By Ms Nadia Anuar, Dr Nur Husna Serip Mohamad, Dr Nurizah Md Ngadiran, Dr Ireena Nasiha Ibnu & Prof Ts Dr Janudin Sardi

In an age where communication drives youth involvement, creating brochures that speak directly to Malaysian youth is no easy feat. Brochures are powerful instruments for disseminating information, from educational campaigns to career advice. However, the key to their success is not just their visual appeal, but also the language qualities that resonate with young people. But their power is not just about flashy visuals. It hinges on something deeper: language. The right linguistic choices - vocabulary, tone and cultural references - are crucial in conveying messages that resonate with the younger generation.

1. Speaking their Language

When it comes to capturing the attention of young Malaysians, tone is everything. A brochure written for a younger readership should not sound too stiff or formal. Instead, it should strike a conversational and inviting tone. Easy and familiar language helps the reader connect with the content, making it easier to assimilate. And let’s not forget: Malaysian youth are proficient in multiple languages such as Bahasa Malaysia and English, and the colloquial mix of both these languages.

When reaching young Malaysians, code-switching - the use of many languages in a single statement or message - can be an effective tactic. Imagine a career planning brochure that starts with "Nak jadi successful? Here's how to launch your career!" that mixes Malay and English in a way that feels natural to the reader. It mirrors how young Malaysians speak every day, and that authenticity is what helps attract their attention and help the message stick.

2. Using Youth-Centric Vocabulary

The choice of vocabulary is equally essential. Youths are naturally drawn to contemporary expressions that reflect their realities. Words and phrases that match contemporary trends in social media, pop culture and technology can dramatically boost a brochure's effectiveness. Terms like ‘FOMO’ (fear of missing out), ‘vibes’ and ‘rizz’ aren’t just trendy, they are also part of the Malaysian youth daily lexicon.

In contrast, cluttering a brochure with academic language or complicated jargon may repel young people seeking simple information in brochures. Simplifying the message and incorporating youth-centric language ensures that the content is not only read but also remembered. A health brochure that says "Stay healthy and avoid burnout by balancing schoolwork and play!" is far more engaging than one overloaded with technical terms. Keep it simple, keep it relevant and, most importantly, make sure they can see themselves in the message.

3. Engaging through Storytelling

Let’s face it: data might convey necessary information, but they don’t always spark interest. That’s why storytelling is an effective tool in capturing youth reading engagement. Youth connect with stories, not just facts. A brochure that shares relatable narratives or testimonials about the lives of Malaysian adolescents is far more likely to strike the emotional chord than one filled with dry statistics. Take a financial literacy brochure, for example. Imagine telling the story of young Malaysians starting their first job and managing savings or budgeting issues. Suddenly, it’s not just about managing money; it’s about their life, their future. By weaving narratives into your brochure content, you turn hard facts into something personal and relatable.

4. Cultural Sensitivity and Inclusivity

Malaysia is a cosmopolitan nation with a diversified population, and if your brochure doesn’t reflect that, you are missing the mark. Whether you are addressing Malay, Chinese, Indian or indigenous people, the language must be culturally sensitive and inclusive. References to cultural festivals, foods or local customs not only make the brochure more relatable but also show that you understand the diversity of your audience.

For example, a pamphlet advocating healthy eating habits can feature Malaysian staples like ‘nasi kerabu’ or ‘capati’ rather than generic Western food examples such as salads. These familiar references create a sense of connection and ensure the content feels local and relevant, appealing to Malaysian youth.

5. Visual-Linguistic Harmony

A brochure is as much a visual experience as it is a linguistic one. But here’s the catch: the words and images must work together, not against one another. A visually appealing brochure can still fall flat if the language is dull or overwhelming. An effective brochure combines text and graphics, making sure the content is succinct and consistent with the design.

For instance, headlines and call-to-action messages should be brief, effective and easily identifiable. Short catchy headings like "Join Us Today!" or "Your Future Starts Here" capture attention and pique readers’ interest to read further. Long paragraphs of text are unlikely to capture the attention of young people, who prefer brief, easy-to-digest information. Bullet points, symbols and highlighted phrases are your best friends when it comes to keeping brochure content digestible. Today’s youth skim before they read, so make sure your key messages jump off the page.

6. Incorporating Digital Language

Let’s not forget that today’s youth are digital natives. Today’s youth communicate using acronyms, emoticons and hashtags and, when used wisely, can give your brochure a modern edge. Brochures that incorporate elements of digital language may be more appealing to younger people. For example, a brochure on environmental awareness that is youth-focused could feature lines like "Love the planet? #GoGreen" or "Do your part! These components tie into young people's digital behaviours, making the brochure feel current and relevant to their online experiences. However, it is critical to achieve a balance; over-reliance on digital terminology might make the brochure appear gimmicky or amateurish.

Conclusion

Creating a brochure for Malaysian youth goes far beyond design - it’s about language, tone and cultural relevance. Each linguistic choice you make shapes how your message is received, ensuring it feels relatable, engaging and, most importantly, actionable. When brochures speak the language of their audience, both literally and figuratively, they become powerful tools for igniting change and behaviours.

-- BERNAMA

Ms Nadia Anuar is with the Academy of Language Studies, Universiti Teknologi MARA, Shah Alam.

Dr Nur Husna Serip Mohamad is with the Academy of Language Studies, Universiti Teknologi MARA, Penang.

Dr Nurizah Md Ngadiran is with the Academy of Language Studies, Universiti Teknologi MARA, Shah Alam.

Dr Ireena Nasiha Ibnu is with the Faculty of Communication and Media Studies, Universiti Teknologi MARA, Shah Alam.

Prof Ts Dr Janudin Sardi is with the Academy of Language Studies, Universiti Teknologi Malaysia, Shah Alam.