In the past few years, Malaysia has been shocked with an array of cases involving bullies. Some of those cases resulted in physical violence, emotional threats, and deaths. Bullying is explained as an aggressive behavior that is recurrent and deliberate in which a gradual dominance exists between the one being bullied and the bully themselves.
Bullying is stated as aggressive behavior among children in earlier ages. The children who are victims as well as the bully may have a serious and lasting problem. Acts of bullying can be physical or verbal such as making threats, spreading rumors and attacking someone physically or verbally.
Several anti-bullying efforts have been developed and promoted at the school and community level. Research indicates that many of these programs are effective and share some common elements that can help reduce the occurrence and impact of bullying.
In Malaysia, we have seen a lot of Public Service Announcements about preventing or stopping bullying being published all around the nation. They have been circulated through all sorts of media, such as posters, billboards, social media, and television commercials just to name a few. All those advertisements had the same objective which was to prevent and stop the bullying from happening.
In order to fully fulfill the research, the researcher decided to relate the topic of thesis with the Sustainable Development Goals made by the United Nations. The Sustainable Development Goals Report 2017 reviews progress made towards the 17 Goals in the second year of implementation of the 2030 Agenda for Sustainable Development. The report is based on the latest available data. It highlights both gains and challenges as the international community moves towards full realization of the ambitions and principles espoused in the 2030 Agenda.
While considerable progress has been made over the past decade across all areas of development, the pace of progress observed in previous years is insufficient to fully meet the Sustainable Development Goals (SDGs) and targets by 2030. Time is therefore of the essence.
1.1.1 Factors on Why Bullying is Happening in Malaysia
Why does it happen? Why do humans bully and why others allow it? Bullying can happen from many factors. The factors why it happens among us it is because of media influence. Media influence is the actual force exerted by a media and resulting a change in audience or individual beliefs. This media influence has effect on any of its audience members contingent on many factors, including demographics and psychological characteristics. This can give negative and positive effects. There have many factors and this is one of them.
The second factor is family. The family gives a big role in their family members. If the family has a problem and does not finish well it can cause a factor to a person who intended to be a bully. The bullies cannot accept when the families cannot solve the problem they have and it makes the bullies start to rebel little by little. When it's reach a limit, it starts to being aggressive and start to abuse or bully a weaker person for self-satisfaction.
Besides that, school system also can be a factor of bullying in Malaysia. When bullying continues and a school does not take action to stop the bullying, entire school and culture can be negatively affected. These things can lead to students feeling insecure, experiencing difficulty learning, and students also start to dislike school.
1.1.2 Storytelling Advertising
According to Charlotte Mills (2015), “communicating with the target audience is similar in principles as story-telling. There is the presence of a structure and features that not only captivate attention, but fully immerse your audience into the story leaving a long lasting impression.” These stories can be told in a number of ways, including conventional as well as non-conventional advertising and in-person brand experiences and so forth.
By all means, in an era where multimedia has become a leading marketing tool, with credits to the likes of Youtube, Facebook, and Vimeo, a brand story to a global market has never been more easy and effective.
The concept of writing a story narrative is challenging, but rewarding. It is often the work of a creative and strategic team, interpreting archetypal, demographic and psychographic information then implying creative elements to create emotional engagement that's relevant and impacting. So, what makes a good story through advertising? Everything from the language, to the content and composition should communicate the content truthfully. The story communicates brand values to the audience, and with more people making conscious decisions with purchases, it is more important than ever to be genuine.
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