Muslim academicians' attitudes toward offensive television advertisements on health and beauty products / Maisarah Ishak …[et al.]

Ishak, Maisarah and Ahmad Zaini, Azniza and Mustapha, Musramaini and Hussin, Adibah and Tajuddin, Norulhuda (2012) Muslim academicians' attitudes toward offensive television advertisements on health and beauty products / Maisarah Ishak …[et al.]. In: PROSIDING KONAKA 2012, 5 - 6 November 2012, Gambang Resort, Kuantan, Pahang.

Abstract

The awareness of offensive television advertisements among Muslim consumers especially in Malaysia is still uncommon. Thus, this paper aims to identify the Muslim academicians' attitudes towards offensive television advertisements on health and beauty products based on marital status. Furthermore, the researchers would like to investigate the difference of perception towards television advertisement on health and beauty products based on five (5) different television advertisements in Malaysia. Self-administered questionnaires were distributed to academic staff from various faculties in UiTM Pahang using convenience sampling technique. Six (6) reasons selected for offensive including; concern for children, health and safety issues, language, sexist images, stereotyping of people and subject too personal were used to indicate each of the advertisements. The findings show Muslim academicians from different marital status feel offended on different reasons and gave their own positive and negative perception toward the selected television advertisements.

Metadata

Item Type: Conference or Workshop Item (Paper)
Creators:
Creators
Email / ID Num.
Ishak, Maisarah
maisarahishak@pahang.uitm.edu.my
Ahmad Zaini, Azniza
nizazaini@pahang.uitm.edu.my
Mustapha, Musramaini
musra_08@pahang.uitm.edu.my
Hussin, Adibah
dibah575@pahang.uitm.edu.my
Tajuddin, Norulhuda
alhudatajuddin583@pahang.uitm.edu.my
Subjects: B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc > Islam > Muslims
H Social Sciences > HF Commerce > Advertising
L Education > LB Theory and practice of education > Higher Education > Faculty. Teaching personnel
Divisions: Universiti Teknologi MARA, Pahang > Jengka Campus
Event Title: PROSIDING KONAKA 2012
Event Dates: 5 - 6 November 2012
Page Range: pp. 448-456
Keywords: Offensive television advertisement, Muslim academicians, Sexist images, Marital status, Health and beauty products
Date: 2012
URI: https://ir.uitm.edu.my/id/eprint/50268
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