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Content analysis is one technique of describing the content of any media text, such as advertising. (Krippendor 2004) state that it
as anything other than "an investigation strategy for making repeatable and valid conclusions from messages (or other important matter) to
the settings of their usage”. To put it another way, content analysis is a practical approach based on the identifiable data and evaluation of
large classes of substance inside a content (both spoken and visual components), as well as the examination of the link between those
classifications. From Lasswell, Lerner, and Pool (1952), The content analysis will not tell if a particular piece is acceptable writing; it will
indicate whether the style is different. It will not tell us if a paper is rebellious; it will tell us if the substance changes with the ideological
principal. It will not tell us how to persuade the Russians, but it will tell us what the most persistent subjects of Soviet publicity are.

2.3 ELEMENT OF CONTENT ANALYSIS

There are seven elements for gathering information for an advertising content analysis. The seven element is words, characters,
themes, paragraph, concepts, item, and semantics by Bruce L. Berg et al., (2001). It is important to collect the important data required for
the content analysis to have adequate data for the desired content analysis. As cited in (FEARING, 1953), latent contents, like show content,
may be evaluated by content analysis, which is a sequence of judgments or representations produced under precisely defined criteria by
decisions made using unbiasedly defined standards.

In content analysis, researchers gather and evaluate the content text. The term text refers to anything written, visual, or spoken that
serves as a means of communication. It includes books, newspaper or magazine articles, notices, speeches, official archives, movies or
recordings, melodic lines, pictures, clothes, places, or a masterpiece. As cited in Content Analysis (2021), to analyze the content using content
analysis, it must first be classified, or divided, into appropriate code classes for review (for example "codes"). When the content is coded
into code categories, the codes may then be further arranged into "code classes" to sum up information much more thoroughly.

The analysis of character portrayals in media contexts varying from books to internet recordings; the computer-assisted analysis
of word usage in news media and political speeches, promotion, and writing (“Defining Content Analysis,” 2017). The content analysis
allowed for an assessment of the authenticity and reliability of the empirical research to be made implying that the framework connection
and the basis of order were unambiguously defined and accessible to evaluation (Brierley & Cowton, 2000).

The major output of content analysis that provides practical results in the research topic is the “theme.” As cited in Green et al.,
(2007). Subjective substance investigation and topical examination have been defined, as well as their similarities and differences. According
to Vaismoradi et al., (2016). There are various similarities between subjective substance research and to content analysis, such as cutting
across information, philosophical foundation, thoughtfulness regarding both characterization and interpretation in data collection, thought
of information setting, and looking for subjects. While the topical investigation researcher considers both inactive material as a theme and
show content as a class in data frameworks, the content analyst chooses between them before moving on to higher stages of information
inquiry. Items are the most common unit of measurement used by producers of iconic material. It may be the entire speech, radio show, letter
to the publisher, article, or research.

According to Kassarjian, (1977), the theme is the next bigger unit, containing a single statement about a topic. Because themes,
concepts, views, and behaviors are typically presented in this format, the theme is one of the most effective units of content analysis. However,
it is also the most challenging unit of analysis. Before this phrase can be placed in the appropriate category, the coder must be able to reduce
it down into its individual themes.

2.3.1 THEMATIC ANALYSIS

Thematic analysis is a study of implying patterns. In other words, it is about identifying meaning through analyzing the themes in
data collection. Most significantly, because this approach is guided by research questions, it is not essential to discover every potential theme
in the data, but rather to concentrate on the major features that are relevant to your research questions. Because thematic analysis is an
interactive approach, research topics may change as researcher continue with coding and theme identification.

Advertising appeal that believed by Kotler (2003) in Nwankwo et al. (2013), is separated into emotional and rational appeal.
Rational appeal emphasizes on educating consumers about the benefits they would experience and obtain from the product or service
according to Lin (2011). Meanwhile, emotional appeal helps in increasing consumer engagement by triggering the consumer's emotions,
which can be good such as love, humor, and happiness or negative such as fear and guilt trap. Emotional appeals come in a variety of forms.

To begin, comedy appeal is utilized in advertisements to easily establish rapid memory. For example, the product or service
advertise through a joke and viewers can easily get the message of that ads behind the joke. Second, love appeal emphasizes how using the
product or service might change the situation and how it can improve the viewers perspective of love and romance life. Other than that,
journey appeal offers the idea that by using the goods or services would promise joy and adventurous. As an example, a convincing petrol
advertisement can attract viewers to believe that they can experience the joy while using it and it can lead them to purchase the goods
unintentionally. Furthermore, it is a popular approach used especially in television advertising where they use endorsement appeal such as
well-known personalities advocate the company’s brand. As a result, it will boost their sales commencing with their supporters.

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