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780 Siti Ayshah (2021)

Appeal/ Main Ads Ads Ads Ads Ads Ads Ads Ads Ads Ads Ads
coding 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Joy 1 2 3 2 1 1 1 3 1
Excited 2 1 1 1 2
Funny 3 1 2 3
Communication 1 1 1 1 1 1 1 1 1
Judgement
Sadness 1 1 1 2 2 2
Worried 1 1 1 1
Anger 2 1
Disappointed 1
Fear 1
Trust 1 1 1
Anticipation 1
Love 1 1 1 1 1 1 1 1 1 2
Hope 1 1
Percentage (%) 27.27 50 28.57 42.86 40 252 50 28.57 30 33.33 40

Table 2 shows data coded for PETRONAS advertisements regarding Hari Raya Aidilfitri from 2010 to 2020

4.4 GENERATING THEMES

Year Main coding/ appeal Percentage (%)
2010 Funny 22.27
2011 Love and hope 50
2012 Joy 28.57
2013 Joy 42.86
2014 Joy 40
2015 Sadness and anger 25
2016 Sadness 50
2017 Funny 28.57
2018 Funny 30
2019 Joy 33.33
2020 Love 40
Table 3 shows the main appeal of PETRONAS advertisements for Hari Raya Aidilfitri from 2010 to 2020

4.5 REVIEWING THEMES

As for PETRONAS advertisements in 2010, the main appeals that researcher find is funny with the percentage of 22.27%. The
other appeal that appears in 2010 ads is excited, joy, communication, sadness, fear, trust, and anticipation. The second higher percentage of
2010 ads are excited. For 2011, the main appeal for PETRONAS ads is love and hope. Both are with the percentage of 50%. As for 2012,
the main appeal that appears in the ads is joy with the percentage of 28.57%. The other appeals for 2012 is excited, funny, communication,
sadness, and love. As for 2013, the main appeal that appears in the ads is also joy with the percentage of 42.86%. The other appeals that been
spotted is communication, sadness, worried and love. As for 2014, PETRONAS ads appeal is joy which the percentage is 40%. The

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