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CASE STUDY 26: MALAYSIA AIRLINES
Analysis of Advertising Copy for Perceived Brand Personality

After reading the article of Malaysia Airlines, it was mentioned there that they said they were the leading or number airlines in Asia. I got curious why and I did some research. I found out that Malaysia Airlines (Malaysian Airline System Berhad) is the flag carrier ofMalaysia. Malaysia Airlines (MAS) operates flights from its home base, Kuala Lumpur International Airport and with a secondary hub at Kota Kinabalu andKuching.
Malaysia Airlines operates flights in Southeast Asia, East Asia, South Asia,Middle East and on the Kangaroo Route between Europe and Australasia. It operates transpacific flights from Kuala Lumpur to Los Angeles, via Tokyo.

Going back to the message of the article, it has been discussed that the Advertisement of Malaysia Airlines found customers and readers as arrogant, assertive, disinterested and pseudo-sophisticated. From the advertisement itself, the airline is so confident about what they want to convey and others start to look at it too much and uses such self-congratulatory tone. Even though they won several awards for its in-flight services for quite a while or merely 3 years as it was mentioned but the way they take it is very dismissive and arrogant type that they don’t consider what others may think that is why they were issued.

The airline gives too much detail about how good they are and now they were being critics and now people find them not humble enough for their services even though Malaysians are good hearted people. Because of the outcome of their advertisement instead of people appraising them they started on giving bad feedbacks about it. Simply because of too much bragging as it may see.

After these such arguments and knowing the feedbacks, there has been a lot of bad thoughts about it and suggestions on changing the advertisements and message. The suggested copy says it was Modest, Interested and Approachable.

I learned from this case analysis that even though you have everything, it’s not just always about the self but considering the surroundings and being aware of the actions taken for others may not think as positive as what you’re thinking about. What happened from Malaysia Airlines is an experience that businesses should look after in making mistakes like in conveying messages through advertisements, they should be very careful and reflect being humble and modest to everything. Businesses should keep in mind that winning the heart and value of the customers is more than just a winning awards for these customers will always be the success of a business.

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