Negative Political Advertising: It’s Impact on Voters

DOI 10.14707/ajbr.130006

Ernest Cyril de Run   Universiti Malaysia Sarawak
Jee Teck Weng   Swinburne University of Technology Sarawak
Lau Wee Ming   SEGi College Sarawak

Abstract

This study looks at a one of the many use of a direct negative advertisement in Malaysian
politics. Negative advertising has been constantly used by political parties in Malaysia. This
paper looks specifically at one of such advertisements and its effect on voters where it was
specifically aimed at (Batang Ai, Sarawak). The study measures attitude towards the
advertisement, advertisement likeability, advertisement believability, positive emotional
quotient towards the advertisement and its affect on actual behavior.

Response was obtained from Batang Ai voters and divided into two groups, Barisan Nasional and non-Barisan Nasional voters. A total of 150 respondents were used in this study and the data were
analyzed using descriptive analysis, Independent Sample t-test, Correlation and Regression.
The findings indicate significant difference between Barisan Nasional and non-Barisan
Nasional for all variables except for attitude towards the advertisement. It also shows that
advertising believability is the only variable that impacts actual behavior.

Keywords:  Political Advertising, Advertisement, Malaysia

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