Below telco advertisements are all about the RAYA promotion. So before start to the 'pattern' of those ads, what Raya mean to us, the Malaysians ? We as Malaysians, yes, we celebrate all festivals but how we celebrate ? HOLIDAY yeah. (just my point of view and I thought of holiday first when comes to celebrate a festival ...but this Raya gotta Raya sama-sama dengan Assignments :"{ ) 

Besides Holiday , what else Raya stands for or the actual meaning ? 

Generally, 

" Hari Raya Aidilfitri is the Malay term for Eid ul-Fitr. Hari Raya is also known as Lebaran. Muslims in Brunei, Malaysia and Singapore celebrate Eid like other Muslims throughout the world. The term “Hari Raya” literally means “Day of Celebration”. The main greeting used by Muslims in Malaysia and Singapore is “Selamat Hari Raya” which means “Happy Eid”. Another greeting is “maaf zahir dan batin” which translates loosely to “I seek forgiveness (from you) physically and spiritually”, for Hari Raya is a time to ask for forgiveness, reconcile and renew relationships with others. " - wiki 

will research on Raya in details for my essay later but now i just generally highlight what to discuss. 

In consultation, discussed about that telecommunication product and festive holiday are actually best match to bring out the idea of connecting people.(in somewhere) but also can bring out the negative points. But in Malaysia generally, what are the same pattern that those ads are using to bring out the Raya with the product. What comes first? Commercial or the Raya true meaning?

by looking at the Ads below , what do you think ?

( couldn't find more YES festive ad , so i find other Malaysia telco ads )  

1. Digi

img source from here.

img source from here

Oh Raya  ? or halloween ? isn't it a little too creepy?  i feel the lights that shine in every device with the ambassador' face and the light position with black background. Oh Totally CREPPY. 

Besides the word RAYA , i don't see any Raya elements that signifier Raya. Or even that candle lights can be just candle lights lo . 

Well, isn't the tagline is very direct so commercialise on their product. 

"Celebrate Raya with a new phone" 

Why do we celebrate Raya with new phone ? but not people like friend and family ? 

Isn't it sound WEIRD.. to celebrate Raya with New phone ? it just like forever alone with phone during the Raya while other relatives are enjoying gather each other. 

Besides that , the icon " I heart  phone " first before I heart Raya" 

Obviously this is a commercialise ad la weh~~~ 

3. Blackberry

Img source from Sin Chew Newspaper 5/8/2013

Without reading the text , by looking at the visual content and design ,

i feel so "RAYA sudahlah~" Why ? the elements of Raya like Ketupat and that Masjid kind of symbol at bottom of the page. And the color as well. These are the signifiers to Raya.

Another commercialise ad. The Chinese words at the top left said " during festive season, fully greeting" (direct translate) . which connoted the same message like 'connecting people as well"

Then comes to the the arrangement of the products in a Ketupat way. which also can interpret as the 'ikatan' of each other like Ketupat. Just like other case using people as character to show the relationship but for this , using Ketupat as metaphor. 

here come the question , which give you more impact on showing the interaction between human relation. Human like Digi or the Ketupat ? And my conclusion, i see the same same pattern that interpret in different ways of context.