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2.2.2 ADVERTISEMENT

PETRONAS, like every other firm, seeks to expand its customer base. As a consequence, they use a variety of marketing
methods to communicate with their clients and the wider public. PETRONAS' advertising strategy is based on emotional ads
(advertising that uses television as the medium). This suggests that PETRONAS has used advertising that often generate an
emotional milieu that entices viewers and elicits positive or negative emotions. Generally, individuals gravitate toward goods that
make them happy or even unhappy in certain circumstances. PETRONAS included one of their advertisements, PETRONAS
Advertisement: Raya 2006, which has been seen and uploaded to YouTube by a large number of people. Even those who see a
lot of PETRONAS ads express how much they appreciate them and how excited they are for the new ones. Petronas also develops
advertisements for every Malaysian festival, including the 49th Merdeka Day. PETRONAS also advertises its goods on billboards
and in publications. As you drive down the road, you will see enormous billboards promoting PETRONAS, which means that
everyone will learn about the company.

2.3 PERCEPTUAL VALUES

Advertising is a subjective evaluation of the relative worth or usability of advertising to clients (Ducoffe, 1995). Advertising's worth may
be assessed from both a business and consumer perspective. It's instructive to consider the value of advertising from the consumer's
perspective, since this provides a better grasp of how advertising works. Ducoffe (1995) examined ad likability and attitudes toward
advertising themes in further detail. Advertorial The study's objective was to ascertain the factors that influence the chance of a good result.
Consumers are more receptive to advertisements. As a consequence, advertising becomes more profitable.

2.4 CULTURE

Much of the prior research on cultural responses to advertising has concentrated on appeals to cultural values. Values serve as the foundation
for advertising appeals, since they should align with consumer values (Pollay, 1983). Advertising, the theory goes, is designed to influence
customers by appealing to their ideals. If advertising does not represent the values of the target audience, it may alienate them by diminishing
consumer identification with the firm. Because advertising is sometimes regarded as a response to a society's prevailing cultural values, this
is because culturally congruent representations are thought to be more successful than non-compatible appeals (Gupta & De, 2007;
Zhang&Gelb,1996).

According to McCracken (1986), in a consumer culture, cultural meaning varies by area. It moves from the culturally constructed
environment (everyday experience that is formed by one's culture's ideas and values) to consumer goods, and then from consumer products
to the individual consumer. Numerous things contribute to this trend, one of which is an advertising. Within the confines of a particular
commercial, advertising connects the consumer good with the culturally constructed reality. Cultural meaning includes the ideas, beliefs, and
values that determine how the world is constructed, evaluated, and understood. Cultural principles pervade all aspects of social life, including
commercial products, serving as guiding values for thinking and conduct (McCracken, 1986). Because commercials make use of the universal
cultural symbols necessary for communication, meanings are conveyed to a marketed product through advertising (Escalas &Bettman, 2005).
Advertisers choose these themes, which are then presented as advertising appeals in language and images in advertising campaigns (Pollay,
1986).

Cultural meanings are derived from the culturally produced reality, of which national cultures are an intrinsic part. To determine if and to
what degree advertising reflects culture, it is critical to assess the extent to which advertising meaning may be explained by cultural
frameworks that characterise national cultures.

2.5 AWARENESS

Because companies are coming in droves, all that is necessary is the confidence to deliver, to simply make it happen—through none other
than advertising, which builds a massive superstructure with an independent life and immense influence.

Advertising is a key cultural symbol system that shapes and reflects our lives. It is an inescapable part of life for everyone. Even if one
does not read a newspaper or watch television, it is difficult to escape the commercial images that saturate our surrounds, whether on
billboards, wall art, pop stuff, or even radio, which cut across all media yet are not confined to any.

Advertising has been the means of communication between the merchant and the customer. It is more than just informing people about goods
and services; it is an overt effort to convince people to act via the use of logic or emotion. Advertising does not end with the transmission of
information from seller to customer; it also affects and persuades individuals to act or hold a viewpoint. Advertising, as a component of the
promotion mix, is a component of the overall marketing mix, and it, like the other components, has an effect on product sales.

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