Cinachinese new year petronas advertisment: An analysis of the portrayal of chinese cultural identity [Iklan tahun baru cina petronas: Suatu analisis terhadap pemaparan identiti budaya kaum]

This research aims to look at the portrayal of chinese culture in our local advertisement,chinese new year petronas advertisement. the researcher is interested to look at cultural elements instilled in the advertisements,aside from malay and indian ones. thereon,the researcher should be able to make an intellectual assumption about foreign cultural penetration (if any) related to modernity and globalization,in advertisements involving local malaysian ethnic culture using textual analysis. research results revealed that though this is a chinese new year advertisement,the portrayal of other culture is apparent. in addition,the challenges of globalization and modernization did not influence chinese cultural practice,but in fact strengthened the need to portray chinese culture extensively and intensively. © 2015,jurnal komunikasi malaysian journal of communication.all rights reserved.