Visual metaphors in tourism advertisement as a potential persuasive method

Hishamuddin, bin Siri and Mohamad Faizuan, bin Mat and Mohamad Zamhari, bin Abol Hasan and Hakimi, bin Halim and Abdul Walid, bin Ali (2018) Visual metaphors in tourism advertisement as a potential persuasive method. International Journal of Innovative Design, Creativity and Social Sciences, 2 (1). pp. 1-7. ISSN 2600-8785


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In advertising field, the uses of visual metaphors are commonly applied to express meaning more creatively while in the same time without losing the entire connection of the genuine message passed on. This study had been conducted to evaluate the effects of visual metaphors in tourism advertisement. The study also highlights the persuasive effect of visual metaphors in advertising. By using several methods such as interpretive of post-modernist literature and interpretive of positivist literature, it had found that the metaphorical images play the important role in visual tourism advertisement in order to persuade the tourism consumers. It is confirm that visual metaphor could be used as one of advertisement strategy for tourism advertisement. This kind of approach was overwhelmingly changed the ordinary tourism visual advertisement. However the usage of visual metaphorical alone can still is debated, as an advertising style and fashion are always dynamic according to the required period.

Item Type: Article
Uncontrolled Keywords: Advertising, Visual Metaphors, Tourism, Persuasive, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, research, Universiti Malaysia Sarawak.
Subjects: H Social Sciences > H Social Sciences (General)
N Fine Arts > N Visual arts (General) For photography, see TR
Divisions: Academic Faculties, Institutes and Centres > Faculty of Applied and Creative Arts
Depositing User: Mat
Date Deposited: 12 Jul 2018 04:30
Last Modified: 30 Jul 2018 06:46

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