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ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS

ADVERTISEMENTS IN CELEBRATION CHINESE NEW YEAR AMONG

MALAYSIAN ETHICS.

Hiew Gee Chen, Prof. Dr. Rohaizat Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: geechen@graduate.utm.my

Abstract

The Petronas Festive advertisement series has been broadcasted since 1998. For the past 20 years, the
views of these advertisement are increasing rapidly due to its touching and meaningful content that closely

related to the life of Malaysian citizen. The festive advertisement are produced accordingly to each

significant festival of dominant ethics such as Chinese New Year, Hari Raya, and Deepavali. As the series
of Chinese New Year celebration has been reviewed by many audience, an Advertisement Content

Analysis (ACA) has been planned by the researchers. The objective of this study is to look at primary
cultural values of Petronas Chinese New Year festive advertisement and how it affects the racial relation.

This study uses a quantitative sampling method with a total of 100 respondents. Statistical analysis with
mean (average) and percentage tests is used to measure the level, perception and application of the

Malaysian community towards the cultural values and perception towards Petronas. The expectation on

the findings of the research are most respondents are favor the religious value when they looking at the
content of Petronas Chinese New Year advertisement. Hence, this study explains that religious value are

important as marketers producing a advertisement for audience in Malaysia.

Keywords: Advertisement, Value, Culture, Chinese

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