Advertising of Controversial Products : The Influence of Religion

• Main Author: Jong, Hui Yin
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2007
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/25222/2/Advertising%20of%20Controversial%20Products%20%3B%20The%20Influence%20of%20Religion.pdf; http://ir.unimas.my/id/eprint/25222/
• Institution: Universiti Malaysia Sarawak

The aim of this study is to determine the impact of these three religious beliefs (Islam, Buddha, and Christian) on the advertising of controversial products. Besides, this study is to determine the factors that influence these three religion group's felt offensive towards several types controversial product's advertising. The scope ofthis study is limited to Muslim, Buddhism, and Christianity in Malaysia. A total of 580 questionnaires were distributed to 580 respondents (280 Muslim, 180 Buddhist, and 120 Christians) that were selected from population. However, only 579 questionnaires were collected back. The result of General Linear Model - Univariate Analysis of Variance (ANOVA) and Mean was showed significant difference between three religions towards some of the offensiveness products, Reason of offensive, and Advertising that likely to advertise. The findings show that taboo and religious containment are breaking down slowly. This is because some people in ~ sample were beginning to accept the reality of a modem society. However, as the finding show, not all the religious accept the change at the same speed. Besides that, there are different points of view betw~~ religions and level of religiosity.