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According to Becker et al., (2019), they said that from observation of 323 individual ads broadcasted over four years (2010- 1013),
they investigate to what extent each authenticity dimension influences the relationship between ad spending and sales. They intend to shed
light on their impact over time, i.e., whether the dimensions have a long-term or temporary sales effect. It will make them an effective
promotional tool for increasing short-term sales and possible to influence customer brand preference in the long run. Through which the
media acts as a channel for interaction between the communicator and the society, electronic media, such as video, television, and radio, play
a major role today. Besides that, using the internet, societies can gather information in a free and limitless way.

Like every other organization, PETRONAS wants to bring its business to its target audience, so it employs various promotional
methods to interact with the community and the country. PETRONAS has been using an emotional strings advertisements marketing strategy
which is the main advertising is using television as the form of media because they believe that everyone will eventually watch the ads on
television. PETRONAS has served the country for a long time, and they want to continue doing so by providing customers with what they
need.

■ 1.2 BACKGROUND OF THE PROBLEM

The aim of this study is to study about emotion and attribute message from Petronas advertisements in celebration Hari Raya
Aidilfitri in the eye of customer from 2010 to 2020. According to Cook (2001), Advertisement discourse includes not only language but also
audio, images, participants, and other nonverbal components that are coupled with language to enhance the sense. Cook (2001), correctly
argued that ignoring all the components involved in an ad's debate could result in a misunderstanding of the ad message. To study
advertisement discourse, we must first consider human mind, as well as the mechanisms involved in processing ad messages and the impact
they have on human behavior.

According to Fowler et al., (2016), television advertising is often aimed at a general audience, especially advertising on broadcast
television. An advertising appeal can be identified as the convincing strategy chosen by the ad company to make the business acceptable to
the customer. Television ads can reach a wide audience and can be targeted according to Mann, (2012). That is the basic way an advertising
responds to a consumer group's preferences and/or interests. It is an effective way for the manufacturer or retailer to reach out to the market
since it is always preferred by consumers more than other alternatives. most effective technique used by ad company is the 'customer
response'.

According to Ridout et al., (2012), television advertising can be targeted to specific viewers by gender and age and according to
Lovett & Peress, (2015), specific commercials have unique and recognizable viewer bases, which is particularly true on cable television
networks that target to viewers with specific interests. Television is useful for advertising because it performs similarly to movies in that it
tells storytelling, interacts with feelings, develops creativity and imagination, and has a high visual effect. It is also useful for illustrating
how things really work because it is in act media. It brings brand images to life and gives a brand awareness to people. Promoting on TV
permits you to feature your business, item, or administration with a wide crowd. It can show audience how item or administration functions
and how it' is bundled so forthcoming clients will realize what to search for at the retail location. In publicizing, it frequently takes different
touch focuses to successfully impact shoppers' buying conduct.

TV publicizing has been a well-known vehicle for huge retailers since the time the TV initially started to show up in front rooms.
With the appearance of digital TV came brought down creation costs and the chance to arrive at more modest, more designated markets,
making it a practical alternative for little to medium-size organizations. To make a successful TV promotion, it is important to have a decent
content that features a solid offer. Promotions should likewise be viably delivered, and it is thus that it is normal better to enroll the
administrations of a publicizing organization, which can assist with making a whole mission.

According to (What Is Youtube Advertising and Its Benefits, 2020), industries can use the many different video advertisements available
on YouTube to advertise their products or use them in conjunction with display campaigns. YouTube alone has over two billion monthly
active users, with 500 hours of video content being uploaded to the platform every minute. Every day, on average, each viewer spends 11
minutes and 24 seconds on YouTube, and each trip to YouTube results in an average of 6.5 pageviews. As a result, advertising on YouTube
offers many opportunities for businesses to broaden their advertising strategy and reach new customers. In 2020, companies will spend more
than 5.5 billion dollars on advertising on YouTube, according to estimates. In recent years, the importance of video in online marketing has
grown exponentially and investing in high-quality video advertisements will produce better results for any advertisement conducted online.

Emotional film, short comedy films, and touches of Malaysian hospitality from unique cultures are representative of the great
advertisements in Malaysia. What brand usually do is use festive holidays to build an emotional connection between social and cultural
issues in their ads and a solution that their company can offer. PETRONAS grabbed the chance to innovate to interact with their target
audience during their personalized peak time. 'Winning Ramadan & Raya with Digital,' a survey by Google Malaysia, analyzes the many
sorts of audience personalities that exist throughout the upcoming Ramadan and Hari Raya seasons. Google Trends also revealed that two
months before the festivities, search inquiries for 'iklan Hari Raya Petronas' and 'ucapan Hari Raya' were extremely popular. This indicates
that brands should prepare for festive events ahead of time to fulfill the right aims from major consumer events.

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