Page 144 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI JAN 2022

PETRONAS FESTIVE ADVERTISEMENT AS AUDIENCE EMOTIONS EFFECT
AMONG YOUNG ADULTS

DAYANG PERMAI, PROF. DR. ROHAIZIAT BAHARUN

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: permai@graduate.utm.my
Abstract
Advertising is one of the marketing strategies used to bring in new customers. Audiences are more likely to pay attention to messages if they are backed up by
quantitative evidence. Adverts' use of language and visual semiotics to persuade or influence an audience is the focus of this research, which looks at adverts
for Petronas products running on Malaysian television. Advertising's role in encoding national identity and cultural values is discussed in depth. An
investigation of the role that Petronas holiday advertising had on the development of young people' awareness and emotions throughout Ramadan, the Chinese
New Year, and Deepavali is the goal of this research. Because of the concepts and values that great advertising conveys, people are more likely to recognise
it when they see it. Malaysian identity, culture, and society may be efficiently conveyed via advertisements. Advertisement is a kind of communication that
successfully disseminates information about the identity, culture, and society of Malaysia. Meanwhile, television ads are the most powerful medium for
transmitting, influencing, and communicating with viewers about moral ideals, human lifestyles, and aspects of society. attitude, behaviour, culture, and so
on for Petronas advertising perceptions values.

Keywords: Advertisement, Culture, Awareness, Emotions, Perceptions values.

1.0 INTRODUCTION

Advertising, newspapers, the Internet, music, films, videos, magazines, billboards, and other forms of mass communication all have an
influence on mass communication. Adverts have the longest-lasting effect on viewers' brains of any of these mediums, because to their
extensive dissemination (Katke, 2007). Advertising is the key medium for establishing a connection between a product's creator and the
end user. One of the four pillars of the marketing mix is advertising, which is both a part of the promotion mix and a component of it (product,
price, place, and promotion). As a marketing tactic, advertising helps customers make purchase decisions by raising product awareness in
their thoughts. Sales promotion and public relations are two examples of mass communication techniques used by marketers. Broadcast
advertising has an influence on the public, but television is the most effective medium for advertising. A country's culture may be influenced
by the attitudes and behaviours that its advertising elicits in its audience (Latif & Abideen, 2011).

Companies may use promotional activities to enhance their product's Brand in order to compete in a market dominated by advertising
(Hussainy, Riaz, Kazi & Herani, 2008). Consumer awareness, attitude, and purchase behaviour are the primary objectives of advertising.
They spend a lot of money on advertising to keep consumers interested in their products. In addition, they need to know what influences
customer behaviour. Customer brand choices are influenced by advertising (Latif & Abideen, 2011). It has a direct impact on the behaviour
of customers. People's perceptions of the influence of advertising on brands change often. Brand memories are formed by associations with
the brand's name in the minds of consumers.

Consideration, evaluation, and purchase are all affected by brand cognition (Romaniuk & Sharp,2003). Adverts that create an emotional
reaction from clients are also generated via advertising. A strong brand signal, positive emotional appeals also aid to enhance processing
based on categories (Abideen & Latif, 2011). With a successful categorization, the impact and beliefs associated with this category in memory
are transferred to the target itself. When confronted with a sea of merchandise, customers prefer to group brands according to their associations
with previous experiences, which may help them better relate to a brand's image and get a fresh perspective on new goods. A person's present
understanding of a brand will be accurately recorded in their long-term memory as a consequence. A lack of emphasis on product promotion
might have a negative impact on sales for certain companies. Advertisers use a wide range of mediums to reach their intended audience,
including television, the internet (Facebook, email), newspapers, billboards, and magazines, to name a few. In order to publicize their
products and services, businesses spend a lot of money on advertising. Customers' purchase choices are influenced by these marketing
strategies (Abideen & Latiff, 2011).
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