As we know, publicizing become a really common tool that provide the information of the merchandises or services to consumers. Advertisement able to present the message efficaciously by assorted sorts of media, broadcast media such as telecasting, wireless, and printed media such as newspapers, magazine, web site, posting and so on. Choosing the right media for advertisement is really importance to marketer. Furthermore, the advertizements are holding the maps to show political, economic, and gender related issues. Furthermore, it is a tool to effectual distribute the information to the society. Through advertisement, the seller can make a big population of audiences in the short period and make the possible clients and trade name acknowledgment. Furthermore, “ advertisement messages for high-involvement merchandises are delivered chiefly through print media because it allows consumers to digest the information at a self-controlled gait ” ( Pu, 2003, P, 16 ) .

Next, the layout and the manner to show the intended message are different between Asiatic and Western advertizement although legion merchandises from Western companies hope to perforate the local market ( Azirah, 2010 ) . Besides, the positive rating and repute of the company are the keys to capture the possible client ‘s attending ( Azirah, 2010 ) . The clients may comprehend the possible benefits of the merchandises. Through the probe on the demands of possible clients, the demands of them are met, and the advertizement implies that the merchandise can carry through the demands of the clients ( Azirah, 2010 ) .

1.1.2 Whitening Merchandise

Among the advertizement and packaging of whitening merchandises, most of these merchandises claim the effectivity to “ whiten ” and better the tegument quality ( Leong, 2006 ) . “ They solicit through a broad array of looks, largely in English, runing from ‘fine equity ‘ ( Neutrogena ) , ‘true white ‘ ( Za ) , ‘snow ‘ ( Christian Dior ) , ‘white refiner ‘ ( Ultima II ) , ‘whitist ‘ ( Kose ) , ‘white perfect ‘ ( L’Oreal ) , ‘skin buoy uping ‘ ( Pond ‘s ) and ‘white glow ‘ ( Olay ) , to ‘whitening pick for fairer tegument ‘ ( Nivea ) , ‘pinky white ‘ ( Kio ) , ‘balance expert ‘ ( Lancome ) and’double white ‘ ( Pond ‘s ) ” . These footings are used to tie in the tegument tone to the whitening map of the merchandise ( Leong, 2006 ) . The merchandise names and descriptions project the effectivity of the whitening map of the merchandise. These whitening merchandises are having with the extremist pale famous persons and theoretical account, and normally involved in high production cost, covered with the traditional and westernized ocular elements ( Leong, 2006 ) . These elements can associate the possible clients to the ambiance of pureness, cleanliness and edification ( Leong, 2006 ) .

There is a batch of whitening merchandise, but Fair and Lovely place the largest merchandising tegument whitening pick in the universe. In the promising market like India, Fair & A ; Lovely held a ruling up to 70 % of market portion of the tegument whitening market in twelvemonth 2006. India is a turning market which is valued at over $ 200M and the rate is turning quickly at 10-15 % yearly. ( Marketing Practice, 2006 ) . “ Fair & A ; Lovely is marketed by Unilever in 40 states in Asia, Africa and the Middle East, with India being the largest individual market. ” ( Aneel, 2007 )

1.1.3 Women Magazine in Malaysia

Women magazine in Malaysia play a critical function to present the advertisement messages which covering about beauty, wellness, manner, calling, amusement and so on. The mark audiences of the adult females magazine largely are the adult females who are better educated, high income, and by and large in-between to upper-class adult females. Those advertizements in the magazines ever plays important function to act upon the purchasing determinations of the readers. Harmonizing to the Media Planning Guide Malaysia 2010, there are about 32 of adult females magazine available in Malaysia.

Table 1.1.3 show the list of adult females magazine in Malaysia.

No.

Publication

Language

Frequency

Circulation

Audited account

FP/FC

Midi

Fecal matter

Fortnightly

60,000

Claimed

5,000

Harmoni

Fecal matter

Fortnightly

41,123

ABC

3,000

Rapi

Fecal matter

Fortnightly

33,188

ABC

4,800

Nona

Fecal matter

Monthly

80,000

Claimed

5,000

Nur

Fecal matter

Monthly

46,000

Claimed

4,800

Cosmopolitan

Fecal matter

Monthly

40,000

Claimed

4,200

Jelita

Fecal matter

Monthly

37,099

ABC

5,900

Wanita

Fecal matter

Monthly

31,804

ABC

6,300

Aniqah

Fecal matter

Monthly

25,000

Claimed

3,000

Glam

Fecal matter

Monthly

25,000

Claimed

5,680

InTrend

Fecal matter

Monthly

22,167

ABC

4,400

Feminine

Qi

Every 20 yearss

60,000

Claimed

5,900

Nuyou

Qi

Monthly

43,000

Claimed

5,000

New Tide

Qi

Monthly

40,000

Claimed

4,500

Jasmine

Qi

Monthly

35,000

Claimed

4,000

Ladies World

Qi

Monthly

30,000

Claimed

4,000

Ifeel

Qi

Monthly

17,685

ABC

4,000

Icon

Qi

Monthly

10,000

Claimed

7,000

India Wedding

Eng

Annual

80,000

Claimed

2,000

Madam Chair

Eng

Bi- Monthly

20,000

Claimed

4,000

Astlier Beaute

Eng

Bi- Monthly

15,000

Claimed

5,500

Female Brides

Eng

Bi-Annual

30,000

Claimed

5,000

Cleo

Eng

Monthly

56,572

ABC

5,060

Female

Eng

Monthly

43,081

Claimed

4,250

Her Universe

Eng

Monthly

40,000

Claimed

2,970

Marie Claire

Eng

Monthly

40,000

Claimed

4,800

Seventeen

Eng

Monthly

35,000

Claimed

3,200

Manner

Eng

Monthly

35,000

Claimed

5,200

The Malayan Women ‘s Weekly

Eng

Monthly

30,366

ABC

4,360

Harper ‘s Bazaar

Eng

Monthly

25,000

Claimed

4,900

Cine Fashion

Eng

Monthly

22.500

Claimed

3,500

YTL Life

Eng

Quarterly

10,000

7,000 ( Beginning: Media Planning Guide Malaysia 2010 )

1.2 Research Problem

Most of the surveies focus on the adult females images in the advertizement of the magazines or compare the advertisement messages of magazine with different state. Meanwhile, there are limited research survey focal point on the advertisement of whitening merchandise, even the whitening merchandise map have been introduced to the Asiatic market over the past decennary old ages. In this survey, publicizing message of the adult females magazines in Malaysia is being emphasized. Furthermore, the whitening merchandise and type of entreaty from different linguistic communications of magazines in Malaysia besides will be examined.

1.3 Research Objective

The aim of this survey is including:

To happen out types of entreaty of different linguistic communications of magazines in Malaysia.

To find the relationship between whitening maps of organic structure attention merchandises in different linguistic communications of magazines in Malaysia.

To identity the relationship between the beginning of theoretical account and organic structure attention merchandises advertisement in different linguistic communications of magazines in Malaysia.

To identity the relationship between the beginning of merchandises in different linguistic communications of magazines in Malaysia.

1.4 Boundary line of Scope and Assumptions

The range and premise for this survey focal point on the advertizement content in the adult females magazines, particularly organic structure attention merchandises with whitening maps. In this survey, there are in entire nine magazines have been used, which are-Female, Her World, Chloe, Nona, Jelita, Comspolitan, Nuyou, New Tide and Jasmine. Among these 9 magazines, there are different communicating linguistic communications edition and publishing houses. The magazines are runing from January 2010 boulder clay June 2011 was selected. For the following two months, the advertizement in the magazines will be identified, categorized and analysis.

1.5 Research Method

In this survey, content analysis method will be used. Contented analysis nowadayss as a method for “ doing illations by consistently and objectively placing specified features of messages ” ( Holsti, 1968, P, 14 ) .According to the Press & A ; PR Guide Malaysia 2010 besides defined simple context analysis as “ classifies or codifications what is written in classs that can be statically analyzed ” ( P, 199 ) . There are several of import stairss to develop content analysis.

Measure 1

State research inquiry.

Measure 2

Choice sample of text stuff.

Measure 3

Read and reexamine the stuff in sample.

Measure 4

Define unit of analysis and classs.

Measure 5

Code the textual stuff in sample

Measure 6

Interpret and describe the findings

( Beginning: Shane, neodymium )

Measure 1, Read through all the stuff and happen out what should concentrate. Research inquiry and aims will be developed.

Measure 2, After the procedure of reading and categorizing, the information can be cut down to a set of informations which is more manageable.

Measure 3, Read and reexamine the information. This is importance to analyze the information.

Measure 4, Define the unit of analysis by specific words, phrases or subjects. After that, the of import content should be classs harmonizing to the words, stages or subjects with similar significance.

Measure 5, Make the cryptography procedure every bit simple as possible by foregrounding the keywords or phrases. After that, read through everything one time more to place all keywords and phrases.

Measure 6, Interpret the consequence of the analysis, explain the determination and finalise the research survey.

1.6 Significant of the survey

Harmonizing to Raihani ( 2007 ) , cosmetics and toilet articless market occupied the larger section in Malaysia. It shown the cosmetics and toilet articless market sale in Malaysia is about RM 3 billion which reflect the immense turning possible in the tegument attention section ( Raihani, 2007 ) . In this survey, advertizements of organic structure attention and tegument attention merchandise is examined. Through this survey, the seller can derive penetrations about the advertisement of magazine which towards to the targeted population. At the same clip, the sellers and advertizers can measure the different type entreaties of advertisement messages by different linguistic communications of magazines. Then, they can hold a better attack to the different mark audience by presenting the different entreaties of messages.

Since the tegument attention merchandise with whitening map is turning quickly in the Asiatic markets, this survey besides focuses the advertisement of the merchandise with whitening map. It besides generates a better apprehension to the seller about how the merchandises with whitening map influence the clients and civilizations.

1.7 Organization of Dissertation

This research survey is partitioned into 5 chapters. Chapter 1 is fundamentally speaking about advertisement, whitening merchandises and adult females magazine in Malaysia. In the following subdivision, research job and research aim was identified. Furthermore, it besides included the boundary line of range. In add-on, subdivision 1.6 is the significance of the survey. In this subdivision, the hereafter research workers can more easy acquire better and elaborate information. And the last 2 subdivision consisted organisation thesis and chapter sum-up.

Chapter 2 defines the variables in the literature reappraisal. In this chapter, legion diaries, articles, online books, and mentions books are needed. Based on the literature reappraisal, the definition and account about the variable was given. Between, several hypotheses have been developed in this chapter.

In Chapter 3, it presents a research methodological analysis for the survey, research design and method. By analysis the advertizement of organic structure attention, there has 9 Malaysia magazines of three different linguistic communications was used in this chapter. Furthermore, the accounts of the hypothesis have been defined in this chapter.

Chapter 4 is fundamentally involved in the determination of the survey. For case, the statistic, factor analysis and the dependability of the trial.

In Chapter 5, the decision and deduction will be conducted. Recommendation besides included which provide a better way to the hereafter research workers.

1.8 Chapter Summary

This chapter provides a basal thought of the whole survey which is to analyze the organic structure attention merchandise advertizement in adult females magazines. In chapter 1, it consists 8 subdivisions. The first subdivision emphasized the debut on advertisement, whitening merchandise and the adult females magazines in Malaysia which closely related with the research subject. Following, the research job and research aims besides defined in subdivision 1.2 and 1.3. Besides, boundary line of range and premises besides explained in the following subdivision. After the range is established, research method besides developed in subdivision 1.6. Furthermore, important of the survey and organisation of thesis besides presented in the subdivision 1.6-1.7. The organisation thesis provides a clear construct of the research survey to the audiences. Last, the chapter sum-up besides developed to give a clear image of chapter 1.

The chief intent of chapter 1 is to develop the aims and give the approximately thought of the research survey to the audience. For the following chapter, the definition and account of the variable will be developed. Audiences may acquire the more item in the following chapter.