Oh rakan sekalian, Raya is around the corner . Are you guys prepare to "balik kampung" with the fastest 4g internet with YES this Raya ?  In below, is a print ad i saw in Sin Chew Chinese Newspaper.

Malaysia is a multicultural country and we celebrate different festivals. Festival is one of the factor that influence an ad and the target audience. In this overview of Yes print ad , we can see that it is an ad for Raya promotion but into more depth it can be break down into different paradigms that create the syntagm of RAYA festive. This ad selects signs from few paradigms. 

---

paradigm1 = the visual characters 

( Denotation : A Malay family / a family with Malay traditional costume , e.g songkok , baju kurung) 

Connotation 1: to portray the identity of Malay and their culture 

---

paradigm2 = the visual art style

( Denotation : a comic strip drawing which i recognise this kind of style that something similar to Lat comic)

Connotation :  Malaysian comic art style

---

paradigm3 =  the language used in dialogue 

( Denotation: Multi language (eng&malay) used in the dialogue , eg. "Dah download semua" )

Connotation : Malaysian local style of communication 

---

paradigm4 = the location of the visual

( Denotation : 'rumah papan' that can be find in the village/countryside/inland area)

Connotation 1: the characters return to their village (balik kampung) during the festive season to celebrate with their family.

Connotation 2 : target audience who is going back to village during the Raya. ( With YES internet connection , user still can use the internet in some inland area. ) 

To conclude,when these paradigms combine create a symbol of Malaysian local style of celebrating the Raya festive. 

Moreover , based on Roland Barthes's linguistic message . He noted that " Almost all images, in all contexts, are accompanied by some sort of linguistic message.

 This seems to have two possible functions: