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3.4.2 THEMATIC ANALYSIS

As mentioned in chapter 2, thematic analysis will be use in this study to imply patterns of PETRONAS television
advertising on Hari Raya Aidilfitri from 2010 until 2020.

Phase 1 Familiarization

Phase 2 Coding

Phase 3 Generating themes

Phase 4 Reviewing themes

Phase 5 Defining and naming themes

Phase 6 Writing up

3.4.3 CODING METHOD

Coding method will be use in this study other than thematic analysis. To study the videos, a content data was analyzed. The coding
is separated into four categories: technical variables, messaging, advertising attributes, and participation. Title, URL, uploading date, and
video duration were the technical elements coded. Television formatting frames were also collected to determine if some narrative
telling strategies were more prevalent than others in the deployment of television advertising.

The message factor part used Taylor's six segment wheel to determine the prevailing messaging technique and provided a list of
the most prevalent emotional and rational advertising appeals. The list of advertising appeals covers sexuality, humor, fun, informative, and
adventure appeals, as well as the category of other for when an advertising appeal is used as the primary appeal beyond the limitations of
this list. The data from the coding process will be applied to the research questions to determine the research questions which how and is it
true that PETRONAS television advertising about Hari Raya Aidilfitri brings an impact from 2010 until 2020. It will also determine this
study research objective which is to identify the appeals that characterize for PETRONAS Advertisements in celebration Hari Raya from
2010 to 2020 and to analyze whether PETRONAS television advertising regarding Hari Raya brings an impact from 2010 to 2020.

3.5 CONCLUSION

Chapter three presented the method of used in research instrument using observation method and data collection method using
qualitative method. The data gained was processed by thematic analysis and coding method. Next chapter will be discussing about the result
obtained based on the adopted methodology.

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