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Creative Advertising Concepts with Islamic Videography on The Mental Health Campaign (Konsep Pengiklanan Kreatif Menerusi Videografi Islamik Terhadap Kempen Kesihatan Mental)

Author :Mohammad Hamirul Haslan, Tengku Fauzan Tengku Anuar, Nur Nazihah Rahim
Subject Heading :Islamic and Religion Studies [Browse more..]
Psychology [Browse more..]
Education [Browse more..]
Type :Journal Article
Source :MALTESAS Multi-Disciplinary Research Journal (MIRJO) [Browse more..], Vol. 3, Issue 2, pg. 33-49
ISSN/ISBN :0127-6271
Date of Publication :2018/08/27
Publisher :MALTESAS
PDF Full Text :

Abstract

Mental health is a fragment of a healthy lifestyle in human life. The importance of maintaining health is not only focused on physical, spiritual and social matters but mental health care should also be emphasized. Mental health problems among Malaysians aged 16 and above are 29.2% (approximately 4.2 million) which means that 1 out of 3 Malaysian citizens is experiencing mental-related issues. Researchers see that Islamic approaches in delivering messages related to this problem are rarely used as creative advertising through the Islamic videography medium. Hence, the purpose of this study is to foster awareness on the importance of maintaining mental health through the Islamic videography approach through Islamic psychotherapy theory and identifying the degree of effectiveness or impact of its use in addressing this problem. To achieve the objectives of this study, a survey was conducted on 30 respondents which comprise of Muslim communities around Bachok. Based on the results, respondents tend to choose advertising using the medium of Malay language and contains a theme in addition with the use of audio visuals and the use of illustrations that are included in the presentation of the videography message. In conclusion, creative advertising approach through Islamic videography is a medium that can be presented to the public to raise awareness on the importance of mental health.

Kesihatan mental merupakan pecahan daripada gaya hidup sihat dalam kehidupan seorang manusia. Kepentingan menjaga kesihatan bukan sahaja tertumpu kepada soal fizikal, rohani dan sosial semata-mata tetapi penjagaan kesihatan mental juga perlu amat dititikberatkan. Masalah kesihatan mental dalam kalangan masyarakat Malaysia yang berumur 16 tahun dan ke atas adalah 29.2% (anggaran 4.2 juta) yang menunjukkan bahawa 1 daripada 3 masyarakat Malaysia mengalami isu yang berkaitan dengan masalah mental. Pengkaji melihat pendekatan Islam untuk menyampaikan mesej berkaitan dengan masalah ini amat jarang diguna pakai sebagai pengiklanan kreatif menerusi medium videografi Islamik. Justeru, tujuan kajian ini adalah untuk memberi kesedaran tentang pentingnya menjaga kesihatan mental melalui pendekatan videografi Islamik melalui teori psikoterapi Islam serta mengenal pasti tahap keberkesanan atau impak penggunaannya dalam menangani masalah ini. Untuk mencapai objektif kajian ini, analisis telah dilakukan ke atas 30 orang responden yang terdiri daripada masyarakat yang beragama Islam di sekitar jajahan Bachok. Responden cenderung memilih pengiklanan dengan menggunakan medium Bahasa Melayu serta mengandungi satu tema disamping penggunaan audio visual serta penggunaan ilustrasi yang disertakan dalam penyampaian mesej videografi tersebut. Kesimpulannya, pendekatan pengiklanan kreatif menerusi videografi Islamik merupakan salah satu medium yang boleh diketengahkan kepada masyarakat umum untuk menimbulkan kesedaran terhadap pentingnya kesihatan mental.


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