Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat

The study concerns social unity promoted in the thematic television commercials produced by Petronas. The main focus of this study is to examine how visual and verbal, gesture, graphic style, storytelling and narrative reception; in order to promote social unity, portrayed by Petronas thematic telev...

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Main Author:	Mamat, Khairulwafi
Format:	Thesis
Language:	English
Published:	2022
Subjects:	Advertising Television
Online Access:	https://ir.uitm.edu.my/id/eprint/75469/1/75469.pdf
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id	my-uitm-ir.75469
record_format	uketd_dc
spelling	my-uitm-ir.754692024-06-24T04:16:00Z Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat 2022 Mamat, Khairulwafi Advertising Television The study concerns social unity promoted in the thematic television commercials produced by Petronas. The main focus of this study is to examine how visual and verbal, gesture, graphic style, storytelling and narrative reception; in order to promote social unity, portrayed by Petronas thematic television commercials. The study fascinates by the peculiarities and commonalities in advertising appeals among multicultural societies. In outlining the study, a quantitative method used to collect evident based on the questionnaire given to the respondents. The questionnaire set was constructed based on the variable that set for this study. Measurement of the collected data evaluated using Likert scale. Findings gathered from the collected data supported five hypotheses, as analysis showed that there was a strong correlation between the visual and verbal approach, the gesture approach, the graphic style approach and the storytelling approach. The outcome of this study also found out that; the fifth hypotheses; narrative reception has a mediation effect on all of the procedures mention before. Besides, the strengthening of the storyline is an aspect that needs the most attention, as agreed with most respondents. Thus, the use of visual syntax to assist narrative performances is indirectly involving elements of style. Lastly, as a conclusion, this study concludes that in low-context culture, television commercials would be more likely to contain complete information to the audience. 2022 Thesis https://ir.uitm.edu.my/id/eprint/75469/ https://ir.uitm.edu.my/id/eprint/75469/1/75469.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Art and Design Abdul Rahim, Ruslan
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Abdul Rahim, Ruslan
topic	Advertising Television
spellingShingle	Advertising Television Mamat, Khairulwafi Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat
description	The study concerns social unity promoted in the thematic television commercials produced by Petronas. The main focus of this study is to examine how visual and verbal, gesture, graphic style, storytelling and narrative reception; in order to promote social unity, portrayed by Petronas thematic television commercials. The study fascinates by the peculiarities and commonalities in advertising appeals among multicultural societies. In outlining the study, a quantitative method used to collect evident based on the questionnaire given to the respondents. The questionnaire set was constructed based on the variable that set for this study. Measurement of the collected data evaluated using Likert scale. Findings gathered from the collected data supported five hypotheses, as analysis showed that there was a strong correlation between the visual and verbal approach, the gesture approach, the graphic style approach and the storytelling approach. The outcome of this study also found out that; the fifth hypotheses; narrative reception has a mediation effect on all of the procedures mention before. Besides, the strengthening of the storyline is an aspect that needs the most attention, as agreed with most respondents. Thus, the use of visual syntax to assist narrative performances is indirectly involving elements of style. Lastly, as a conclusion, this study concludes that in low-context culture, television commercials would be more likely to contain complete information to the audience.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mamat, Khairulwafi
author_facet	Mamat, Khairulwafi
author_sort	Mamat, Khairulwafi
title	Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat
title_short	Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat
title_full	Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat
title_fullStr	Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat
title_full_unstemmed	Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat
title_sort	visual syntax: a study of visual narrative promoting social unity through petronas thematic television commercials / khairulwafi mamat
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Art and Design
publishDate	2022
url	https://ir.uitm.edu.my/id/eprint/75469/1/75469.pdf
_version_	1804889692483616768

Visual syntax: a study of visual narrative promoting social unity through Petronas thematic television commercials / Khairulwafi Mamat

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