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Malaysia whether it is deemed to be a restriction by media publishers or vice versa (Jalli, 2016).
According to Amizah (2009), the government justifies the need to implement strict laws to ensure
the public is more aware of the difficulties of the law when failing to respect Malaysia’s
multicultural society

3.0 METHODOLOGY

The purpose of this video content analysis is to examine what is the positive message brought by
Petronas in this Hari Raya advertisement to the audience. This study uses a qualitative method of
document content analysis (Bogdan & Biklen 1998) in the form of video to explain the content of
communication (Merriam 2001). The researcher used a qualitative analysis of the video content of
the Petronas Raya advertisement.

The researcher obtained five video samples from Petronas' official Youtube. The data analyzed
were sourced from the author’s observations on five Petornas Raya advertisement videos, as well
as a literature review on good advertising studies from books, journals, digital media and the
researcher’s experience in reviewing advertisements that has been done before. Content analysis is
usually associated with qualitative research paradigm, content analysis can help researchers in
evaluating media content systematically (Rose, 2015). Below is a list of Petronas Raya advertising
videos analyzed by researchers.

No Title Year
1 Donut ke Karipap 2017
2 Misi Riuh Raya 2018
3 Rendang Soraya 2019
4 Antara Dua Jendela 2020
5 Syukur Raya 2021

4.0 ANALYSIS AND FINDINGS

4.1 Donut ke Karipap (2017)

4.1.1 Storyline

Donut ke Karipap tells the story of a boy named Hakim who began to learn to fast fully in
the month of Ramadan. Hakim's fasting journey is full of challenges because he is a strong
eater. While playing ball at school Hakim imagined the ball was a big donut because he
was too hungry to fast. Every time after school, Hakim would go to the karipap shop
opposite the school. The delicious -looking karipap made Hakim feel drooling. Hakim's
classmates, who are Chinese, Malays and Indians, supported him to fast completely.

4.1.2 The characters in Donut Ke Karipap

In this ad video, the main character is Hakim, a big-bodied boy who loves to eat and is
striving for a full fast during the month of Ramadan. The side characters are Hakim’s

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