Annotated References

References

1. Cline, A. n.d.. Language, Meaning, and Communication. [online] Available at: http://atheism.about.com/od/criticalthinking/a/language_2.htm [Accessed: 27 July 2013].
   This webpage helps me understand more on language, meaning and emotions.
2. Festivals-holidays.com. 2012. Hari Raya Puasa – Malaysia. [online] Available at: http://www.festivals-holidays.com/hari-raya-puasa-malaysia/ [Accessed: 2 Aug 2013].From this website, I understand the signs of Hari Raya Puasa which enables me to understand more how the advertisements links to the festive celebration.
3. Festivals-holidays.com. 2012. Deepavali: The Festival of Lights – Malaysia. [online] Available at: http://www.festivals-holidays.com/deepavali-the-festival-of-lights-malaysia/ [Accessed: 2 Aug 2013].
   From this website, I understand the signs of Hari Deepavali which enables me to understand more how the advertisements links to the festive celebration.
4. Gehrmann, V. 2013. Symbolism of Colours - Chinese Customs. [online] Available at: http://www.nationsonline.org/oneworld/Chinese_Customs/colours.htm [Accessed: 1 Aug 2013].
   This website it helps me to understand what does the colour of Red represents in the Chinese culture. Then I can do a comparison of the red in Chinese and Western culture. Each gives a different connotation based on the red colour.
5. Incredibleart.org. 1994. Symbolism of Color: Using Color for Meaning. [online] Available at: http://www.incredibleart.org/lessons/middle/color2.htm [Accessed: 1 Aug 2013].
   This website it helps me to understand what does the colour of Red represents in the Western culture. Then I can do a comparison of the red in Western and Chinese culture. Each gives a different connotation based on the red colour.
6. Infoplease.com. 2011. How Many Spoken Languages | Infoplease.com. [online] Available at: http://www.infoplease.com/askeds/many-spoken-languages.html [Accessed: 23 July 2013].
   Not a very useful source, but it helps me to understand roughly how many language are used in this world.
7. Media.edusites.co.uk. 2009. MediaEdu - Media Studies Resources. [online] Available at: http://media.edusites.co.uk/article/understanding-media-language/ [Accessed: 23 July 2013].
   This source helps me to understand there are different media language, not just our human dialect, there are also the internet language, TV language, film language and etc.
8. Nsf.gov. 1996. Language and Linguistics: Introduction. [online] Available at: http://www.nsf.gov/news/special_reports/linguistics/intro.jsp [Accessed: 26 July 2013].
   This webpage also help me to understand more about language and linguistic and how they convey different meaning and message.
9. Parkinson, R. 2013. Chinese New Year. [online] Available at: http://chinesefood.about.com/od/chinesenewyear/a/newyearlegends_2.htm [Accessed: 2 Aug 2013].
   From this website, I understand the signs of Chinese New Year which enables me to understand more how the advertisements links to the festive celebration.
10. Petronas.com.my. 2011. PETRONAS. [online] Available at: http://www.petronas.com.my/media-relations/advertisements/Pages/prints-ads.aspx [Accessed: 29 July 2013].
    From this website, I've found the print advertisements of the Petronas of year 2008 for the festive celebration. This source is not very useful because I will not be comparing much on the print advertisements.
11. Petronas.com.my. 2011. PETRONAS. [online] Available at: http://www.petronas.com.my/about-us/Pages/corporate-profile.aspx [Accessed: 29 July 2013].
    This webpage is where I study and get information of the Petronas corporate.
12. Petronas.com.my. 2012. PETRONAS. [online] Available at: http://www.petronas.com.my/about-us/Pages/vision-mission.aspx [Accessed: 2 Aug 2013].
    This webpage I gather information on the vision and mission of Petronas and analyse on it. Being critical on it helps me to understand the way they direct the commercial might somehow linked with their vision and mission.
13. Petronas.com.my. 2011. PETRONAS. [online] Available at: http://www.petronas.com.my/about-us/Pages/default.aspx [Accessed: 29 July 2013].
    From this webpage, I gather all the basic information about Petronas.
14. Petronas.com.my. 2011. PETRONAS. [online] Available at: http://www.petronas.com.my/media-relations/advertisements/Pages/tv-commercials.aspx [Accessed: 3 Aug 2013].
    From this webpage, I analyse on the starting year where Petronas launch their first commercial until the commercial today. Then I do a comparison on what happen from the first launch until today.
15. redd-monitor.org. 2008. Conservation International shock advert adds to confusion about REDD. [online] Available at: http://www.redd-monitor.org/2008/10/25/conservation-international-shock-advert-adds-to-confusion-about-redd/ [Accessed: 23 July 2013].
    This webpage is where I find an example to describe my understanding on denotation, connotation and myth.
16. Users.aber.ac.uk. n.d.. Semiotics for Beginners: Denotation, Connotation and Myth. [online] Available at: http://users.aber.ac.uk/dgc/Documents/S4B/sem06.html [Accessed: 25 July 2013].This webpage helps me to understand more on the semiotics of the denotation, connotation and myth. It can also be used as a backup theory on my essay.
17. Uvm.edu. n.d.. Definitions of Semiotic Terms. [online] Available at: http://www.uvm.edu/~tstreete/semiotics_and_ads/terminology.html [Accessed: 29 July 2013].
    This webpage helps me to understand the basics meaning of each semiotics.
18. Varadan, S. n.d.. Online Jargon, Chat lingo, Internet slang. [online] Available at: http://reviews.in.88db.com/index.php/technology/internet/2732-online-jargon-chat-lingo-internet-slang-know-learn [Accessed: 28 July 2013].
    This webpage helps me to study about the internet language and what meaning and sign they convey.
19. YouTube. 2008. PETRONAS CHINESE NEW YEAR 2008 AD, REUNION DINNER. [online] Available at: http://www.youtube.com/watch?v=cqDdhloTLM4 [Accessed: 29 July 2013].
    This video is one of the video I choose to analyse and compare with another two different language commercial of the same year. It is useful because it provides a lot of depth in terms of the storyline. This commercial is used during the Chinese New Year 2008.
20. YouTube. 2008. Iklan Petronas Raya 2008 (enjoyvids.blogspot.com). [online] Available at: http://www.youtube.com/watch?v=fgaC8Wcj5os [Accessed: 29 July 2013].This video is one of the video I choose to analyse and compare with another two different language commercial of the same year. It is useful because it provides a lot of depth in terms of the storyline. This commercial is used during the Hari Raya 2008.
21. YouTube. 2008. Cool Petronas (Deepavali 2008). [online] Available at: http://www.youtube.com/watch?v=znUqBcL4Nv8 [Accessed: 29 July 2013].This video is one of the video I choose to analyse and compare with another two different language commercial of the same year. It is useful because it provides a lot of depth in terms of the storyline. This commercial is used during the Hari Deepavali 2008.
22. YouTube. 2008. Tan Hong Ming. [online] Available at: http://www.youtube.com/watch?v=UehSJlOQj2I [Accessed: 3 Aug 2013].
    This video is one of the famous video from Petronas. This video helps me to understand most Petronas commercials convey a moral value message inside it.
23. YouTube. 2000. Petronas Advertisement: Raya 2006. [online] Available at: http://www.youtube.com/watch?v=2fHa6FBO1OY [Accessed: 3 Aug 2013].
    This video is one of the video from Petronas - a Raya commercial from 2006. This video also helps me to understand most Petronas commercials convey a moral value message inside it.
24. YouTube. 2007. Petronas Chinese New Year Ad. [online] Available at: http://www.youtube.com/watch?v=M3NDaZ2p6ug [Accessed: 3 Aug 2013].
    This video is one of the video from Petronas - a Chinese new year commercial from 2006. This video also helps me to understand most Petronas commercials convey a moral value message inside it.
25. YouTube. 2013. PETRONAS Gawai Episode 6: The Journey. [online] Available at: http://www.youtube.com/watch?v=NAjCjCojCTU [Accessed: 3 Aug 2013].
    This video is one of the video from Petronas which document the story of the Iban community. This video helps me to understand Petronas is starting to neutralize the racial identity and include other race inside their projects.
26. YouTube. 2013. PETRONAS Kaamatan Episode 2: Traditional Food. [online] Available at: http://www.youtube.com/watch?v=L-Wxr-yMDQo [Accessed: 3 Aug 2013].
    This video is one of the video from Petronas which document the story of the Kadazan Dusun community. This also video helps me to understand Petronas is neutralizing the racial identity and starting to include other race inside their projects.

Commercial from 2002 - 2011

This blog will be talking about commercials advertised by Petronas from the start till the current commercials. I have analysed on which identity Petronas focused on each year.

Based on chart from the Petronas website, from year 2002 - 2005 they focused more on a single community identity, which is the Malay community. During this three years they've only advertised Hari Raya and not the other two big events. On the following year, Petronas started to include commercials of the two other big races in Malaysia - Chinese and Indian. The Chinese New Year, Hari Raya Puasa, Hari Deepavali and Merdeka commercial continues until today. Besides that, today Petronas started to include more and more different races in their projects. For example, the Kadazan Dusun & Iban community.

Kadazan Dusun

Iban

Petronas has now include more and more different community in their projects. From my analysis, they tend to neutralize the racial identity, keeping the racial issue down by being fair to all community. Besides that, Petronas commercials is keeping the religious identity to the minimal and family value to the maximum. Based on my observation on their commercials, Petronas enhance the moral and family value more compared to other identity.

YouTube. 2013. PETRONAS Gawai Episode 6: The Journey. [online] Available at: http://www.youtube.com/watch?v=NAjCjCojCTU [Accessed: 3 Aug 2013].

YouTube. 2013. PETRONAS Kaamatan Episode 2: Traditional Food. [online] Available at: http://www.youtube.com/watch?v=L-Wxr-yMDQo [Accessed: 3 Aug 2013].

Petronas.com.my. 2011. PETRONAS. [online] Available at: http://www.petronas.com.my/media-relations/advertisements/Pages/tv-commercials.aspx [Accessed: 3 Aug 2013].

Petronas Role Analysis

Here are some other Petronas advertisements.

2006 Chinese New Year

2006 Hari Raya

Tan Hong Ming

These are some other Petronas advertisements. From my analysis, most of the advertisements done by Petronas consists of moral values in it advertisements itself. They use their advertisements to teach the society the importance of the moral values. Why is Petronas designing their commercial in this way? Shouldn't these moral values be taught in the school by the teacher and our elderly? Or is it Petronas the corporation which linked with the government would like to take care of their peoples? Probably Malaysians did not practice the simple moral values after they have left the school, therefore Petronas took the role as the elderly and teacher to educate the society to encourage and raise the awareness of the importance of the moral values.

YouTube. 2008. Tan Hong Ming. [online] Available at: http://www.youtube.com/watch?v=UehSJlOQj2I [Accessed: 3 Aug 2013].

YouTube. 2000. Petronas Advertisement: Raya 2006. [online] Available at: http://www.youtube.com/watch?v=2fHa6FBO1OY [Accessed: 3 Aug 2013].

YouTube. 2007. Petronas Chinese New Year Ad. [online] Available at: http://www.youtube.com/watch?v=M3NDaZ2p6ug [Accessed: 3 Aug 2013].

Petronas

What is Petronas? Petronas is the national oil company of Malaysia since year 1974. This corporate has the ownership of all the petroleum resources of the country. Petronas started small and now currently is one of the largest corporation in the world. The following are the mission and vision of Petronas:

By reading from the shared values of the vision and mission of Petronas, they stated that they hold the duty and responsibility to guide and contribute to the well-being of peoples and also nations. Besides that, what they stated is also a part their mission statement - contributing to the well-being of peoples and nation.

Therefore, by analysing three of the commercials, there are moral value in it which educate and help the peoples to be a better person in life. By looking from this perspective, isn't Petronas had accomplished one of their mission statement - contributing to the people and nation?



Petronas.com.my. 2011. PETRONAS. [online] Available at: http://www.petronas.com.my/about-us/Pages/default.aspx [Accessed: 29 July 2013].

Petronas.com.my. 2012. PETRONAS. [online] Available at: http://www.petronas.com.my/about-us/Pages/vision-mission.aspx [Accessed: 2 Aug 2013].

Malaysia's Festive Celebration

This blog post is to talk about the signs of three big festive celebration of the three races in Malaysia, Chinese, Malay and Indian.

Chinese New Year

http://allmalaysia.info/wp-content/uploads/2012/01/CNY03.jpg

For CNY, usually we can spot a lot of reds during the festival. Before the Chinese New Year, the Chinese community will clean the house and decorate the house with red paper crafts, red symbolises good luck to them. Elders will also give out red packets to the younger ones, the red packets symbolises lucky money, and usually they will use the money to gamble. During the CNY eve, relatives will gather together and have their reunion dinner together, the more the merrier. Dress code is also one of the sign can be seen during CNY, female will be wearing Cheongsam and Samfu.

Hari Raya

http://golovolom.files.wordpress.com/2010/11/ismail.jpg

As for Hari Raya Puasa, it is usually signified using green colour. Hari Raya Puasa is the mark of the end of the fasting month. One of the sign during Raya is their dress code, Malay community are often dressed in their traditional cloths baju kurung(ladies) and baju melayu(gents). Besides that, during Raya, the younger Malay community will ask for forgiveness and blessing from the elderly by kissing the elderly's hands. During Raya, a lot of dishes will also be prepared for the relatives to enjoy.

Hari Deepavali

http://allmalaysia.info/wp-content/uploads/2010/10/coloursofdeepavali07.jpg

During Deepavali in Malaysia, there would be "Kolam" a colourful floor decorative art drawn using different materials such as turmeric powder and rice grains. The other sign is the oil lamp which fill up the ambience with warm glow. The oil lamp symbolises the triumph of the good over the evil.  Similar to CNY and Raya, clothing is one of the signs of Deepavali too, the Indian traditional cloths. The surrounding during Deepavali would be very colouful.

From the above are most of the common sign seen during the traditional festive season. These are all the small little signs which helps us to understand each traditional festive's culture and background.

Parkinson, R. 2013. Chinese New Year. [online] Available at: http://chinesefood.about.com/od/chinesenewyear/a/newyearlegends_2.htm [Accessed: 2 Aug 2013].

Festivals-holidays.com. 2012. Hari Raya Puasa – Malaysia. [online] Available at: http://www.festivals-holidays.com/hari-raya-puasa-malaysia/ [Accessed: 2 Aug 2013].

Festivals-holidays.com. 2012. Deepavali: The Festival of Lights – Malaysia. [online] Available at: http://www.festivals-holidays.com/deepavali-the-festival-of-lights-malaysia/ [Accessed: 2 Aug 2013].

Mind map

This is post about a mind map I drew to chart down the points I might include in the coming essay. In the essay, I will most probably include the background of the festival, background of Petronas. Besides that, comparison of the three commercials will be elaborated using the denotation, connotation and myth. Also, by doing this mind map, I realised I should do more research and analysis on Petronas and their other advertisements background.

Chart

This chart arrange and enable me to do a comparison more easily based on the denotations, connotations and myths of each festive commercials. Based on the chart, all of the Petronas commercials on 2008 share the different connotations.

CNY - talks about an orphan who didn't have experience on "Reunion Dinner" causing him doesn't know how to draw the specific theme drawing.

Raya - a sudden realisation on the worry and uneasy feeling of the mother when she misses, worry but could not call/contact the son.

Deepavali - talks about the greatness of a father, sacrificing himself by working hard in order to succeed his child's dream.

As for the myths, all three advertisements share a similar mythology which is more towards the family value. For Asian culture, it seems like taking care and appreciate the family is one of a big responsibility which as a son/daughter must hold on to. It is a big taboo for the Asian culture to not take care of their elderly. Unlike the western culture, whereby the son/daughter reached certain age they can have their own freedom and explore the things they want without having the big responsibility of taking care the elderly.