Page 304 - MARSIUM'21 COMP OF PAPER

283 Chen (2021)

as I was doing this research

In this research, we found that the aesthetic values presented in Petronas CNY advertisement had a significant
impact on audience perception towards interethnic relation by using multiple regression. The aesthetic values is about
how one perceives one’s novelty, pureness and contrast. As different ethnics in Malaysia has different color preference,
decoration, or ritual. For example, the Chinese ethnics prefer all decorations using red, gold and yellow color and they
avoid black and white color due to their ethnics believes. Furthermore, we also found that the social values presented
in Petronas CNY advertisement had a significant impact on audience perception towards interethnic relation. The social
values are genuinely differ from every person by their background, experience and big incidents that happened once in
their life. Therefore, it is surprising to find that the social values in the advertisement are able to influence the audience
perception towards different ethnics. Nevertheless, we found out the religious values presented in Petronas CNY
advertisement also had a significant impact on audience perception towards interethnic relation. As we discussed in chapter
4, the religious value of each ethnics is righteous and cannot be changed. However, they all serve the same purpose
which is encourage people to be more kind-hearted to other. Therefore, the religious values in the advertisement
promotes Chinese ethnics religious value can be accepted by different person with different way of perceive a religion.

5.2 RECOMMENDATION

This research studies the cultural values presented in an advertisement. The knowledge that I applied in this
paper are centered towards my field of study which is marketing. However, the field of knowledge that involved in
this study is wide. As for those who reads this research, I recommend to take it further deep into specific ethnics and
find the values that the ethnics have. For further research, those who has high interest for grinding more study about
this topics may look into the field of ethnology and sociology of Malaysia.

5.0 CONCLUSION

To conclude this PSM, the topic that I chose is Advertisement Content Analysis ( ACA ) of Petronas Chinese
New Year festive advertisement. This topic includes many theories and knowledge related to advertising, cultural
values, and perception of audience. The Petronas festive advertisement has been producing many high quality short
films that are touching and meaningful to the audience in Malaysia. The content of the advertisement includes elements such
as family, romantic love and kind-heartedness. Each of the elements in the content delivers very important messages
related to interethnic relation. Petronas were able to deliver these cultural values through visual and audio. As this
festive advertisement is so meaningful to the citizens of Malaysia, people felt appreciated and started to influence their
perception towards different ethnics. Meanwhile, this means that the brand image of Petronas is gradually become
more established and trusted throughout these 20 years. Therefore, researchers tend to find out and analyze what exactly
that the content of the advertisement actually is by using the methodology that mentioned above in section 3.0.

6.0 ACKNOWLEDGEMENT

The title of this study is based on the discussion between me and Prof. Dr. Rohaiziat Baharun, my final year
project supervisor. Also thanks to Dr. Adaviah for giving me many helps and tips to finish this PSM during this
semester. This research proposal is based on the guidance that Dr. Adaviah provided. It included all necessary
information that a PSM proposal needed.

283