Page 146 - MARSIUM'21 COMP OF PAPER

124 Dayang Permai (2022)

Petronas, Siti Zabedah (2013) remarked. In India, ethnic groups. As a starting point for local content makers, these media assets provided
as excellent examples. Produce media with the same central message throughout all of its components. It is the subject of this investigation
to look into the material. A number of Christmas ads have been chosen for airing in Malaysia. The purpose of this research is to use content
analysis to examine the cultural context of selected holiday advertising messages. The researchers are also interested in how commercials
emphasise strong intercultural relations and societal cohesion, despite Malaysia's diverse sociocultural make-up.

Many young people are keen to participate in scientific study. It'll all come down to their level of interest and ability to participate. While
some individuals think that they should be engaged in every area of the research, other people want to limit their involvement, and still others
refuse to participate in any way. Some students may get disinterested in lengthy and complex study sessions. Those who fear that enrolling
in the survey would disclose their inability to read and write may be very wary.

Efficacy measurement in advertising is a hot topic in the twenty-first century for corporations, marketing specialists, and scientists alike
(McCarthy and McDaniel, 2000). A customer's reaction to an ad may be broken down into three stages: cognitive (knowledge and information
exchange), practical (liking the ad) and aspirational (wanting the goods). And thirdly, people's actions are defined by their willingness or
ability to buy anything. Ads have been predicting success since the turn of the century, and emotions have been shown to have a significant
influence on the cognitive process as well (Poels and Dewitte, 2006). (Hamelin et al., 2017). Since attention, decision- making, and memory
are all intertwined with emotions, scientists have concluded that they are absolutely necessary for human functioning (Le Blanc et al., 2014).
Negative stimuli were given more attention by the visual system than neutral stimuli because of their negative connotation (Ohman and
Mineka, 2001; Algom et al., 2004; Estes and Verges, 2008).

Modern cultures are littered with advertisements of all kinds. Research on the expected and unanticipated, short- and long-term, functional
and dysfunctional impacts on people, communities, and organisations is ripe because of the multiplicity of potential outcomes. Comparative
advertising impacts research is driven by a desire to better understand how advertising works in the real world. Consequently, advertisers'
intended results or consumers' mental processes assumed to be connected to these outcomes as a consequence of advertising input form the
subject of advertising effects research (see Tellis, 2004, pp. 43–50).

There are several difficulties in trying to trace the origins of "our most treasured ideals and assumptions" (Jhally, 2003). As one example,
he cited how diamonds, a financial asset, were connected with romantic love through time. He claims that N.W. Ayers, a New York
advertising firm hired in 1938 to change the public's image of diamonds, came up with the idea of diamonds as a symbol of loyalty and
eternal love (Jhally 2003).

1.2 RESEARCH QUESTIONS

This study listed two main research questions:

i. What is the relationship between audience emotions towards advertisement?
ii. What is the relationship between perception values towards advertisement?
iii. What is the relationship between attitude towards advertisement?
iv. What is the relationship between culture towards advertisement?

1.3 RESEARCH OBJECTIVES

This study listed two main objectives:

i. To examine the effects of audience emotions towards advertisement content.
ii. To examine the effects of perceptions values towards advertisement content
iii. To examine the effect of attitude towards advertisement content
iv. To examine the effects of culture on advertisement content

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