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1.2 Research objectives

This study listed three main objectives :
i. To examine the cultural value in Petronas CNY advertisement that impacted audience perception towards interethnic the most

ii. To examine the relationship between cultural values in Petronas CNY advertisement and audience perception towards interethnic
relation

2.0 Literature Reviews

2.1 Role of advertising

According to Holladay (2010), advertising is a critical instrument for promoting the availability of items on the market and
informing customers about the specifics of promoted products, services, or campaigns. To put it another way, advertising is a one-
stop-shop where the public can get all the information they need about products, services, and even campaigns. Single advertising
for a product, service, or campaign may provide a plethora of information (Khan, 2011).

Advertisements are one of the greatest marketing strategies and a paid form that may deliver messages to customers, according to
a report by Baharuddin and Saniah (2017). Furthermore, both researchers claimed that culture plays an important part in advertising
since it determines whether specific commercials are effective or not. Another reason for the importance of the cultural component
in the advertisement is that not everyone has the same cultural values. As a result, advertisers must thoroughly examine an
audience's culture to effectively communicate messages through advertising. Furthermore, understanding a person's cultural beliefs
will assist us in being more appreciative of other people's styles or ways of life. Viewers would be more forgiving of social and
cultural diversity if they understood other people's perspectives on the world and society (Freedman, 2003).

2.2 Cultural Values

Cultural values are examples of a person’s template or cultural blueprint for action (Arnould, Price & Zinkhan 2004; Schiffman &
Kanuk, 2010). Some social scientists believe that values include instrumental values, common views about how individuals should
behave, and terminal values, or desired life objectives (Rokeach, 1983; Arnould et al., 2004; Hawkins, Best & Coney, 2004;
Schiffman & Kanuk, 2010). Competence, compassion, sociality, and integrity are examples of instrumental values. Meanwhile,
societal peace, personal fulfillment, self-actualization, security, love and affection, and personal contentment are postulated as
terminal ideals. A society's cultural ideals are widely shared. Within subcultures, ethnic groups, socioeconomic classes, and families,
they are taught, reinforced, and transformed. In certain circumstances, cultural values transcend. Some people feel that behaviors
are the result of attitudes, which are based on more general or abstract cultural ideals. The value-attitude-behavior hierarchy is the
term for this. According to this concept, abstract values influence midrange attitudes, which lead to particular behaviour, in every
given consumer choice circumstance. As a result, some academics believe that values can affect and explain a wide range of
consumer behaviors, both individual and collective (Arnould et al., 2004).

According to Vernon and Lindzey (1960), they developed six categories of values; theoretical value, economic value, aesthetic
value, social value, political value and religious value. As for the purpose of studying the case stated above, only three values are
applied to the research.

i. Aesthetic value. People may be concerned with elegance and symmetry, as well as finding satisfaction in aesthetic experiences,
such as an artist who appreciates beauty (Allport et al., 1960).

ii. Social Value. Altruistic and philanthropic love are valued in social value. A nurse, for example, may have a deep love of people
and be compassionate, sensitive, and altruistic (Allport et al., 1960).

iii. Religious value. This is someone who values unity and seeks communion with the cosmos and mysitically relates to its
wholeness (Allport et al., 1960).

2.4 HYPOTHESIS DEVELOPMENT

2.4.1 CULTURAL VALUE IN ADVERTISEMENT

2.4.1.1 Aesthetic value
The aesthetic of the advertising imagery must consider a complete series of ground principles of design
regarding compositional elements, the most important being (McNeil, 2010, p. 14-15): the unity of the image; the
harmony, the compatibility, and the succession arrangement of its elements; the accent, regularly focusing in on a
particular element, privileging its depiction compared to the whole of the other elements, and it can be, for instance, a

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