Strategic Design Language: Malaysia Cultural Icon In Brand Identity Translation

Azhari, Ahmad Zaki (2016) Strategic Design Language: Malaysia Cultural Icon In Brand Identity Translation. Masters thesis, Universiti Sains Malaysia.

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Abstract

Kajian ini adalah untuk mengetahui, ikon budaya yang paling dipilih dan dikenali sebagai pentafsiran penjenamaan budaya 1Malaysia. Ikon budaya di mana rakyat Malaysia yang paling kenali dan menerimanya sebagai simbol dalam kehidupan seharian mereka, kaitan diantara demografi Malaysia dengan ikon budaya yang mereka pilih dan hubungan di antara tiga peringkat reka bentuk yang berkaitan dengan budaya. Sampel kajian ini terdiri daripada Melayu, Cina dan India kerana mereka adalah majoriti kaum di Malaysia. Jumlah sampel yang akan diambil adalah sebnyak 328 iaitu 207 daripada sampel adalah berbangsa Melayu yang mewakili 50.1% daripada Malaysia, 93 sampel adalah berbangsa Cina yang merupakan 22.6% daripada sampel Malaysia dan 28 jumlah sampel adalah berbangsa India yang mewakili 6.7% daripada rakyat Malaysia dari 27 juta penduduk di Malaysia. Menggunakan ujian deskriptif Cramer'sV dan Chi-square untuk menganalisa soalan kajian. A'Famosa dan Gereja Christ iaitu ikon seni bina Melaka, dimana ikon seni bina yang paling dikenali dan dipilih oleh responden, labu sayong dari Perak, adalah ikon budaya produk yang paling dikenali dan dipilih. Manakala penyu adalah ikon alam semula jadi yang juga paling dikenali dan dipilih. This research was to explore the most familiar and accepted cultural icons can be as generating tool as an interpretation of 1Malaysia cultural branding. The cultural icons in which the Malaysians familiar and accept as symbols in their everyday lives, the association of the Malaysian demographic in relation to cultural icons that they choose and the relationship of the three levels of design in relation to cultural. The sampling of this study consists of the Malay, Chinese and Indian as they are the majority of Malaysia population and the total of samples will be 328 which is 207 from the samples are Malays that represents 50.1% of Malaysian, 93 samples are Chinese which is 22.6% of Malaysian and 28 samples are Indian that represents 6.7% of Malaysian out of 27 million population in Malaysia included in Borneo's Malaysia Using descriptive, Cramer‟sV and Chi-square test, variables were analysed. The, A'Famosa and Christ Church architecture of Melaka are the most familiar architecture icon chosen by the respondents, the labu sayong form Perak is the most familiar product cultural icons and the turtle is the most familiar nature icons.

Item Type: Thesis (Masters)
Subjects: N Fine Arts > NX Arts in general > NX1-820 Arts in general
Divisions: Pusat Pengajian Seni (School of the Arts) > Thesis
Depositing User: Mr Noorazilan Noordin
Date Deposited: 16 Feb 2017 00:56
Last Modified: 12 Apr 2019 05:25
URI: http://eprints.usm.my/id/eprint/32099

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