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Researcher will use theme as the element of content analysis in this study to analyze the advertising made by PETRONAS in
celebration Hari Raya from the year 2010 until 2020.

2.4 METHOD OF CONTENT ANALYSIS

Content analysis requires the ability of parts in the correspondence to improve. A component or sector of the material may range
in size from large too little. As a result, content analysis might determine the level of support or opposition to a controversial topic published
in local newspapers. The research might look at the size of a room dedicated to the subject or the numbers of articles, as well as an analysis
of the parts or phrases in the articles or even selected watchwords or keywords. These are the units of analysis. According to Krippendorff
(2014), there are three types of units: sampling units, coding units, and context units. Researcher will use the most suitable method which is
coding method in this study.

2.4.1 CODING METHOD

According to Luo, (2021), coding requires developing the units of significant into the newly defined categories. Especially with
more relevant categories, clearly define the rules for what will and will not be included to ensure that all texts are coded accurately. Over
a two-month period, two coders were extensively taught. To practice coding, the coder used a separate sub-example of commercials that
were not included in the study. Throughout the coding phase, the function of the codebook and far-fetched situations were explained.
Each coder assessed generally 45 percent of the sample, with the remaining 10% analyzed by both coders to verify inter-coder reliabilities
(Buijzen & Valkenburg, 2002).

As cited in Luo, (2021), each advertisement will be reviewed by the researcher, and all relevant data will be recorded in the right
category. This can be performed manually or with the assistance of computer tools such as QSR NVivo, Atlas.ti, and Diction, that can
assist in the procedure of collecting and classifying words and phrases.

Researcher will analyze each PETRONAS television advertisement in the researcher collection using coding standards. Researcher
will keep records of the qualities of each figure mentioned, as well as any terms or phrases linked to reliability that are used to characterize
them. According to Luo, (2021), once the coding is completed, the data will be extract and filtered for patterns and conclusions in
explanation to the research question. Researchers may use statistical analysis to discover connections or patterns, discuss views of what
the data indicate, and draw conclusions about PETRONAS advertising, context, and viewers. The data indicated that words or phrases
connected with reliability appeared.

According to new research (Ya Hsuan Sunny Tan, 2004), the coding procedure was a multi-step method. The coder began by
analyzing the advertising' visuals, colors, and styles. The product presentation, purchase information, and the level of the use of other
terms in text were next analyzed. Lastly, the main concept was analyzed. The values for each factor were then added together. The
formula was used to calculate the level of integration. The text must be classified, or broken down, into manageable code categories
for analysis before it can be analyzed using content analysis. Once the text has been coded into code categories, the codes can be
further classified into "code categories" to further analyses the data.

Our objective is to identify some trend of important concept among the sample of Petronas Advertisements in celebration Hari
Raya from 2010 to 2020 among Malaysian viewers and to identify some brand values among the sample of PETRONAS advertisements
regarding Hari Raya from 2010 to 2020.

2.5 CONCLUSION

This chapter come out with element and method related to analyzing PETRONAS television advertisement regarding Hari Raya
with literature review. The element and method is related to the next chapter that will continue with research design, research instrument and
data collection method.

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