Page 791 - MARSIUM'21 COMP OF PAPER

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FYP PROPOSAL
AHIBS UTM SKUDAI JULY 2021

ADVERTISING CONTENT ANALYSIS (ACA) FOR PETRONAS ADVERTISEMENTS IN
CELEBRATION HARI RAYA FROM 2010 TO 2020

SITI AYSHAH BINTI SANIP, PROF. DR. ROHAIZAT BIN BAHARUN

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

*Corresponding author: sitiayshah@graduate.utm.my

Abstract (Not more than 200 Words)
Petronas Gas Berhad was established in 1987 as a wholly owned company of PETRONAS and started on the Bursa Malaysia main market
on September4, 1995. PETRONAS owns 60.66 percent of the market, with the balance shares held by different retail investors and retail
stockholders. It is Malaysia's largest Gas Infrastructure and Utilities company, with core competencies in Petroleum Refining, Gas
Transmission, and Regasification. Petronas generates gas petrol pumped from shore fields and delivers it to PETRONAS customers in
Malaysia and Singapore via the Peninsular Gas Utilization (PGU) pipeline system as cited in PETRONAS | A Progressive Energy and
Solutions Partner, Enriching Lives for a Sustainable Future, (2021). From time to time, PETRONAS took the initiative to advertise the
festival day, Malaysia day, and other festivals on television every year to make an impact a sense of nationalism in the Malaysian people.
This research aims to identify the appeals that characterize for Petronas Advertisements in celebration Hari Raya from 2010 to 2020 among
Malaysian viewers and to analyze whether PETRONAS television advertising regarding Hari Raya brings an impact on Malaysian
perspective from 2010 to 2020. Therefore, Malaysian people that lives in Johor are the target respondent for this study. A structured
questionnaire has been distributed by the google form. At the end of this research, the layout has become the best predictor among all the
variables.

Keywords: impact, PETRONAS, advertising,

■ 1.0 INTRODUCTION

In this chapter, the overview of advertising content analysis (ACA) for PETRONAS advertisements in celebration of Hari Raya Aidilfitri
from 2010 to 2020 will be explained. In the beginning of this chapter, researcher will explain the background of study, followed by
background of problem, research questions and research objective.

■ 1.1 BACKGROUND OF THE STUDY

Advertising is a notice or announcement in a public medium which promoting a product, service, or event or publicizing a job
vacancy. DeFleur and Dennis (1985), stated that advertising attempts to inform the customers about a particular product and persuade them
to create a certain result which is normally the decision to buy the product. From the statement of DeFleur and Dennis (1985), advertisement
can be used to encourage a society to be led to a specific market or company’s brand that is commercialized in advertisement, where it can
have a major impact due to the effectiveness of communication. As well as give information, advertisement can be used to remind, convince,
and increase the moral values in the society. As the world becomes more digital and connected, brands and marketers are using current
content marketing methods to attract new customers and increase sales. The increasing competition in the marketing business is pressing
marketers to be more efficient, provide real information based on behavioral patterns, and make it interesting.

As well as give information, advertisement can be used to remind, convince, and increase the moral values in the society. As the world
becomes more digital and connected, brands and marketers are using current content marketing methods to attract new customers and
increase sales. The increasing competition in the marketing business is pressing marketers to be more efficient, provide real information
based on behavioral patterns, and make it interesting.

Television commercials are one of the most common forms of advertising nowadays, not only in Malaysia but also around the
world. Television commercials is well known for providing audiences with knowledge, education, and entertainment for the audience.
Commercials on television are used to get viewers because they use face-to-face interaction, and the audience can better interpret the message
communicated. It is one of the effective ways to sharing information and create awareness, especially in society.

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