Femvertising: Women Representations in Malaysia Advertisement (2005 -2025)

Abstract

This study investigates the evolving portrayal of women in Malaysian advertising from 2005 to 2025, highlighting the shift from traditional gender roles to feminist representations within femvertising ideas. Though early advertisements predominantly depicted women as gentle, nurturing, and confined to domestic spheres, reflecting cultural and religious norms; over two decades, a progressive transformation emerged as ads began to negotiate between conventional femininity and empowerment ideals, culminating in recent campaigns showcasing women as autonomous and assertive agents challenging stereotypes. Using content analysis of twenty prominent advertisements from major Malaysian women’s brands, this research traces how political, social, and digital media developments have shaped these depictions. Despite progress, persistent challenges include overcoming entrenched stereotypes and achieving diverse representation across ethnicity, age, and body image. This study positions femvertising as a cultural site where societal gender norms are both reflected and contested. It underscores the importance of policy and industry initiatives to foster gender-sensitive advertising practices.