International Journal of Art and Design

Digital Printing in Art: Enhancing Narrative and Expression on Contemporary Works

Muhammad Yusuf Masod* — 2024-09-01

This study explores the utilization of digital printing technologies in contemporary art, specifically examining how these technologies influence narrative depth and artistic expression. Using a case study approach, this research adapts findings from previous study to demonstrate that digital technologies significantly enhance artistic expression and narrative complexity. These findings highlight the capability of digital tools to innovate artistic practices and enrich the interpretation and appreciation of art in contemporary society. The implications of this study are valuable for artists, and educators in understanding and leveraging the interplay between technology and art.

Contrasting Realities: Italian Advertisements and Non-Sexist Linguistic and Social Norms

Piermauro Catarinella* — 2024-09-01

This research aims to scrutinise whether sexism is confined solely to the Italian advertising domain or extends into the language employed by the general populace and the broader cultural fabric of society. In Italy, despite numerous efforts made over the past decades to eradicate sexism in advertising campaigns, marketers frequently resort to its various manifestations, deeming it a powerful tool for attracting potential consumers. The prevalent utilisation of the female image in a sexist manner, portraying women as objects of desire, remains commonplace. Surprisingly, even renowned influencers aligned with the radical feminist movement often incorporate such tactics in their social media content. Sexism manifests through two principal avenues: firstly, the erotic portrayal of women’s bodies and/or their sensual behaviours, frequently coupled with language expressions encompassing with dual meanings; secondly, the perpetuation and reinforcement of stereotypical gender roles. While the latter has largely diminished in the contemporary era, the former persists prominently. This case study research employs a qualitative analysis approach. Various data sources, including legal documents, historical records, and contemporary media, are critically analysed. The findings suggest that, despite the societal and linguistic rejection of sexism in contemporary Italy, where gender equality prevails across social, economic, and legal realms, the advertising industry continues to rely on such practices heavily.

Naxi Ethnic Group's Seven-Star Sheepskin Shawl: A Semiotic Analysis

Liu Chang* — 2024-09-01

With the rapid development of economic globalisation, the process of modernisation has brought great challenges to the development of Chinese ethnic minority Naxi costumes while changing our lifestyles. Although the importance of traditional ethnic costumes as an important cultural heritage has attracted extensive attention from scholars at present, studies that explore traditional ethnic costumes in depth from a semiotic perspective are still relatively scarce. The seven-star sheepskin shawl is the most distinctive attire of the Naxi ethnic group. Beyond its practical functions of providing warmth and durability, as well as its decorative purpose, it encapsulates the rich historical and cultural significance of the Naxi people. This paper delves into the seven-star sheepskin shawl from a semiotic perspective, examining it at three levels: syntactics, semantics, and pragmatics. Morris's semiotics consists of three integral parts: syntactics, semantics, and pragmatics. Through the application of Morris's semiotic theory alongside case studies, this paper concludes that the Naxi seven-star shawl embodies stylistic art, cultural connotations, and functional categories. The objective of this paper is to deepen our comprehension of Naxi culture, aiding us in grasping the cultural significance concealed within the seven-star sheepskin shawl. Furthermore, it provides valuable insights and inspiration for contemporary dress design.

Computer Augmented Reality Model-Based Interactive Teaching System for Chinese Line Drawing CAD

Yang Yawen — 2024-09-01

To achieve automatic target region detection, an interactive image segmentation technique has been always used as preferences. However, when it comes to the implementation of computer aided design, there is a problem with the structured method. The technique of stroke contour extraction based on boundary detection is used in this investigation. The high-frequency lifting filter improves the original image, and the grey scale and spatial distribution of the pixels are used to determine how the pixels are distributed on the pen track. The segmentation of mural lines and strokes is achieved well in a limited space. To ascertain each pixel's grey value distribution, a non-realistic rendering technique is suggested. Draw in accordance with the boundary tangential flow and each pixel's category. In conclusion, the two approaches can cover more application scenarios and yield good results in the extraction of creative materials from Chinese classical mural painting while maintaining the entire shape of the original strokes in the painting.

The Influence of TikTok Marketing on Consumer Purchase Intention among Students

Nurazree Mahmud* — 2024-09-01

TikTok marketing has an enormous and broad effect on the purchasing intentions of students. TikTok has become an extremely effective medium for marketers to connect with consumers due to its interesting and simple-to-read content structure. TikTok's algorithmic content distribution system is designed to draw in users and market a range of goods and services. This study looks into how TikTok marketing affects students' intentions to buy at selected Malaysian higher education institutions. The growing popularity of TikTok as a social media platform, especially among young people, emphasises the need to comprehend its influence on consumer behaviour. In this study, a quantitative methodology was applied, and analytical approaches employed, including reliability analysis and multiple regression analysis. The study concentrated on three important variables that affect consumers' intentions to buy: brand awareness, product quality, and price. A total of 115 respondents from the chosen universities took part in responding to the sent questionnaire. The research aims to offer insights into how businesses may effectively exploit the platform to engage with students as consumers by looking at these aspects in the context of TikTok marketing. The findings show that TikTok marketing has a major impact on student purchase behaviour, with product quality and price having a major influence on intentions to buy. All things considered, this study deepens our knowledge of how TikTok affects consumer behaviour, especially among students. It demonstrates the platform's potential as an ideal instrument for engaging students as customers and provides important insights for businesses trying to maximise their TikTok marketing efforts. Future studies on the evolving landscape of social media marketing and its effects on customer behaviour under various conditions can build on this research.

Exploring the Power of Visual Aesthetics in Advertising

Wan Kalthom Yahya* — 2024-09-01

Marketing plays a crucial role in determining the success of any organisation. Businesses can achieve significant growth by implementing a strategy that prioritises the needs and preferences of their customers. A recent study has emphasised the crucial significance of visual attractiveness in attracting customer attention and involvement. A favourable aesthetic experience can enhance the user's involvement with the interface. This article seeks to examine the capacity of utilising visual aesthetics to mould brand identity, impact consumer perception, and affect behaviour in advertising campaigns. This study will use Gestalt theory principles to enable advertisers to create more impactful and captivating advertising that captures viewers' attention, facilitates information processing, and improves brand recall. The study will utilise a quantitative methodology, using data collected via a self-administered questionnaire. The data analysis will employ structural equation modelling (SEM). The study's findings will unquestionably equip advertising marketers to improve product promotion techniques and tailor advertising campaigns.

Packaging Features and Purchasing Decisions: Strengthening the Local Home-Based Products

Nurul Hidayana Mohd Noor* — 2024-09-01

Packaging is an unwitting marketing key that protects the product from damage and provides visual impact, uniqueness, and brand image on the sales shelf. The purpose of this study is to identify the influence of innovative packaging on consumer purchasing decisions. The findings are used to communicate the importance of product packaging to women entrepreneurs involved in the Dapur Mawar project and to formulate new designs for the participants. Dapur Mawar is a startup incubator, a program through which early-stage home-based entrepreneurs are empowered to form, grow, and succeed. A survey instrument in the form of an online questionnaire has been developed. The responses from 187 participants revealed that packaging attributes affect consumer purchase decisions, and features considered at the point of purchase were ranked as the top features. As implications for women entrepreneurs, packaging and product presentation are essential in empowering the food industry in the country or the global market. It adds value to products, which acts as a strategic tool to compete with competitors in the market. The recommendations for future studies are also highlighted in the final section.

A Conceptual Framework of the Influence of Packaging Design on Purchase Intention

Roszi Naszariah Nasni Naseri* — 2024-09-01

The objective of this study is to provide an understanding of the influence of packaging design on consumer purchase intentions through the presentation of a conceptual framework. The proposed conceptual framework incorporates fundamental principles derived from the Stimulus-Organism-Response (SOR) model and the Theory of Planned Behavior (TPB). This analysis explores the impact of external cues, particularly packaging design, on customers' cognitive and affective reactions (Organism), ultimately influencing their intentions to make a purchase (Response). The elements of the Theory of Planned Behavior (TPB), including Attitudes, Subjective Norms, and Perceived Behavioural Control, serve as intermediary variables within the organism component of the Social Organisational Relations (SOR) model. It is important to incorporate both exterior cues and internal psychological aspects when studying consumer behaviour, as this integration provides vital insights into the psychological processes that influence customer purchase intentions.

Analyzing Irrational Purchase Decision on Aesthetic Packaging: The Moderating Role of Emotional Appeal

Geetha Muthusamy* — 2024-09-01

This conceptual paper examines how aesthetic packaging affects the purchase decisions of cosmetic products through the Theory of Planned Behavior (TPB) model, irrational factors. The TPB model, comprising Attitude, Subjective Norms, and Perceived Behavioral Control, serves as the analytical framework for consumer behavior. The central issue lies in understanding the influence of packaging aesthetics on decisions, particularly the irrational aspects such as emotional appeal. Emotional appeal is hypothesized to act as a moderating factor, potentially amplifying the perceived value of aesthetically pleasing packaging and leading to less rational purchasing decisions. The methodology includes a purposive sampling of cosmetic product consumers, with the sample size determined using G*Power. Data analysis will be conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). This study seeks to uncover the impact of emotional appeal on packaging aesthetics, providing insights to improve marketing strategies and packaging designs within the cosmetic industry.

Sustainable Fashion Design: A Review and Perspective

Jinyue Hou — 2024-09-24

Fashion sustainability may potentially reduce greenhouse gas emissions and mitigate climate change by decreasing pollution and waste. However, sustainable fashion design received little attention in recent years. Here, the existing literature (237 publications) on sustainable fashion design is synthesized to understand the trends and future directions. Sustainable fashion design lacked systematic research methodology and paid little attention to down-cycling design. The sustainable fashion design can be classified into four categories of design methods, including reducing waste, reducing environmental impacts, redesigning, and extending the lifespan of garments. Slow fashion design was dominant and the hottest research topic in the past two decades. Further studies are required to explore the methodology of remake fashion design in sustainable fashion. Overall, this study has a large contribution to the theory and applications of sustainable fashion design by establishing a comprehensive documentation library, reviewing multiple aspects of studies, understanding the trends and development, summarizing the status and hot topics, identifying research gaps, and providing future research directions.

The Cultural Significance of Malay Woodcarving Motifs: A Case Study of Rumah Warisan Hajah Kundur

Juliana Adlin Ahmad* — 2024-10-10

This study examined the Malay woodcarving motifs displayed at Rumah Warisan Hajah Kundur, a distinguished Malay heritage house currently located in Politeknik Port Dickson, Negeri Sembilan, Malaysia. The study utilised qualitative research methods such as site observations, photographic recording, and analysis of secondary data to document and assess the wood carving motifs found on the wooden structure. The house had been moved and restored in order to preserve its cultural significance. The investigation uncovered that the woodcarvings of Rumah Warisan Hajah Kundur prominently featured floral motifs, with geometric and combination designs also being prominent. This study not only recorded the visual qualities of the carvings but also analysed their symbolic meaning, revealing the interdependent relationship between artistic representation and cultural heritage in the practice of Malay woodcarving. Concentrating on this singular, historically significant residence of Rumah Warisan Hajah Kundur, the study underscored the significance of Malay woodcarving in vernacular architecture in Negeri Sembilan. It emphasised the imperative for continuous documentation and conservation of the intangible cultural heritage represented by Malay woodcarving motifs and Malay traditional houses.

Aesthetic Packaging and Purchase Intention

Aifa Rozaini Mohd Radzol* — 2024-10-10

This research intends to investigate the elements of the aesthetic packaging of skincare products. The research proposed three independent variables namely colour, shape and visual weight, while purchase intention is adopted as a dependent variable. The respondents of this research are millennials who are the users of skincare and also have a purchasing power to choose the skincare products that are appealing to their eyes. The finding expects all the proposed hypotheses are supported and conclusion and recommendation are discussed at the end of the section.

Malay Royal Clothing: Tenggarung Fabric from the Socio-Cultural Angle of Malay

Mohd Jamil Muhamad Amin — 2024-10-25

Tenggarung cloth is a type of traditional Malay woven textile woven by Malay weavers. Around the 19th century AD, Tenggarung cloth was worn by the Royal family and Malay nobility during official government and state ceremonies. This Tenggarung fabric is used as the Malay Royal clothing, especially in the states of Pahang, Terengganu, and Kedah. It is used especially by Malay Royal relatives who have a title. Now Tenggarung cloth has become less and less known and even less produced by Malay textile weavers due to the lack of demand from the local market in addition to the dumping of textiles from outside such as brocade cloth from India and Pakistan. This research is to study Tenggarung cloth as Malay Royal clothing from a Malay socio-cultural point of view. This research uses qualitative methods in the process of collecting research data through two methods, namely primary and secondary. Analytical research is conducted through observation on the visual collection of Tenggarung cloth as well as its historical records. Meanwhile, the purpose of this study is also to provide more information to the community about Tenggarung cloth as a traditional Malay textile from the aspects of culture, history, heritage and the value of the beauty of the Royal Malay clothing.

Abstrak
Kain Tenggarung merupakan sejenis tekstil tenunan tradisi Melayu yang ditenun oleh para penenun Melayu. Sekitar abad ke-19 Masihi kain Tenggarung telah dipakai oleh golongan kerabat Diraja dan bangsawan Melayu ketika upacara rasmi kerajaan dan negeri. Kain Tenggarung ini dijadikan pakaian Diraja Melayu terutamanya di negeri Pahang, Terengganu, dan Kedah. Ianya di pakai khasnya oleh kerabat Diraja Melayu yang mempunyai gelaran. Kini kain Tenggarung telah menjadi semakin kurang dikenali malah kurang di hasilkan oleh para penenun tekstil Melayu disebabkan oleh kurangnya permintaan oleh pasaran tempatan selain lambakan tekstil dari luar seperti kain broket India dan Pakistan. Penyelidikan ini adalah untuk mengkaji kain Tenggarung sebagai pakaian Diraja Melayu dari sudut sosio budaya Melayu. Penyelidikan ini menggunakan kaedah kualitatif dalam proses pengumpulan data kajian melalui dua kaedah iaitu primer dan sekunder. Kajian analisis dijalankan melalui observasi pada koleksi visual kain Tenggarung serta rekod sejarahnya. Dalam pada itu tujuan kajian ini juga memberikan lebih informasi kepada masyarakat mengenai kain Tenggarung sebagai tekstil tradisi Melayu dari aspek kebudayaan, sejarah, warisan dan nilai keindahan pakaian Diraja Melayu.