Cover Image

Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials

Commercials on television, in particular, have a significant impact on nation-building in addition to promoting products and services. Ads need to express ideas that extend beyond the bounds of the ads themselves, therefore they need captivating tales, unique ways of communicating with customers, an...

Full description

Saved in:
Bibliographic Details
Main Authors: Khairulwafi Mamat,, Shahrunizam Sulaiman,, Hashima Mohaini Mohamad,, Safrina Muhamad Azmi,, Muhammad Nur Firdaus Nasir,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:http://journalarticle.ukm.my/23177/1/komunikasi_21.pdf
http://journalarticle.ukm.my/23177/
https://ejournal.ukm.my/mjc/issue/view/1610
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-ukm.journal.23177
record_format eprints
spelling my-ukm.journal.231772024-03-11T08:11:28Z http://journalarticle.ukm.my/23177/ Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials Khairulwafi Mamat, Shahrunizam Sulaiman, Hashima Mohaini Mohamad, Safrina Muhamad Azmi, Muhammad Nur Firdaus Nasir, Commercials on television, in particular, have a significant impact on nation-building in addition to promoting products and services. Ads need to express ideas that extend beyond the bounds of the ads themselves, therefore they need captivating tales, unique ways of communicating with customers, and smart abstractions. By examining the effect of thematic television advertising by Petronas on social cohesion, this study provides a first step toward answering this question. Textual and visual aspects work together to generate a type of discourse in effective advertising, one that can influence a target audience's beliefs, values, expectations, and behaviours. Advertising permeates our daily lives and is rich with symbolic significance. Indeed, commercials, along with TV shows and films, serve as a catalyst to build and fortify national unity by spreading stories or ideas that stress the significance of appreciating and valuing Malaysia's many cultural traditions. The researchers set out to find examples of thematic television advertising that promotes societal togetherness through visual and verbal approaches, gestures, and graphic style. Three methods were used in this study; meta-analysis was used on the TVC, naturalistic observation was used on humans, and surveys were used to ask respondents some predetermined questions. The conceptual approach helped bring to light the significant visual attributes of communication media, especially TVC, in encouraging local audience members to accept and embrace the cultural differences present in Malaysia's diverse social landscape. Penerbit Universiti Kebangsaan Malaysia 2023 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/23177/1/komunikasi_21.pdf Khairulwafi Mamat, and Shahrunizam Sulaiman, and Hashima Mohaini Mohamad, and Safrina Muhamad Azmi, and Muhammad Nur Firdaus Nasir, (2023) Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials. Jurnal Komunikasi ; Malaysian Journal of Communication, 39 (4). pp. 391-411. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1610
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Commercials on television, in particular, have a significant impact on nation-building in addition to promoting products and services. Ads need to express ideas that extend beyond the bounds of the ads themselves, therefore they need captivating tales, unique ways of communicating with customers, and smart abstractions. By examining the effect of thematic television advertising by Petronas on social cohesion, this study provides a first step toward answering this question. Textual and visual aspects work together to generate a type of discourse in effective advertising, one that can influence a target audience's beliefs, values, expectations, and behaviours. Advertising permeates our daily lives and is rich with symbolic significance. Indeed, commercials, along with TV shows and films, serve as a catalyst to build and fortify national unity by spreading stories or ideas that stress the significance of appreciating and valuing Malaysia's many cultural traditions. The researchers set out to find examples of thematic television advertising that promotes societal togetherness through visual and verbal approaches, gestures, and graphic style. Three methods were used in this study; meta-analysis was used on the TVC, naturalistic observation was used on humans, and surveys were used to ask respondents some predetermined questions. The conceptual approach helped bring to light the significant visual attributes of communication media, especially TVC, in encouraging local audience members to accept and embrace the cultural differences present in Malaysia's diverse social landscape.
format Article
author Khairulwafi Mamat,
Shahrunizam Sulaiman,
Hashima Mohaini Mohamad,
Safrina Muhamad Azmi,
Muhammad Nur Firdaus Nasir,
spellingShingle Khairulwafi Mamat,
Shahrunizam Sulaiman,
Hashima Mohaini Mohamad,
Safrina Muhamad Azmi,
Muhammad Nur Firdaus Nasir,
Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials
author_facet Khairulwafi Mamat,
Shahrunizam Sulaiman,
Hashima Mohaini Mohamad,
Safrina Muhamad Azmi,
Muhammad Nur Firdaus Nasir,
author_sort Khairulwafi Mamat,
title Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials
title_short Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials
title_full Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials
title_fullStr Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials
title_full_unstemmed Visual Syntax: how visual and verbal approach promote social unity through thematic television commercials
title_sort visual syntax: how visual and verbal approach promote social unity through thematic television commercials
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2023
url http://journalarticle.ukm.my/23177/1/komunikasi_21.pdf
http://journalarticle.ukm.my/23177/
https://ejournal.ukm.my/mjc/issue/view/1610
_version_ 1794552819419709440
score 13.211869

Similar Items