Bank advertisement in newspaper websites and the representative of gender / Noor Aileen Ibrahim …[et al.]

Ibrahim, Noor Aileen and Mohd Noor, Nazirul Mubin and Anuar, Nuramira and Yusof, Ahmad Muhyuddin and Yusof, Nurul Kamalia and Ya Shak, Mohamad Syafiq and Mohamad Shah, Dianna Suzienna (2021) Bank advertisement in newspaper websites and the representative of gender / Noor Aileen Ibrahim …[et al.]. Advances in Business Research International Journal (ABRIJ), 7 (3): 13. pp. 1-13. ISSN 2462-1838

Abstract

Many individuals in the country are beset by financial woes and this has led most of them to search for information on the way to manage their finances. Many people read the newspapers especially online newspapers. Banks have often placed their advertisements using online news portals because it will easily reach various segments of the community. This paper is a study on bank advertisements in Bahasa Malaysia and English newspaper websites and the manner in which gender is represented in these advertisements. This study has found that there are stereotypical representation of women as being less successful than men whereas men are portrayed as more successful than the former. It is recommended that banks should change with the times and start acknowledging women as equally as successful in life and portray this image in their future advertisements as this will most probably attract more female clients to their financial institution.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Ibrahim, Noor Aileen
nooraileen@uitm.edu.my
Mohd Noor, Nazirul Mubin
nazirulmubin@uitm.edu.my
Anuar, Nuramira
nuramiraanuar@uitm.edu.my
Yusof, Ahmad Muhyuddin
ahmadmuhyiddin4@uitm.edu.my
Yusof, Nurul Kamalia
nurulkamalia@uitm.edu.my
Ya Shak, Mohamad Syafiq
moham381@uitm.edu.my
Mohamad Shah, Dianna Suzienna
dianna@uitm.edu.my
Subjects: H Social Sciences > HG Finance > Banking
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Business and Management
Journal or Publication Title: Advances in Business Research International Journal (ABRIJ)
UiTM Journal Collections: UiTM Journal > Advances in Business Research International Journal (ABRIJ)
ISSN: 2462-1838
Volume: 7
Number: 3
Page Range: pp. 1-13
Keywords: banks, online, gender
Date: November 2021
URI: https://ir.uitm.edu.my/id/eprint/56449
Edit Item
Edit Item

Download

[thumbnail of 56449.pdf] Text
56449.pdf

Download (371kB)

ID Number

56449

Indexing