1. School of Architecture, Building and Design
Foundation in Natural and Built Environments
Social Psychology
PSY30203
Name: Siong Jia Yii
Student ID: 0318239
Lecturer: Ms Norul
Title: Individual Journal 2
2. The newspaper above which cut down from The Star Newspaper shows an advertisement
of SlimWorld Beauty House Sdn. Bhd. Nowadays, marketers are constantly seeking ways to
promote their products easily to specific group of users. This causes sometimes they may
intentionally or unintentionally use stereotyping in their advertisements to attract people in
buying their products. For example, the advertisement above is targeting for a specific group
which is men and might be intentionally stereotyping about men. As you can see that the
advertisement is also persuading that men should slimming down too to look good and have a
healthier lifestyle in order to try out their slimming programme.
3. This advertisement has breaks down the gender stereotyping which generalized female
identity is attributed to slimming products by using a man’s picture. Slimming products often
using woman’s slim body as picture on their advertisement to let other women get attracted.
However, by using a man’s photo, men can realise and dismiss the stereotyping that slimming
programme are only for women. By contrast, the photo above occur anti-fat prejudice. Lots
of people dislike fat people and being fat. It’s not the fats that causing the sickness, it’s fat
bias. This is also why this SlimWorld Beauty House exists. In addition, this links to weight-
based discrimination which is discrimination based on one’s weight which causes fat people
being unfairly treated by social group. Therefore, the words in advertisement which is “to
look good” explaining that people only shows positive stereotype and discrimination to those
who have good look with fit body figure.
Besides, this advertisement persuading readers by using credible communicators because
it has too many arguments such as slimming make a person look good or whether the
slimming programme really works and etc. In other words, readers are lack of motivation to
think about it and decide to go ahead agree with the messages on the advertisement if the
sources can be knowledgeable. SlimWorld provides consultants and therapists which help
you to figure out your weight issues with a proven. This is considered as a message that does
not appear to change attitudes of readers. The price of the programme stated on advertisement
makes the persuasive messages more effective.
