An analysis on the persuasive elements in the Malaysian Public Universities digital promotional materials / Nor Atifah Mohammad, Ameiruel Azwan Ab Aziz and Nazarul Azali Razali

Mohammad, Nor Atifah and Ab Aziz, Ameiruel Azwan and Razali, Nazarul Azali (2021) An analysis on the persuasive elements in the Malaysian Public Universities digital promotional materials / Nor Atifah Mohammad, Ameiruel Azwan Ab Aziz and Nazarul Azali Razali. In: International Conference of Research on Language Education (I–Role) 2021: Engaging in Change: Empowering Linguistics, Literature & Language. Akademi Pengajian Bahasa, Alor Gajah, Melaka.

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Abstract

University digital promotional materials act as a communication tool between the university and prospective students. The materials are crucial to entice prospective students and thus employing the persuasive elements are much needed to attract the attention. Nevertheless, there is a breach in the existing literature in which little research has focused on persuasive discourse in Malaysian universities’ promotional materials. The proposed study intends to examine further and understand the different extent of the combination of textual and visual elements used in the digital promotional materials to achieve its persuasive function in the Malaysian public universities’ digital promotional materials. This study will focus on all twenty Malaysian public universities’ digital promotional materials embedded in their admission tab. Content analysis will be used to analyse the persuasive elements. All data will be coded and categorised, and emergent themes will be presented to answer research questions. With great hope, the results of this study can provide further recommendations for interventions from universities’ website and content developers to improve the linguistics presentations to attract larger student enrollment.

Metadata

Item Type: Book Section
Creators:
Creators
Email
Mohammad, Nor Atifah
atifah740@uitm.edu.my
Ab Aziz, Ameiruel Azwan
UNSPECIFIED
Razali, Nazarul Azali
UNSPECIFIED
Contributors:
Contribution
Name
Email / ID Num.
Patron
Mohd Nor, Abd Halim
UNSPECIFIED
Advisor
Md Badarudin, Ismadi
UNSPECIFIED
Advisor
Jono, Nor Hajar Hasrol
UNSPECIFIED
Advisor
Ismail, Shafinar
UNSPECIFIED
Advisor
Maulan, Sumarni
UNSPECIFIED
Advisor
Md Yusuf, Ahmad Harith Syah
UNSPECIFIED
Advisor
Mahpoth, Halim
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
L Education > LB Theory and practice of education > Higher Education > Institutions of higher education
L Education > LG Individual institutions > Asia > Malaysia
Divisions: Universiti Teknologi MARA, Melaka > Alor Gajah Campus
Item ID: 46031
Uncontrolled Keywords: Digital promotional materials; Persuasive; Universities
URI: https://ir.uitm.edu.my/id/eprint/46031

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46031

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