1. Chia Re Jia

2. Phang Jin Han

   
   

i. Brand/product

Chanel- Chanel 25 bag

Chanel is a luxury fashion house from France, known for elegant, timeless design and sophistication.

Chanel 25 handbag revisits the emblematic codes of the House such as the quilting,the double Cs and the braided chain, offering a contemporary, always on-the-go allure.

ii. Who is the source.

Jennie Kim

International Kpop star and fashion icon.

Global ambassador for Chanel since 2018, often referred to as ‘ Human Chanel’ due to her close association with the brand.

iii. Source credibility

•Expertise

Jennie is not a professional model, but she frequently appears in fashion shows and major magazines such as Met Gala, ExtraL and BAZAAR.

She has extensive experience in fashion campaigns, including Chanel jewelry and ready-to-wear lines.

Her influence on trends gives her perceived fashion expertise.

•Trustworthiness 

Jennie is seen as authentic, with a personality that aligns with Chanel's brand image.

Her long partnership with Chanel and consistent brand representation enhance her credibility.

•Likability

Jennie has a massive global fanbase, especially among young women. As evidence, 87.3 million followers (Instagram), 19.1 million (TikTok), 15.2 million (YouTube).

Her celebrity effect increases brand desirability and drives consumer behavior, young fans imitate her style and purchase the same product she uses.

iv.Type of noise

Social noise

Advertising overload creates cognitive noise that makes ads less effective because it overwhelms the audience's attention and thinking ability. Audience fatigue and message neglect because information overload. Audiences are bombarded with numerous ads on YouTube or Instagram, causing the audience to lose interest and reduce engagement. They will skip, ignore or scroll past ads and may also feel annoyed or resistant to promotional content.

1. Phang Qing

2. ⁠Cheng Yee Rou

3. ⁠Lee Jing Xian

i. Brand/product

• Skechers is a third largest footwear brand in the world from United States. It has launched different series or collection that suitable for several occasions and purpose such as GOrun series is suitable when running, SKECHERS Street Shadow series is suitable for walking and so on. It also has the shoes for kids. Skechers become famous because it provides comfortable footwear with lower costs rather than other competitors.

ii. Who is the source

• Cha Eun Woo

  He is the South Korea singer from the boy band as known as Astro. He becomes the global ambassador for Skechers since 2023. The reason that he decided to become the ambassador of the brand because he thinks that this brand’s footwear is comfortable for him.

iii. Source credibility

• Expertise:

  Cha Eun-woo is not a footwear expert and also not an athlete, but he has high fashion and lifestyle influence in public. His public figure and extensive experience in the entertainment industry like filming and advertisements lend credibility to the Sketchers Campaign.

  
  

• Trustworthiness:

  Cha Eun-woo has high trust in public due to his clean public image, polite demeanor and attitude at working environment and also professionalism in both Korean media and international media. Cha Eun-woo's fans and casual viewers often perceive him as sincerely and respectful. This can increase consumer confidence in the products that he promotes such as Sketchers.

• Likability:

  Cha Eun-woo' has a charming personality, handsome image and gentle spoken that enhance his likability in public. His likability personality is very popular among young people across Asia and aligns with Skechers’ target market.

iv. Type of noise

• Psychological noise

  Psychological noise is caused by consumers’ lack of brand awareness of Skechers and lack of interest in endorsers. Although Cha Eun-woo endorses Skechers, consumers may pay more attention to the appearance or color of the shoes and choose to ignore the endorser. This is what reduces the effectiveness of the advertisement.

• Competing ads: Consumers compare the advertisements of Skechers and other sports brands such as Nike and Puma and make the most suitable choice.

• Disinterest: Since some consumers are not interested in celebrity endorsements, they choose to automatically ignore the functionality or appearance of the shoes.

• Distracting visuals: Poor visual effects of advertisements such as being too complicated affect the audience’s attitude and attention to the product.

• Bias or overload: Consumers have a biased impression of Skechers in a negative way. Therefore, they automatically associate the functionality of all Skechers products together. In addition, too many advertisements cause the audience to receive information overload and choose to ignore all advertisements.

1. NURUL NAFISHA BINTI SABRI

2. ALYSSA AMYLEA BINTI AZLAN

3. SYAZA ADREENA BINTI SOPHIAN

4. AINA MAISARAH BINTI ANUAR

5. SAIYIDAH HAZIQAH BINTI IDRIS @ IDRUS

link 🔗 : https://youtu.be/xMTkap-yagI?si=7GnTZUnKigy7-REX

• BRAND PRODUCT BEING ENDORSED

CUCKOO is a popular Malaysian brand that promotes a healthier and more comfortable lifestyle at home. The product category is appliances and health-focused lifestyle products such as water purifiers, air purifiers, mattresses, massage chairs, kitchen appliances, and air conditioners.

• WHO IS THE SOURCE

Dato' Sri Siti Nurhaliza binti Tarudin is a renowned Malaysian singer, songwriter, and actress.She became as a Cuckoo brand Ambassadors in November 2019. Her image as an idol and inspiration to Malaysian musical artistes perfectly symbolises CUCKOO’s ‘Beyond Standards’ service. Group CEO of CUCKOO International, Mr KC Hoe has stated that the singer’s charismatic charm and philanthropic character are the reasons she was chosen to represent CUCKOO’s 2020 theme.

•SOURCE CREDIBILITY

1. Trustworthiness

Cuckoo has established itself as a trustworthy brand in Malaysia, earning recognition through prestigious awards such as the Putra Brand Awards and the Reader’s Digest Trusted Brand Award. These accolades reflect strong consumer confidence and brand credibility. Such recognitions play a key role in building public trust.

2. Expertise

Cuckoo’s expertise in producing high-quality home appliances is demonstrated through its compliance with strict industry standards. Its products are certified by SIRIM, Malaysia’s leading certification, inspection, and testing body, ensuring safety, performance, and reliability. JAKIM’s Halal certification highlights Cuckoo’s commitment to meeting the needs of Muslim consumers, reflecting a deep understanding of local market requirements.

3. Likability

Dato’ Sri Siti Nurhaliza has a kind and friendly personality. She speaks gently and always shows good manners, which makes many people like and trust her. She is loved by many Malaysians and is seen as a good role model. Her image fits well with Cuckoo, a brand that focuses on health, clean living, and caring for the family.

•ONE TYPE OF NOISE

the CUCKOO advertisement featuring Dato’ Sri Siti Nurhaliza, one clear type of noise present is celebrity noise—when the celebrity’s image overshadows the product itself. Dato’ Siti, dressed in an elegant magenta outfit and positioned prominently, naturally draws attention due to her fame and striking appearance. While her endorsement lends credibility, the focus may shift more toward her persona rather than CUCKOO’s range of products. This can lead to consumers remembering the celebrity but forgetting the brand message. To reduce this noise, the ad could show her actively engaging with the products, creating a stronger and more authentic link between the celebrity and the brand’s promise of healthier living.

DEVENI A/P A.SELVARAJOO

(A24FM0035)

WAN FAALIHAH AINA BINTI WAN AZROL (A24FM0175)

NUR A'LIAH SOFIAH BINTI IBRAHIM (A24FM0108)

NURIN ADILLA BINTI RAZALI (A24FM0130)

Source:

https://vt.tiktok.com/ZSkJvpnda/

i) Brand/Product being endorsed

Nature's own factory buckwheat milk chocolate

-Promoted as a healthy alternative to regular chocolate, possibly targeting health-conscious consumers.

ii) Who is the source (Influencer/Celebrity/Organisation/Comp any)

Nurul Jannah Muner, known professionally as Janna Nick, is a Malaysian actress, singer, host, director and producer.She has a 2.2m follower on TikTok and 6.3m follower on Instagram.

iii) Evaluate Source Credibility: Expertise, Trustworthiness, Likability

Expertise :

Janna Nick is not a nutritionist or food expert but has influence in lifestyle and entertainment. Her endorsement may rely more on personal experience than technical knowledge.

Likability:

Janna Nick is a popular celebrity with a large following. Her charisma, personality, and relatability make her highly likable to her audience. People enjoy her content, honest review, and feel a connection with her. This likability significantly boosts the impact of her reviews, as consumers are more receptive to messages from people they like. Her energetic, unfiltered opinion and honest review style often resonates well.

Trustworthiness:

Janna Nick is known for her candid and genuine public image. She often shares her unfiltered opinions and experiences, which builds a strong sense of authenticity and trustworthiness with her followers.

iv) Identify one type of noise that could reduce the advertisements effectiveness and explain:

Disinterest

Janna Nick doesn't care about the brand and have knowledge or do research about the brand before she review the chocolate. Viewers who aren't into healthy foods or don’t trust influencer reviews may simply scroll past

AN SIYUAN A24FM4034

Jiang LinYe A24FM4036

MrBeast's YouTube endorsement of Feastables Chocolate

1. Persuasiveness Analysis

i) Brand/Product Being Endorsed:

Feastables – a line of chocolate bars and snacks launched by MrBeast.

ii) Who is the Source?

MrBeast (Jimmy Donaldson) – a celebrity YouTuber and influencer with over 200 million subscribers.

iii) Source Credibility Evaluation:

Expertise:

MrBeast is not a chef or food scientist, but he has built a business empire (like MrBeast Burger, Feastables) and is seen as a serious entrepreneur among Gen Z and Millennials.

Trustworthiness:

MrBeast is widely known for his authenticity, charity efforts, and transparent communication. Audiences often perceive him as honest and reliable.

Likability:

He has a high likability score, especially among young audiences, due to his generous giveaways, humble personality, and entertaining content style.

2. Communication Noise Identification

Type of Noise: Visual Overload & Competing Messages

Explanation:

MrBeast’s videos often feature fast-paced editing, bright visuals, loud music, and multiple brand mentions or challenges.

While exciting, this visual overload may distract viewers from the main promotional message about Feastables.

Additionally, the presence of competing giveaways or stunts might dilute the focus on the chocolate brand itself.

Here is the link：https://youtu.be/Hwybp38GnZw?si=EARrz4JfFADHtD5q

Rhode Skin – A skincare line created by Hailey Bieber, featuring products like the Peptide Glazing Fluid, Lip Treatment, and Barrier Restore Cream.

📌 Who is the Source?

Hailey Bieber – An internationally known model, influencer, and founder of Rhode.

📌 Evaluate Source Credibility:

Expertise: Moderate – While not a dermatologist, she worked with skincare experts to develop Rhode products.

Trustworthiness: High – Hailey often shares her personal skincare routine and behind-the-scenes product creation, which adds authenticity.

Likability: Very High – She has a strong fan base and is admired for her clean, natural beauty style.

📌 Type of Noise That May Reduce Effectiveness:

Bias – Because Hailey is the brand owner, her promotion could be seen as self-serving rather than neutral. Also, her posts may blend in with typical fashion/beauty content on Instagram, potentially causing ad fatigue or message overload for regular followers.

1. CHIA QIU TING

2. KEK JIA YI

3. FARHAN UMAR BIN ZAHARI

4. MUHAMMAD ZAKWAN AQIL BIN FADLY REZA

5. JIANG DI

Link: https://www.instagram.com/p/C9cDjjjRMM-/?igsh=aDZkM3hsam9teTNy

i) Brand/ Product being endorsed

• The product being endorsed is the VICTOR x LZJ III collection, a collaboration between the sports brand, VICTOR and Malaysia’s top badminton player, Lee Zii Jia. It promotes a sporty and casual clothing line, including sleeveless vests, sweatshirts, and varsity jackets. The campaign, titled “OWN YOUR ATTITUDE”, promotes confidence and youth fashion.

ii) Who is the source (Influencer/Celebrity/Organisation/ Company)?

• The source is Lee Zii Jia, a well-known and professional badminton player from Malaysia. He is an Asian champion, the All England Open 2021 champion and a bronze medalist at the Olympic Games. In this campaign, he collaborates with VICTOR and endorses the VICTOR x LZJ III collection.

iii) Evaluate Source Credibility: Expertise, Trustworthiness, Likability.

• Expertise: 

  Lee Zii Jia is a top-ranked badminton player with significant achievements. He has represented Malaysia in international tournaments and is known for winning the prestigious badminton events, such as the All England Open in 2021 and bronze medal at the Olympic Games. His deep experience in sports shows his expertise. Sport enthusiasts are more likely to trust VICTOR that provides equipment to Lee Zii Jia, because it gives them the impression that they can become better players by using the same equipment as him.

• Trustworthiness: 

  Lee Zii Jia has built a strong reputation over the years as a dedicated and professional athlete. His consistent performances and commitment to the sport make him a role model among sports fans. Also, he is rarely involved in controversy, making him appear as trustworthy.

• Likability:

  As a national pride, Lee Zii Jia is popular among sports enthusiasts, especially younger fans. He has 1.2 million followers on Instagram and a loyal fan base. His confident and stylish personality makes him relatable and inspiring. This likability makes the VICTOR x LZJ III collection more attractive to the target audience.

iv) Identify one type of noise that could reduce the advertisement's effectiveness and explain: Competing ads? Disinterested? Distracting visuals? Bias or overload?

• One type of noise that could reduce the advertisement’s effectiveness is distracting visuals.

• In this poster, there are many elements combined into one design. For example, Lee Zii Jia in the centre, multiple clothes on the rack, boxes, bags, logos, and bold text. Although the poster is visually attractive, the overload of products and complex layout make it difficult for viewers to focus on the main message, which is the campaign “OWN YOUR ATTITUDE” and the collaboration “VICTOR x LZJ III”. The viewer’s attention may be split between the text, the model, and the various products in the poster, thus reducing the clarity and impact of the core brand message.

Kiko Chan Xin Ying

Loh Le Xuan

Ong Le Xuan

Ter Miao Ching

Brand/Product:

Puma, a global sportswear brand known for designing and manufacturing sports and leisure footwear, apparel, and accessories.

Source:

Rosé, a member of the world-famous K-pop girl group BLACKPINK

Evaluate Source Credibility:

Expertise - Rosé is an artist and singer who having a powerful vocals, emotional expression, and stage presence, she is also the group's main vocalist and lead dancer.

Trustworthiness - Rosé has never been involved in a scandal in her career, earning the respect of fans and the public alike. She always maintains a positive image and actively participates in charity events, and her sincere interactions further demonstrate her integrity and reliability.

Likability - Rosé having a charismatic and stylish personality which makes her resonate with a wide audience. It enhances the appeal of the products she endorses.

Potential Noise Affecting Advertisement Effectiveness:

Not all consumers are fans of K-pop or Rosé. It could limit the campaign’s reach to those who are interested in the artist.

https://www.instagram.com/p/DGKJIJPvQnH/?igsh=MWpudzljbTR5ZXRxaA==

Lai Wei Leung

Joel Koh Jia Le

Tan Tzuen Hung

Lim Ting Ze

Lim Fu Qiang

Link: https://www.instagram.com/reel/DEv53iuB0rO/?igsh=MWI0aTZyZ3k2a3NsdA==

1) Brand/Product:

• VIDA C Happy Kumquat is a limited-edition sparkling vitamin C drink. The limited edition “Happy Kumquat” is tied to Chinese New Year (CNY), making it time-sensitive and culturally relevant.

2) Who is the source (Influencer/Celebrity/Organisation/Company):

• The source is Phei Yong, a well-known Malaysian Chinese influencer. He is also a video producer, singer, actor, YouTuber, event host, radio host, and designer. His diverse media presence and multi-talented profile make him a powerful and relatable spokesperson, especially among younger audiences.

3) Evaluate Source Credibility:

• Expertise:

  • Phei Yong has strong expertise in digital content creation and knows how to communicate messages in an engaging way.

  • His creative storytelling and editing make the product more attractive to viewers.

• Trustworthiness:

  • Phei Yong has built a reputable image through consistent and entertaining content.

  • His endorsements are seen as more genuine and personal rather than overly commercial, which adds to his credibility.

• Likability:

  • He is widely liked for his humour, personality, and relatability.

  • His high engagement rates on platforms like Instagram, TikTok, and YouTube show that his followers connect well with him.

• Target Market Fit:

  • VIDA C targets Gen Z and millennials, which aligns well with Phei Yong’s fanbase.

  • His image as a youthful and energetic personality complements the brand identity of VIDA C.

4) Identify one type of noise that could reduce the advertisement’s effectiveness and explain:

Type of Noise: Competing Ads

• The beverage market in Malaysia is highly saturated with many similar products, including:

  • Chi Forest sugarless sparkling water

  • Matcharo drinks

• These brands often run their own aggressive marketing campaigns, which may feature similar influencers or even promote similar health-related benefits.

• This creates a “noise” in the advertising environment, where too many messages are competing for the same audience's attention.

• As a result, VIDA C’s ad may not stand out enough, especially if consumers are already familiar or loyal to other similar brands.

• Additionally, repetitive or overly promotional content across multiple ads may cause audience fatigue, making them tune out or ignore the message

2.lixiang A24FM4013

3.Tay Wu Wei A24FM0236

1. Brand/Product

Brand: CHAGEE (also known as 霸王茶姬)

Product: HOJICHA GENMAI MILK TEA

CHAGEE is a tea brand that focuses on modernizing traditional Eastern tea culture. It aims to combine time-honored tea-making traditions with contemporary aesthetics, offering drinks that embody both heritage and innovation.

2. Who is the Source

Spokesperson: CHENLE (Zhong Chenle)

CHENLE is a member of the South Korean boy group NCT, which has a strong fan base, particularly among younger audiences in Asia.

3. source crediability

   · Expertise：

   
   

   Zhong Chenle, leveraging his popularity and fan appeal accumulated in the entertainment and other fields, can utilize his influence on the young consumer group to convey product information. This makes fans actively learn about “HOJICHA GENMAI MILK TEA” because of their attention to him, and efficiently spread product knowledge by using his own traffic and fan loyalty.

   
   

   · Trustworthiness：

   
   

   If Zhong Chenle has always maintained a positive image without negative public opinions, fans will extend their trust in him to the brand and product he collaborates with. Consumers will confirm that the tea beverage brand he chooses to cooperate with has undergone certain considerations and is trustworthy.

   
   

   · Likeability：

   
   

   Zhong Chenle has a unique personal charm. Because fans like him, the “love me, love my dog” effect will occur, and they will be more likely to have a favorable impression of the tea beverage he promotes.

   
   

4. Type of Noise:

   Competing Ads.

   - The Milk tea industry in Malaysia has many types of brands that include:

   - Beautea.

   - Mixue Ice Cream and Tea

   - These two industries often come with different types of new milk tea. That comes in between the same month and to same target customer.

   - This will create a “noise” in the industry that might let customers to fatigue with what type of milk tea are delicious in the industry.

1.Muhammad Haziq Danial | A24FM0216

2.Ahmad Afiq Afnan | A24FM0102

i)Brand:

Adidas, a multinational corporation originally from Germany. It is a brand that well-known as sports equipment supplier, athlete-footwears, accessories and lifestyle product. Adidas is one of the largest athletic apparel and footwear corporation in the world.

ii)Who is the source:

A football player from South Korea, Son Heung Min is one of the most influential person in promoting Adidas. He is also considered as the best Asian football player of all time, due to him having won the Asian Player of The Year award four times already in his career.

iii)Evaluate Source  Credibility

1.Expertise

• Son Heung Min is also not only considered as the best in Asian, but he also proved himself at the best football league in the world, the Premier League. Playing for Tottenham Hotspurs, he had won several individual awards such as golden boot, FIFA Puskas award, Goal of the season and many more. Having such an outstanding career making him one of the best adidas athlete that leads to him having his own signature football boots.

2.Trustworthiness

• Son is well-known because of his personal character. He is a loyal person because he has been playing for Tottenham for 10 years now and counting. Not only that, he is also the most respected player in the world because of his kindness and respect towards other people. For example, he was once politely rejected to do an interview because he was too tired. While other players might just leave instantly, but he approached the interviewers and apologized and then stated that he was too tired and promised them next time. His humility made him not only a great football player, but also a great human being.

3.Likability

• According to all his teammates and friends, Son is happy going player and love to goofy around with other players, especially the younger ones, making him one of the most likeable player in the game. His opponents also showed respect to his name because of how nice he is with people around him. Not only that, him having quite an attractive look for football player also making him likeable, especially in South Korea where millions of people followed him.

iv)identify one type of noise that could reduce the advertisement’s effectiveness and explain.

Competing ads:

The effectiveness of the Adidas advertisement featuring Son Heung-Min may be reduced due to the presence of competing advertisements, particularly those from rival brands like Nike and Puma. For example, Nike often promotes football stars such as Kylian Mbappé, who shares a similar fan base with Son. When audiences are exposed to multiple high-profile athlete endorsements from different brands at the same time, it can cause confusion or distraction, making it more difficult for the Adidas message to stand out clearly and leave a lasting impression.

https://youtu.be/uN-ylRTwdcE?feature=shared

CHEN MANWEN A24FM4003

1.brand/product

iPhone 16 is Apple's latest flagship phone, with its main selling points such as titanium material, A18 Pro chip, excellent photography ability and USB-C interface.

At the beginning of the release, Apple usually sends products to technology KOLs (key opinion leaders) for advance trial evaluation (but will not directly control the evaluation content).

2.who is the source

Marques Brownlee (MKBHD) is a well-known technology blogger with more than 18 million followers on YouTube.

His videos are famous for their high-quality production and technical depth, and their influence covers the world, especially among technology enthusiasts and digital enthusiasts.

3.source credibility

*MKBHD is a science and technology content creator. He has been doing evaluation since high school and has a strong technical perspective. His video focuses on parameter interpretation, comparative analysis and actual measurement data, showing strong professional knowledge.

*Although he cooperates with big brands, he maintains a certain degree of independence. For example, he will point out the problems of average iPhone battery performance and excessive price to win the trust of the audience.

*His language is simple and clear, his style is calm and rational, and he is deeply loved by the audience in the science and technology circle and rational consumers. He has also been recognized by mainstream media and professional awards, increasing his public influence.

4.Type of noise

Different evaluations of competitive technology bloggers or the publicity of the Android camp

For example, some influencers such as Unbox Therapy or Mrwhosetheboss may compare Samsung Galaxy S24 Ultra, Google Pixel 8 and other devices at the same time.

If in these comparisons, Android phones perform better in terms of photography, battery or price, the audience may doubt Apple's "high price and high quality" image.

Consumer information overload: Too many evaluation videos and too many KOL views may also make consumers "numb", but reduce the penetration of brand information.