Determining Attitudinal Beliefs about Controversial Advertising

Abstract

This study aims to determine the beliefs about advertising of two controversial products, \nnamely political parties and sexual diseases prevention. The theory of reasoned action was \nutilized as underlying premise to elicit beliefs about controversial advertising in order to \nunderstand the formation of attitude towards the advertising. A qualitative approach by means of \npersonal interview was adopted to explore the relatively unknown phenomenon. Subsequently, \n43 interviews were conducted in Sarawak and the transcripts were then content-analyzed by \nmultiple coders. The findings show that there are 11 statements of belief for the advertising of \npolitical parties and 6 statements for the advertising of sexual diseases prevention. Although \nboth types of advertising are primarily considered as a source of information, their descriptions \nare largely different. While the advertising of political parties is mainly believed to be giving \nmisleading information and for personal interest, the advertising of sexual diseases prevention \nis regarded as a form of education when executed appropriately. Therefore, the former must be \ncarried out with care to avoid negative responses, and the latter should be done fittingly. This \narticulates the underlying consideration that there are different beliefs by type of advertising, \nand about what might create controversy.

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