Peranan Pesanan Khidmat Awam (PSA) dalam menarik perhatian masyarakat kepada mesej kesedaran semakin mencabar berikutan perkembangan teknologi visual yang telah meningkatkan citarasa penonton. Demi memaksimumkan perhatian dan perubahan sikap, ancaman ketakutan biasa digunakan sebagai retorik visual (RV) dalam pelbagai kempen tempatan terutamanya yang melibatkan kesihatan. Namun begitu, implementasi pujukan ketakutan yang kurang disandarkan kepada kajian empirikal sering kali gagal menarik perhatian, malah mencetuskan tindak balas defensif penonton. RV ketakutan gagal disebabkan kekurangan model persuasif ketakutan yang khusus untuk berdiplomasi dengan pengetahuan dan pengalaman penonton. Kelemahan ini dilihat lebih jelas daripada penonton sasaran yang turut memiliki kecenderungan tertentu seperti ketagihan permainan video dalam kes kelaziman permainan bermasalah (Problematic Gaming – PG) di Malaysia. Timbul persoalan mengenai apakah pendekatan RV ketakutan yang lebih sesuai bagi tarikan perhatian dan kurang risiko penolakan. Justeru, strategi tarikan PSA sedia ada memerlukan konsep yang lebih peka kognitif dan afektif penonton. Sehubungan dengan itu, matlamat kertas ini adalah untuk membincangkan dan mencadangkan konsep Metafora Visual Ketakutan (FVM) sebagai RV PSA yang baharu. Pemilihan konstruk rangsangan MV terbaik daripada tipologi Teori Metafora Bergambar (TMB), Teori Retorik Visual (TRV), atau Konsep Struktur Visual (KSV) yang sudah terbukti berkesan dalam periklanan komersial boleh digabungkan dengan komponen ancaman daripada model pujukan ketakutan Extended Parallel Process Model (EPPM) bagi meningkatkan potensi tarikan perhatian. Secara teoretikal, FVM menarik perhatian penonton menerusi daya tarikan kognitif dan afektif yang jauh lebih baik daripada MV mahupun RV biasa. Kesimpulan daripada kajian ini dijangka dapat menyumbangkan sebuah konsep yang boleh diuji dan disahkan secara empirikal.

Kata kunci: Metafora visual; pujukan ketakutan; perhatian; pesanan khidmat awam; model

Abstract: The role of Public Service Announcements (PSAs) in capturing the public's attention to awareness messages is increasingly challenging due to the advancements in visual technology that have elevated audience preferences. In order to maximize attention and induce behavioral changes, the common use of fear as a visual rhetoric (RV) threat in various local campaigns, especially those involving health, has been employed. However, implementations of fear appeals lacking empirical foundations often fail to engage attention and instead motivate defensive audience responses. Fear-based RV failures are attributed to the lack of a persuasive fear model specifically tailored to negotiate with the audience's knowledge and experiences. These weaknesses are more noticeable among target audiences exhibiting specific tendencies, such as video game addiction in cases of Problematic Gaming (PG) in Malaysia. This raises questions about the suitability of fear-based RV approaches for attention-grabbing and their risk of rejection. Consequently, existing PSAs attraction strategies necessitate a more cognitively and affectively sensitive concept for the audience. Therefore, the objective of this paper is to discuss and propose the concept of Fear-Induced Visual Metaphors (FVM) as a new form of PSA RV. Choosing the best stimulus construct of MV from the typologies of Pictorial Metaphor Theory (TMB), Visual Rhetoric Theory (TRV), or Visual Structure Concept (KSV) proven effective in commercial advertising, combined with threat components from the Extended Parallel Process Model (EPPM) fear appeal model, aims to enhance the potential for attention-grabbing. Theoretically, FVM attract the audience's attention through significantly superior cognitive and affective allure compared to standard visual or rhetoric. Conclusions from this study are expected to contribute a testable and empirically validated conceptual framework.

Keywords: Visual metaphor; fear appeals; attention; public service announcement; model

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