ISSN: 2222-6990
Open access
Video commercials often sought to convey moral messages, promote ethical behavior, or educate viewers about societal issues, particularly on occasions like National and Malaysia Day. However, in this vast technology-driven and widespread use of media platforms, depicting moral values messages in commercials presents a significant challenge. The difficulty is to create visual content that effectively connects, and conveys moral values while also promoting the product in an impactful way. This paper specifically recognizes and analyzes Grab's video commercial advertisement released in 2022 titled Percayalah created for National and Malaysia Day. The research aims to analyse moral values used in video commercial in delivering the message and also promotes their brand image. A dual approach is employed, combining Ferdinand de Saussure's semiotic analysis with Shot-by-Shot analysis. This combined methodology is utilized to comprehensively grasp the meanings and intentions underlying each scene, subsequently facilitating the coding process based on Eyre's 10 moral values. The analysis revealed that Percayalah has promoted all ten of Eyre’s moral values including self-reliance and confidence, bravery and courage, self-discipline and moderation, justice, love, kindness, friendliness, respect, peaceability, honesty, and mercy throughout the video commercial. Through emotional narratives and visual language, the perspectives about food delivery riders in the real world have been highlighted and uplifted. All aspects of the journey of the food delivery rider in this commercial carry symbolic meanings about life and engage the audience with its authenticity and thoughtfulness. In conclusion, Grab's National and Malaysian Day commercial has contributed to shaping Malaysian society by instilling good moral values, and emphasizing the importance of food riders in a unique way while promoting the brand image.
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(Nudin et al., 2023)
Nudin, A. L. A., Abdullah, N. N. N., Nur, W., Shamsudin, K., Harun, A., & Ghafar, I. A. (2023). Analysing the Elements of Moral Values in Grab National and Malaysia Day Video Commercial. International Journal of Academic Research in Business and Social Sciences, 13(10), 1417–1435.
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