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The influence of sexual appeal in advertising towards Malaysian cosmetic product buying behaviour

Law, Tsu Pin and Koh, Jasmine Chia Min and Lim, Joo Hong (2020) The influence of sexual appeal in advertising towards Malaysian cosmetic product buying behaviour. Final Year Project, UTAR.

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    Abstract

    Sexual appeal advertisement is always a sensitive topic in Malaysia, this qualitative study aims to explore the perception of different races in Malaysia on sexual appeal advertisement and their opinion towards the impact of sexual appeal in cosmetic products on their buying behaviour. In order to find out whether sexual appeal advertisement is appropriate to advertise cosmetic products and how sexual appeal advertisement influence Malaysian buying behaviour. Based on the literature review of sexual appeal advertising in Malaysia and theory of planned behaviour, phenomenological research design was used. The data was collected by using email interview and conducted with 9 interviewees from different cities of Malaysia to explore individual’s perception about sexual appeal advertisements. Additionally, thematic analysis has been used to identify the useful information from the collected data in this research. Findings show that the perception of different races in Malaysia on sexual appeal advertisement might differ due to the differences of religions and sexual appeal advertisement does not influence Malaysian buying behaviour of cosmetic products.

    Item Type: Final Year Project / Dissertation / Thesis (Final Year Project)
    Subjects: H Social Sciences > HF Commerce
    Divisions: Faculty of Arts and Social Science > Bachelor of Communication (Hons) Advertising
    Depositing User: ML Main Library
    Date Deposited: 15 Mar 2021 16:01
    Last Modified: 15 Mar 2021 16:01
    URI: http://eprints.utar.edu.my/id/eprint/4027

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