From Encoder to Decoder: A Schramm’s Model Perspectives on Controversial Strategies in Skincare TV Advertisement

With the increasing prevalence of skincare product consumption among Malaysians, advertising strategies have become increasingly targeted and personalised. However, this trend has also led to the emergence of advertisements perceived as intrusive or misleading. This study examines the presence of controversial elements in skincare television advertisements and assesses their perceived effectiveness as marketing strategies from the audience’s perspective. It further examines how these elements align with Schramm’s Model of Communication concerning effective marketing practices. A questionnaire adapted from Lester’s Six Perspectives of Visual Communication was administered to 140 users of skincare products. The results indicate that most respondents viewed the advertising approaches employed by the skincare companies as highly controversial. Male participants demonstrated greater sensitivity towards controversial elements, especially in response to advertisements implying that skin tone could influence marital stability. Employing Schramm’s Model of Communication enabled a systematic analysis of how controversial elements intersect with the communication processes of encoding, decoding, message transmission, and noise. The findings underscore the importance of carefully evaluating television advertisements to ensure alignment with prevailing moral and cultural values. Establishing clear guidelines within the advertising code of conduct may enhance audience acceptance, even when employing controversial approaches. Future research should extend this inquiry to other advertisement platforms to provide deeper insights into the broader impact of controversial strategies in skincare marketing.

Visual Communication, Controversial Advertising

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