How Video Can Persuade Malaysian Young Adult To Make Product Purchase : A Study On Character, Slogans And Sound Elements

Tan, Hooi Gia (2013) How Video Can Persuade Malaysian Young Adult To Make Product Purchase : A Study On Character, Slogans And Sound Elements. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

This project is about how video can persuade Malaysian young adult to make product purchase: a study on character, slogans and sound elements. It is developed for young adult who are between 18 to 25 years old. The surge of advertisements in mass media is making it harder for companies to lure customer to buy specific product and they are unable neither to grab the attention of their target users nor to stand out in comparison to others. Persuasive advertising is a technique in video product promotion that attempts to influence and convince consumers in favor of purchasing particular products as advertisers strive to make each advertisement memorable, convincing, and exciting. Three components in video promotion known as characters, slogans and sounds are all part of the persuasive technique. Each technique is chosen to appeal specifically to the product’s target audience. The purpose of this paper is then to discuss the differences of techniques that advertisers can adopt to advertise in Malaysian market and to highlight which among the techniques proposed would be most impactful to convince Malaysian young adult to make a product purchase. There is only one methodology that is most appropriate to develop in this project. The product development of this project consists of three steps which are pre-production, production, and post-production. In addition, the entire scene will be captured according to the scene in storyboard. The implementation for this process include recording narration, produce the text, finding background music, video editing and integrate all the elements of multimedia. Finally, testing will be carried out to detect the weakness in the product and it will be improved before the final product reach to the end user

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