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Baharuddin and Saniah (2017) explained that advertising is one of the best marketing tools and a
paid form that can deliver a message to consumers. Moreover, both researchers also stated that
culture plays an important role in advertising, as it can indicate whether the advertisement is
effective or otherwise. Another reason why the cultural aspect is important in advertising is because
not everyone shares the same cultural values. Therefore, it is important for advertisers to analyze
the culture of the audience carefully so that the message can be conveyed well through
advertisements. In addition, understanding the cultural values of a society will help us to better
appreciate the style or way of life of others. According to Freedman (2003), by understanding other
people’s views of the world and culture, the audience will be more receptive to the social and
cultural differences brought about in an advertisement. It can be said that advertising is one of the
very important tools in the marketing industry in our country. Now, with the help of mass media
such as, television, youtube, radio, newspapers and social media in the dissemination of an
advertisement facilitates the delivery of information on products, services and campaigns to the
public. In the paper of Nooh, Khairi, Abdullah, & Shukor (2014), it is explained that advertisements
have helped in fostering a sense of togetherness among Malaysians. According to (Shariff, Sualman,
& Iraman 2013), well-produced advertisements that contain positive messages about tolerance
towards different cultures will help Malaysians realize that unity in Malaysia is an important value
in a diverse society. With the decline of the sense of unity among the younger generation in
Malaysia (Chang, 2016), it requires smart measures to cultivate a sense of belonging to the country
regardless of different races and increase tolerance for people of different cultures. Continued
competitiveness among multiracial people in Malaysia will affect the ongoing discomfort and
stagnant unity among Malaysians (Yeoh & Yeoh, 2019).

2.2 Cultural Values in Advertisements

According to Pollay (2012) because advertising plays an important role in the mass media, it is
important to portray cultural values in advertising that can foster respect for each other's culture
among the community in Malaysia. Therefore, advertising can also educate those who see the
advertisement about the importance of the value of unity. There are a few important values in
advertising such as morality, truthfulness, and social responsibility (Nwachukwu, Vitell, Gillbert &
Barnes, 1997; International Chamber of Commerce, 2011). The definitions of these values can be
found below:

I. According to the International Chamber of Commerce (2011), morality in advertising in
the use of texts such as witten and images and verbal expressions should not be contrary to
the moral principles of society. If the ad violates community standards, the ad may not be
published.
II. Truthfulness in advertising refers to the act of giving true information or facts (in exact
manner) about something (Kehinde, 2009) and,
III. Social responsibility in advertising focuses on not publishing anything that contains
discrimination, hatred, religion, sex, and demoralises human dignity (International
Chamber of Commerce, 2011).

In the context of this research, by applying these three values in cultural advertisements with the
specific aim of fostering tolerance and a spirit of unity, the optimal impact can be conveyed to the
audience. According to Wan Amizah, Chang Peng Kee and Jamaluddin Aziz (2009), in a diverse
Malaysian society, cultural elements in media publishing need to be well processed. This can be
seen through the implementation of various laws by the government to monitor media content in

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