Interpretation of Visual Rhetoric-Semiotic in Malaysia Environmental Public Service Announcement

Abstract

The study aims to explore and study the visual-rhetoric-semiotic visuals as well as the symbol interpretation used in the public service announcement (PSA- Public Service Announcement) in Malaysia. Environmental issues have long been raised but the public is still lacking awareness and public not realize the limitations of the funds in each of these PSAs. This limitation makes the frequency of these ad campaigns unreachable, as is the usual product or service campaign advertising. Qualitative approaches with the case study and artworks analysis have been used in this study involving three environmental public service announcements. In addition, interviews were conducted on audiences in which the selection of participants by sampling aims and involves higher institution students, academics, graphic designers and public audiences. This is to see the interpretation of those involved as data which reinforces the results of this study. The data were analyzed using descriptive analysis which was divided into three stages namely descriptive, interpretation and evaluation. The results of the study as a whole can be summarized that the visual rhetoric used in public environmental services advertisements is an important aspect of delivering messages, using images as symbols and having the meanings on the contrary. The conclusions from the study show that the use of visual rhetoric is interesting to use as a symbol and translate the meaning in delivering messages.