Page 596 - MARSIUM'21 COMP OF PAPER

ANALYSIS OF VIDEO CONTENT OF PETRONAS HARI RAYA

ADVERTISEMENTS FROM 2017 TO 2021

NUR ASIAH BINTI MAT HUSIN, PROF DR ROHAIZAT BIN BAHARUN

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

Corresponding author: nurasiah@graduate.utm.my

ABSTRAC

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

1.0 INTRODUCTION

Petroliam Nasional Berhad or known as Petronas is a Malaysian multinational oil and gas company
established on 17 August 1974. Wholly owned by the Malaysian government, the company has
acquired overall rights to oil and gas resources in Malaysia and is entrusted with the responsibility
to develop and adding value to those resources. The Fortune Global 500 ranked Petronas as the 95th
largest company in the world in 2008 and the 80th largest in 2009. It also ranked Petronas as the
13th most profitable corporation in the world and the most profitable in Asia. According to a ranking
list published by Forbes Global 2000, Petronas Gas was announced as the 1881 largest public
company in the world in 2017.

After Petronas achieved success as an international oil and gas company, Petronas began to be
active in promoting their company to the public, especially Malaysians. Many advertisements have
been distributed by Petronas since 1996 until now. Petronas began promoting their company
through TV commercials that featured various short commercial videos themed on people's unity.
Year after year, Petronas advertising videos are gaining more and more public attention. Most of
these Petronas advertisements are themed on “Hari Perayaan” and human norms, making Petronas
the most popular advertisement among Malaysians. The production of the “Hari Perayaan”
advertisements aims to raise the image of Petronas as a company that cares about the cultural issues
of Malaysia's multiracial society.

575