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A visual analysis of festive television commercials in Malaysia

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Veröffentlicht/Copyright: 25. August 2011
Multilingua
Aus der Zeitschrift Band 30 Heft 3-4

Abstract

Malaysia is a multiracial country with a diverse range of religions, leading to a broad range of religious festivals throughout the year. In recent years, corporate giants such as Petronas, Telekom Malaysia (TM), Tenaga and Astro have taken to airing television commercials (TVCs) that contain a local touch when greeting their customers. Perhaps the TVCs that have noticeably touched the hearts of most Malaysians are those sponsored by Petronas. Petronas used to commission the late Yasmin Ahmad to produce these TVCs. Thus, this paper is a visual analysis of the Petronas advertisements for one of the main religious festivals celebrated in Malaysia: Hari Raya Aidilfitri. The corpus selected for analysis is those TVCs directed by Yasmin Ahmad for Petronas between the years 1995 and 2008. The theoretical framework for the analysis of these social-commentary type commercials is the one proposed by Theo van Leeuwen.

Keywords:: visual analysis; commercials; Yasmin Ahmad; religious festivals
Address for correspondence: Section for Co-curricular Courses, External Faculty Electives and TITAS (SKET), University of Malaya, 50603 Kuala Lumpur, Malaysia.
Published Online: 2011-08-25
Published in Print: 2011-August

© 2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston

Artikel in diesem Heft

  1. Introduction
  2. A discursive construction of homosexual males in a Muslim-dominant community
  3. A visual analysis of festive television commercials in Malaysia
  4. Conversion narratives and construction of identity among Christians in Malaysia
  5. Language of the legal process: An analysis of interactions in the Syariah court
  6. Islamic militancy in Bangladeshi newspaper editorials: A discourse analysis
  7. The discursive construction of (a)moral names: Religion versus language
  8. Language for reconciliation in religious discourse: A critical discourse analysis of contradictions in sermons explored through the activity theory framework
  9. Book reviews
  10. Publications received
https://doi.org/10.1515/mult.2011.014
Schlagwörter für diesen Artikel
visual analysis; commercials; Yasmin Ahmad; religious festivals

Artikel in diesem Heft

  1. Introduction
  2. A discursive construction of homosexual males in a Muslim-dominant community
  3. A visual analysis of festive television commercials in Malaysia
  4. Conversion narratives and construction of identity among Christians in Malaysia
  5. Language of the legal process: An analysis of interactions in the Syariah court
  6. Islamic militancy in Bangladeshi newspaper editorials: A discourse analysis
  7. The discursive construction of (a)moral names: Religion versus language
  8. Language for reconciliation in religious discourse: A critical discourse analysis of contradictions in sermons explored through the activity theory framework
  9. Book reviews
  10. Publications received
Heruntergeladen am 17.4.2026 von https://www.degruyterbrill.com/document/doi/10.1515/mult.2011.014/html
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