*Noor Hanan Mohd Jafar, Zainuddin Ibrahim

Abstract:

The article examines the underlying features of visual language used by advertisers to manipulate audiences, as well as the absence of a comprehensive framework for characterising the hidden message employed in unethical advertising. The study aims to improve the comprehension of advertisers’ persuasive strategies and the influence of visual communication on audience perception, ultimately advocating for responsible and ethical advertising practices. The study used a qualitative technique to analyse the visual features of two commercials: Pucuk Harumnita Juice and Shopee Blackpink. It applied the semiotic theory to assess the micro- and macro-level ethical judgements while examining figurative elements such as expression, appearance, gesture, dialogue, and position. The findings reveal a pattern of gender stereotypes and superiority where women are frequently depicted in subordinate positions and men take control of the situation, reinforcing traditional gender hierarchies.

Keywords: Advertising ethics, gender stereotype, visual semiotic