RESEARCH PROPOSAL

AMT 578 Visual & Context

Nur Auni Athirah Bt Azmi // 201551616 //AD 703

Professor Dr. Mustafa Halibi
 TITLE

Pragmatic Investigation on Illustration in

Public Service Announcement:
Case Study of The Act of Kindness
Campaign in Malaysia

Subject : The Act of Kindness

Setting : Malaysia
Variable : Illustration
 PROBLEM STATEMENT

NO ! ??

Citizens in Malaysia is in Malaysia is still Kempen Budi Not targeted to The designer was
Malaysia consider the lowest in the third Bahasa & any specific not particular
the act of ranking of Least mentality Nilai-Nilai Murni targeted about the style
kindness is Countesy Country because of their campaign had audience ; the of illustrations
awkward to be (Reader selfish behaviour been outdated campaigns was used to create a
done within the Digest,2006). (The Star,2012). and not appear unsuccessful and substantial
society due to the have left very meaning of the
(Muhammad,2015) campaign was minimal public service
. launched on 11 impression on the announcement for
January 2005, society (Bill the campaign and
whic h is, has been Goodwill,2010). just blatantly
almost 16 years made it based on
a go (The Star, b e a u t y (Rofeld,
2014). 2002).
 Research Questions

What is the illustration style that can evoke a persuasive for The Act of Kindness
campaign in Malaysia?

What is the suitable images for The Act of Kindness campaign?

It is an illustration approach is suitable for millennium youngster for The Act of Kindness
campaign?
 Aim & Objectives

The aim of this research is to find the suitable style of illustration for The Act of Kindness
campaign to convey the message more effectively. Thus, the focus on the specific audience is
the millennial youngster aged 18-29 years old around Kuala Lumpur to nurture kindness acts
in daily life.

As far the objectives:

a. To discover the suitable Illustration style to deliver the message well towards the target
audience in Malaysia.

b. To understand the meaning of the effective images to apply on The Act of Kindness
campaign.

c. To create an effective public service announcement for The Act of Kindness campaign by
using illustrations to communicate with the target audience.