The Visual Rhetoric in Public Awareness Print Advertising toward Malaysia Perceptive Sociolculture Design

Albakry, Nur Safinas; Daimin, Ghazali

doi:10.1016/j.sbspro.2014.10.251

Cited by 8 publications

(6 citation statements)

References 2 publications

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“…Solik (2014) states that advertisements work in the way they influence recipients. Albakry (2014) and Peterson (2017) stated that visual rhetoric is an important element to increase the effectiveness in conveying the message to the audience and metaphors are presented in any advertisement and are often produced entirely through visuals. Exploration and interpretation findings in this study can be seen that the use of the good concept of visual rhetoric can produce campaign ads with a more meaningful and clearer message to the audience.…”

Section: Discussionmentioning

confidence: 99%

Visual Rhetoric in Visual Communication: Theory and Concepts in Public Service Announcements Advertising Campaign

Alim¹,

Rahim²

2021

IJARBSS

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This study discusses the theories, concepts, and also theoretical implications in public service campaign advertisements. There is a basic theory namely semiotics which carries the concept of visual rhetoric and its relationship with several related concepts. Each of the theories and concepts used has an important role in leading to the visual formation and delivery of visual rhetorical meaning to the audience. In this study, theories and concepts are compiled and explained by using public service announcement (PSA) as a case study. As a result of this study, it can be seen that visual rhetoric is explored through the campaign advertisements and becomes the basis of visual communication. Ability in critical thinking becomes an important requirement in exploring and looking at the connections between visual rhetoric in the advertising campaigns of this study. This study can improve high-level thinking skills and also help audience know the need for visual rhetoric in public awareness campaigns.

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Section: Discussionmentioning

confidence: 99%

Visual Rhetoric in Visual Communication: Theory and Concepts in Public Service Announcements Advertising Campaign

Alim¹,

Rahim²

2021

IJARBSS

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“…What not shown on regular media and digital telecasts during the first and second waves of feminism, are now up for viewer evaluation on every channel, every hour. Audience"s awareness towards advertising naturally accelerates the process of information exchange and persuasion, while lowering the level of social resistance (Albakry & Daimin, 2014). Erectile dysfunction advertisements, for instance, have crept into social domains of Malaysian society (The Star Malaysia, 2013), with commercial publicity campaigns increasingly celebrated and perceived pertinent to the new sexual revolution, although universally, female sexual dysfunction issues have not quite taken off as media headliners (Hill & McKie, 2008).…”

Section: Translatability In Sex Advertising: Recent Developmentmentioning

confidence: 99%

Objectification and Sensibility: A Critical Look at Sexism as Subtext in Postfeminist Advertising

Poon¹

2021

ASS

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This paper explores the phenomenon of sex in advertising to understand the relationship between objectification of gender, sex, sexuality and representations of femininity through advertising subtexts, processes and discourses. Literature shows the usage of sexism in advertising and marketing veers in extreme scopes between blatant explicitness and stylish subtlety, depending on the cultural contexts and norms of the target market. Using qualitative case examples, advertising campaigns highlight objectification of sexual desires as an antithesis of postfeminist thought. Rhetorical analysis was performed on advertisement samples, building from postfeminist perspectives in marketing theories. Examples of visual rhetoric in beer, feminine product commercials and social cause campaigns are discussed. Findings demonstrate cultural expressions of postfeminist sensibility adapted for specific femininity contexts. Overall, sexism subtexts are shown to be a continued challenge in developing persuasive advertising rhetoric for the postfeminist era. Non-translatability and cultural adaptations to consumer segments suggests that the use of sex to visually communicate marketing information to an increasingly diverse marketplace face much social pressure today than in the past. Femininity themes in postfeminist advertising could be more effectively portrayed through subtle techniques such as irony and sarcasm, and in more inclusive, diverse, pragmatic and respectful femininity representations.

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“…Visual rhetoric is a form of communication that uses images to create meaning and/or construct an argument. It's about how images, either on their own or in cooperation with other elements, create an argument that is designed for an audience to present information through image (Albakry & Daimin, 2014). According to Catellani (2015) a visual rhetoric approach focuses on how images and visual layout of organisational communication, for example CSR reports and annual reports, contribute to the definition of meaning of the organisations and their actions.…”

Section: Theoretical Assumptionsmentioning

confidence: 99%

“…The audience is important in visual rhetoric, to understand the impact of visual artifacts (Foss, 2005). Moreover, Albakry and Daimin (2014) argues that the power of visual rhetoric by semiotics helps to create a bridge for 'cultural gaps' in the social environment.…”

Section: Theoretical Assumptionsmentioning

confidence: 99%

“…Today's definition expands to touch on more than verbal texts, visual rhetoric is defined as the social function that affects and controls the sense (Foss, 2005). Visual rhetoric reveals meaning from many perspectives and has links to cultural studies, psychology, media studies, rhetoric, epistemology, anthropology and art theory and are used in for example advertising as a tool to convince the audience and help them understand the images quickly, and to convey messages to audiences in a convincing manner (Albakry and Daimin, 2014).…”

Section: Visual Communication As a Research Fieldmentioning

confidence: 99%

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Towards visual strategic communications

Göransson

Fagerholm

2018

JCOM

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The Visual Rhetoric in Public Awareness Print Advertising toward Malaysia Perceptive Sociolculture Design

Cited by 8 publications

References 2 publications

Visual Rhetoric in Visual Communication: Theory and Concepts in Public Service Announcements Advertising Campaign

Visual Rhetoric in Visual Communication: Theory and Concepts in Public Service Announcements Advertising Campaign

Objectification and Sensibility: A Critical Look at Sexism as Subtext in Postfeminist Advertising

Towards visual strategic communications

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