Subliminal images more effective than words in da’wah campaign

By Farzana Zahra

GOMBAK, 28 September 2018 – Conveying the message to people with different background might be very tough, however, by using visuals it is more possible to do it, a study has proven.

According to postgraduate student, Hashima Mohammad from Universiti Tunku Abdul Rahman (UTAR), people are more prone to remember visuals than words due to the capability of catching up the visuals rather than through reading the words.

“It is because people remember 80 percent of what they see and only 20 percent of what they read,” she told the seminar parallel session.

Hashima presented her research paper titled “Suggesting the hidden: Subliminal images implementation into local campaigns of zina prevention” at the International Seminar Media and Communication (ISMEC 2018) recently (25 September).

“This research is a visual study and it is focused on elements that will help people to remember messages just by looking at the pictures,” she added.

Conducting the research on subliminal images that will infuse into an anti-zina campaign, Hashima found that human interest element is the most preferred element among seven elements in total.

Based on the result of the study conducted on high school students, visuals with shock element, overtly sexual element and human interest element are the most understood visuals.

“The right combination of elements will make a very good visual and the message will be conveyed smoothly,” Hashima added.

In her research, Hashima stressed on the effectiveness of using subliminal images into local da’wah campaign.***

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