Perpustakaan Digital ITB

Consequently, the presence of this study is to examine how a strategy of public interest advertising that incorporates sexual stimuli is responded by a particular group of consumers that may resemble a culture of Indonesian Muslim, yet differentiated by the diversity of their appearances: wearing or not wearing hijab. Sex appeal was utilized as the focus of the research due to the trend of contemporary society's marketing practices. The study is considered as contribution towards international marketing practice, given the fact that a study focusing on localized worldwide advertising practices are only few. The analysis utilizes a between-subject, post-test only experiment to investigate the influence of the methods of how the advertisement emphasizes sexual stimuli in their presentation and the stance of consumers in regards to the demand of using hijab on consumer's affective attitude toward the ad. The study focuses its interest in examining sample groups of 204 female Muslim studying in ITB on HIV/AIDS prevention campaign ads produced by Swiss Federal Office of Public Health and Swiss Aids Federation. Half of the respondents are the ones who wear hijab and another half are the ones who do not.