Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar
<p>Kajian bertujuan meneroka dan mengkaji bentuk retorik visual, interpretasi simbol, tema, mesej serta persepsi audiens terhadap retorik visual yang digunakan dalam iklan kempen khidmat awam (PSA-Public Service Announcement) alam sekitar di Malaysia. Pendekatan kualitatif dengan reka...
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Muliyati Mat Alim Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
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<p>Kajian bertujuan meneroka dan mengkaji bentuk retorik visual, interpretasi simbol, tema, mesej serta persepsi audiens terhadap retorik visual yang digunakan dalam iklan kempen khidmat awam (PSA-Public Service Announcement) alam sekitar di Malaysia. Pendekatan kualitatif dengan reka bentuk kajian kes dan analisis digunakan dalam kajian ini melibatkan lapan iklan khidmat awam alam sekitar. Selain itu, temu bual dijalankan ke atas empat kategori responden, pemilihan peserta secara persampelan bertujuan sebanyak 17 orang, melibatkan enam pelajar IPT, tiga ahli akademik, empat pereka grafik dan empat orang awam. Data dianalisis menggunakan analisis deskriptif yang terbahagi kepada empat peringkat iaitu deskriptif, interpretasi, penilaian dan analisis bertema untuk melihat kekerapan tema. Tiga konsep retorik visual iaitu (a) symbolic action, human intervention, presence of audiences, (b) Signifier and signified, (c) Ethos, Pathos, Logos, Kairos and Topos, dan teori (PSA) Awareness, instruction, persuasion digunakan dalam kajian ini. Dapatan kajian menunjukkan bahawa retorik visual yang digunakan dalam iklan khidmat awam alam sekitar ini merupakan aspek penting dalam menyampaikan mesej dengan menggunakan imej sebagai simbol. Tema seperti alam hijau, pokok, hutan, haiwan pupus dan kitar semula dikenal pasti dalam setiap iklan. Mesej memulihara, membersihkan laut, larangan penebangan pokok dan kemusnahan hutan pula menepati dan bersesuaian dengan bentuk retorik visual yang digunakan. Dapatan kajian juga menunjukkan persepsi audiens adalah pelbagai mengikut peringkat umur, pengalaman dan pengetahuan. Pelajar IPT menyatakan iklan menarik, unik tetapi kurang memahami makna yang disampaikan. Ahli akademik pula menyatakan perlu ada kemahiran berfikir untuk memahami mesej. Pereka grafik menterjemahkan iklan dengan baik dan memahami makna. Manakala orang awam menyatakan iklan menarik tetapi kurang jelas. Kesimpulan daripada kajian menunjukkan penggunaan retorik visual adalah menarik sebagai simbol dan untuk menterjemahkan makna dalam mesej terutama dalam iklan khidmat awam alam sekitar ini. Namun, terdapat iklan yang memiliki makna dan mesej yang tidak jelas bagi pelajar IPT dan tidak pernah dilihat oleh orang awam. Implikasi kajian ini menunjukkan konsep asas retorik visual perlu diserapkan dalam pembelajaran kemahiran berfikir aras tinggi bagi pelajar di IPT, pemilihan imej yang bersesuaian dengan makna dan juga iklan khidmat awam alam sekitar perlu diperbanyakkan supaya masyarakat lebih peka.</p> |
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thesis |
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| author |
Muliyati Mat Alim |
| author_facet |
Muliyati Mat Alim |
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Muliyati Mat Alim |
| title |
Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
| title_short |
Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
| title_full |
Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
| title_fullStr |
Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
| title_full_unstemmed |
Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
| title_sort |
interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar |
| granting_institution |
Universiti Pendidikan Sultan Idris |
| granting_department |
Fakulti Seni, Komputeran dan Industri Kreatif |
| publishDate |
2020 |
| url |
https://ir.upsi.edu.my/detailsg.php?det=8836 |
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oai:ir.upsi.edu.my:88362023-04-04 Interpretasi bentuk retorik visual, simbol, tema, mesej dan persepsi audiens dalam iklan kempen khidmat awam alam sekitar 2020 Muliyati Mat Alim <p>Kajian bertujuan meneroka dan mengkaji bentuk retorik visual, interpretasi simbol, tema, mesej serta persepsi audiens terhadap retorik visual yang digunakan dalam iklan kempen khidmat awam (PSA-Public Service Announcement) alam sekitar di Malaysia. Pendekatan kualitatif dengan reka bentuk kajian kes dan analisis digunakan dalam kajian ini melibatkan lapan iklan khidmat awam alam sekitar. Selain itu, temu bual dijalankan ke atas empat kategori responden, pemilihan peserta secara persampelan bertujuan sebanyak 17 orang, melibatkan enam pelajar IPT, tiga ahli akademik, empat pereka grafik dan empat orang awam. Data dianalisis menggunakan analisis deskriptif yang terbahagi kepada empat peringkat iaitu deskriptif, interpretasi, penilaian dan analisis bertema untuk melihat kekerapan tema. Tiga konsep retorik visual iaitu (a) symbolic action, human intervention, presence of audiences, (b) Signifier and signified, (c) Ethos, Pathos, Logos, Kairos and Topos, dan teori (PSA) Awareness, instruction, persuasion digunakan dalam kajian ini. Dapatan kajian menunjukkan bahawa retorik visual yang digunakan dalam iklan khidmat awam alam sekitar ini merupakan aspek penting dalam menyampaikan mesej dengan menggunakan imej sebagai simbol. Tema seperti alam hijau, pokok, hutan, haiwan pupus dan kitar semula dikenal pasti dalam setiap iklan. Mesej memulihara, membersihkan laut, larangan penebangan pokok dan kemusnahan hutan pula menepati dan bersesuaian dengan bentuk retorik visual yang digunakan. Dapatan kajian juga menunjukkan persepsi audiens adalah pelbagai mengikut peringkat umur, pengalaman dan pengetahuan. Pelajar IPT menyatakan iklan menarik, unik tetapi kurang memahami makna yang disampaikan. Ahli akademik pula menyatakan perlu ada kemahiran berfikir untuk memahami mesej. Pereka grafik menterjemahkan iklan dengan baik dan memahami makna. Manakala orang awam menyatakan iklan menarik tetapi kurang jelas. Kesimpulan daripada kajian menunjukkan penggunaan retorik visual adalah menarik sebagai simbol dan untuk menterjemahkan makna dalam mesej terutama dalam iklan khidmat awam alam sekitar ini. Namun, terdapat iklan yang memiliki makna dan mesej yang tidak jelas bagi pelajar IPT dan tidak pernah dilihat oleh orang awam. Implikasi kajian ini menunjukkan konsep asas retorik visual perlu diserapkan dalam pembelajaran kemahiran berfikir aras tinggi bagi pelajar di IPT, pemilihan imej yang bersesuaian dengan makna dan juga iklan khidmat awam alam sekitar perlu diperbanyakkan supaya masyarakat lebih peka.</p> 2020 thesis https://ir.upsi.edu.my/detailsg.php?det=8836 https://ir.upsi.edu.my/detailsg.php?det=8836 text zsm closedAccess Doctoral Universiti Pendidikan Sultan Idris Fakulti Seni, Komputeran dan Industri Kreatif <p>Abelln, M. (Ed.). (2013). 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