Corresponding Author: Muhammad Haziq Bin Abd Rashid, Universiti Teknologi MARA Shah Alam, 40450 Shah Alam, 01110887281 10 Journal of Social Science and Humanities, 5 (4): 10-23, 2022 e-ISSN: 2600 - 9056 © RMP Publications, 2022 DOI: 10.26666/rmp.jssh.2022.4.2 The Perceived Effectiveness of Visual Communication Elements in Cinema Video Advertisements: Demographic Factors Analysis Muhammad Haziq Bin Abd Rashid 1* , Elia Md Johar 2 1 Akademi Pengajian Bahasa, Universiti Teknologi MARA (UiTM), 40450 Shah Alam 2 Akademi Pengajian Bahasa, Universiti Teknologi MARA (UiTM), 40450 Shah Alam *Corresponding Author: haziqrashid@uitm.edu.my Copyright©2021 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License Received: 15 April 2022; Revised: 30 April 2022; Accepted: 28 May 2022; Published: 30 July 2022 Abstract: The evolution in advertising has shifted the reliance of advertisers from printed materials to video advertisements. Globally, various industries especially the cinema industry, have adopted this form of advertising to meet their marketing goals. Yet, video advertisements are still considered ineffective. Thus, the study set out to find out the perceptions of the cinema viewers on visual communication elements in cinema video advertisements, analyse the effectiveness of the cinema video and determine the mean differences in the effectiveness of the elements in video advertisements across gender, education level and age. It is a cross-sectional survey study using the causal-comparative approach. 240 Universiti Teknologi MARA (UiTM) Shah Alam and Management and Science University (MSU) students participated in the study. TGV Cinemas and Golden Screen Cinemas were selected as the sampled video advertisements. The questionnaire used was adapted from [2], [3] and [33]. It was revealed that the image and video shots were positively perceived as the most effective communication elements in delivering the messages compared to other visual communication elements and the cinema video advertisements were comprehensible, yet they were not highly effective as an advertising platform since the advertising objectives were not achieved. In addition, the analysis of the demographic factors showed that there were significant mean differences between the four visual communication elements and age groups. Thus, the study suggests advertisers incorporate more creativity in producing interactive and immersive video advertisements to optimise the effectiveness of their advertisements. Keywords: visual communication elements, video advertisements, video perceived effectiveness, demographic factors 1. Introduction Advertising has been digitalized into many media forms including video advertising which has now increasingly gained popularity. Unlike print advertising, video advertising employs diverse methods in delivering a specific message effectively. For example, the effective language use and other elements in a video advertisement, according to [1], is performing a rather convincing job in swaying the audience to a particular cause than printed advertisements. Negm and Tantawi [2] state that the combination of various visual communication elements such as graphic embellishment, colour, typography and auditory are the main components of a video advertisement. Perceptions by the audience towards these items are crucial in determining whether the video advertisement itself is effective.