THE BEAUTY STANDARDS OF LOCAL COSMETIC BRANDS IN ADVERTISEMENTS IN MALAYSIA

This research paper reviews about the beauty standards in local cosmetic brands’ advertisements in Malaysia as cosmetics has become a major product that is widely used by individuals, especially women. The purpose of the study is to see what standards of beauty that are presented in Malaysian cosmetic advertisements and how it changes or maintains the same pattern. In the first section of the thesis, the author describes about who were the models that are present in the advertisements, their physical traits and their showcased behavior. The research was conducted through the method of content analysis and the theory that was used to relate with this research is the Cultivation theory that was conceptualized by St. George Gerbner. The research has found that despite the evolution or changes that has happened in terms of the beauty standard of the models themselves, the one thing that the beauty industry never cease to realize is that they keep glorifying fair and white skin. The researcher hoped that this study could help inform the society about the sad reality of the beauty industry emphasizing the need to have fair skin no matter how the standard of beauty in the physical trait changes.