Asean Aesthetic

ART AND COLONIALISME

FET 638 ASIAN AESTHETIC ART

Graphic Art Advertisement
during Colonial Period in
Malaysia

PREPARED BY:
NAME: MUHAMMAD
HAZIQ BIN MOHD HASHIM
STUDENT ID:
2018424114
SEMESTER: 05
FACULTY: FACULTY
OF ART AND DESIGN
PROGRAMME: AD228 BACHELOR
OF FINE ART
PREPARED FOR:
PROFESOR MADYA DR. RAFAEH LEGINO



• ART AND COLONIALISME page 01

Abstract

Summary about
this study

The purpose of conducting this study is to how graphic art advertisement in Malaysia evolved
from the colonial period. Graphic Arts cover a number of visual representative. It can be
traces back from 2500 B.C. where Egyptians use to communicate using language know as
hieroglyphs. Although these were more of a words yet it hold similar mechanic of symbolism.
Graphic Art is an art where most of the artwork is simplify and has direct meaning. Graphic
focuses more on the bold line and the color tone to make it striking and easy to be recognize.
Even nowadays people are still using graphic art for the same purpose but with more
diversity. In the old days, they typically use printmaking technique such as etching,
engraving, manual typography and many more. However things have change that the past has
made that much impact for the graphic art to evolve to a better one because the usage is that
important. Now, people can generate poster and ads easily using computer and even on
mobile phone. Still the discipline and style haven’t change that much over the years. As
mention before this study focuses around ads or advertisement as graphic art can revolve
many genre. Why ads? This is because during colonial period Malaysian has introduced
more graphic art due to many colonial countries take over Malaysia for many purposes. Ads is
where one organization, a body wishes to convey and promote something directly and having
the attention of many easily. This all can be achieve exactly using the graphic arts. This why
graphic art is one the popular choices when relaying information.

• ART AND COLONIALISME page 02

introduction

What is Graphic
Art?

As mention before, we are studying about graphic art in Malaysia specifically advertisement area. Since
graphic art started way back, for Malaysia it started in the early 15th Century when Malacca was one of the
hot spot for ship to dock. However that is not the main reason that just a supporting factor, the main reason is
the business and trading occurred at the port. As we all know that graphic art most of the time main purpose
is to promote something and to grab attention. So this is ideal situation to use it. Not only that we Malaysia
implemented many style from various region not just ourselves which make it’s unique by itself. According
to Malaysia Designer Archive:

“Graphic arts can be identified from as early as the 15th century, when Malacca’s strategic location became
one of the major international trading routes that attracted merchants who came to use Malacca’s
warehousing and trade facilities to advance their trading positions. It was a meeting point and cultural
crossing that led towards an unstoppable exchange of design influences – Arab merchants brought
with them ornate Islamic texts, Chinese brought porcelains, luxurious silks, paper and printing presses,
Indian traders brought colorful textiles. A period before photography and printing machines, these socio-
cultural and economic activities were documented through engravings, illustrations as well as maps1. Such
artifacts provide us with the spirit of the time, its cultural trends and tastes. These needs have been filled by
various people in Malaya, including scribes, engravers and mapmakers, many of whom have been creative
artists that have not been sufficiently recognized”

As we can see above that we’ve taken style from different countries. Typography from the Arab merchant,
the colorful tone from India traders and the fine technique from the Chinese when making design. All this
design were originated from other countries but adjust it, making mend to it to suit our style and culture
which is original by itself. However during colonial period, things started to change. Malaysia started to
implement new design, a modern style due to the force of colonial countries. This started at 9th century,
when British started to colonized countries including ours. They dictate their power, making changes to
however they like. And one of the main source of power anyone can hold is the mass media. They use their
power to make their stand, spreading information that they are superior. This result in making of newspaper,
poster, logos, illustration and many more informing changes that will be made throughout the country.



page 04 • ART AND COLONIALISME

Findings

Because of the dominance of British during Picture 1: Simit Logo (1920)
19th century the graphic design that were
used before is going through lot of changes.
Lot of power in Malaysia fall to the hand of
British. This resulted in changes of identity
Malaysia. They wanted the global to
recognize that the land is theirs and theirs
alone so they implemented modern design
that are more to the western style and later
would become the identity for Malay which
is British Malaya. However this changes were
not entirely one-sided. In order to get the
whole population to agree and follow they
must include a bit of the local identity.
As for example the Simit logo 1920.
Because the mining were dominated by
Chinese community this logo sure
somehow satisfy because of the design

page 05 • ART AND COLONIALISME

Above is just one the example our local

logo design that were change

accordingly to the British with a mix of

Chinese culture in Malaysia. Next is

some might consider rude in these

modern days. Besides exploiting our

resources for their own benefit, they

also used Malaysia location to further

increase their profit. Because of the

strategic location, British also sell their

own product and use ads to promote

it. To make sure the local understand it

most of the typography in the design

were in “Jawi”. This is to make sure that

their product is selling to the local. This

not just apply to drinks but many other Picture 2: Tiger Beer advertisement
item as well. distributed by Fraser & Neave

page 06 • ART AND COLONIALISME

Next is the poster influenced by Picture 3: “See Malaya” Travel Poster
British, not only British is promoting
products but also the tourism area as
well. Using the British style
painting, they created posters
revolving around promoting Malaya
tourism, making more profit them as
well. The reason that poster
has included women in their poster is
because of the western culture.
Promoting women as an exotic
reason to travel. May not attract
some country but works well with
the western culture. Here some more
of the examples poster design
throughout the period that is using
the western watercolor style of
designing.

Picture 4: The Golden Picture 5: Romantic
Chersonese Malaya

Picture 6: Malaya Picture 7: Picturesque
Malaya

page 08 • ART AND COLONIALISME

Analysis Judgement

So based on the findings, it can clearly In my opinion, definitely our designing ability
been seen that before colonial period, evolved throughout the year that influenced not
Malaya used to design using culture only the design but art scene as well. The colonial
from other country that come to trade not just impact the past but the future as well.
and dock their ship. Making it a unique Based on my own personal experience, we often
identity for Malaya itself despite mixing turn to western style of art as a reference to style
other culture. During the colonial and movement instead of our own. Although we
period, British was more than influence mixing our culture with the style of western.
most of the country resources that Definitely the influence has not dissipate entirely.
including the mass media and art. So the bright side, that our art evolved and we
Although, they mix a bit of Malaya learn to mix and match and create our own
culture, there’s no doubt that most identity. On the other hand, the influence of the
western style of designing used for their western style is still lingering not just the art
scene but other thing as well, like architecture
and fashion.

own benefit.

conclusion To sum it up, the colonial period surely affect
us throughout the year, although it started to face
to our own culture. After the colonial period, we
develop a sense where we as Malaysian wanted
to have our own identity after going through
hardship and the force. Learning how the art
evolved during the colonial is the key to the future
of the art in Malaysia.

• ART AND COLONIALISME page 09

References

1) The Economic Times,
"Definition of 'Advertising'
https://economictimes.indiatim
es.com/definition/advertising
2) Keiser University, Apr 22,
2014, What is Graphic Arts and
Design?
https://www.youtube.com/wat
ch?v=C1rSL174TlQ

3) Malaysia Archive design "1850 to
1942 : Colonialism"
https://www.malaysiadesignarchive.o
rg/colonialism/

4) Peter Owen Limited, Azim Premji
University, Cleaver, James, 1963, "A
History of Graphic Art"
http://49.50.64.221/handle/20.500.12
497/713