenue. However, diversity of beauty is equally accepted among millennials.