Analysing Malaysia Ads (I) : Maxis FamilyRoam

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After having a conversation and consultation with my lecturer, I have rearrange and make a studies more on Malaysia Advertisements more than keep researching on the definitions and meaning of the Semiotics. I had choose two advertisements from a local brand in Malaysia in different language edition. 

Maxis is a communication service provider in Malaysia. They had released the a series video advertisement only with 15 seconds in different language editions. 

Maxis FamilyRoam - I got free roaming, unlimited roaming... (English)

Maxis FamilyRoam - Abah kena stay dekat kita tau! (Malay)

Maxis FamilyRoam - 助您全家快乐出游，无需忙东忙西! (Chinese)

Denotation of this advertising campaign goes to showing the animals which practise gregariousness lifestyle such as the elephant, the flamingo and the duck. The advertisements released are dubbed with the dialogues in different language editions to attract different target audience. 

The english version of this ads shows an elephant cub running and repeating the "Wifi"words in a panick tone. It met the adult elephant then ask for the Wifi and the adult elephant answer him by giving him share the free roaming mobile data via hotspot together. The elephant club then run away while humming a song with a joyful tone. 

For the malay version of this ads shows a flock of flamingos keep turning their head left and right, the dubbing of the video goes to the content about a group of family members keep stick to a certain family member (the father) because he is the one who is willing to share the mobile data roaming via hotspot to the family. 

Chinese version of this video ads shows a flock of swimming duckings lead by two adult ducks.The dubbing of the video tells the dialogue about the children keep asking their mother for giving them the answers about the tourist attraction they visit and the mother replies the kid by asking them to give her some time to Google for the answers. 

The Connotation made by this advertising campaign is shown through the dialogue. The language and the slangs used by each of the ads represents different races from different language and cultural background. For example, the ‘abah’, ’alamak’ and ‘jer’ words and the mixture of English vocabulary in Malay dialogues are used in the malay editions of this video ads, the dragging out the last letter at the end of a sentence while talking in the Chinese edition and the Manglish slang used in the English edition on the pronunciation of the word from Wi-Fi to ‘Waifai’. 

To my point of view, this advertising campaign brings an impact to Malaysian based on the dialogue, vocabulary and slang using during the video. The phenomenon of Malaysians rely on the online data connections also reveal throughout the video as there is a research tells that Malaysians are heavily internet addicted (The Stars Online,2017). 

 The myth of this advertising campaign tells the target audience that choosing the Maxis FamilyRoam plan may make your family trip more easier and make the relationships between you and your family closer because they will more rely on you because the sharing of mobile data doesn’t affect the speed of Internet.  



Reference Lists
The Stars Online. (2018). [online] Available at: https://www.thestar.com.my/news/nation/2017/12/15/jailani-many-malaysians-addicted-to-internet/ [Accessed 29 Jun. 2018]


Bibilography
Ordinary Reviews. (2017). 51 Slangs Malaysians Love To Use! - Ordinary Reviews. [online] Available at: https://www.ordinaryreviews.com/2017/01/25/51-slangs-malaysians-love-to-use/ [Accessed 30 Jun. 2018]

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