Investigating a Visual Pragmatic Approach for a

Public Service Awareness Campaign

Nur Najlaa Bt Mohd Mustapa
Faculty of Art and Design
Universiti Teknologi Mara
Shah Alam, Malaysia
najlaa.mustapa@gmail.com

Abstract The Malayan Tiger, also known as the iconic of

animal of Malaysia is now facing serious extinction threats. From
a population of 500 tigers in the wild in 2008, the Malayan
Tiger's population has dropped to 250 in 2014. As the top
predator in the wild, the declining number in their population is
affecting the human ecosystem's health. Other than affecting the
tiger's habitat, deforestation also contribute to the flood and the
climate change in the human environment. Action research is the
methodologies background for this study while the method used
is the exploratory method. There are 5 people involved during
the interview, including an artist and other people from the
tiger's conservation organization. The researcher has analyzed 10
frequent media used in delivering the message awareness based
on the Pierce trilogies analysis of denotative and the Barthes of
connotative analysis. The results of the quantitative survey show
the total number of 168 respondents has influenced with the
denotative, the iconic sign. The researcher suggests to enhance
the semiotic theory in the connotative, metonymy meaning of
signs as part in the further studies.
KeywordsMalayan Tiger; visual pragmatic; denotation;
connotation; semiotics

I.

INTRODUCTION

The Malayan tiger given the scientific name Panthera Tigris

Jacksoni as a tribute to Peter Jackson for his dedication to tiger
conservation is referred to as 'Datuk harimau' and 'pak
belalang' among Malays. The tiger is feared and held in high
regard for its ferocity and strength. The respect for this
fearsome beast has resulted in the figure of the tiger in various
forms being used in the logo of many organisations, such as the
national coat-of-arms, Malayan Banking Berhad, and the
Football Association of Malaysia. Futher so that, school badge
of King Edward VII School in Taiping, Perak carries the tigers
face, and the students are referred to as tigers. The national
football team is called Harimau Malaya. Many stamps issued
during colonial times carried the picture of the tiger in various
forms. This is also true in countries where tigers are found. All
this goes to show that Panthera Tigris Jacksoni is held in high
regard and fascinated by Malaysians. Whether we realize it or
not, the tiger has already been part of our culture since the time
of our ancestors. According to (Zain, 2012) in his writing,
mentioned that tiger tales have existed since the colonial era in
Malaya. While in times past tigers freely roamed the length and
breadth of the Malay Peninsula, loss of habitat, poaching, and

the lack of sustained conservation efforts has seen tiger

numbers plummet precipitously. If the tiger, the nations pride
is to be saved from becoming extinct, drastic steps need to be
taken urgently.
Panthera tigris comprise of nine sub-species. They are the
Amur
tiger
(Pantheratigrisaltaica),
Bengal
tiger
(Pantheratigristigris),
Indo-Chinese
tiger
(Pantheratigriscorbetti),
Malayan
tiger
(Pantheratigrisjacksoni),
South
China
tiger
(Pantheratigrisamoyensis),
Sumatran
tiger
(Pantheratigrissumatrae), Bali tiger (Pantheratigrisbalica),
Caspian tiger (Pantheratigrisvirgata) and Javan tiger
(Pantheratigrissondaica). Malayan tigers were classified as
Indochinese tigers (Panthera tigris corbetti) subspecies until
2004, when DNA tests confirmed Malayan tigers differ from
Indochinese tigers, and thus became the ninth sub-species of
Panthera tigris (Malaysia, 2008). However three of the subspecies, Bali tiger, Caspian tiger and Javan tigers are now
extinct.
Charles William Morris year 1932 has classified the theory
of signs (semiotics) into three disciplines which are, syntactic,
semantic and pragmatic (Shook, 1993). Each discipline is
governed by its own sign rules and is not dependent on
another. In this study of the visual, the researcher will focus on
the pragmatic field area. Paul Martin Lester (2006) has
defined pragmatics into three major areas of sign study, which
are the origin, the common uses, and the communicative
effects towards the signs. The researcher has investigated on
the existing media, specifically the Malayan Tiger awareness
campaigns. The Tiger campaign can be divided into several
themes, such as awareness, donation, and information. The
most common medium used in the campaign is the projection
of the awareness message. The researcher has look upon the
images and the effective media in the delivery of the
awareness message, that makes strong comprehension of the
pragmatic choices.
Throughout this study, the researcher has examined the
visual based on the semiotic theory of Roland Barthes. Barthes
theory of significance which consists of the denotative and
connotative will be the foundation in analyzing the visual of
the Malayan Tiger awareness campaign. The connotation of
Barthes has two divisions, the metaphor and metonymy. Both
of these terminologies can only be used individually and are

seldom used simultaneously. However, the former of

semiotics theory needs to be applied to reach the Barthe's
theory of significance. Saussure and Pierce were the semiotics
philosophers who established the sign as sciences. The sign
relation to other signs is Saussure theory, while the Pierce
approach is the association of the signs. Although their
approaches are different, their methods of interpretation are
connected to the significance of interpretation. As an example
the metonymy approach is described as the indexical idea
recognition, which is taken from the Pierce theory of sign and
meaning. (Fiske, 2011)
A. Problem Statement
According to the National Tiger Action Plan (2008 - 2020),
the mission was to double the tiger numbers specifically in the
wild from 500 to 1,000 tigers by the year 2020. However, new
information regarding tiger numbers left in the wild showed
that there were only about 250 tigers left. From being
classified as an 'Endangered Species' in 2008, the Malayan
Tiger has now been categorised as 'Critically Endangered' by
IUCN Red List as of 2014. This shows that the mission to
achieve 1,000 tigers in the wild by the year 2020 is
impossible. Due to this problem, the researcher is proposing to
identify several new approaches of using the media in creating
greater awareness among the public. The researcher plans to
implement the semiology method to investigate the meaning
behind the awareness message.
B. Conceptual Framework
The conceptual framework of this research is the
foundation of the Charles William Morris's (1971) theory of
signs. Morris classifies theory of semiotics into three areas,
syntactic, semantic and pragmatic. This research will focus on
the pragmatic aspect. Morris describes pragmatic is a rule that
controls the origin, the purpose and the outcome of signs. This
theory of signs is aligned with the purpose of this research to
investigate the effects of the signs on the viewer based on the
visual literacy of origin and uses (Lester, 2006).
C. Objectives of the Research
There are three research objectives emphasized for this
study.

To identify signs that exist in the tiger advertisement

posters;.

To study the meaning of sign in the tiger

advertisement posters.

To define the effective signs in the tiger

advertisement posters.

D. Research Questions
Based on the three research objectives above, this study
will attempt to answer three questions.

What are the signs that exist in the tiger

advertisement posters?

What do the signs meaning in the tiger advertisement

posters?

To what extent do the signs impact the viewer?

E. Scope and Limitation of the Study

Limitation
This research is based on the primary data on media
complied from literature made available to the
researcher by NGOs of wildlife conservation in
Malaysia. The media examined are print, press and
television. The researcher was unable to cover the
social media for the purpose of obtaining date
because of time constraints.

Delimitation
The research will be restricted only on the pragmatic
area, and will not touch on the semantic and the
syntactic areas. Besides that, the media that the
researcher will investigate is limited to poster
advertisement only, although there are other media
involved in the Malayan Tiger campaign such as the
press, television commercials (documentation), social
media and website.

F. Significance of the Study

To become more aware of the importance in saving the
Malayan Tiger in the wild and to make the public appreciate
the value of the Malayan Tiger as a national icon. This
research is beneficial to the Malaysian Conservation Alliance
for Tigers (MYCAT) partners, the Department of Wildlife and
National Parks Peninsular Malaysia (DWNP), the World Wild
Fund for Nature (WWFMalaysia), the Malaysia Nature
Society (MNS), TRAFFIC Southeast Asia (TSEA), and the
Wildlife Conservation Society - Malaysia Programme (WCS) .
G. Aim
To discover the connotative meaning of the tiger awareness
campaign in the field of poster medium.

II.

LITERATURE REVIEW

A. Visual Communication Theory

Morris describes the theory of sign as the relation of
semiotics (science of signs) with human behavior (Scott,
2004). He believes that sign is governed or has an effect on the
social system. The semiotics can be divided into three
disciplines of sign. Those are the syntactic, semantic and
pragmatic rules. According to Lester (2006), the syntactics is
the study of the sequential of sign to produce grammatical
sign. While semantic is the study of meaning of sign the
pragmatic on the other hand is the study of cultural knowledge

and the significance of sign that will produce the effective

communication.
While Morris has given the researcher guidelines on the
semiotics social theory of three connections of a sign, the
researcher needs to investigate the significance of the sign.
Denotation and connotation terms lay under the
signification theory. Signification was coming from Roland
Barthes year 1968, 1973. He was one of Saussures followers.
Barthes concerned how the signs relate to the culture and user
experience that makes him introduce the two orders of
signification. 39
However, before we dive in into the signification theory,
we need to understand the Semiology theory of Saussures. The
former theory. Well, there are only two things that interested
Saussure's about signs work. First the relationship of signifier
and signified. Second, the relationship of one sign to the others.
These two relationships of signs have detail terms and been
discussed in by John Fiske in his book entitle Introduction to
Communication Studies. The first relation is the signifier and
signified. Motivation of the Sign is the study on the
relationship between the signifier and signified. There are
arbitrary, iconic, motivation and constraint. While the second
concern of Saussures is on how one sign relates to the other can
be further, deeper understanding by the theory of Paradign and
Syntagms.
Denotation according to Barthes is the Saussure's theory of
signs, the relationship of signifier and signified. It is a direct
meaning of the sign. (John Fiske, 2011). While Bestley (2005)
said that denotation is the literal meaning in converting
meaning to the target user. Daniel Chandler (2014) on the other
hand mentions that denotation is the meaning that we can get
from the dictionary.
Connotation based on the figure above indicates that it
belongs to the second order of signification so do the myth.
According to John Fiske (2011), connotation involving feelings
and culture of the audience towards the signifier (what we see).
It can be also said as the twist of the signifier in the first- order.
Similarly, on how to add the feeling or emotion towards what
we see. While Chandler D. (2014) mentioned that connotation
takes the denotation sign which consist of signifier and
signified and combine them as the signifier. On the other hand,
Bestley (2005) however, said that connotation is the individual
judgement about the sign meaning.
Metaphor according to Lester (2011) is a simple context to
explain what the brain thinks in the differentiation form. Fiske
(2012) has a detailed explanation of the metaphor that consists
of the familiar and unfamiliar objects seen in the image. The
similarity and the difference term used by Fiske works as the
paradigmatically in the same unit. Yang (2014) mentions that
the familiar term known as the vehicle, means the secondary
subject, and the unfamiliar term as the tenor to indicate the
primary subject. Barry (2012) on the other hand mentions that
metaphor consists of two units that have similarity and
comparison at the same time as an explanation guideline. He
also added that it is not the literal meaning, but more on the
comparing.

Metonymy is clarified as the abstract of a thesis. The

abstract illustrates the whole of thesis content. The abstract
meaning is an idea of what the context behind the research is.
Metonymy in this context is about the summary regarding the
research and not the definition of the abstract. Metonymy is
taking something which does not mean the thing and put the
whole picture which has the same meaning. Lester (2011)
mentions in his book that metonymy code is the result of the
audience beliefs of what they watch, while Fike (2012)
summarizes it as having an element that represents the full
image. Detailed explanation by Fiske indicates that the
metonymy is recognized as the indextically. In our
understanding of the Pierce model of signs that index is the
relationship of the object. Index is also a part of the whole
object.

B. Malayan Tiger
Wildlife as an icon of any brand product can be easily
found surrounding our lives, in both local and international
advertising. The tiger brand, for example, appears in various
forms in Kellogg, Exxon Mobil, Kraft 'Biskut Tiger', Malayan
Banking Berhad (Maybank), and Tiger Balm to popularize
their products and services. The Football Association Malaya
(FAM), the National Coat - of - Arm and the Johor state
emblem on the other hand, seems to illustrate the tiger as a
proud national icon. The strength, royal power and protection
are symbolic as the two tigers appear side by side in the Coatof-Arm and the Johor state emblem. While the FAM teams are
also known for 'Harimau Malaysia', taking the iconic animal as
their spirit in representing the nation. (DWNP, 2008)
While brand users believe that the tiger does give a
reflection of strength and helps market their products, many
however, including the public are not yet aware of the situation
that the tiger is facing, especially in the wild. The public might
assume that the tiger in the zoo will be enough to protect the
species from extinction. Although we still can see the tiger in
the zoo, but to sustain and increase the number of tigers in the
wild is entirely a different matter (Othman, 2014).
The tiger in the wild is closely linked with the animal food
chain ecosystem. DWNP (2008) summarized that the tiger is
the top predator, also known as the umbrella species, keystone
species, and ecosystem health species, and deforestation will
affect this food chain and wildlife habitat. Technically, when
deforestation happens, the climate can be altered.
Article by Aik (2011) started with background history of
the tiger in Singapore. Tigers existed in Singapore before and
somehow became extinct from the island today. With the
current development facing the country, tiger can't be found in
Singapore anymore. Hence, we should take this history as a
lesson, and help conserve the tigers from extinction in
Malaysia. In the past 60 years, the tiger population was
recorded to be around 3,000, however, by 2008 it had shrunk
to 500 tigers in Peninsular Malaysia. It has been estimated that
around 42 tigers were lost each year. Sadly, Patrick Lee
(2014) mentioned in his article that the tiger number has
dropped to half of total number of tigers. Currently only about

250 tigers are believed to be left in the wild. The results were
shown based on research studies based on camera traps in
2010 to 2013 throughout the three main tiger conservation
areas.
The Tiger extinction issue is not novel in Malaysia, it was
mentioned as an endangered species in 1975 by the
Department of Wildlife and National Park Peninsular
Malaysia (DWNP) annual report. Many lowland forests which
are the tiger habitat were 15 used for development. The
elephant, however, was the first wildlife that came into
human- elephant conflict, followed by tigers. In the year 1999
until 2009 alone, there were about 1,976 cases of human tiger
conflicts recorded all over Peninsular Malaysia. To keep the
tiger alive in the wild as suggested by DWNP (2008) is easy.
The tiger only needs the forest, water and enough prey to
survive. In Malaysia the tiger lives in the rainforest together
with the prey species such as the deer, wild pig and wild
cattle. However, tigers have occasionally been attacked and
killed by a few wild animals such as buffaloes, dhole and
elephants. Besides these, the tiger faces the most danger from
humans.
Malaysia and Indonesia share the smallest tiger in the
world, while the largest tigers can be found in Russia and
India. Based on the cat lineage, the tiger is the largest cat
species in the world and is orange in colour covered with
black stripes, which no other cat species have. DWNP (2008)
also mention that the tiger can swim across islands, when it
was proven that the tiger has swam from the mainland to
Penang Island, and another that event happened was from
Johor to Singapore. WWF (2015) on the other hand said that
the tiger stripe has similarity to human fingerprints. This
indicates that no two tigers have the same stripe pattern, which
makes for easy identification of individual tigers. According to
Chinese character, the Wang mark seems to appear on the
tiger's forehead. Wang means is king, which implies T that the
tiger is the king of the forest.
Malaysian Conservation Alliance for Tigers (MYCAT)
was set up by the Malaysian government jointly between the
government, the Department of Wildlife and National Parks
(DWNP) (Perhilitan) on the one hand, and non-government
bodies such as, the Malaysia Nature Society (MNS),
TRAFFIC Southeast Asia, WWF- Malaysia and Wildlife
Conservation Society (WCS). DWNP (2008) was designated
for tiger conservation through a plan known as Malaysian
National Tiger Conservation Action Plan (NTCAP).
There are three main tiger terrain, these are in the Main
Range, the Belum - Temengor Complex, Taman Negara, and
Southern Forest Endau- Rompin Complex. (DWNP, 2008).
Smart Green Infrastructure (SGI) such as Sungai Yu Corridor,
in Pahang is an example of SGI that connects Greater Taman
Negara and Main Range. SGI are known as ecological bridges
and viaducts that help in wildlife migration and
population.(Aik, 2011)

According to Nadiah Adnan (2014) the number one cause

for the decline of tigers is poaching. Tiger parts are used in
traditional medicine, exotic foods and decoration. Based on
TRAFFIC records, in the years between 2000 and 2012 there
were 98 tigers poached in Malaysia. In 2010, Tiger Range
Countries revised their actions for conserving tigers and
increased penalties. Among the 17 actions taken were to
preserve the tiger habitat and eliminate tiger poaching. One of
the actions taken was the strengthening of the Protection of
Wildlife Act 1972, revised in 2010, but somehow the revised
act had little impact. The new act called the Wildlife
Conservation Act (WCA), fines offenders a minimum of
RM100,000, and jail time of up to five years, and if in
possession of wildlife snares, the offender can be fined up to
RM100,000 and imprisoned for up to 3 years. While the price
of a tiger sold in the black market can cost about RM 60,000
to RM 70,000, somehow the fine seems to be a small issue for
poachers when they manage to capture more than one tiger at
a time (Kalip, 2015).
Another example of a Malayan Tiger case is where a
person was caught with 3kg of tiger bones in Kelantan 2009
and yet no charges had been taken. (Adnan, 2014) Secondly,
the habitat and prey loss influence tiger numbers to decline.
The tiger prey consists of deer, wild pig and wild cattle. These
prey mammals are found in the terrestrial forest (DWNP,
2008). Malaysia's forest seen in comparison from the year
1954 to the present, has seen a tremendous decline mainly
caused by development, logging, increase in population and
illegal clearing of forest. Besides forest fragmentation, Nadiah
Adnan (2014) emphasizes that the effect of tiger extinction
will damage the ecological system and wildlife food chain.
Moreover fragmentation or small areas of forest has a negative
impact on tigers the tiger habitat, by reducing prey and
diminish breeding opportunities. It also leads to human tiger
conflicts.
C. Visual Literature
There are five organizations involved in the save the
Malayan Tiger campaign in Malaysia. They are an alliance of
government and NGOs. They are the Malaysia Conservation
Alliance of Tigers MYCAT, Perhilitan, World Wildlife FundMalaysia, Malaysia Nature Society, Wildlife Conservation
Society, and TRAFFIC Southeast Asia. To gain information
about the Malayan Tiger the researcher managed to visit all
the organizations involved as they are all located in Kuala
Lumpur and the Klang Valley area. During some of the visits
the researcher was unable to meet key persons of some
organisations due to no one being in the offices concerned,
and some requiring prior notice for an appointment. However
researcher managed to interview officers from Perhilitan,
MYCAT and WWF- Malaysia, and obtained valuable data and
feedback.
The persons that the researcher interviewed were Hazril
Rafhan, assistant director of Perhilitan, Wong Pui May the

coordinator of MYCAT, and SitiSafiah, Communication

Officer of WWF-Malaysia. The interviews with Mr Hazril
Rafhan and Ms Siti Safiah were unstructured ones.
According to Rafhan (2014) Perhilitan have a tiger rescue
center in Sungkai, Perak. The rescue center treats tigers that
are injured by snares or involved in incidents of human tiger
conflict. After a rehabilitation process, the center will relocate
the tiger back into the wild far from human habitation. He also
said that MYCAT has coverage of the Belom-Temenggor and
Taman Negara conservation areas, where the public may get
involved in anti- poaching activities in the jungle. This is due
to shortage of staff to patrol the large areas of protected
forests. Perhilitan needs more public support to help in tiger
conservation.
a.

Safiah (2014) from WWF-Malaysia mentioned that the

media involved in the tiger campaign are the newsletter that is
updated monthly, the social media and a television
commercial of Malayan tiger conservation that been sponsored
by media prima. She also added that to do television
commercials is too expensive for WWF-Malaysia, and they
look for sponsorship to communicate the conservation
message to the public at large. They feel that the funding and
donations that they receive will be better spent directly on
tiger conservation than on the media.

TABLE II.

AS -IS NON- TRADITIONAL MEDIA

May (2014) on the other hand mentions that there should

be more focus on the social activity program to get the
message to the audience about Malayan tiger conservation.
Since MYCAT has few staff to manage the social media
platform, they rely more on the public volunteers to do the
conservation work. The platforms are two Facebook accounts,
two websites and a Twitter account. The audience that they try
to reach can be divided into two, the rural and urban. For rural
areas the target will be night markets or by going from house
to house, while for urban kids the location will be shopping
malls, JomHeboh carnival, and Zoo Negara.
During the visit to the organization, the researcher gained
information on different types of media, mainly the traditional
and non- traditional media advertising. The media categories
are detailed as below :

Traditional;
Posters, Television Commercial, Documentary
television, brochure, press: and magazine covers;
Non-traditional;
Sales Promotion: Car sticker, badge button, bottled
water, t-shirts, keychain
TABLE I.

AS - IS TRADITIONAL MEDIA

Primary data of traditional media advertising

b.

Primary data of non- traditional media advertising

D. Media and Advertising

1) Traditional and Non Traditional Advertising Media
According to Barry (2012) there are two types of media
advertising, traditional and non- traditional. Traditional
advertising consists of print such as the (poster, magazine and
newspaper) and broadcast (television and radio). Whereas the
non- traditional advertising is made up of the airborne
advertising, body advertising, direct marketing, electronic
media, furniture and machines, gaming, guerilla marketing,
mobile, out-of-home, print, sales promotion, specialty, and
transit (Blakeman, 2014). In fact every type of non-traditional
advertising discussed by Blakeman has its own subtype
underneath. Traditional advertising is considered as 'above the
line'. The line here meaning that the media is split into two
according to its type, while 'full service' is considered as
covering all the types of media regardless of traditional and
non - traditional advertising. (Barry, 2012)

Blakeman (2014) on the other hand mentions that

traditional advertising seems to target the mass viewer, while
non-traditional advertising aim towards the direct audience,
the specific one-to-one message. However, nowadays the
traditional media is used to support the non-traditional media
towards the individualized target audience. An example of this
is a poster that we see along the train station, which employ a
message about a website that sells cloth. However, there are
downsides in the non-traditional media, such as hard to reach
audience because the nontraditional is audience oriented,
Return On Investment (ROI) is difficult to measure as the
message media sometime is virtual, although some nontraditional media may have a small budget, however others
might involve detailed planning that will add to the cost, lastly
the buzz, nontraditional usually need viral spread to keep the
message going and remembered by the viewer.
Print was known as the traditional media advertising. Print
advertising consist of poster and press. Posters such as
billboards, transport posters, scrolling 29
or changing posters, vehicle wraps, giant posters, and
building posters. Press advertising can be classified as
magazine, newspaper, direct mail, brochure and etc. Barry
(2012) suggests that print is harder to do than television. It is
because print need to convey message in three seconds while
television has more time to deliver message. Besides that,
poster is a still image, so to grab audience attention, the visual
needs to be outstanding.

2) Wildlife Advertising
Jeanita (2013) investigates the semiotics study on the
connotative meaning in the WWF campaign under save the
tiger theme. This research has similarity to the researcher
research topic. However, the researcher only focuses on the
local context which is the Malayan Tiger. Previous research
indicates that this research is based on the existing knowledge,
and will add as new knowledge within the different contexts.
Jeanita (2013) mentions that 55 signs were found in the WWF
advertisement campaigns:- those are 24 icons, 14 indexes, and
17 symbols. The iconic sign is mostly found in the
advertisement campaign. Besides that, there are five
propositions found under the save the tiger campaign, which
are the extinction, illegal hunting, habitat loss, help the species
and illegal tiger parts trade.
Another wildlife case study examined by the researcher is
based on the Dawn save the wildlife campaign. This campaign
ran for about a year in duration. The study was basically about
the massive oil spill caused by British Petroleum (BP) into the
ocean in 2010, and its effect on wildlife. The mammals
affected were the pelican, ducks, seals, sea otters and others.
These creatures were covered in thick oil, preventing them
from hunting, flying, escaping predators, keeping warm and
staying afloat. There is about a 90% chance that these
mammals will not recover, if not treated, from their oil
covered bodies and most likely will perish.(Berg M. et el,
2013)

The Marine Mammal Center and International Bird Rescue

joined forces to save the affected mammals. They used the
Dawn brand dish detergent to clean the affected creatures of
oil, and as a result, many of them were saved. Dawn has
shown in its commercial that their product has a variety of
benefits and has even 31 been proven of its effectiveness by
being tested on wildlife. Dawn uses the rhetorical element,
such as ethos, logos and pathos in its save the wildlife
campaign. Besides that, semantic theory of visual
communication by Morris has been the main goal towards
accomplishing the campaign goal.
Rob Lowe, is the celebrity spokesperson that represents the
ethos element of rhetoric. Rob Lowe is a celebrity who is
concerned about the environmental issue and has been
donating 10,000 thousand to the environmental charity.
Besides that, the testimonials of the NGO workers and
volunteers, has added to the good moral value character under
the ethos element. While logos element of rhetoric clarifies in
the form of statistics, the example that the use of Dawn
detergent has saved 75,000 of animals since 1975, also shows
the expertise of the relevant NGOs, IBR that was established
in 1971, and MMC IN 1975. Lastly the pathos element, such
as heart- warming, sympathy, salience, cute and sensitive
produces effective emotional appeal to their campaign.
Dawn campaign has used full service advertising that
consists of traditional and non-traditional media. Those are the
interactive website, social media, Facebook, Twitter, Youtube,
television commercials, photographs, and reusable bags under
the sales promotion media. They targeted the mass audience,
such as families, matriarchs, animal lovers, people affected by
oil spills and young adult.
The results of the Dawn campaign was that it generated
683,000 likes on Facebook, 2,730 subscribers on Youtube and
Dawn sales increased by 30% in a year long campaign
specifically on wildlife donation bottles where there is a logo
of duck, penguin or seal. Besides that, their heartwarming
appeal that seal pups love milkshake television commercial,
hit 1.4 million views. To enhance their campaign, Dawn used
the survey tactic which the audience could find at the back of
Dawn bottle and the end of the commercial (Youtube). (Berg
M. , 2013)
3) Visual Metaphor in Poster Design
Yang (2014) mentioned in his research that metaphor was
started as a figure in literature or known as the rhetorical
figure later by the semiotic theory. Presently, the metaphor can
be seen in the advertising field. Yang has geared his research
towards the poster design. He mentioned that understanding
the message of visual metaphors in poster designs is based on
the different cultural backgrounds. The message doesn't
necessarily have to be serious, it can also be hilarious as the
peace poster of Steff Geissbuhler which illustrates the
friendship of Japan and USA after the fortieth anniversary of
the atomic bombing of Japan. Visual metaphor is a persuasive
visual interpretation towards the audience and can do more
than the verbal interpretation does. Besides that, to carry a

strong metaphorical poster, the designer needs to include

various meanings into a single image and not just depend on
the aesthetic value.

the test research results will show either the

acceptance or rejection of the theory. It claims that
not all knowledge of human actions is reliable. It
carefully explores the method to produce valid and
true outcomes. Besides that, it's also based on the
reductionistic idea (variable) used in the form of
hypotheses and research questions.

4) The Film Language of Denotative and Connotative

According to Monaco (2000) mention is made in his book
that films have their own language of film that can be divided
into sign and syntax. Film can convey meaning that is also
known in the semiotic world as denotative and connotative.
Denotative as we know from Barthes is the literal meaning,
known as the direct example of the dictionary meaning. The
audience can easily notice the image or the sound of the film.
Monaco (2000) stated that from the C.S Pierce theory the icon,
the index and the symbol are the denotative sign. However the
index has led to the connotation direction. Indexical is the
perfect way to convey the film's idea.
A deeper understanding about the index as connotation
meaning is the metonymy form. Metonymy means connecting
the subjects into an idea. It also works as the replacement of
metaphor, since metaphors hardly convey in the moving image
form. Connection to the subject may be presented as the index
where the index is seen as an idea conversion. Another way to
channel the connotative meaning in the film is the
Synecdoche. Synecdoche is an element as part of the entire
picture and the other way as vice versa. (Monaco, 2000)
Connotative on the other hand is the filmmakers' choice in
making the film. By doing connotative meaning in the film, it
does not focus on the subject of the film, however the shots
and the editing part are what really matter. As we know,
connotative meaning is the impact of the emotions of the
audience when they see the subject. In film, there is the art of
reading and recognizing what the connotation meaning has,
and the several ways to apply it. (Monaco, 2000)
III.

RESEARCH METHODOLOGY

A. Philosophical Assumptions
According to Creswell (2014), philosophical worldviews of
research can be divided into four categories, the postpositivist,
constructivist, transformative and pragmatic. All of these
philosophies are governed by quantitative and qualitative
approaches. Quantitative was formally known as social science
research. This research method was in use from the late 19th
century to the middle of the 20th century. However, after
thefirst half of the 20th century qualitative approaches became
the rule as well as mixed method approaches. Below are brief
explanations of the philosophical worldviews by Creswell
(2014) :

Postpositivist worldview
It is a quantitative research so it basically establishes
numeric procedure studies based on the theories that

constructivist worldview
It is a qualitative research and also known as social
constructivism. It is based on individual
understanding that are influenced by historical and
cultural background experiences. It contradicts with
postpositivism in that it starts with the theory, but
somehow produces meaning based on the theory. It
uses open ended questions to capture the meaning of
the participant's experiences.

transformativist worldview
This is also a qualitative approach that emerges to
change the issue of the isolated individual or group
by becoming aware of society and politics. Since the
postpositivist approach does not suit these different
group issues, the transformative arose to help those
left out of society such as feminists, ethnic
minorities, disabled communities, and many more.
The participants are involved throughout the whole
process in such activities as the collection of data,
and even in designing the questions. The researcher
has looked at the perspective of the changes needed
and the limitation faced by these groups. 45

pragmatic worldview
This is a mixed method approach. By saying mixed
method, this approach allows the researcher
flexibility to choose methods that is suited to the
researchers study. However the researcher must have
solid reasons of the methods chosen. The methods
might be in the form of the qualitative or the
quantitative. This approach is problem oriented,
meaning that it focuses on the implementation rather
than the results.
The pragmatic worldview is chosen as the philosophy
worldview because it provides the mixed method
approach. The mixed method approach consisting of
the qualitative and quantitative methods apply
throughout this study. The methods such as
semiology studies and descriptive statistics are
applied in this process.

In this case, the researcher has chosen semiology

studies as the elements for analysing the visual
because this method of analysis is relevant to the
researcher's objectives and theories investigation. It
emphasizes more on the ideology sign meaning,
compared to the compositional interpretation and
content analysis. It also takes the image seriously by
examining each element of an image based on the
grounded theories. The theories, as discussed in
chapter two (literature review), are similar to
Saussure's, Pierce and Barthes theories. The visual
decision made by this method is based on the appeal
of an image itself. It does not require many images
and is presented in the form of statistics like the
content analysis did. Throughout this study, the
researcher will analyze visuals based on the
denotative and connotative meaning. (Rose, 2001,
Leeuwen T. V. and Jweitt C., 2008). In the denotative
section the researcher will examine the image based
on the Pierce theory that is the icon, index and
symbol, while the connotative focuses on the
metonymy and synecdoche approaches. (Rose, 2001).
As mentioned in the literature review chapter,the
denotative is the literal meaning, while the
connotative is the secondary meaning. Here in the
visual analysis the researcher will try to investigate
the form of the Malayan tiger image shown as
denotative, and not in the connotative meaning. There
will be ten posters that the researcher will investigate
throughout the data analysis process.

B. Research Design

Exploratory Sequential Mixed Method

Throughout this whole study the researcher will use
only the exploratory sequential mixed methods. It is
because the exploratory approach starts with the
qualitative development, and after the data has been
interpreted, the development of quantitative
continues. During the qualitative development, the
researcher will obtain the instruments that are
applicable in the quantitative phase. The instruments
such as open-ended questions, documentation
analysis, and audio and visual records and data t will
guide the qualitative phrase to produce the variables
that will test out in the quantitative development. In
the quantitative development the researcher will
measure the variables based on the pretest and
posttest survey research that leads to the findings.
(Creswell, 2014)

Action research
Incorporates research and action for an activity based
on a period of time (McIntosh, 2010, Shamsuri, 2013).
It involves the participant and the researcher
developing exploratory knowledge, and the results are
uncontrollable (McIntosh, 2010). This means that the
researcher will only find out the research results at the
end of the research that will develop into action
somehow and is not fixed. While Koshy (2005)
mentioned that action research also recognized as
Participatory Action Research (PAR) basically means
that the practitioner needs to solve the social research
problems to produce a new and improved change to the
situation. Kemmis and Mctaggart (2000) mention that
action research consists of planning, acting and
observing, reflection, and replanting, and that the
process keeps on continuing like a spiral form. The
process does not require the researcher to follow
accordingly since the process may overlap during the
process. (Koshy, 2005)

C. Method
Semiological Study

Statistic
Two categories are involved in statistics analysis,the
descriptive statistic and inferential statistic
(Shamsuri, 2013). Descriptive analysis means
collecting significant data and explaining in detail in
the form of tables, graphs, figures etc. Inferential
statistic involves extensive population surveys and is
governed by theoretical analysis. This statistic
requires the use of software since it involves massive
sampling. For this study, the researcher will use the
descriptive analysis to analyse the results of the
pretest and posttest of the research. The researcher
does not require a large sample to perform the tests.
The results will be illustrated in the form of tables or
charts.

Survey
According to Creswell (2014), survey consists of
numeric information. It is a technique that studies a
sample of a population's perspective, behavior, and
movement. The population here means the respondent.
(Shamsuri, 2013). Creswell (2014) mentioned that the
longitudinal studies and cross sectional studies are
under data collection survey designs. The researcher
will use this technique after the qualitative phrase to
conduct surveys in the pretest and posttest phrase to
measure the variables.

D. Instrumentation

Qualitative: Interviewing Questionnaire (open-ended

question), participant observation, video recording,
audio recording and documentation.

Quantitative: Survey (close - ended questions;

questions, statement and likert's scale) (Shamsuri,
2013)

IV.

DATA ANALYSIS

A. What Are The Signs That Exist In The Tiger Advertisement

Poster?

1.). This shot was taken from a high angle that made the baby
sea turtle looks tiny and the hands that appeared on the left
and right of the poster indicated the human adults. The right
hand holding a knife showed it about to kill the baby turtle.

The poster analysis indicates the denotation sign except for

the antelope and deer poster which indicates the connotation
meaning. The entire poster consists of the pierce trilogy of
signs, while the black and white poster shows the metonymy
side of connotation. Below is the chart indicating the signs that
exist for every poster.
TABLE III.

ORDERS OF SIGNIFICATION CHART

Fig. 1. Sea turtle awareness campaign by WWF

c.

The common media used in traditional media advertising, the posters.

B. What Do The Signs Mean In The Tiger Advertisement

Poster?
There are two types of denotation categories that have been
emphasized in this poster analysis. There are the human and
the wildlife categories. Both of this denotation have appeared
in most posters which provided much information. The
categories based on the Leeuwen T. V. and Jweitt C. (2008)
mentions can be split into indigenous and non-indigenous but
the focus should be only on one group. That will make the
message and focal point clearer. However, some of the
advertisements showed two of the categories as one part of the
subject where they showed the indexical sign not the iconic
sign. An example of this is the WWF advertisement poster,
which showed a baby sea turtle crawling into the ocean (Fig.

Fig. 2. The only metonymy poster by MYCAT

This poster shows that there is no need to show the entire

human body to convey the existence of human involvement in
the message. In fact, the viewer is the human who reads the
image and may act as the human perspective just like in the
film shoot principle. Besides that, it is significant that the
Malayan Tiger posters fall more under denotation than
connotation. Only the tiger message poster has the connotation
meaning is the antelope and deer poster that projects the

metonymy meaning. Metonymy, the antelope and the deer

poster (Fig. 2.) conveys is by not showing the existence of the
tiger. However the message was not really understood due to
lack of the connotation of eye contact and compositional
interpretation.
V.

PRE TEST

A. Variable
The variable that the researcher would like to test in this
pretest phrase is the subject of the image. As mentioned earlier
in the data analysis chapter regarding the value and contrast,
the researcher will limit the contrast and tone to low key
throughout each of the photographs tested, so that the subject
will be the main focal point. According to Bambaum (2011)
there are different interpretations of high key and low key
images. High key is the bright and light tones of an image,
while low key refer to the dark tones of an image. The high
key gives the positive, cheerful and confident feelings, while
the low key gives sober, dull and negative emotions. All the
variables tested in the pretest development are gained from the
findings of the data analysis phase. The variables tested here
are the denotation, connotation and metonymy. Below are
detailed explanations regarding the variables:

Denotation
As mentioned in the literature review chapter, Fiske
(2011) said that the denotation is the direct meaning of a
sign or the straightforward dictionary meaning. To bring
the Malayan Tiger awareness message, the tiger is chosen
as the denotation content because it directly
communicates the tiger as the subject. The Malayan Tiger
image is the iconic sign of the endangered animal, while
the indexical sign used in this image is the natural habitat
of the tiger, the jungle. The data analysis phase revealed
that the iconic signs have been used widely in Malayan
Tiger poster campaigns (Fig. 3.).

Fig. 3. The denotative pre test image

Connotation
During the data analysis phase, the researcher found a
number of the indexical signs such as deforestation,
snares and traditional medicine made from slaughtered
endangered wildlife. However, the researcher has chosen
the forest to convey the connotation message.
Connotation is the second way of interpreting emotional
and cultural meanings of the signifier from observation
(Fiske, 2011). The empty cage of the Malayan Tiger in
the zoo (Fig. 4.) is selected as the connotation message
because of the indexical signs of the forest, has the closest
association to the tiger habitat. The connotation meaning
is indicated by the emotional impact created by the image
even though the tiger is not in the picture. However a
survey needs to be done to test the cultural value.The
image of the connotation consists of the indexical sign,
the empty cage of Malayan Tiger and the symbolic sign of
the informative board positioned in front of the tiger cage,
so that the viewer is aware that it is a Malayan Tiger
enclosure.

Fig. 4. The connotation image, the empty cage of Malayan Tiger

Metonymy
The definition of Metonymy the second order of Barthes
is precise and is clear cut. All that the researcher needs to
do is some exercises on visual interpretation. Yang (2014)
mentioned that to produce good quality metaphorical
ideas does require a lot of visual exercise. Even the best
artist took several years to produce extravagant artwork.
Rose (2001) said that metonymy is a sign that has a
relation with other things while symbolize the
relationship. Fiske (2011) said that metonymy is
representational of the whole into an element. Indexical
sign is the sign mostly used in representing the metonymy
idea. The variable the researcher chooses is the domestic
cat to deliver the metonymy message. The domestic cat is
the Malayan Tiger lineage (Fig. 5.). The ears, eyes, nose
and even the facial structure have similar indexical signs
to the Malayan Tiger. During the film shoot of the
Malayan Tiger at Zoo Negara, the researcher found that
the tiger has similar characteristics with the domestic cat.
The domestic cat will gesture with its ears whenever we

call it by the pet name. Surprisingly same goes with the

tiger in the zoo, which reacts in the same manner when
called by the keeper. Its ears shift every time the
zoo keeper calls its name and it even responds by roaring
back.

respondent was collected, such as the age, race, job

involvement, and gender. Below are the results of the basic
information on the survey conducted represented in the form
of bar chart. The results show that most of the respondents are
female and aged between 26 to 30 years old. The majority of
the respondents are working and predominantly Malay.
TABLE IV.

THE VARIABLE RESULTS

d.

Fig. 5. The metonymy variable

B. Population and Sampling

Population
The researcher enlisted internet users in the Selangor
and Kuala Lumpur area to conduct an online survey
using the Google platform. The researcher managed
to enlist 120 respondents for the survey.

Sampling
Two sampling methods were used, the random
sampling and non-random sampling. There are four
categories under random sampling namely, random
sampling, systematic random sampling, stratified
random sampling and cluster sampling (Shamsuri,
2013). Simple random sampling does not look into
the respondents background and is picked
unsystematically. All types of population strata will
have equal probability to be included in the survey.
Although Oleany (2004) mentions that this method
of sampling has its own weakness, the researcher
adopted this method as it corresponds with the
research objectives. The research will highlight and
be limited to the significance of the sign of images.

C. Results
The results of the research obtained through feedback from
the online survey were categorized. The bio data of the

The highest score is the denotative variable

The results showed that when the image of tiger appeared

in the cage, the majority (65) of the respondents out of the 120
chose the denotative meaning, while 44 of them chose the
empty tiger cage image as their preference. This is a positive
feedback as it shows considerable acceptance by the public of
the connotative meaning in relation to the tiger. This
acceptance of the connotative is likely the result information
appearing on social media and the mass media of news related
to poachers, sale of wildlife meat, deforestation, animal
medicine and so on,which has made the public become more
aware of issues facing the Malayan tiger and other animals.
However, the metonymy meaning seems to be the last choice
with only 8 respondents.With the results obtained, the
researcher will further the investigation to the posttest phase to
investigate the denotative meaning within the twist of the
connotative meaning.

VI.

POSTTEST

A. Variable
The results gained from the pretest surveys have shown
that the population selected the denotative meaning of the
Malayan Tiger as the medium to deliver the message, hence
the researcher will further the investigation of the connotative
meaning within the denotative message. The connotation
message that the researcher would like to investigate falls
under the art of photography theory and the psychological
theory. The low key impact gives the sober meaning, while the
upward eye contact gives the hope meaning, while the

connotative meaning is the constant and the denotative is the

variable (Shamsuri, 2013). The variables of denotative are the
iconic, indexical and symbolic signs (Monaco, 2000).

The Iconic Sign

According to Fiske (2011), the iconic sign of the Pierce
trilogy of sign is the attribute that engages the object,
while Rose (2001) mentions that the iconic sign is what
the signifier (what we see) is projecting, which is the
same as what the brain is thinking (the signified).
Moreover, the photograph is the most iconic sign in visual
images. For this iconic sign variable, the researcher
emphasizes the iconic image of the tiger. The researcher
eliminates the background and focuses on the tigers face.
This is to show the iconic face of the Malayan Tiger (Fig.
6.). The eye contact of the Malayan Tiger is upwards
which represents the hope and haven for its species
Leeuwen T. V. and Jweitt C. (2008).

Fig. 7. The indexical sign

The Symbolic Sign

The symbolic sign is the sign that is easily recognized and
indicative of what it represents. Symbolic signs may be
words, logo and many more. Here the researcher has
changed the iconic image of the tiger to the vector (Fig.
8.). It still highlights the low key as the sober emotional
meaning in connotation, where the researcher would like
to test the extent of respondent reaction towards this
symbolic meaning, as the medium to deliver the message
while still focusing on the denotative message within the
connotation meaning.

Fig. 6. The iconic variable

The Indexical Sign

The indexical sign is the connection sign to its object.
(Fiske, 2011) (Fig. 7.). The connotation meaning of the
eye contact and the low key emphasizes the constant,
while the indexical sign is shown by the tigers natural
habitat. The indexical sign variable is to test the reaction
of the respondent to the signs, for the delivery of the
awareness message on the Malayan Tiger.

Fig. 8. The symbolic sign

B. Population and Sampling

Population

The online survey using the Google platform focused

on the population living in the Selangor and Kuala
Lumpur area and a total of 48 people responded.

Sampling
Simple random sampling was also used for this
posttest phase. Just like in the pretest phase, the
respondents were selected unsystematically without
background checks conducted to ensure that a good
cross section of the population was captured for the
survey. This was to ensure that the results obtained are
applicable to the population at large.

C. Results
From the Google form online survey, the respondents were
divided into two categories, as in the pretest stage.From the
basic information derived from the respondents, the researcher
obtained the gender, age, occupation and race, as the
categorical variables (Shamsuri, 2013). The majority of the
respondents were females, while in the age category those
between 26 30 years old formed the largest group. By race,
Malays formed the largest group in the survey. Finally, in the
occupation category, more than half (26) were employed.
TABLE V.

e.

POSTTEST RESULTS

Iconic sign tthe the choosen sign to deliver the awareness message

In the Malayan Tiger category, respondents chose the

iconic sign as having the most impacton emotional feelings. 25
out of 48 respondents selected the iconic visual, while the
indexical sign came in the second, followed by the symbolic
sign of the Malayan Tiger.
VII. CONCLUSION AND RECOMMENDATIONS
A. To What Extend Do The Signs Impact The Viewer?
Based on the survey of respondents in the Klang valley, it
can be concluded that the denotative sign is the preferred sign
to convey the Malayan Tiger awareness message. This
indicates that using the picture or image of the Malayan Tiger
will be effective in conveying information on the plight of

tigers in Malaysia. However, the denotative sign in this case

can be broken down into three trilogies of Pierces. There are
the iconic, indexical and symbolic signs. By having the
connotative as the constant of the Pierces trilogies, the
variable is tested. The results show that the respondents
selected the most iconic, as the effective message. The tiger
visual is the iconic focal point without having any other signs
involved.
B. Conclusion
While semiotic studies seem to be a part of the visual study
investigation, there are another three parts involved in the
study of the visual, which are the gestalt, constructivism, and
cognitive theory. However, there are many branches that come
under the semiotic study category. The philosophers involved
in semiotic studies such as Pierce, Saussures and Roland
Barthes use a different kind of terminology. The terms like the
signs and significant are the key elements in the study of
semiotics. To know the significant meaning, the researcher
needs to recognize the sign's meaning. Those are the icon,
index, symbol, signifier and the signified. These five theories
of the signs are essential to further the significant theory of
Barthes. The significant is the denotation and connotation.
Monaco seems to split the meaning of denotation and
connotation of significance further with more detailed
meanings. The denotation consists of the Pierces sign theory;
icon, index and symbol, while the connotation includes the
metonymy and synecdochal signs. The connotation
subdivision has also been used by Rose in the still image.
In the earlier investigation of this research, the researcher was
to focus on the content itself that is the Malayan Tiger and the
advertising concept. However, the advertising concept is
another part of the study field. Visual research and advertising
theory are two separate fields. By focusing on the visual
research area alone, the fundamentals of visual interpretation
will be deeper and may apply to any type of discipline as the
image can convey the meaning directly unlike in the
advertising theory where the message delivery is mostly
indirect.
The explanatory and exploratory methods have played an
important role in this research. In an earlier study, the
researcher used the explanatory method starting with the
quantitative research, then continuing with the qualitative
method to do the survey, followed by the application of the
theory. However, the understanding of the visual interpretation
becomes crystal clear when the researcher changes to the
exploratory method and the visual communication theory is
applied to the data analysis phase. By doing this, the
researcher manages to distinguish the icon, index, and symbol
of each visual investigation. The precise decision on the
method of the research is necessary because it will influence
the research outcome.
The result shows that the respondents tend to accept the
level of denotative meaning, although the outcome for the
connotative meaning in the pre test phase shows a small gap.
This indicates strongly that the majority of the public are
beginning to take the connotative message seriously. Besides

that, in the denotative level of meaning, the iconic sign has

also given effective visual communication.
C. Recommendations
In the study of the Malayan Tiger, the researcher went
through in many situations to obtain the necessary data to
complete the task. Since there was no possibility of observing
tiger behavior in the wild or take images, the researcher had to
visit the local zoo to observe and take pictures of the tiger. A
total of 4 visits were made to the zoo.
Although there is much information available in the public
arena, such as libraries, government agencies and nongovernmental organizations regarding wildlife issues, public
awareness is still considered to be low with regard to the status
of certain animals such as the Malayan Tiger. This research
goes some way to achieve the objective of raising the
awareness level among citizens on the critical situation facing
many species of wildlife especially the Malayan Tiger.
Due to time constraints, the researcher had the limit the
time in the pre test and especially in the post-test stage. The
researcher would like to recommend that further investigation
needs to be done in these stages especially in the data analysis
and the literature review chapters, from then on the artwork in
the pre test and posttest which will bring better results.
This semiotics study only covers one out of the four parts
in visual communication studies. To enhance the field of
visual communication the researcher suggests looking at other
theories of visual such as gestalt, constructivism, and
cognitive theory by Lester (2011). However, if other
researchers would like a deeper understanding of the semiotic
study, the researcher recommends further enhancement in the
connotative meaning. The pre test phase shows that the local
population has taken other steps in accepting the connotative
meaning in their daily visual communication interpretation.
After the final presentation, the researcher gained some
feedback from the external examiner on project improvement.
One of the requirements by the examiner is that the researcher
needs to differentiate between the illustration and the
photography analysis in the data analysis phase in chapter 4,
by taking a deep look on what is the most suitable form in the
art direction of the visual. Besides that, the year of each of the
posters need to be emphasized in the project since the design
composition is evolving every year either by the illustration or
photography medium. Puan Siti Rabaah Abdul Razak also
concluded that the metonymy on the pre test phase was
another level of thinking. The metonymy requires a deep
understanding of the subject matter. Moreover, this research
would be more solid if another side of the field, the
advertising theory or the technical part for example had been
taken into consideration. The external examiner also added
that solid research in this postgraduate level should be divided
into several grounded areas, for example the production, the
advertising theory and the visual communication partition so
that the research covers many different areas.

ACKNOWLEDGMENT
I would like to express my gratitude to Allah s.w.t for
giving me this opportunity to explore in this field of study. The
journey has taught me a lot on becoming a better contribution
to society, being humble and keep on seeking knowledge.
Because knowledge is valuable that will never end. I would
like to thank to my supervisor Assoc. Prof Ruslan Abd. Rahim
for helping me and keep on anchoring me to the level in the
depth of the research. Thank you for the support and patience
while assisting me throughout this research. The Malayan
Tiger's conservation organizations that not hesitate to help in
the Malayan Tiger field knowledge; MYCAT, Perhilitan and
WWF. The sampling from the online survey and my colleagues
and friends. Lastly, my family who does not stop from giving
love and support to complete this research. All praise to Allah.

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