| 要約: | The paper explores the difference in views between urban and rural as well as male and
female regarding offensive advertising. There had been lack of study on the perception of
rural consumers towards advertising. The focus product category was gender related products
which consists of condom, female contraceptive, female underwear, feminine hygiene product
and male underwear. Investigations were made to see the level of offensiveness of the
products and also their reasons of offense. A total of 300 questionnaires were distributed to
respondents in urban and rural Sarawak with equal distribution between male and female in
each geographical location. Results showed that rural respondents were more offended by all
five gender related products and gave higher means to most of the reasons of offense
compared to urban respondents. Male and female showed different views regarding the level
of offensiveness of the products and the reasons that causes the offense. Condom was the
most offensive product among urban and female respondents meanwhile female contraceptive
offended rural and male respondents the most. Of all the reasons of offense, nudity and sexist
images had been the main reason that caused offense among all the respondents in nearly all
of the products. Thus, advertisers should refrain from using nudity and sexist images theme in
their advertisement to increase their credibility and gain better public acceptance.
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