Abstract:
In the competitive environment, organizations use several marketing communication strategies to
enhance their product awareness as a promotional tool. Telecasting mode of advertising is one of the
leading and successful tooling which famous among the marketers and consumers. The aim of this
study is to investigate the religious based cross cultural study on attitude towards advertisements.
The objectives of this study were to identify the cross-cultural issues on attitudes towards
controversial advertising, to identify the relationship between gender group on controversial
advertising, to identify the relationship between religion and controversial advertising. The data
were collected by questionnaire and interviews with undergraduates from four religions in Sri Lanka.
This study was quantitative and qualitative in nature and used convenience sampling technique using
self-administrated questionnaire and checklists. This was enhanced by several secondary data such
as published materials. According to the analytical data, it indicated that religious based crosscultural
identity has significant impact of controversial advertising. Also, surveyed data has proven
that there is a significant impact in controversial advertising between gender groups and religion.
This study will help to policy makers and managers of organizations.
