By 1930s, Malays specifically the city dwellers have already grown accustomed to the modern lifestyle, espoused by their cosmopolitan appearance and outlook. The period portrays an increase of leisure and recreational activities particularly in the consumption of goods, services, and popular entertainment—reflected in the abundance of advertisements on this type of products and activities in Malay newspapers. By late 1930s, advertisements mostly published in the form of visual imageries. Analysis on these imageries can provide insights on the presence of a certain form of cosmopolitanism embodied by this group of urban Malays. This exploratory paper inspects the portrayal of cosmopolitan Malays through visual advertisements in Warta Ahad in the second half of 1930s (1935-38). Archived materials mentioned in the paper were gathered from Perpustakaan Tun Sri Lanang, Universiti Kebangsaan Malaysia (UKM). The conception of Malay cosmopolites, as this paper will argue, is a construct by advertisers and Malay intelligentsias alike, albeit with different intentions. Imageries under discussion suggest an alternative representation of Malays, the urbanites, who have attained a degree of cosmopolitan outlook through continuous exposures to what was deemed as a modern lifestyle. Keywords: Malay newspapers, urban Malays, advertisements, cosmopolitanism, modern lifestyle

中文翻译：

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1930 年代马来人报纸通过视觉图像了解大都会马来人

到 1930 年代，马来人，特别是城市居民，已经习惯了现代生活方式，并拥护他们国际化的外观和前景。这一时期描绘了休闲和娱乐活动的增加，特别是在商品、服务和大众娱乐的消费方面——这反映在马来报纸上关于此类产品和活动的大量广告中。到 1930 年代后期，广告大多以视觉图像的形式发布。对这些意象的分析可以提供关于这群城市马来人所体现的某种形式的世界主义的见解。这篇探索性论文考察了 1930 年代后半期（1935-38 年）在 Warta Ahad 的视觉广告对国际化马来人的描绘。论文中提到的存档材料是从 Perpustakaan Tun Sri Lanang, Universiti Kebangsaan Malaysia (UKM) 收集的。正如本文将论证的，马来世界主义者的概念是由广告商和马来知识分子共同构建的，尽管意图不同。讨论中的图像暗示了马来人的另一种表现形式，即都市人，他们通过持续接触被视为现代生活方式的事物而获得了一定程度的国际化视野。关键词：马来报纸、都市马来人、广告、世界主义、现代生活方式 讨论中的图像暗示了马来人的另一种表现形式，即都市人，他们通过持续接触现代生活方式而获得了一定程度的国际化视野。关键词：马来报纸、都市马来人、广告、世界主义、现代生活方式 讨论中的图像暗示了马来人的另一种表现形式，即都市人，他们通过持续接触现代生活方式而获得了一定程度的国际化视野。关键词：马来报纸、都市马来人、广告、世界主义、现代生活方式