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Assignment 1: Semiotic Analysis
Comments (0) | Wednesday, August 10, 2011
Semiotic Analysis
First of all, based on the sentences in the advertisement “We are all dedicated to serve Malaysian better”, the intended audience is directed to all Malaysian. The 1Malaysia Digi print ad had successfully conveyed the intended message on how peaceful we are living in Malaysia, even though we are different in racial, religions and cultures or even other Telco in Malaysia. This means that even we had the differences among others, but we all are still Malaysian. By looking at the image of the print ad, blue bear icon signified as Celcom, glob icon hugged by yellow man signified as Maxis and the yellow man icon signified as Digi itself. When comes to connotation, the three Telco in Malaysia are signified as our three main races in Malaysia.
The cultural assumptions or codes called upon to read this text are the racial differences. The ads want us to believe that every race holds different values, but together we are all Malaysian with the same intention of building a better nation just like no matter how different the three Telco in Malaysia in offering their services and products but they are trying their best to serve us better.
Some of the background information is important to read this print ad text such as the knowledge of Malaysia history. Without the knowledge of Malaysia history, we would not even know what Malaysia day is and how its independency being achieved. That particular day is the public holiday that the whole nation celebrates together. Other than that, audiences who see this ad have to hold a certain understanding on the demographic value of the country. Our country is a multi-racial country which makes us so unique, and yet we have three major races, which consist of Malay, Chinese and India. This is why the print ad state that “we may have our differences”, because we have different skin colors, different spoken languages or dialects, and different cultures.
Some of the background information is important to read this print ad text such as the knowledge of Malaysia history. Without the knowledge of Malaysia history, we would not even know what Malaysia day is and how its independency being achieved. That particular day is the public holiday that the whole nation celebrates together. Other than that, audiences who see this ad have to hold a certain understanding on the demographic value of the country. Our country is a multi-racial country which makes us so unique, and yet we have three major races, which consist of Malay, Chinese and India. This is why the print ad state that “we may have our differences”, because we have different skin colors, different spoken languages or dialects, and different cultures.
Besides, these three major races are represented by the three famous icons which are the mascot of Digi, Maxis and Celcom respectively. Furthermore, the text of this ad has constructs a realistic view of the country by saying “but we are also the same”. It is true that we have our differences by just looking at it. Although we came from different communities and background but we are also the same since all of us are the human beings living in the same mother Earth. Reality is constructed through the text and this is how we, Malaysian live in this harmony country under the same roof. We are all equal and we are also “1Malaysia”. The number "1" has played the role as a symbol on the top right corner of the ad showing that, together we are actually as a whole in unity rather than a different individual.
Other than that, the text in this ads, “We may have our differences, but we’re also the same.” is referring to the three telecommunication companies. Together with the icon of these three companies’, most people will get the idea of “It's Malaysia Day, they want to have peace.” However, for Malaysian this sentence have a different point of view. The alternate reading for the text of the ad for Malaysian, the “We” also refer to the three main races in Malaysia which is Malay, Chinese, and Indian. This is because the image in the ad, the “yellow man” hugging the others signifies in a way that the three races are hugging together and living in peace.
In addition, it also do mean although we are from three different races, we are still the same. The “same” is referring to we are Malaysian. It is an excellent advertisement created by Digi to wish everyone Happy Malaysia Day at the same time supporting 1Malaysia campaign. Nonetheless, the second sentence of the text which is “We’re dedicated to serving Malaysian better.” The original meaning was these 3 telecommunication companies together will provide Malaysian better service, while the alternate meaning of this text is three races work together to make Malaysia a better country.
Furthermore, the ads written with “we may have our differences, but we’re also the same” does convey us the message of unity. Digi famous Yellow Coverage Fellow are seen being together and nice with Celcom Blue Bear and Maxis globe logo apparently shows that although they are from different local Telco, but they do together, work hard and serve our Malaysian better. Besides that, the different local Telco delivers the message of metaphor that the different ethnic in Malaysia which consist of Malay, Chinese, and India. The metaphor is being used to promote each of their Telco. Meanwhile, 1Malaysian concept is promoted in order to unite the people from different races as they are living in a one big family in Malaysia.
This is quite an interesting print ad where the concept of 1Malaysia is introduced to the Malaysian to build ethnic harmony, national unity and efficient governance. As we all know, what makes Malaysia unique is the diversity of our fellow citizens. 1Malaysia is intended to preserve and enhance this unity in diversity which has always been our peoples’ strength and remain their best hope for the future. However, the 1Malaysia concept reach out to Malaysian despite of their differences,.They share a desire for an opportunity, respect, friendship and understanding for a better tomorrow.
In this advertisement, we can get to know that we may have our differences, but we are also the same. This 1Malaysia Digi Printed Ads has created a twist that is living in Malaysia peacefully together with other Telco in Malaysia. It brings the message of culture in Malaysia which draws on the different cultures of the different people in Malaysia. 1Malaysia is not a new concept, it is apparent because it is the latest in a whole series of ideas and visions which seek to promote unity among our diverse communities. In this concept, it influences among our people especially students. Students represent our future generations that govern the country and they have a clear message and concept of 1Malaysia. Our future generation should be a generation that loves the country and not betrays the country irrespective of their different religious and racial backgrounds.
My own value through the ad is 1Malaysia values and respects each community and culture in Malaysia and proudly regards them as a benefit. "We may have all come on different ships, but we're in the same boat now". Malaysia can be successful with the unity of people because 1Malaysia highlight the value of multi-racial people and some are more united people. In other word, 1Malaysia concept helps ensuring national aspiration, Wawasan 2020 to be achieved if it is instilled in every Malaysians’ soul and practiced by every Malaysian.
Lim Yan Shan - 1101108871
Lim Mei Shan - 1101107963
Wong Shu Ping - 1101108901
Soh Jian Yuan - 1091104099
Gan Siew Kee - 1092700779
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