Abstract
Offensive advertisement somehow is a rare term and not usually discussed by the public. However, this term is supposed to be understood by every individual as the knowledge and can be usefull in the future. Offensive advertisment usually happen among the society that is perceive as conservatives where the society will be offended when the advertisment display can touch their sensitivity and offended their thoughts. In this research, the researcher attempts to find out the perspective of UITM Sabah's students on the issue of offensive advertisments. Questionnaires have been distributed to one hundred (100) UiTM Sabah's students from different disciplines. It was found that certain group of students from different racial groups and religious backgrounds have have diverse level of offensiveness on advertisements appeals being potrayed in advertisements.
Metadata
| Item Type: | Student Project |
|---|---|
| Creators: | Creators Email / ID Num. Ag Ali, Ag Sharil 2012444096 |
| Contributors: | Contribution Name Email / ID Num. Advisor Robert Dawayan, Cynthia @ Annamaria cynthia@uitm.edu.my Advisor Syed Annuar, Sharifah Nurafizah shari339@uitm.edu.my Advisor Ag Damit, Dayang Haryani Diana dayan457@uitm.edu.my |
| Subjects: | H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Advertising H Social Sciences > HF Commerce > Advertising > Theory. Relation to other subjects > Psychology |
| Divisions: | Universiti Teknologi MARA, Sabah > Kota Kinabalu Campus > Faculty of Business and Management |
| Programme: | Bachelor of Business Administration (Hons) Marketing |
| Keywords: | Offensive advertisement; Factors; Perception |
| Date: | 2014 |
| URI: | https://ir.uitm.edu.my/id/eprint/71940 |
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