Attitudes towards offensive advertising: Malaysian Chinese buddhist views

Chew, Fen Yi (2010) Attitudes towards offensive advertising: Malaysian Chinese buddhist views. Masters thesis, Universiti Malaysia Sarawak, UNIMAS.

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Abstract

Malaysia is a multi-cultural and multi-racial country where religion practiced has considerable influence and uniqueness that separates it from the rest of the countries in the world. The Chinese in Malaysia are the second largest ethnic group in Malaysia with the majority practicing Buddhism. This research sets out to investigate the influence of religion, age and gender of the Chinese Buddhist in Malaysia towards controversial advertisements. 180 respondents were selected through convenient sampling of Malaysian Chinese Buddhi,i) Data were analyzed using mean, t-test, correlation and regression analysis. The results revealed some interesting findings where differences and similarities were diSCovered by religiosity, age and gender of the respondents. The findings have an important implication for local and international advertisers and marketers. Results indicated that apart from religion, age and gender also have significant impact on one's perception towards controversial advertisement. The most controversial advertisements for Malaysian Chinese Buddhist are funeral services and female contraceptives and the most controversial reasons are western images and hard sell.

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