Appendix A

FACULTY OF LANGUAGE AND COMMUNICATION

UNIVERSITI MALAYSIA SARAWAK

FINAL ASSESSMENT (40%)

PBW3193 Group:
Course Code
G01
English for Global Branding
Course Title

Semester & Session SEM 2, 2022/2023

Name
Steve Harisson Anak Maja
Matric. No. 77672
Link to access e-
portfolio
-
Exam Date 29 June 2023
Exam Venue Online
Dr Soo Ruey Shing
Lecturer

Task I Product Design [8 marks]

Task II Advertisement Design [8 marks]
Task III Language
[4 marks]
Linguistic/verbal – application
[2 marks]
Linguistic/verbal – accuracy
[2 marks]
Visual – application
[2 marks]
Visual – accuracy
[2 marks]
Task IV Depth of reflection
[4 marks]
Use of textual evidence/ citation
[4 marks]
Citations
[2 marks]
References
[2 marks]
TOTAL

Task III: Analysis of multimodal advertisement [12 marks] – Individual work

 Cheong (2004) presents the Locus of Attention (LoA) framework, which accentuates the
face as the key focal point. The poster displays the 'Flexidesk product display,' which
serves as the advertisement's focal element. This programme seeks to effectively broaden the
product's reach to a larger target group. Through the subject's direct angle and glance at the
camera, the photograph taken at the organiser's display gives the appearance of eye contact
with the audience. The group has a significant influence on spectators, skillfully capturing
and directing their attention to itself.

The model's hand is shown near the product in the supplement. A circular bubble
represents Flexidesk's basic form. A thumbs-up symbol (Comp.LoA) indicates agreement on
product efficacy. The organizer's devices keep everything tidy. The Law of Attraction (LoA)
enhances the organiser's effectiveness. The backdrop advertises a 50% discount on select
items for the first ten customers. The role of colour in communication is emphasised by Kress
and van Leeuwen (1996). Blues that match the goods are used in the marketing.

For the explicit aspect, Flexidesk advertising focuses on the practicality of the in-
close-up photographs (LoA) in a single display, displaying the product's usefulness. This
evidence demonstrates to potential customers the product's efficacy and credibility. The
commercial highlighted the organizer's distinguishing characteristics. Adjustable tablet and
phone stand to reduce awkward angles while increasing comfort. The tablet stand may be
positioned horizontally or vertically, and the phone stand is detachable. Stationery,
chocolates, and other small objects are kept in an auxiliary storage compartment. Colour in
advertising promotes harmony and connects the advertisement to the product. The use of blue
tones in the commercial to achieve harmony underlines the organizer's contact with the
background.

The colour pattern of the congruent commercial matches that of the brand. The
commercial uses light and dark blue to match the product's sky-blue spectres. The campaign
demonstrated the efficiency of the organiser brand. The organiser display had adjustable
gadget stands and many sections in the advertisement. Users requested these features. The
campaign used the brand's emblem, catchphrases, and other identifying features to increase
brand recognition. The logo and motto are prominently displayed. The tagline "Streamline
Your Space, Simplify Your Life" is written in a wider font than the company name
"InnovDesk." The typefaces used for the brand's name and tagline complement its
appearance. The typography in the advertisement matches the brand's logo (a bulb with a
brain). This results in a more unified and engaging presentation, effectively conveying the
brand's message. It raises brand recognition while also increasing client trust and consistency.

The Emblem is the product's logo. The brand name is its linguistic representation. It
represents strength and credibility, demonstrating the product's legitimacy. Emblems offer
products identity and status. The Emblem location in the advertisement is customizable.
Capturing attention has meaning. "InnovDesk" is the logo for the advertisement.

For the linguistic component, Announcement: primary and secondary. The advertising
presents the "FlexiDesk Organiser," the company's intriguing new product. The product's
capacity to transform any room into a tidy, organised atmosphere is the major focus. It also
highlights the organiser's flexibility and ability to satisfy different organisation needs. The
announcement seeks to draw attention to the "Flexi Desk Organiser" as the best solution for
clearing and structuring the workstation. The "Flexi Desk Organiser" allows users to clean up
their surroundings.

The secondary announcement intends to present a fashionable alternative for keeping a

clutter-free workspace. It emphasises the benefits of improved structure and a stress-free
mentality. The statement highlights the product's attractive style as well as its capacity to
improve the overall aesthetic of the office. It also claims that using the product will result in
reduced stress and improved attention. The idea is to attract people who appreciate aesthetics
and prefer a tidy, well-organised workspace.

For enhancer, the advertisement for the adjustable table and phone stand with additional
compartments for utensils and a key holder highlights the product's distinct features and
benefits. The adjustable stand prevents awkward angles, the extra compartments store
utensils conveniently, and the key holder provides easy access to keys. These features
complement the advertisement by emphasising the product's functionality, versatility, and
ability to simplify organisation and improve the user's day-to-day life.
 The "InnovDesk" logo represents innovation and desk solutions. "Innov" is derived from
"innovation," a creative, forward-thinking mindset. The term "desk" refers to the product's
workstation. The emblem indicates that the company or product provides cutting-edge desk
solutions. It's cutting-edge and cutting-edge. The "InnovDesk" logo denotes products and
services related to workplace productivity, organisation, and efficiency. It demonstrates the
brand's commitment to developing new solutions for office workers. The "InnovDesk" logo
represents a brand or product that values innovation and offers desk-related solutions that
improve functionality and the office experience. The motto 'Streamline Your Space, Simplify
Your Life' emphasises the benefits of the versatile table organiser. It underlines how the
product helps with space organisation and decluttering, resulting in a simpler and more
efficient lifestyle. Using the table organiser, you can create a well-organized atmosphere,
conveniently locate stuff, and increase your productivity.

Finally, the call-and-visit information "Shop now at InnovDesk.com" is a succinct

instruction that pushes potential customers to take action and visit the given website to
browse and purchase products supplied by InnovDesk. It stimulates quick interaction and
simplifies the research and purchasing processes.

Task IV: Reflection on Learning Experience [12 marks] – Individual

Throughout this project, I believe my performance has been satisfactory. I have

strived to provide the materials and be helpful to my group members to build the product. As
a team member, I responded to the project questions and provided any relevant information to
the team. While I am not perfect and may occasionally generate incorrect or incomplete
answers, I continually learn from others to improve my responses over time.

In terms of utilising what I have learned in this course in the future, it would depend
on the specific content and skills covered in the course. If the course provided knowledge on
product design, marketing, or project management, for example, I may use those ideas to
build and market versatile pencil holders or similar products. The acquired knowledge could
help me make informed decisions, understand customer needs and preferences, and execute
successful marketing strategies.
 In terms of my overall performance, I am satisfied with my achievements in
this course. I consistently attended lectures, actively participated in group discussions, and
demonstrated a strong understanding of the course content. My assignments reflected a high
level of critical thinking, and I received positive feedback from my group members on my
project work.
References

Cheong, Y. Y. (2004). Open linguistics series: The construal of ideational

meaning in print advertisements (Edited by Kal L. O’Halloran). London and New

York: Continuum.

Cheong, Y. Y., (2004). The construal of ideational meaning in print

advertisement. In K. L. O’Halloran (Ed.) Multimodal discourse analysis:

Systemic functional perspective. London: Continuum, p. 163-195

Kress, G. R., & Van Leeuwen, T. (1996). Reading images: The grammar of visual design.

Psychology Press.