FACULTY OF INFORMATION TECHNOLOGY & MULTIMEDIA

COMMUNICATION

CBCP4203

COPYWRITING

SEPTEMBER 2015

MATRICULATION NO : 860908025452001

IDENTITY CARD NO. : 860908 – 02 - 5452

TELEPHONE NO. : 010- 3765070

E-MAIL : porkody1096@oum.edu.my

LEARNING CENTRE : GREENHILL LEARNING CENTRE

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………………………………Table of Contents

1.0 Introduction page 3

2.0 Description of the chosen successful advertisement page 4-6
3.0 Criteria that determined the success of the selected advertisement page 7-8
4.0 The criteria were embedded in the advertisement page 9-10
5.0 Conclusion page 11
6.0 References page 12
7.0 Attachment page 13

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1.0 Introduction

The criteria in print advertising is a form of advertising that uses physically printed media,
such as magazines and newspapers, to reach consumers, business customers and prospects.
Advertisers also use digital media, such as banner ads, mobile advertising, and advertising in
social media, to reach the same target audiences. Also in print advertisement creativity play more
important role. Because creativity is seen as an essential component of print advertising and is
continuing to attract research interest. While there is widespread agreement on the value of
creativity, there are two different perspectives on the key components of creativity. One
perspective sees creativity as primarily divergence, containing elements of novelty, aesthetic
representation, newness, and difference. The second includes, in addition to divergence, the
concept of meaningfulness (or appropriateness or connectedness) to the consumer.

The criteria of print advertisement should be attracting the attention of the audience so that
they are interested to continue to see the ads. The criteria of the ads will be with interesting
words, expressions that explain the visual, unique expressions and different methods and also the
creativity in print advertising is regarded as an ability to generate fresh, unique and accurate
ideas to solve communication problems. This idea is important because it knowledge the creative
ideas as new, pure and appropriate ideas for the situation. This means besides freshness and
uniqueness, the idea of the advertisement must have values for its audiences. The advertising
based on its creative style and reputation in the concept of purity. This shows that the role of
creativity is very important. Some of the roles of creativity in advertising are to inform, persuade,
recall and attract attention.

In the print advertisement, the ads advertising has been around longer than any other form of
advertising we see today and is still the first kind of advertising that businesses think about
doing. These ads can do a lot more than just advertise one item or one sale each one can work
really hard to bring in audience and then bring them back again and again. They're a good way to
reach a large number of people and target ads to the appropriate markets target audience, be it
sports, lifestyle or business.

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2.0 Description of the chosen successful advertisement

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First of all, based on the sentences in the print 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.

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. 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.

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.

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 concepts 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

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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.

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3.0 Criteria that determined the success of the selected advertisement

The criteria that determined the success of the DIGI print ad for Malaysian Day. This has to
be one of the cheekiest ads we’ve seen from a local telco. No surprises that it came from DiGi,
creator of the famous Yellow Coverage Fellow. The DiGi print ad puts a cheeky twist to the
1Malaysia theme with its YGF seen being together and nice with Celcom’s Blue Bear and
Maxis’ globe logo. 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.

Besides, some of the criteria in the background showed the 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
successfully. 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 and 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.

Other than this, the criteria of this ad showed that 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. 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.

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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.

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4.0 The criteria were embedded in the advertisement

First the criteria embedded in this print ad are 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.

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 “its 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. There is a
great contrast because objects colour are placed on the picture background that’s make the visual
standout .The focal point of the ad is the headline is the three objects there. The text is very clear
in this Ad using the two colors black and white, using the black color for the headline and the
promotions. There is a lot of repetition in this Ad the color Yellow which represents Digi and
blue which represent Celcom and also using the same font type. All this create consistency and
cohesiveness in the print ad.

The Newspaper was chosen as we needed a cost effective high reach to the Malaysian
audience. Newspaper is also usually consumed by an individual and that one person usually will
read not more than two languages of newspaper i.e. usually Chinese and English, Bahasa
Malaysia and English or Tamil and English. We recognized an opportunity to celebrate DiGi’s
Malaysian day message to our audience by bringing a different experience via print ads. The idea
was to unite the different newspaper readers. 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

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of culture in Malaysia which draws on the different cultures of the different people in Malaysia.
Also in conjunction with Malaysia Day, DiGi is giving free 100 SMS for prepaid top-ups over
RM30 made from 14 to 16 September and 15% off all domestic calls to any network made on
Malaysia Day.

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 concepts reach out to Malaysian
despite of their differences. They share a desire for an opportunity, respect, friendship and
understanding for a better tomorrow.

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5.0 Conclusion
In the conclusion, the criteria of DIGI Malaysia Day print ad reached to the all Malaysia
audience and the ads created with full creativity 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 and also the DIGI Malaysia Day print ad
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. We think it’s really
nice ads that bring smiles to our faces and a warm fuzzy “aww” feeling in our hearts.

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6.0 References

1) http://www.entrepreneur.com/encyclopedia/newspaper-advertising
2) http://www.mansimedia.com/our-expertise/newspaper-advertising-advantages
3) https://www.facebook.com/digi/?fref=ts
4) http://www.soyacincau.com/tag/digi-malaysia-day-print-ad/

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7.0 Attachment

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