Page 56 - MARSIUM'21 COMP OF PAPER

ANALYSIS OF VIDEO CONTENT OF PETRONAS HARI RAYA

ADVERTISEMENTS FROM 2017 TO 2021

Nur Asiah binti Mat Husin, Prof. Rohaizat bin Baharun

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

*Corresponding author: nurasiah@graduate.utm.my

Abstracts

Every year when Hari Raya arrives, Petronas will publish advertisements themed on community, family,

unity, and friendship. Apart from promoting the Petronas brand to the public, Petronas advertisements
also aim to foster kindness and togetherness in the community in Malaysia. Therefore, the purpose of this

study is to make an analysis of the video content of Petronas Hari Raya advertisements to examine what

is the positive message brought by Petronas in this Hari Raya advertisement to the audience. Qualitative
content analysis was conducted on five Petronas Raya advertisements from 2017 to 2021.

Keywords: Hari Raya, Petronast, kindness, togheterness, positive message

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