A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh

Islam is a way of life. It is a complete guide for the mankind to follow. Allah says in the Holy Al-Quran, "Today I have perfected your religion for you, completed my favor upon you and approved Al-Islam as a Deen (way of life for you)" {Surah 5 - Al- Ma'idah : Verse 3). Malaysia, wit...

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Main Author:	Jusoh, Zulfikri
Format:	Thesis
Language:	English
Published:	2011
Subjects:	Theory Philosophy Aesthetics of the visual arts Broadcasting Visualization
Online Access:	https://ir.uitm.edu.my/id/eprint/40698/1/40698.pdf
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id	my-uitm-ir.40698
record_format	uketd_dc
spelling	my-uitm-ir.406982022-02-24T04:01:59Z A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh 2011-04 Jusoh, Zulfikri Theory. Philosophy. Aesthetics of the visual arts Broadcasting Visualization Islam is a way of life. It is a complete guide for the mankind to follow. Allah says in the Holy Al-Quran, "Today I have perfected your religion for you, completed my favor upon you and approved Al-Islam as a Deen (way of life for you)" {Surah 5 - Al- Ma'idah : Verse 3). Malaysia, with the majority of the population are Muslims, has legitimized Islam as a national official religion which is documented in the Constitution of Malaysia. Thus, all are responsible to ensure that Islamic values are always unopposed. Television fast food advertising that gives a big contribution towards the economic growth of Malaysia always make consumers uncomfortable. The Federation of Malaysian Consumers Associations (FOMCA) has gathered many public complaints about the inappropriateness of television fast food advertising. In 1999, Yasmin Ahmad used to say that some of our advertisings are a reflection of "a society in Paris". In relation to the scenario, the researcher has carried out a study on how visual communication ideas of television fast food advertising portraying Islamic values can fulfill consumers' expectation in order for them to appreciate visual communication ideas of television fast food advertising. The research has undertaken explanatory case study. The consumers' expectation have been surveyed and identified. The related Islamic values pertaining visual communication ideas of television fast food advertising have been identified and confirmed by related Islamic authorities. Views from leading advertising professionals supported the research. Samples of television fast food advertisings have been observed. It was found that the consumers expectation are in accordance with Islamic values whereas, there are executions of visual communication ideas in television fast food advertisements that do not adhere to the characteristic of Islamic values. Though sometimes, there are elements of Islamic values unintentionally portrayed in the advertisements. If the portrayal of visual communication ideas of television fast food advertising fulfills the consumers' expectation which is in accordance with Islamic values, surely the advertising environment in Malaysia will be more pleasant and beneficial to all. Definitely it will significantly contribute towards the success of Malaysia's Vision 2020. 2011-04 Thesis https://ir.uitm.edu.my/id/eprint/40698/ https://ir.uitm.edu.my/id/eprint/40698/1/40698.pdf text en public masters Universiti Teknologi MARA Faculty of Art and Design
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Theory Philosophy Aesthetics of the visual arts Broadcasting Visualization
spellingShingle	Theory Philosophy Aesthetics of the visual arts Broadcasting Visualization Jusoh, Zulfikri A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh
description	Islam is a way of life. It is a complete guide for the mankind to follow. Allah says in the Holy Al-Quran, "Today I have perfected your religion for you, completed my favor upon you and approved Al-Islam as a Deen (way of life for you)" {Surah 5 - Al- Ma'idah : Verse 3). Malaysia, with the majority of the population are Muslims, has legitimized Islam as a national official religion which is documented in the Constitution of Malaysia. Thus, all are responsible to ensure that Islamic values are always unopposed. Television fast food advertising that gives a big contribution towards the economic growth of Malaysia always make consumers uncomfortable. The Federation of Malaysian Consumers Associations (FOMCA) has gathered many public complaints about the inappropriateness of television fast food advertising. In 1999, Yasmin Ahmad used to say that some of our advertisings are a reflection of "a society in Paris". In relation to the scenario, the researcher has carried out a study on how visual communication ideas of television fast food advertising portraying Islamic values can fulfill consumers' expectation in order for them to appreciate visual communication ideas of television fast food advertising. The research has undertaken explanatory case study. The consumers' expectation have been surveyed and identified. The related Islamic values pertaining visual communication ideas of television fast food advertising have been identified and confirmed by related Islamic authorities. Views from leading advertising professionals supported the research. Samples of television fast food advertisings have been observed. It was found that the consumers expectation are in accordance with Islamic values whereas, there are executions of visual communication ideas in television fast food advertisements that do not adhere to the characteristic of Islamic values. Though sometimes, there are elements of Islamic values unintentionally portrayed in the advertisements. If the portrayal of visual communication ideas of television fast food advertising fulfills the consumers' expectation which is in accordance with Islamic values, surely the advertising environment in Malaysia will be more pleasant and beneficial to all. Definitely it will significantly contribute towards the success of Malaysia's Vision 2020.
format	Thesis
qualification_level	Master's degree
author	Jusoh, Zulfikri
author_facet	Jusoh, Zulfikri
author_sort	Jusoh, Zulfikri
title	A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh
title_short	A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh
title_full	A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh
title_fullStr	A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh
title_full_unstemmed	A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh
title_sort	study of visual communications ideas in television fast food advertising portraying islamic values : the kuala terengganu television viewers perspectives / zulfikri jusoh
granting_institution	Universiti Teknologi MARA
granting_department	Faculty of Art and Design
publishDate	2011
url	https://ir.uitm.edu.my/id/eprint/40698/1/40698.pdf
_version_	1783734592303267840

A study of visual communications ideas in television fast food advertising portraying Islamic values : the Kuala Terengganu television viewers perspectives / Zulfikri Jusoh

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