Entry 2: Analysis sexual print adv. in Malaysia.

In this entry, it will continue discuss and analysis print adv. by Denotation, Connotation and Myth, but the print adv is related to sexual approach in Malaysia.

This print is published by CLEO magazine, one of the bestselling English language women’s magazine as well as established on an online breast cancer awareness video to educate women in Malaysia on how early detection can save lives. Their spokesman is Henry Golding known as the Breast-man whom shown in the print adv. Henry Golding is half-England and half-Iban.

Here’s his website:

http://www.henrygolding.com/#/bio/

Denotation

Content signs: A naked man holds a white board which writes “Don’t know how to check your breasts? I can help.”

Position signs: Camera is positioned eye-level to create a straight-forward approach to focus and deliver the catchy message.

Treatment signs: Lighting is evoking an attention and highlight on the naked model’s muscular body. It helps to create a sense of stimulation to their target audience (Women).

Connotation

This is not an ordinary breast cancer adv as it challenges the practice of using female model in a female related topic. Normally, breast cancer topic will engaged with female models to illustrate the message to create the resonance instead of male models. And, it makes sense! 

But, why is this male model in this print adv. for breast cancer awareness? 

I assume that the art director against the rule and make this print adv stand up among others breast cancer print advs.

From a research, it shown that women are more likely to watch prints or videos that feature hot/ handsome guys especially doffing shirt with six-pack. While a seemingly simple print advs, the combination of catchy tagline and the male reveals the value based on target audience’s insight. This is how it works in this print!

Besides, I reckon that one of the reasons of using male model in this female related topic is to create an openminded approach to share this topic. Compared to western country, eastern country such as Malaysia is more toward conservation and embarrassed on sharing and talking on this topic. So, this is an innovative and brave execution that actually shows male can be one of the supporters to overcome this issue.

Myth

This print adv is suggesting a mythic meaning in openminded on sexual approach is more and more executed nowadays. Due to technology generation, social media, education and evolution, the conservative mindset tardily transform to willing accept the equality and interaction role between male and female. As well as they are willing to share the topic based on sexual ------ breast in the public. It helps to diverse the thought and execution.

Before end of this post, i willing to share a quote that i found it's interesting and powerful through researches. I grab it from a Arab video which beseeching women to get checked for breast cancer.

“A woman is my mother, is my sister, is my daughter, is my wife. I am created from a woman.”

References
Awad, A (2012) Why are these men in an ad for breast cancer awareness? [Online] Available at: http://www.dailylife.com.au/news-and-views/dl-opinion/why-are-these-men-in-an-ad-for-breast-cancer-awareness-20121008-278of.html [Accessed: 26th November, 2013]

Trickfist (N.D) 12 creative yet controversial breast cancer ads. [Online] Available at: http://trickfist.com/content/12-creative-yet-controversial-breast-cancer-ads/ [Accessed: 26th November, 2013]