In an inspiring convergence of academia and industry insight, TAR UMT Advertising Programme, led by programme leader and lecturer Cindy Poh Huay Yuet, recently hosted a pivotal session titled "Beauty Reimagined: Through the Lenses of Gen Z." This session, which is part of the Advertising and Society course, featured 22 first-year students from the Bachelor of Communication (Honours) in Advertising, who presented their critical analyses on contemporary beauty standards and body image. In addition to that, students also used the art of photography to express their take on beauty through their lenses.
The session, part of a group assignment aimed at dissecting and challenging evolving societal views on beauty, drew attention to the powerful role of social media and advertising in shaping public perceptions. Students delved into recent advertising campaigns that highlighted diversity, inclusivity, and body positivity, reflecting on how these elements influence societal norms and personal identity.
Cindy also remarked on the importance of the session: "This session is not just about academic achievement; it's about urging our young creators to look beyond traditional beauty narratives and embrace a broader, more inclusive perspective. I'm incredibly proud of the insight and creativity they have demonstrated today."
"Integrating experiential learning that is beyond classroom learning, especially from the first year, equips our students with essential critical thinking and problem-solving skills that are crucial in today's ever-evolving professional landscape,” Cindy added.
Among the collaterals produced for the session highlighting ‘Rare precious beauty emerges through authentic and genuine self-expressions’.
The session was further enriched by the presence of esteemed guest judges from one of Malaysia’s leading integrated communications agencies, Havas Malaysia, including Chief Creative Officer Donevan Chew and Creative Director Shireen Ang, who provided professional critiques and praised the students' efforts. "The presentations today showed not only creativity but also a deep understanding of the societal impact of advertising. It's heartening to see the next generation of advertisers approach the industry with such a conscientious mindset," said Donevan.
Shireen added, "These students have tackled complex issues with maturity and innovative thinking. It's crucial for the industry to support and nurture this kind of talent that dares to push boundaries and redefine norms."
The students expressed their appreciation for the opportunity to engage with industry leaders. Chan Weng Yen, a first-year student in the Bachelor of Communication (Honours) in Advertising, shared: "The process of analysing and presenting on beauty standards was incredibly enlightening. As a Gen Z individual, it's clear that our perceptions of beauty are evolving. We're moving towards a more inclusive and diverse understanding where beauty isn't defined by traditional norms but by the uniqueness of each individual. This project not only deepened our understanding of how advertising influences societal views but also reinforced our belief that as future professionals, we have the power to redefine beauty standards to be more accepting and compassionate."
The session concluded with an interactive discussion, where students and guests explored further the changing landscape of beauty standards, highlighting the university’s commitment to fostering confidence and creativity in its students.
A group photo of the students and industry professionals after the session.
