Prof. Dr Abdul H.llm81n Mohd Noor

RKOO'UITM Mel.k. Bnlnc:h

Bismiliahirrrohmannirrohim ..Assalamualaikum Warahmatullahi Wabarakatuh

Alhamdullilah REKA is now published on thesecond volume. Congratulation to all the lecturersand students of Bachelor of Graphic Design ofUiTM Melaka (AD24l). In conjunction of Education5.0 in targeting on producing bunch of creativeprofessional people that not only able to competeto the global level but also love and loyal to thecountry, nation and religion wise.

The theme for REKA this time is UNFOLD:Profound Creativity that mean, all events andinformation gradually develop or be revealed. Theway to change or inspire people. A proficientcritical thinker, always an observer and beinghonest to all. Obviously, AD241 offers 4 fields whichare Multimedia, Advertising, Graphic Design andIllustration, but for this semester the programmeonly offers 2 fields which are Advertising andGraphic Design.

In the project of advertising field, the studentswill be doing research and project on current issuesin advertising world. While the students takingGraphic Design field will be doing research andproject on Malaysia cultural theme.

Ironically, the final year student must do researchand project according to the concept of SDG"Sustainable Development Goals" in achievingsuccess towards more challenges and suitable forthe future.

It is hope that the students serve asan inspiration for the junior andsociety not only for UiTM stakehold­ers but also in other global countries.Replicating the words of virtue byTun Dr Mahathir Mohammad for thenew generation at Malacca recently,do travel and continue to exploreknowledge that exists worldwide andcome back to the origin in reciprocat­ing the deeds so as to enhanceachievement, progressiveness, excel­lent and development for Malaysia instanding tall on the eyes of the world.

I am proud to see the efforts andinvolvement of all students of thissemester even though they are in asmall quantity of 11 students but theyare able to cope with executing worksuch as art activities, research andexhibition. In addition, they are soimpressive as they succeed inproducing exhibition that is not onlycompetitive but also has a highimpact value that carries the virtue ofgreat culture, warrior and Malayheroic.

The work of the lecturers andstudents of AD241 is absolutelyincreasing the quality of art, innova­tion and invention on teaching andlearning. As the saying by thefamous words of Benjamin Franklin,'Tell me and I forget. Teach me and Iremember. Involve me and I learn'.Congratulation and Thank You.

UiTM dihatiku, Melaka Bandar Berse­jarah dan Berwibawa, Sayangi Malay­siaku.

Prof. Dr Abdul Halim Bin Mohd NoorRectorUiTM Melaka Branch

Rlfuzln bln JI.f.rProllFlm~Coordll\ltor

UITM ~llkI .'Inch

Bismillahirrohmanirrohim

Assalamualaikum Warahmatullahi Wabarakatuh

First of all, I would like to convey my heartiestcongratulation and words of Thank You to theeditorial team for producing this journal of Art &Design (REKA). Not forgetting to all the lecturersand the students for their contributions on thecontent itself. The objective in producing thisjournal is an effort on encouraging not only on thestudents but also the lecturers in academic field.Moreover, it is an initiative to uphold, express andexpose the ways, creativity and output creation oftheir designated field as a priceless archive to bekept as a source of references for the new batch ofArt & Design students.

I believe with the existence of publication of Art &Design journal for every semester, it not only bringsone step ahead for the Bachelor of Graphic Design(AD24l) at UiTM Melaka but also as an added valuefor this Programme. In addition, this will cultivatean everlasting life-long knowledge disseminationtowards our students. I will always pray and bepro-active in any endeavor on elevating theprogramme of Art & Design, faculty and university.Let's nurture the knowledge so that it will becontinuously preserved as the centre of excellence,heritage for the nation and future generations,All the Best and Thank You

Rafuzan bin JaafarProgramme CoordinatorBachelor of Graphic DesignFaculty of Art and DesignUiTM Melaka Branch

Dr. Un Mlnll"1IIntl Mohl.mlnld NohCh'-f Editor Journli

AEKA212020UITM M.llka Brlnch

Bismillahirrohmanirrohim

Assalamualaikum Warahmatullahi Wabarakatuh

Alhamdulillah, the Journal of Art and Design(REKA) Volume 2/2020 issue of the Department ofGraphic Design (AD24l) Faculty of Art and Designof UiTM Melaka had been succesfully published.This journal's publication is a continuation ofknowledge exploration among graphic designstudents in the final year.

The subject of academic discourse, which empha­sizes students in the field of academic writing,guides these students. Readers will find variouswriting on the graphics issues presented by thesestudents.

It is hoped that all the publications included in thisjournal would enrich the art of graphic design.Therefore, the benefits are not only for socialscience reference but also to the graphic designartists and art lovers.

Finally, Thank You very much to the students of thefinal year for contributing the articles and myhearty congratulations to all those involved in theprocess of publication of the Journal of Art andDesign (REKA) particularly to the editorial boardsthat had worked hard to make the Journal asuccess. VIVA for ALL.

Dr. L1za Marziana Blntl Mohammad NohChief Editor Journal REKA 2/2020Bachelor of Graphic DesignFaculty of Art and DesignUiTM Melaka Branch

14 "Visualadvertisingdoesn't

Visual in AdvertisingBy: Noor Atheerah Redza bt Rezduan

Advertising has many differentuses: to create and promote theimage of a company. product. orbrand, to make announcements. tomake sales, or to support a cause.The main goal of advertising ispersuasion. It relies heavily onpromoting products and services.charitable causes. individuals suchas politicians and celebrities. aswell as Ideas. As a marketingcommunication tool. advertising isan essential element In the mile ofintegrated marketingCommunications. Advertising alsoprovides users with Informationthat allows them to differentiatebetween products. It enablesbusinesses to bring new products

to the attention of consumers enough tokeep them in business. In this way, Itenergizes the engine of people'seconomy(Cartwright. S.,2016).Bycontrast, visual advertising doesn'talways sell products directly. Sometimesit sells ideas, visions or even fantasiesrelated to what the brand has to offer.Ad designers and creatives rely onseveral tactics to optimize their visualadvertising success and success. Someof these approaches may seemtechnical, but there is still a lot ofpsychology involved. For example.psychological problems in the waycolour set the mood, how the languageof the character supports the message.and how symbols are used to representobiects or ideas. This advertising

technique is not a good rule of thumbfor how to create a visual ad; rather, it isa wealth of information for designersand marketing professionals. They existto help creatives generate better ideasfor advertising and visualgraphics(Rossiter. R. J.,1982).

Advertisers' instructions on how tocreate effective ads make manyreferences to mental imagery,especially visual representations. ThusClaude Hopkins in the pre-TV era (1923)referred to "the power of pictures;" LeoBurnett (1947) advised writers to use"word pictures;" and David Ogilvy(1963) known as the "brandadvertising" advertising school.However, advertiser-specificsuggestions on advertising stimuli canbe quite shocking(Rossiter. R. J.,1982).

The effectiveness of an ad is afunction of what it says and how it isreported. Some creative elements, likevisuals, copy, music, come together tocreate a successful ad. Although muchresearch has been done on theseindividual elements to determine whatworks and what doesn't work, there isno formula for success and several waysto measure truly creative advertisingideas. According to the gUidelinespublished by Ogilvy and Mather, to getthe ads right, you need two things: 1)

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simple, inspirational, insightful andstraightforward strategies and 2) when todo the right job. A lot of literature hasdiscussed how different elements ofadvertising are. In this chapter, we focuson the visual aspects of advertising.Investigations on how visual elements canhelp improve the effectiveness ofadvertising have been in place sincemarketers began adopting full-scalemarketing activities in the late nineteenthcentury. In this chapter, we will reviewsome of the findings from this literatureand then narrow our focus to specificvisual image categories, that is, visual art(Patrick. M. Vanessa,2008).

Also, Paul Messaris, in his book VisualPersuasion: The Role of Images inAdvertising (1996) states that there arethree significant roles in visual images thatcan be played in advertising. They cancapture emotions by simulating theappearance of real people or objects, theycan act as a photographic proof thatsomething is happening, and they cancreate an implicit link between what is soldand some other image. As mentioned, allthree functions of this advertising imagecome from the primary, essential featuresof visual communication. It also spawned avariety of advertising practices, rangingfrom celebrity endorsements to hiddencamera interviews to shots of politiciansstanding in front of the flag. To gain a

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Figure I shows the ex~mpleof visuallhat are used in advertising.

ceffectiveness of the advertisement andthe evaluation of the advertisedproduct. Stlll,lt is uncleilr how this effectis given. It has been suggested that thevisual component of advertisingperforms two main functions that areboth literal and symbolic. Literally,visuals provide factual informationabout a product or service (e.g. apicture of the product itself). andsymbolic visuals play an indirect role Inconnecting the Image of the product orservice with the meaning assigned toit(Patrick. M. Vanessa,200B).

systematic understanding of therelationship between the basic propertiesof Images. on the one hand, and manyvisual advertising techniques. on the onehand, and many optical advertising.

Visual Images are used to captureattention. stimulate curiosity, visualizeproduct features and benefits, create anddevelop personalities for products.associated products with specific symbolsand lifestyles. and establish brand identityin the mind of the target audience. Thevisual image is an evident influence on theoverall assessment of the brand. Forexample. advertisers use visual imaQery toenhance or reinforce messages abouttheir products. When something neutral(product) Is paired with something thatevokes a positive (visual) affectiveresponse. the positive visual quality canbe Interpreted by the user as well as theadvertised product. Eye-tracking studieshave been used to show that users firstfocus on dominant images in print adsbefore hearing verbal information. Payingattention is facilitated by a) the size of the

~r:::~' t;:~r~h;h:m~~~.e~)p~~~~~':uc;kS ways sell athe image. where the col warbetter than the black and white. and c) tvividness of the image. where Larger dcolours work better to attract attenti~ ro uctis well established that vtSurepresentation has an impact on the

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ISSN 2600-7878v

9772600787001