Personification in marketing communication: case study of Malaysian brands / Azahar Harun...[et.al]

Harun, Azahar and Abd Razak, Mohamed Razeef and Abd Rahim, Russlan and Mohd Radzuan, Lili Eliana and Abu Bakar, Amina Syarfina (2016) Personification in marketing communication: case study of Malaysian brands / Azahar Harun...[et.al]. In: Empowering Local Mind In Art Design & Cultural Herritage 3rd ISME International Colloquium 2016, 27 & 28 December 2016, Universiti Teknologi MARA, Melaka.

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Abstract

This paper assesses the anthropomorphic forms depicted in four established Malaysian brands. They are Julie’s, Habib, Karangkraf and Happy Prepaid. In order to measure its effectiveness in brand design, a Visual Content Analysis approach is employed. This qualitative method which involves multiple case studies of selected brand design, analyzes the visual components of the selected brand design and extracting its underlying meaning. The findings show that each of the brand design contains variety of anthropomorphic forms which are unique and discernible. For the purpose of reference, we categorize each of the anthropomorphic forms as Literal, Partial, Abstract and Typographic. Literal means that the brand design exhibits almost accurate human character. Partial means that the brand shows certain part of human form like hands, head, eye, silhouette, etc. Abstract suggests that the brand exhibits conceptual human form. Typographic means that the brand design contains typefaces that display gesture or facial expression. Despite being distinctive, we also discover that the samples suggest meaningful expression, which can establish relationship with the consumers. We conclude that the anthropomorphic forms (Literal, Partial, Abstract and Typographic) found in the selected Malaysian brand design are not only meant for decorative reason but possess communicative value which is relevant in marketing and promotion.

Item Type: Conference or Workshop Item (Paper)
Creators:
CreatorsEmail
Harun, AzaharUNSPECIFIED
Abd Razak, Mohamed RazeefUNSPECIFIED
Abd Rahim, RusslanUNSPECIFIED
Mohd Radzuan, Lili ElianaUNSPECIFIED
Abu Bakar, Amina SyarfinaUNSPECIFIED
Subjects: A General Works > Academies and learned societies (General)
UNSPECIFIED
H Social Sciences > HF Commerce > Business societies > Advertising > By product, profession, service, or industry, > Brand name products
Divisions: Universiti Teknologi MARA, Melaka > Alor Gajah Campus > Faculty of Art and Design
Event Title: Empowering Local Mind In Art Design & Cultural Herritage 3rd ISME International Colloquium 2016
Event Dates: 27 & 28 December 2016
Page Range: pp. 9-20
Item ID: 19834
Uncontrolled Keywords: Personification; Anthropomorphism; Brand design; Marketing
Last Modified: 05 Apr 2018 06:37
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/19834

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