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particular character, an object, a colour. We may also bring up ;the contrast and variety of dimensions, forms, and colours
that give a piece its uniqueness; the balance, components of equal size and form on both sides of the image; Color is
required to raise and highlight specific components or goods, to attract and guide attention, to unleash emotiveness, and
to express a defined condition. the backdrop and the gaps, both of which are essential elements in constructing an effective
layout. Product aesthetics are a valuable aspect, as many buyers not only buy a product, but also buy value and experience.
The inferences made by consumers to product design depend mostly on how they engage with the product.

The visual product aesthetic concept generally plays a fundamental part in thinking about the sensory character
products products (Workman and Caldwell, 2007). In addition, visual aesthetics are one of the main reasons. In numerous
ways that impact customer perception. An excellent product design helps differentiate between products competitors and
allows them to change the market (Bloch et al., 2003). Furthermore, product design may have a positive impact on human
quality of life (Crilly et al., 2004). The symbolic function of the visual aesthetics might influence the assessment of the
product. Visual consumers may be more aesthetic than other consumers when treating product choices (Workman and
Caldwell, 2007). The importance of aesthetics in items is essential to understanding customer buying choices in
accordance with this knowledge. The primary importance of visual product aesthetics is described by the overall
importance of connection between customers and visual aesthetics goods (Bloch et al., 2003). The centrality of visual
aesthetic products also shows that the aesthetic benefits offered by the product are sustainable. From an aesthetic point
of view, good advertising imagery captures attention with its shape and content. Thus for sending a message, the item or
the product that it sells, the contents of advertising images are relevant, coding complex meanings such as social,
economic, political, religious etc. The substance of the picture is frequently moulded metaphorically according to the
aesthetic vision of the creative team; together with the aesthetic, it is the symbolic component and shows a psychological
influence on the public (Wozniak, Budelman & Kim, 2010, p. 43). The form of the publicity picture fulfils the job of
outsourcing material graphically with the support of a set of methods, processes and graphics. The shape therefore
transforms the content, the profile of attribution and expressiveness in an aesthetic way according to the varied creative
methods, especially the style and aesthetic categories. We certainly find the form of the commercial picture, where the
case may be original, so expressive, pronounced, spectacular, unique (easily mistaken for other forms), expressive,
ordinary, frequently unable to be visually attractive. Even if, in the final analysis, the advertising imagery is the
industrious product, uniqueness is the major component guaranteeing visual identity, thus the first step is because of the
aesthetic expressiveness of advertising pictures.

The researchers believed that the audience of the advertisement will change its perception towards racial
relation through the aesthetic visual produced by Petronas. Therefore, a hypothesis is generated :

H1 : There is significant relationship between aesthetic value and audience perception towards interethnic

2.4.1.2 Social Value
Sheth et al. (1991), Macharum et al. (2017) stated that "social worth is regarded as a usefulness resulting
from alternatives to one or more particular social categories, such as demographic, socio-economic and cultural."
Companies truly need to understand customer behavior in today's competitive marketing climate and make suitable
marketing decisions. This means ensuring that consumers make sustainable purchases based on the products they want
(Maharum et al., 2017; Kanten and Darma, 2017). Consumerism and search status are valid activities for many young
adult customers before they make a purchase (O'Cass & Siahtiri 2013; Kim & Jang, 2014). O'Cass and Frost (2002) assert
that a consumer's inclination to gain status and recognition is widely recognized. This demonstrates rather well that
consumer prestige components in the process of product selection may also impact customer social recognition. In other
words, consumer decision-making may readily be impacted by social forces such as social image and status, individual
thinking and the views of others. Social identity is a social-cognitive schema (norms, values, and beliefs) that emerges
through a process of self-categorization for group-related activities (e.g., fan clubs) (Hogg and Terry 2000; Tajfel 1981;
Terry and Hogg 1996; Turner 1981). People form group intentions to act or behave in a certain way toward a problem
linked to the group (e.g., battling for their idol's reputation) and therefore preserve a good, self-defining connection with
the group, according to social categorization theories. In this context, we think the social use of publicity is higher when
it is digested and it does not just resonate inside a given social group or society as a whole, but when it has real impacts
on the group, such as within friendships or working groups, that are able to understand the ad. ‘Faced with a text
containing strong feminine ideology, the male interpreters are motivated to show their incapacity to correctly interpret
the content of the text,' say Ritson and Elliott (1999, p. 269).

In most other advertising for families the existence of a heteronormative family or "ideal family" (Bengtson, 2001) is
similar ( Borgerson et al.2006). The second component of the formula is families doing things together and portrays "co-
presence" from body to body, according to social and family obligations, and normative contact expectations
characterised by "physical proximity," the interpretation of social interaction and the "emotional work," which allows
development or development (Urry, 2002: 163-4). Therefore, researcher believed that this family elements in
advertisement will influence the consumer on perception towards racial relation.

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