Portrayal Of Chinese Culture In Petronas Television Advertisement : A Critical Discourse Analysis

Fong, Jia Ling (2017) Portrayal Of Chinese Culture In Petronas Television Advertisement : A Critical Discourse Analysis. [Final Year Project Report] (Unpublished)

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Abstract

This study attempted to analyse Petronas Chinese New Year advertisement from the perspective of critical discourse analysis. Fairclough 3 Dimensional framework was used to analyze the advertisements in terms of linguistic features, aspects that influences the production and consumption of the advertisement as well as the Chinese culture elements in the advertisement. 20 Petronas Chinese New Year advertisements from the year 1996 until 2016 were chosen as the sample for this study. The linguistic features found in the advertisements were pronouns, metaphor, repetition, active and passive voice, simple sentences and colloquial expression and words. The themes that stand out most were unity among different races and filial piety. The themes and the background of the commercials help to reconstruct audience's beliefs and advocate the change in behavior in them. The Chinese customs that appeared the most was reunion dinner while chopsticks and lion dance appeared only once in the respected commercials. These customs that were highlighted in the commercial were significant to the Chinese as it acted as a reminder of their Chinese identities.

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