Page 27 - MARSIUM'21 COMP OF PAPER

PETRONAS FESTIVE ADVERTISEMENT AS AUDIENCE EMOTIONS

EFFECT AMONG YOUNG ADULTS

Dayang Permai, Prof. Dr. Rohaizat 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.

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