A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin
The application of emotions and dreams portrayed in TV advertisements is appealing to individuals who seek experiences and this has proven to be one of the positive consequences of storytelling in TV advertisements. Television advertising has been influenced by the application of storytelling. This...
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| Format: | Article |
| Language: | English |
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Universiti Teknologi MARA Cawangan Pulau Pinang
2020
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| Online Access: | https://ir.uitm.edu.my/id/eprint/29173/ |
| _version_ | 1848807171298426880 |
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| author | Abd Rahman, Amir Lukman Salleh, Ainal Maziah Anuarudin, Aini Andria Shirin |
| author_facet | Abd Rahman, Amir Lukman Salleh, Ainal Maziah Anuarudin, Aini Andria Shirin |
| author_sort | Abd Rahman, Amir Lukman |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The application of emotions and dreams portrayed in TV advertisements is appealing to individuals who seek experiences and this has proven to be one of the positive consequences of storytelling in TV advertisements. Television advertising has been influenced by the application of storytelling. This paper explores storytelling as an engaged pedagogy in formal and informal learning. The research approach used was a mixed method. First semiotic qualitative analysis was used to analyse online TV advertisements from Malaysia on Mother’s Day celebration and Thailand’s cultural identity of showing gratitude. Survey questionnaires were also used. Based on Ye, Buettner and Kovashka’s (2018) Storytelling Analysis framework, the findings revealed that storytelling in TV advertisements bring positive effects towards the intended audience, which included individuals seeking experience from stories, stories that turn everyone into heroes and the application of “narrative transportation”. The emotional appeal in both advertisements has also affected the respondents’ thought and views on TV advertisements where 90% of the respondent agreed that both Malaysia and Thailand TV advertisements depicted an emotional effect in terms of sadness. In conclusion, the findings suggest some evidence about the phases of storytelling based on the Storytelling Analysis Framework and the application of emotional effects in both Malaysia and Thailand TV advertisements. |
| first_indexed | 2025-11-14T22:38:35Z |
| format | Article |
| id | uitm-29173 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:38:35Z |
| publishDate | 2020 |
| publisher | Universiti Teknologi MARA Cawangan Pulau Pinang |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-291732025-07-11T09:05:22Z https://ir.uitm.edu.my/id/eprint/29173/ A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin ejssh Abd Rahman, Amir Lukman Salleh, Ainal Maziah Anuarudin, Aini Andria Shirin Research Audiovisual aids The application of emotions and dreams portrayed in TV advertisements is appealing to individuals who seek experiences and this has proven to be one of the positive consequences of storytelling in TV advertisements. Television advertising has been influenced by the application of storytelling. This paper explores storytelling as an engaged pedagogy in formal and informal learning. The research approach used was a mixed method. First semiotic qualitative analysis was used to analyse online TV advertisements from Malaysia on Mother’s Day celebration and Thailand’s cultural identity of showing gratitude. Survey questionnaires were also used. Based on Ye, Buettner and Kovashka’s (2018) Storytelling Analysis framework, the findings revealed that storytelling in TV advertisements bring positive effects towards the intended audience, which included individuals seeking experience from stories, stories that turn everyone into heroes and the application of “narrative transportation”. The emotional appeal in both advertisements has also affected the respondents’ thought and views on TV advertisements where 90% of the respondent agreed that both Malaysia and Thailand TV advertisements depicted an emotional effect in terms of sadness. In conclusion, the findings suggest some evidence about the phases of storytelling based on the Storytelling Analysis Framework and the application of emotional effects in both Malaysia and Thailand TV advertisements. Universiti Teknologi MARA Cawangan Pulau Pinang 2020-02 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/29173/1/29173.pdf Abd Rahman, Amir Lukman and Salleh, Ainal Maziah and Anuarudin, Aini Andria Shirin (2020) A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin. (2020) ESTEEM Journal of Social Sciences and Humanities <https://ir.uitm.edu.my/view/publication/ESTEEM_Journal_of_Social_Sciences_and_Humanities.html>, 5 (SI Feb): 8. pp. 107-119. ISSN 2600-7274 https://ejssh.uitm.edu.my/ |
| spellingShingle | Research Audiovisual aids Abd Rahman, Amir Lukman Salleh, Ainal Maziah Anuarudin, Aini Andria Shirin A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin |
| title | A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin |
| title_full | A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin |
| title_fullStr | A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin |
| title_full_unstemmed | A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin |
| title_short | A comparison study on the elements of storytelling between Malaysia and Thailand TV advertisements / Amir Lukman Abd Rahman, Ainal Maziah Salleh and Aini Andria Shirin Anuarudin |
| title_sort | comparison study on the elements of storytelling between malaysia and thailand tv advertisements / amir lukman abd rahman, ainal maziah salleh and aini andria shirin anuarudin |
| topic | Research Audiovisual aids |
| url | https://ir.uitm.edu.my/id/eprint/29173/ https://ir.uitm.edu.my/id/eprint/29173/ |