An investigation on the creativity and aesthetic value of commercial photography in Malaysia : a case of advertising campaign on billboard / Md Nagib Padil

Introduction: This research is an investigation on the creativity and aesthetics value
of commercial photography in Malaysia of advertising campaign on billboard
advertisement.
Statements of problems: More images and campaigns on billboard advertisement in
Malaysia have been exploited by the related parties in advertising production. Most
of the images represented the Western culture and life, without considering the
effects to the Malaysian surrounding and culture.
Methodology: Applied research methods use quantitative and qualitative
measurement. Interview and design survey to obtain information and feedback from
the respondents and collection data from observation was made by recording sample
on billboard advertisement.
Finding: The findings of this research, is to find and apply the importance of
creativity and artistic in photography as the main medium to promotion, information
and education on billboard advertisement and to persuade the society to use the
billboard as an important medium.
Conclusion: The conclusion for this research is, on whole, it is agreed that effective
creativity and aesthetic values must be emphasized in every images of commercial
photography in Malaysia on future to attract the attention of society which can be as
a main medium for information.
Recommendation: The researcher offers the following recommends that the outline,
rules and process in producing commercial photographic images on billboard
advertisements must be investigate from the basic level. Terms of ideas, concept and
contents must be unified into producing an image that can be used as a main medium
for promotion, information and education to benefit the community.