Preserving the unique Chetty cultural tradition in Melaka through an innovative advertising design solutions / Shah Iran Mohamad Shah

This research investigates how an inventive approach to advertising design might help preserve Melaka's distinctive Chetty culture. The Chetty community, which is a part of Melaka's varied heritage, struggles to uphold its traditions in the face of modernization and a lack of knowledge among younger generations. Examining the background and significance of Chetty cultural practices, assessing the value of inventive marketing campaigns, and formulating suggestions for their promotion and preservation are all part of the research's goals. Using quantitative research methods and observational methods, 100 respondents and advertising posters promoting cultural heritage were analysed. The results underscore the importance of creative advertising design for maintaining Chetty's culture. Elements such as line, colour, shape, typography, and space along with principles such as pattern, contrast, emphasis, balance, and harmony contribute to effective advertising and attention-grabbing. Recommendations were provided based on the research to increase awareness, involve communities, encourage cultural appreciation, and promote sustainable cultural tourism. The Chetty culture will be actively preserved and promoted by putting these suggestions into practice. For those involved in preserving the Chetty cultural legacy and assuring its continuing significance in the face of contemporary difficulties, this thesis offers helpful insights. By concentrating on the Chetty culture in Melaka, this study helps us understand the function that creative advertisement design has in protecting and promoting cultural heritage. The research's conclusions and suggestions provide stakeholders with useful advice on how to value, protect, and participate in the distinctive Chetty traditions.