Identifying preferred medium used in delivering effective Malaysian animated public service announcements (PSAs) among students / Dzaa Imma Abd Latiff, Mohd Anwar Fahmi Haridas Abdullah and Noor Ashmalia Mohd Asyraff

Abd Latiff, Dzaa Imma and Abdullah, Mohd Anwar Fahmi Haridas and Mohd Asyraff, Noor Ashmalia (2011) Identifying preferred medium used in delivering effective Malaysian animated public service announcements (PSAs) among students / Dzaa Imma Abd Latiff, Mohd Anwar Fahmi Haridas Abdullah and Noor Ashmalia Mohd Asyraff. Research Reports. Research Management Institute (RMI), Shah Alam. (Unpublished)

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Abstract

Animation is a simulation of movement created by displaying a series of pictures or frames, (i.e., cartoons) based on reality or fantasy which give impact to people's mind in terms of intellectuality, moral, and attitude. Public Service Announcements (PSAs) are designed to raise awareness, to change attitudes or to change ingrained behaviors. As technology develops, many PSAs apply animated characters in public health and safety campaigns. However, previous researchers were more interested to investigate the effect of PSA to students instead of the medium itself. Therefore, the researcher was interested to study whether the animated PSAs should be an effective tool in delivering messages to student in determining its effectiveness. Correlation analysis was used to study the relationship between preferred medium used, media interactivity and the effectiveness of animated PSAs among students. Findings showed that there was a strong positive relationship between Internet, Mobile phone and the effectiveness of Malaysian animated PSAs among students. This study is designed to determine the various functions of animation in public service announcements especially in understanding the needs of local context towards the government, consultants and media practices' parameters.

Item Type: Monograph (Research Reports)
Creators:
CreatorsEmail
Abd Latiff, Dzaa ImmaUNSPECIFIED
Abdullah, Mohd Anwar Fahmi HaridasUNSPECIFIED
Mohd Asyraff, Noor AshmaliaUNSPECIFIED
Subjects: L Education > LB Theory and practice of education > Learning. Learning strategies
N Fine Arts > N Visual arts (General) > Study and teaching. Research
Divisions: Research Management Institute (RMI)
Item ID: 21738
Uncontrolled Keywords: Malaysian animated; public service announcements; PSAs;
Last Modified: 03 Oct 2018 06:51
Depositing User: Staf Pendigitalan 2
URI: http://ir.uitm.edu.my/id/eprint/21738

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