Metaphorical Visual Persuasion: The Perception of Malay Products in Press Advertisements

Abstract

In the current Malaysian advertising practice, Malay products in press advertisements are visualized in a straightforward visual approach and easy headline without the inclusion of attention-grabbing factor in the advertisement. Most of the time, the advertisements portrayed very weak visuals that put less emphasis on the main product message. Thus, it is crucial for designers to employ a better approach in marketing the products or else it will be a wasteful effort as advertisements in the newspaper have shorter life span as compared to advertisement in other printed media. This study intends to look at the persuasive effects of metaphorical visual approaches that may lead to brand positioning among Malaysian consumers. It is not just to gain profit but also to serve the Malay product industry in avoiding banal advertisements. The prototype design has been developed through surveys, nonparticipation observation, and interview with advertising practitioners. The study attempts to gain valuable knowledge of metaphors that delivers persuasive claims that may increase the persuasiveness in Malay product press advertisement.