Page 597 - MARSIUM'21 COMP OF PAPER

Every year when Hari Raya arrives, Petronas will not miss presenting the audience with their short
films that touch the hearts of the audience. This short film from Petronas is one of the famous
advertising videos in Malaysia. Petronas broadcasts their web film on their official Youtube
Channel, ‘PETRONAS’. Petronas web films are not just entertainment films but they are full of
messages and lessons to the multiracial community in Malaysia. The Petronas web film highlights
human relationships that are nurtured through the practice of kindness and mutual help which is an
important aspect of every community. According to PETRONAS Group Senior General Manager
of Strategic Communications, Zahariah Abdul Rahman, (Utusan Borneo Online, 2020) the
uniqueness of the plural society in Malaysia is often the source of inspiration for PETRONAS
festival web films.

This paper examines the content of Petronas Hari Raya advertisements that have been conveying
positive messages related to unity and togetherness in society different races. In this study, a positive
message refers to an advertisement that has an optimistic tone, encouraging the audience to accept
the idea of togetherness and unity, as well as accepting the values widely accepted by local
communities (Heath and Hyder, 2005). There is no denying that the main way to increase
understanding in society, especially from different racial backgrounds is through effective
communication.

2.0 LITURATURE REVIEW

2.1 Roles of Advertising

Advertising is known as a technique that aims to disseminate or inform the public about a benefit
or service through media such as television, cinema, radio, magazines, and the Internet with the aim
of motivating the public towards a particular act of consumption.
The media has a unique power of influence and a formative position in developing the identity of a
society contemporary (Fairclough, 2002). Thus, media such as advertisements play an important
role in building the identity of contemporary society (Piller, 2001). As a form of media discourse,
advertising makes a powerful contribution to the way we build our identity. This is undeniable, the
media plays a major role in forming one's self-esteem (Goddard 2002). Advertising will inform
potential users to obtain benefits or services about the benefits offered. In business, the goal of
advertising is to attract new customers by defining target markets and reaching them with effective
advertising campaigns.

Ads purpose:
a) Informing - is an advertisement that aims to provide awareness to consumers or customers about
new brands, educate them on the various benefits of the brand and also introduce a brand.
b) Persuading - ads that aim to provide an effective impact capable of persuading customers to try
the new product being advertised.
c) Reminding - is an advertisement used to keep their enterprise brand always in the memory of
customers.

Advertising is a basic tool for promoting the existence of a product in the market and providing
information to consumers about the details of a product, service or campaign that has been
advertised (Holladay 2010). In other words, advertising is a place that provides all the information
about products, services, and campaigns to the public. According to Khan (2011), a variety of
information can be obtained from a single advertisement for products, services and campaigns.

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