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Determining Attitudinal Beliefs about Controversial Advertising

This study aims to determine the beliefs about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was utilized as underlying premise to elicit beliefs about controversial advertising in order to understand the formatio...

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Main Authors: Ernest Cyril, de Run, Hiram, Ting
Format: E-Article
Language:English
Published: Universiti Malaysia Sarawak, (UNIMAS) 2014
Subjects:
HM Sociology
Online Access:http://ir.unimas.my/id/eprint/8620/1/Determining%20Attitudinal%20Beliefs%20about%20Controversial%20Advertising%20%28abstract%29.pdf
http://ir.unimas.my/id/eprint/8620/
http://www.researchgate.net/publication/273694572_Determining_Attitudinal_Beliefs_about_Controversial_Advertising
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spelling my.unimas.ir.86202015-08-19T02:53:23Z http://ir.unimas.my/id/eprint/8620/ Determining Attitudinal Beliefs about Controversial Advertising Ernest Cyril, de Run Hiram, Ting HM Sociology This study aims to determine the beliefs about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was utilized as underlying premise to elicit beliefs about controversial advertising in order to understand the formation of attitude towards the advertising. A qualitative approach by means of personal interview was adopted to explore the relatively unknown phenomenon. Subsequently, 43 interviews were conducted in Sarawak and the transcripts were then content-analyzed by multiple coders. The findings show that there are 11 statements of belief for the advertising of political parties and 6 statements for the advertising of sexual diseases prevention. Although both types of advertising are primarily considered as a source of information, their descriptions are largely different. While the advertising of political parties is mainly believed to be giving misleading information and for personal interest, the advertising of sexual diseases prevention is regarded as a form of education when executed appropriately. Therefore, the former must be carried out with care to avoid negative responses, and the latter should be done fittingly. This articulates the underlying consideration that there are different beliefs by type of advertising, and about what might create controversy. Universiti Malaysia Sarawak, (UNIMAS) 2014 E-Article NonPeerReviewed text en http://ir.unimas.my/id/eprint/8620/1/Determining%20Attitudinal%20Beliefs%20about%20Controversial%20Advertising%20%28abstract%29.pdf Ernest Cyril, de Run and Hiram, Ting (2014) Determining Attitudinal Beliefs about Controversial Advertising. International Journal of Business and Society, 15 (3). pp. 465-476. ISSN 1511 6670 http://www.researchgate.net/publication/273694572_Determining_Attitudinal_Beliefs_about_Controversial_Advertising
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HM Sociology
spellingShingle HM Sociology
Ernest Cyril, de Run
Hiram, Ting
Determining Attitudinal Beliefs about Controversial Advertising
description This study aims to determine the beliefs about advertising of two controversial products, namely political parties and sexual diseases prevention. The theory of reasoned action was utilized as underlying premise to elicit beliefs about controversial advertising in order to understand the formation of attitude towards the advertising. A qualitative approach by means of personal interview was adopted to explore the relatively unknown phenomenon. Subsequently, 43 interviews were conducted in Sarawak and the transcripts were then content-analyzed by multiple coders. The findings show that there are 11 statements of belief for the advertising of political parties and 6 statements for the advertising of sexual diseases prevention. Although both types of advertising are primarily considered as a source of information, their descriptions are largely different. While the advertising of political parties is mainly believed to be giving misleading information and for personal interest, the advertising of sexual diseases prevention is regarded as a form of education when executed appropriately. Therefore, the former must be carried out with care to avoid negative responses, and the latter should be done fittingly. This articulates the underlying consideration that there are different beliefs by type of advertising, and about what might create controversy.
format E-Article
author Ernest Cyril, de Run
Hiram, Ting
author_facet Ernest Cyril, de Run
Hiram, Ting
author_sort Ernest Cyril, de Run
title Determining Attitudinal Beliefs about Controversial Advertising
title_short Determining Attitudinal Beliefs about Controversial Advertising
title_full Determining Attitudinal Beliefs about Controversial Advertising
title_fullStr Determining Attitudinal Beliefs about Controversial Advertising
title_full_unstemmed Determining Attitudinal Beliefs about Controversial Advertising
title_sort determining attitudinal beliefs about controversial advertising
publisher Universiti Malaysia Sarawak, (UNIMAS)
publishDate 2014
url http://ir.unimas.my/id/eprint/8620/1/Determining%20Attitudinal%20Beliefs%20about%20Controversial%20Advertising%20%28abstract%29.pdf
http://ir.unimas.my/id/eprint/8620/
http://www.researchgate.net/publication/273694572_Determining_Attitudinal_Beliefs_about_Controversial_Advertising
_version_ 1644510561870807040
score 13.211869

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