Page 799 - MARSIUM'21 COMP OF PAPER

778 Siti Ayshah (2021)

■ 4.0 FINDINGS

4.1 INTRODUCTION

This chapter describe the process of analyzing the data that have been collected and stated in chapter three to meet the objective of
this study. This chapter will emphasize on the findings of the thematic analysis study and coding methods for PETRONAS Hari Raya
Aidilfitri advertisements from 2010 to 2020. Researcher will explain according to thematic analysis step from familiarization to the last step,
writing up.

4.2 FAMILIARIZATION

Familiarization steps will include all the PETRONAS advertisements from 2010 until 2020. Advertisements 2010, PETRONAS
use black and white elements and pick “Maznah” as the title of Hari Raya Aidilfitri ads. The ads are about Maznah having a fight with her
husband, Fendi who both wanted to return to their own towns for Hari Raya festival as it is a tradition when it comes to Hari Raya.
PETRONAS brings 80s era vibes which in the scene they still use the old telephone with rotary dial number in front and an old, imported
car. The scene included a fight between in-laws in a Chinese gold shop which many Malays buy and trade in their jewellery in 80s era.
However, the issue resolved by applying a very advanced concept in the end. PETRONAS choose to solve the issue with bringing both
family closer to Maznah and Fendi house by invading house on the truck and place it in front of Maznah and Fendi’s house.

As for 2011, PETRONAS use a different strategy which combines two festivals in one advertisement. PETRONAS combine Hari
Raya Aidilfitri and Merdeka celebrations which are celebrated in the same month of the year, and they use storytelling to talk about
humanitarian that focus on hands as an appreciation to the hands that do a lot of service to ourselves. The title of the ads is “hands”, and
the ads are in English version. PETRONAS shows many things that been done by hands as hands reflects strength and love. PETRONAS
ads in 2011 emphasizes what people do and tell with their hands.

PETRONAS presented a short film for Hari Raya Aidilfitri ads in 2012 called “stranger”. The ads are in DWI language and is in
global aspect. The ads share about Erman, a PETRONAS engineer stationed in Central Asia, crosses paths with a local boy in Uzbekistan,
Jeyhun, he struggles to adapt life away from home. While Erman and Jeyhun begin as strangers, each step gets them closer to realizing
their self-worth, renewing their spirit, and making a change in people's lives of people around them. It's the tale of one man's journey to
identity and research into the meaning of life. 2012 Hari Raya ads presents a deeper story about the role that PETRONAS plays in the
countries where it operates.

A short story of a veteran tailor, Makcik Aishah who worked hard to raise money for her daughter's education, was chosen as the
background story in 2013 Petronas Hari Raya advertisement. The title of this ads is “Jahit” and in 8 minute and 45 second advertisement,
PETRONAS tells the story of how a mother who works as a tailor receives an order for baju kurung and baju melayu for the Hari Raya
celebration, stay awake to earn money and at the same time does not want to disappoint her customers. Petronas also instilled an element
of unity through the display of the spirit of goodwill between Makcik Aishah (a tailor) and a Chinese shopkeeper who helped her and advised
her to take care of her health. The conflict began when Makcik Aishah accidently sewed the baju kurung and baju melayu size by mistake.
There were some pieces of clothes that were sewn incorrectly and Makcik Aishah had to re -sew using new fabric. The hard work sewing
other clothes paid off when her daughter gets scholarship acceptance letter.

A different approach uses by PETRONAS in Hari Raya Aidilfitri ads for 2014 which is a musical advertising. In the 10-year period
from 2010 to 2020, 2014 is the first year that petronas has used a different advertising approach, namely using musical advertisements. The
title of this advertisement is called “Ke Pangkuan Bonda”. In the three-minute advertisement, it tells the story of a girl named Ani who lives
in the village, as well as her family's journey during the preparation and celebration of Hari Raya. The audience was also reminded of the
atmosphere of the Hari Raya celebration as a child and their behavior when the house was full of family members and relatives. At the end
of this advertisements, petronas shows the passage of time where the shot and angle taken are the same as the beginning of the video which
has a little girl only the girl at the end of the video is portrayed as the child of the girl at the beginning of the video.

PETRONAS presented a short film for Hari Raya Aidilfitri advertisements in 2015 called “Sampai Hati”. The story is about siblings
where the younger brother likes to daydream on the hillside by throwing a statue of a parachute soldier and then binoculars him like
running a filming scene. His brother, on the other hand, often criticized his younger brother's dreamy attitude. The ads flash back in 1999,
the scene shows there’s one time when the brother joined the army, the younger brother with his dreamy hobby create a time machine made
from boxes and enjoy the dreams. The siblings are now adults, the younger brother is disappointed with the actions of his brother who burned
all his magazines & references about the film world since it has been the younger brothers dreams since he is a kid. That invited his brother's
hatred and anger so much so that he did not reprimand his brother for 3 times in Syawal. The mother tries to persuade the younger brother
by making him realize that the brother he hates is the one who bears their family all this time and he is also the one who finances his younger
brother's education to fulfill his dream. Suddenly the feeling of revenge that had been lingering for so

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