ANTHROPOMORPHIC MASCOTS OF SUKMA GAMES (1990-2010)

By

Azahar Harun, Baharim Samuri, Mohammed Razeef Abd Razak, Ariff Ali,Tengku Sharhril Norzaimi

azaharh@gmail.com

ABSTRACT

This paper sets out to examine the Anthropomorphic Mascots of SUKMA games (1990-2010). The main aim is to establish understanding regarding its Strengths, Weaknesses, Opportunities and Threats (SWOT). The outcome of the analysis (observation analysis and SWOT analysis) indicates that some of the Anthropomorphic Mascots of SUKMA games from 1998-2010 lack credibility thus fail to depict sporting image as well as representing the host state. Despite this set back, we discovered some unique features that can be utilized to increase brand perception. For example in 2010, the organizing committee of SUKMA XIII introduced Tuah as the official mascot to represent Melaka state. The design of Tuah is based on two popular local legends, Sang Kancil (legendary animal) and Hang Tuah (legendary hero). We believe that this factor can help build strong personality (anthropomorphic visualization) and enhance the promotion and branding of SUKMA games. We hope that the result from this study will benefit the organizing committee of SUKMA and the National Sport Council in Malaysia. Keywords: Anthropomorphic Mascot, Sukan Malaysia (SUKMA) 1.0 INTRODUCTION Anthropomorphic Mascot is synonymous with multi-sport event. This particular media is so well-received by sport organizers from all over the world. In 1998, for instance, the organizing committee of SUKOM 98 (Commonwealth Game) introduced an Orangutan named Wira to represent Kuala Lumpur. This decision was made based on the fact this creature is regarded as native animal to Malaysia (The Mascot, n.d). The use of native animal as mascot is not a new trend for it has been going on in the Commonwealth games since 1978. Many host countries would select the most rarest and unique animal in order to gain attention and also distinguish them from the rest. For instance in the 1990 Commonwealth games, a kiwi bird named Goldie was used as mascot to represent New Zealand (see Figure 1.2). In context of SUKOM 98, Wira could be regarded as the ambassador not just for Malaysia alone but also for Orangutan species in the world. Furthermore, he could spread awareness regarding other endangered animals, especially in the South East Asia.

Figure 1.1: Wira of SUKOM 98, Kuala

Lumpur, Malaysia

Figure 2.2: Goldie of Commonwealth Games 1990 Auckland New Zealand

The Anthropomorphic Mascot for multi-sport event is unique compared to brand mascot because it only performs for a limited time period. In spite of this nature, some of the mascots survive until today as memorabilia (soft toys, emblem and t-shirt). Therefore, it is vital that designers put emphasis on the creative development so that its image and identity will leave a lasting impression to the athletes and also to the host (city, state and country). 2.0 Brief History

SUKMA is an acronym for SUKAN MALAYSIA (Malaysian Games) which can be regarded as a mini Olympic Game, so to speak. This prestigious event is organized by correspondences comprising of Majlis Sukan Negara Malaysia (MSNM), Majlis-majlis Sukan Negeri (MMSN), Majlis Sukan Sekolah-Sekolah Malaysia (MSSM), Majlis Sukan Universiti (MASUM) and Majlis Sukan Polis Diraja Malaysia. According to an online article published in 1984 on the SUKMA XIII Melaka 2010 web portal, the Minister of Culture, Youth and Sport came with a suggestion to organize a multi-sport competition event. It is believed that this competition will be a good training ground for local athletes to gain experience before participating in the higher level such as the SEA Games and the Commonwealth Games.

The first event was held on 15 August to September 1985. For a start, 6 sports, which include athletics, tennis, volleyball, cycling, ping pong and sepak takraw were introduced. Surprisingly, this suggestion somehow captures many attentions from interested parties. Hence new proposals were made to add more sports and by involving private sector as sponsors to generate a source of funds. A final agreement was reached on 5 February 1985 by the board of directors to organize the first event in 1986. A concept called “Malaysia Incorporated” was used and the amateur sports rules were also being used. On 6th July 1985, the board of directors established a high-powered committee and the organizing committee to manage the event. All aspects of the event including infrastructure, venue selection, sports rules and promotion are within the committee concern. Promotion is a crucial factor in SUKMA games because it will deliver information regarding the date, venue and event schedule. Of course, this promotional strategy also need to be accompanied by one unique media known as Anthropomorphic Mascot.

3.0 Definition According to definition, a mascot is a person or famous celebrity, inanimate object (abstract) and animal (Meriam Webster). It is often associated with good luck. The most frequently appearing mascots on public media we see so far are brand mascots. According to Lentini (2007) brand mascots are useful for bringing a brand to life in tangible form, spreading their messages across a variety of media. Mascot usually performs as a spokesperson to a company, organization, government, and even religious groups by communicating certain philosophy or ideologies or asking for people to respond and react to something. According to Magdalkinski (2004, p.72): “Mascots are polysemic texts, upon which a series of meanings can be inscribed. They are at once advertiser, community builder, and educator and may also serve as a link between the past and the present”.

In addition, there is another kind of mascot, which is often associated with sporting events. The one that we are referring to is Anthropomorphic Mascot. The word Anthropomorphic basically refers to ‘the endowment of animals, objects and environments with human characteristic’ (Paul Wells, 1998). This type of mascot is unique in the sense that it is only utilized during high profile sporting event such as the Olympic Games and the Commonwealth Games. In context of Malaysia, Anthropomorphic Mascot is often used in the promotion of multi-sport event namely Sukan Malaysia or SUKMA. Because SUKMA games are held every two years (now every year), hence the public will only witness the appearance of Anthropomorphic Mascot for a short period of time. Normally, the mascot will be used for promotion before the actual event, during the event and after the event. It will take the role as the ambassador of goodwill representing the city, state and country.

Creating Anthropomorphic Mascot for multi-sport event not only requires sound knowledge in art and design, but also politics and culture. The designer must be aware of sensitive issue such as racism, sexual and religion. This is because there are possibilities that the mascot might be misinterpreted. Consider the case of the Anthropomorphic Mascot for the Olympic Game 2008 in Beijing which was called ‘Fuwa’ for example. According to sources, the five Fuwa characters were found to “represent many of the recent tragedies China has endured” (Haishan, 2008). Hence the Anthropomorphic Mascot were banned from appearing at the Olympic opening ceremony. Adding to that, the original English name ‘Friendlies’ had also caused dispute. Majority of the local Chinese people were having problem with the English name ‘Friendlies’ which when pronounced sounded ‘Friendless’. As a result, the Beijing Organizing Committee for the Olympic Games (BOCOG) changed the English name to Fuwa which has more philosophical meaning and easier to pronounce.

Figure 3.1: Fuwa of Olympic Game 2008, Beijing, China

4.0 Problem Statement

Anthropomorphic Mascots have been around in SUKMA games since 1990. However, because of its short-term use, most of them can no longer be seen in the public media and likely to be forgotten. In this regard, we argue that the so called ‘designer’ who created the mascot does not fully understand the creative development process and lack sensitivity regarding local culture and identity. Thus, the final product fails to represent the host state and communicate its value to the public. In order to confirm this, we set out to examine the Anthropomorphic Mascots of SUKMA games (1990-2010). 5.0 Significance of The Study

We stand firmly on a notion that a good design will communicate quality and establish recognition. This is also the case for SUKMA games. Therefore, we hope that the

outcome of this study will better inform relevant parties especially the organizing committee of SUKMA and the National Sport Council in Malaysia.

6.0 Objectives The objectives of this study are:

1. To examine (observe) the Anthropomorphic Mascots of SUKMA games (1990-2008).

2. To identify the Strengths, Weaknesses, Opportunities and Threats that are found in the mascots.

7.0 Methodology

The methodology consists of two main parts. Part one is an observational analysis. This involves collecting/gathering primary source (sample artworks) and examine the visual aspect of it. In order to assist the analysis, several research questions were formulated.

A. Demographic RQ1: What is the name of the mascot? RQ2: Which state it represents? RQ3: What year it represents?

B. Anthropomorphic

RQ4: What kind of animal did the mascot take on? RQ5: How the mascot is represented? RQ6: What desirable feature does it have? (Strengths) RQ7: What undesirable feature does it have? (Weaknesses) RQ8: What concept/style it promotes?

Next, we utilized a memo technique. This process is essential for recording and

indentifying the four main categories, Strengths, Weakness, Opportunities and Threats. (Note: Strengths refer to the desirable features/visual elements that are found in the sample; Weaknesses refer to the undesirable features/visual elements that are found in the sample. Opportunities refer to the positive thing that possibly be generated by the sample; Threats refer to the negative thing that possibly be generated by the sample). The result from the observation analysis is then tabulated and coded (see table 6.1). For each of the main categories, we formulated another 5 sub categories, which give a total of 25 units.

Part two is a SWOT analysis. Prior to this, we developed an instrument (SWOT Analysis Worksheet) based on a model suggested by Piercy and Giles (1989). This instrument enables us to generate quantitative data by giving rating score. Two coders were assigned to rate the Anthropomorphic Mascots. Each of them were given the SWOT Analysis Worksheet and instruction on how to use the instrument. Both of the coders were administered separately to avoid bias. After that we processed the result from both coders to check the percentage of agreement between them. To do this we used an online inter-coder reliability calculator. The result shows that there is 73% agreement. This result is considered reliable. The final data is then processed in spreadsheet and presented in a graphical chart. Table 7.1 Coding Scheme

Main Categories Code Sub Categories

Strengths S1 Good line drawing

S2: 3-Dimensionality

S3: Anthropomorphic quality

S4: Cute/ pleasant/ friendly

S5: Colourful/ vibrant

Weakness

W1: Poor line drawing

W2: Lack of clarity/ contrast

W3: Awkward/ Unstable

W4: Poor Color Scheme/ Dull/ Uninteresting

W5: Lack eye contact

Opportunities

O1: Promote tourism

O2: Represent endangered species/ rare

O3: Related to local history/ local identity

O4: Provoke emotional response

O5: Promote Sporting spirit

Threats

T1: Unpleasant/ Ugly

T2: Offensive (racism/radical)

T3: Meaningless/ Pointless

T4: Copycat/mimic

T5: Ridiculous

8.0 Observation analysis

In this section, we discuss the result of the observation analysis of the anthropomorphic mascots of SUKMA games since 1990 until 2008. These mascots are as follow:

1. Satria of SUKMA III, Sarawak 1990 2. Yeop of SUKMA IV, Perak 1994 3. Tok Gajah of SUKMA V, Pahang 1996 4. Sang Helang of SUKMA VII, Selangor 1998 5. Chombi of SUKMA VIII, Pulau Pinang 2000 6. Bayau of SUKMA IX, Sabah 2002 7. Rusa of SUKMA X, Negeri Sembilan 2004 8. Helang of SUKMA XI, Kedah 2006 9. Si Diman of SUKMA XII, Terengganu 2008 10. Tuah of SUKMA XIII, Melaka 2010

8.1 Satria of SUKMA III, Sarawak 1990

Figure 8.1.1: Satria

Figure 8.1.2: SUKMA III logo

In SUKMA III, (1990), Sarawak became the first to use Anthropomorphic Mascot

(see figure 8.1.1). The design is based on a Rhinecoros Hornbill (Buceros rhinoceros). This particular species is a native animal of Borneo and largely found in the jungle of Sarawak. It is a magnificent bird, which can be distinguished by its black feather, massive red horn and long yellow beak. The combination of black, red, and yellow thus become the color scheme of Sarawak State flag and the SUKMA 90 logo (see figure 8.1.2).

This particular Anthropomorphic Mascot is called Satria which means warrior in Malay word. Satria was probably chosen to reflect the fighting spirit of Sarawak’s well-known tribal people, the Iban. According to Iban tradition, a warrior is a highly respected individual in the community.

Despite strong metaphorical and cultural value, Satria fell short in terms of relevancy and visual appeal. It appears that the designer has missed out certain important details. In our view, the warrior image that the mascot is portraying does not live up to expectations. Instead he is portrayed as an athlete (or maybe a runner). In this sense, Satria is just a typical name, nothing more and nothing less.

Formalistically, Satria deserves our recognition because it creates awareness regarding the endangered bird (Rhinecoros Hornbill). Even though the concept is stylized, part of the bird is still familiar like its red horn and big yellow beak. Its lower body appears human-like (anthropomorphic), wearing a sleeveless shirt, short, socks and shoes. Satria’s body pose is motionless (static). He appears showing two thumbs up but the rest of his fingers are missing. In comparison, Satria shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.1 shows the similarities in Pose (Static), while Figure 8.11.3: shows similarities in type of Welcoming Gesture. 8.2 Yeop of SUKMA IV, Perak 1994

Figure 8.2.1: Yeop Figure 8.2.2: SUKMA IV logo

In SUKMA IV, (1994), the state of Perak introduced Seladang or Malayan Wild Cattle as the mascot (see Figure 8.2.1). According to source, the Malayan Wild Cattle lives in small herds in the mountain forests of India, Southeast Asia, and the Malay Peninsula. Larger than any other wild cattle, it attains a shoulder height of 1.8 m (6 feet) or more. It is heavy-bodied and typically blue-eyed and has curving horns, a high ridge on the forepart of the back, and white “stockings” on the legs. Bulls are dark brown or blackish, cows and young reddish brown.

The Anthropomorphic Mascot of SUKMA IV is named Yeop. However, we argue that the name Yeop does not represent important person nor is the name has significant relation to Perak history. Instead it is a typical local calling name to refer to the average male person in Perak. Other states also have local calling name as well for example Awe in Kelantan and Ujang in Negeri Sembilan. Formalistically, Yeop is an anthropomorphic animal that is half human and half cattle. For those who are familiar with Lat (popular Malaysian Cartoonist) would notice his signature brush stroke. Lat’s artistic style is evidence especially around the face area. A wide mouth with buck teeth is a common feature of Lat’s drawing. In comparison, Yeop shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.1 shows the similarities in Pose (Static), while Figure 8.11.3 shows similarities in type of Welcoming Gesture.

8.3 Tok Gajah of SUKMA V, Pahang 1996

Figure 8.3.1: Tok Gajah

Figure 8.3.2: SUKMA V logo

In 1996, the organizing committee of SUKMA V Pahang employed the Malaysian

elephant as the mascot (see Figure 8.3.1). As the largest state in west Malaysia, Pahang is known for its tropical rainforest, which is also an important refuge for many endemic wildlifes particularly the Asian Elephant. In fact in a recent survey, scientists from Wildlife Conservation Society (WCS) and Malaysia's Department of Wildlife and National Parks (DWNP discover that Taman Negara (National Park) in Pahang records the highest population number of Asian Elephant. From a political standpoint, Pahang has been adopting Asian Elephant as its local identity for many centuries. The state official emblem for example has two ‘Gading’ or Elephant Tusks intersecting one another.

The Anthropomorphic Mascot for SUKMA V Pahang is called Tok Gajah. In Malay community the word Tok in front of a person’s name basically refers to social rank. In most cases, Tok as in person, is older, wiser and influential. Unlike Yeop of SUKMA III in Perak, the name Tok Gajah has significant connection with the state’s history. Tok Gajah was a Malay warrior in 18 century who fought the British. He was also the father of Mat Kilau, another famous Malay historical figure. A new feature that is incorporated in this particular mascot is the Pahang state flag. Because the state flag only has black and white stripe, additional color is added to the design. Therefore, Tok Gajah is portrayed wearing a green color tracksuit. This color code could symbolize Pahang as the state with lush greenery. However, there is a sense of absurdity in the overall concept. Tok Gajah image does not symbolize heroism or show any relationship with Pahang history. Formalistically, the body posture of Tok Gajah is unconvincing. The positioning of limbs and legs seems awkward thus look foolish. It is unsure whether he is running towards us or dancing. In comparison, Tok Gajah shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in Pose (Dynamic), Figure 8.11.3 shows similarities in type of Welcoming Gesture and Figure 8.11.5 shows the similarities in Style (Waving Flag). 8.4 Sang Helang SUKMA VII, Selangor 1998

Figure 8.4.1: Sang Helang Figure 8.4.2: SUKMA VII logo

In 1998, a White Eagle became the official mascot for SUKMA VII, Selangor (see

figure 8.4.1). This is the second time that a bird was used as mascot. However, the White Eagle differs from the previous bird especially in terms of food preferences. Unlike the Hornbill, which feeds on figs and small animal like lizards and insects, the White Eagle is a carnivore. It hunts for prey like bird, lizards, fish and small mammal. Hence, White Eagle is perceived as an aggressive and powerful predator.

The Anthropomorphic Mascot for VII, Selangor is called Sang Helang. The name is a direct translation from English to Malay. As far as the study is concerned Sang Helang has little significance with Selangor’s state identity. We have not found any evidence which links Sang Helang with any historical event in Selangor. However, a website on bird sanctuary of Selangor reports sighting of rare bird species that is native to Selangor namely the Milky Stork. Ironically, the Milky Stork was not short listed as the candidate to represent the state.

Overall, the concept of Sang Helang could easily be misinterpreted. It is quite difficult to distinguish which part of the mascot that really resembles an eagle. The first impression suggests that it was a stork (Milky Stork) because its legs and beak are slightly longer than a normal eagle. The original shape of the eagle was completely altered and transformed into an unknown species. In comparison, Sang Helang shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in Pose (Dynamic). Figure 8.11.4 shows the similarities in Type of Shoes. 8.5 Chombi of SUKMA VIII, Pulau Pinang 2000

Figure 8.5.1: Chombi

Figure 8.5.2: SUKMA VIII logo

In SUKMA VIII 2000, a pair of parakeet (male and female) was chosen to represent the state of Pulau Pinang (see figure 8.5.1). This was the first time a pairing mascot ever introduced in such event. Unlike previous bird mascots (the Hornbill and the White Eagle), which are wild and big, the Parakeet is a cute and adorable looking bird. A unique feature of this bird is that it can mimic human voice and perform tricks. In the tradition of Indian fortune telling in Penang, for example, the Parakeet is used to predict one’s luck. As a matter of fact, this is the reason that inspired Sports TOTO Malaysia to introduce a Parakeet bird named ‘The Toto Bird’ as mascot for the company (Sports Toto, n.d). Perhaps the organizing committee saw this local identity value as a unique factor that link with the state of Pulau Pinang. Recognition should be given to the organizing committee for acknowledging male and female athletes through the use of pairing mascot. The name of the mascots is called Chombi which is a typical local calling name for average young lady from the descended of Indian Muslim in Pulau Pinang. Ironically though, both of the male and female mascots are named Chombi. Formalistically, the male and female mascot is identical in terms of size, appearance and style. However they are distinguished by the sporting gear. The male Parakeet is shown wearing a trouser while the female is wearing a skirt and with a red ribbon on her head. There is a sense of cheerful atmosphere in the display. This is due to the vibrant colors and gesture of the parakeet. In comparison, Chombi shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in Pose (Dynamic). Figure 8.11.4 shows the similarities in Type of Shoes. Figure 8.11.5 show the similarities in Style (Waving Flag).

8.6 Bayau of SUKMA IX, Sabah 2002

Figure 8.6.1: Bayau

Figure 8.6.2: “SUKMA IX logo

In 2002, the state of Sabah introduced Proboscis Monkey (Nasalis lavartus) as mascot

for SUKMA IX, Sabah (see figure 6.1). Interestingly, the organizing committee had decided not to use Orangutan which is commonly exploited in the promotional of Sabah tourism. Perhaps the reason is because the Proboscis Monkey is far unusual than Orangutan. This particular primate has a big protruding nose, from which it takes its name. It also has large belly, which can be easily spotted from a distance. To the local folk, the Proboscis monkey is called Orang Belanda Borneo or Dutchman of Borneo. The reason was due to the fact that the Dutchman also share similar characteristic such as Big Nose, big belly and fair skin.

The name of the mascot is called ‘Bayau’ which in Bajau (local people of Sabah) words means friend. Strangely as it looks, the designer did little change on the mascot Bayau and retains mostly the original form of the animal. In terms of anthropomorphic visualization, Bayau does not wear cloth or shoes except a medal hanging on its neck. Having said that Bayau displays human gesture like waving and showing a ‘peace’ sign. Formalistically, Bayau’s appearance is more humanlike except for his oversize nose. In comparison, Bayau shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in dynamic body pose. Figure 8.11.5 shows the similarities in style (waving flag).

8.7 Rusa of SUKMA X, N. Sembilan 2004

Figure 8.7.1: Rusa Figure 8.7.2: SUKMA X logo

In 2004, the organizing committee of SUKMA X, Negeri Sembilan used a deer as the

official mascot (Figure 8.7.1). This animal used to be hunted in the wild. However due to agricultural revolution, the deer is now being breed like any other farm animals. In spite of this, the deer is still fascinating to watch because of its grace and beauty.

However, we argue that the subject has no significance relation to the state of N. Sembilan. In this sense perhaps the right candidate for the SUKMA mascot would have been the Water Buffalo. The reason is because this beast is synonymous with local community called Orang Minang or Minang people. One aspect of it is the roofs of the traditional houses of Orang Minang. The roofs are swooped and rise to a sharp point on both end of the house, symbolizing a water buffalo's horns. To the Minang people, buffalos are historically not only as beasts of burden, but also signs of wealth.

Formalistically, Rusa appears no more than any other mascots we have seen so far. The body gesture and facial expression seems loose and common. In comparison, Rusa shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in dynamic body pose. Figure 8.11.5 shows the similarities in style (waving flag).

8.8.1 Helang of SUKMA XI, Kedah 2006

Figure 8.8.1: Helang Figure 8.8.2 : SUKMA XI logo

In 2006, an eagle was used as the official mascot to represent the state of Kedah

(Figure 8.8.1). This is the second time an eagle was used and the fourth for the bird species category. The last was in SUKMA, Selangor (1998). The eagle is synonymous with the state of Kedah especially in Langkawi. In fact a giant replica of the eagle was erected and placed at the Dataran Lang or Eagle Square to symbolize the island.

Despite having local identity, the eagle mascot of SUKMA XI has no nickname and only to be referred as Helang. Formalistically, the design is generic, common and cliché. However its appearance is much more appealing than the eagle mascot of Selangor in 1998. The facial expression of the mascot is more menacing, perhaps to match the characteristic of the real eagle. In comparison, Helang shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in dynamic body pose. Figure 8.11.4 shows the similarity in type of shoes. Figure 8.11.5 shows the similarities in style (waving flag).

8.9 Si Diman of SUKMA XII, Terengganu 2008

Figure 8.9.1: Si Diman

Figure 8.9.2: SUKMA XII logo

In 2008, a clownfish (Amphiprion ocellaris) was used as the official mascot to

represent the state of Terengganu (see figure 8.9.1). This cute and beautiful coral fish became familiar partly because it resembles Disney’s cartoon character in the box office movie Finding Nemo (2003). Despite this, there is a controversial issue regarding Si Diman Apparently the issue was that the sea turtle which is a popular animal for Terengganu is said no longer considered charming. In a press conference, the Chief Minister of Terengganu stated that the sea turtle is too ‘slow’ whereas the clownfish is more agile and dynamic. He also said that the new mascot will help raise awareness regarding the marine life and at the same time promote Terengganu as one of the beautiful tourist destinations in Malaysia. However, scientist from Kolej Universiti Sains and Teknologi (now Universiti Malaysia Terengganu), Prof Chan Eng Heng was astounded by the baseless comment and expressed regret over the state government’s preferences. She said that the decision could imply that the present administration is no longer placing importance on the turtles (The Star, 2006).

Formalistically, the design aspect of Si Diman is sluggish and disappointing. For example, the body is twisted awkwardly and the legs are in wrong position. At the same time, the fins are transformed into arms and hands. In the end, Si Diman appearance seems peculiar and foolish. In comparison, Si Diman shares some similarities in certain parts with other SUKMA mascots. Figure 8.11.2 shows the similarities in Pose (Dynamic). Figure 8.11.4 shows the similarities in Type of Shoes. Figure 8.11.5 shows the similarities in Type of Welcoming Gesture.

8.10 Tuah of SUKMA XIII, Melaka 2010

Figure 8.10.1: Tuah

Figure 8.10.2: SUKMA XIII logo

In SUKMA XIII Games 2010, the organizing committee has decided to combine two

legendary icons, Sang Kancil and Hang Tuah to represent the state of Melaka. The decision was made based on the fact that both icons have strong personality which links with the history of Melaka. Sang Kancil is mentioned in the story of the founding of Melaka whereas Hang Tuah is a legendary Malay warrior during the golden era of the Melaka Sultanate Empire.

The name of the mascot for SUKMA XIII 2010 is called Tuah which literally translates as Lucky. Tuah is different from the rest of mascots of SUKMA games in the sense that he is designed not only for the sake of SUKMA games but also to symbolizes the historical value of Melaka. Tuah does not wear sporting gear, wave flag or make a peace sign. Instead, he is portrayed as the legendary warrior Hang Tuah, hence the name. Tuah wears a traditional costume known as Baju Melayu (Malay shirt) with samping (a piece of cloth wraps around the waist) and Tanjak (a traditional head scarf). In addition he also holds a Keris which is another cultural symbol. Formalistically, despite the warrior’s image, Tuah appears friendly and cute. His head is slightly bigger than the body which resembles to the proportion scale of a 5 year old child. The color scheme (red, yellow, blue) is vibrant and matches the flag of Melaka. His eyes are big and looking directly to viewer thus establishing contact. In comparison, Tuah shares similarities with three previous mascots (Satria, Yeop, and Chombi) in terms of static body pose (see Figure 8.11.1).

8.11 Summary

Figure 8.11.1: Similarity in Pose (Static)

Figure 8.11.2: Similarity in Pose (Dynamic)

Figure 8.11.3: Similarity in type of Welcoming Gesture

Figure 8.11.4: Similarity in Type of Shoes

Figure 8.11.5: Similarity in Style (Waving Flag)

9.0 SWOT analysis

Figure 9.1

Figure 9.1 is a SWOT Analysis Worksheet, which contains the result of the assessment of the Anthropomorphic Mascots of SUKMA games (1990-2010). 10 mascots were examined in the aspect of Strengths, Weaknesses, Opportunities and Threats. We then assigned numerical value to the answers (Yes=1 and No= O) and calculate the frequency of Yes and No for each of the subjects (mascots). We then converted the result into quantitative data and processed in a spreadsheet. The final output is in a form of bar chart (see figure 9.2).

Anthropomorphic Mascots of SUKMA 1990-2010

Figure 9.2

Figure 9.2 is a bar chart, which represents the result of the SWOT analysis. Four colors are used to distinguish the main categories, Blue for Strengths, Red for Weaknesses, Green for Opportunities and Yellow for Threats. As shown in the chart, only two anthropomorphic mascots from previous SUKMA games have high score in Strengths. These are SUKMA IV, Perak (60%) and SUKMA XIII, Melaka with (100%). The second place with 40% score are SUKMA III, V, VII and VIII. These mascots have some features, which have the potentials to be recognized. For example SUKMA III is represented by Satria which is based on Hornbill. The name Satria and the color scheme reflect the tribal people of Sarawak and also represents Sarawak as an eco-tourism destination. These potentials however are hidden due to poor art and design. Another example is SUKMA V, Pahang which is represented by Tok Gajah. The name Tok Gajah has strong connection with the local history and reflects Pahang as the state with the largest population of wild elephant. Unfortunately, these potentials are not easily noticed due to undesirable features color scheme, awkward body pose and poor line drawing. The lowest scorers (20%) are SUKMA IX, X, XI, XII. This was due to the fact that the mascots fail to reflect good design. Among the undesirable features (weaknesses) found in these mascots include awkward body pose, cliché style, poor line drawing and scale proportion. All these features, to certain extent, affects the brand recognition and perception of SUKMA games as well as the credibility of the host state.

10.0 Conclusions

Despite its cute and adorable characteristic, one should not underestimate Anthropomorphic Mascot as agent for marketing and goodwill ambassador. Through review of selected scholarly articles, it is found that this kind of spoke agent (mascots) has a lot to offer. Previous studies have proven that mascot can create awareness, increase public confidence and boost image. Aside from marketing purposes, mascot is also an important icon in many world class events like The Olympic Games and The Commonwealth games. In context of SUKMA games, the presence of Anthropomorphic Mascot can motivate athletes to compete with high spirit as well as creating a positive image for the game and the host state. Nevertheless, they could also create disappointment if the subject matter was wrongly chosen or depicted. Based on the SWOT analysis, it is found that poor art direction, lack of local and regional identity and poor design decision were among the common problems that affect the branding program of SUKMA games. 11.0 Recommendations

In order to create successful Anthropomorphic Mascot for future SUKMA games, here we would like to offer few recommendations:

1. Anthropomorphic Mascot should look friendly and not threatening. 2. Use a child proportion scale so that the mascot will appear cute and adorable. 3. Put emphasis on the eye. This will enhance the facial expression. 4. The mascot’s body gesture should represent athletic movement. 5. The design should link with certain value like history, culture, etc. 6. Avoid using ambiguous or complex nickname because it will confuse the

audience. 7. The design should be original and not copied. 8. The mascot should raise awareness on certain issue (health, environment, etc)

so that it will be meaningful. 9. The design must not be too radical or too conservative. 10. Anthropomorphism conception must ensure that the design will be

approachable. 11. Controversy such as racism and sexual content should not be a part of the

design. 12. Spontaneous and freehand illustration is more appealing than rigid and

computer generated drawing.

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