The Impact of Emotional Appeal Advertising of Festive PETRONAS TV Commercials Among Local Mass Communication Students of SEGi University
CHAPTER 1 INTRODUCTION Background of Study
This research plans to examine the impact of emotional appeal advertising within a particular social surrounding. The research will be conducted amongst local mass communication students of SEGi University and the selection of advertisement are festive PETRONAS TV commercial. Locals are more likely to relate to the festive advertisements than non-locals; Festive PETRONAS advertisements often use emotional appeal to connect with their audience. Movies or television shows often make viewers go through a set of emotions throughout the show, leaving viewers with a certain c ertain feeling or impression about the show. s how. In this research aims to study, if advertisements have the same impact on viewers when emotional appeal is used. Whether they feel sad, s ad, happy, upset or angry and any other sets of emotions when viewing the ad. Emotion is seen by creatives c reatives as being an important component of creativity, and getting an emotional response to advertising seems to be a critical part of successful communication (Kover, 1995). Petroliam Nasional Bhd, also known as PETRONAS, is a well-known national oil company in Malaysia. Every year, the company would produce short film advertisements for each festivity celebrated in Malaysia - Chinese New Year, Hari Aidilfitri, Deepavali, Hari Gawai and so on. PETRONAS is known for producing advertisements that truly captures the
essences of the Malaysian cultures. The company responsible for producing the quality advertisements is Leo Burnett Group Malaysia. An award winning advertisi ng agency that has produced multiple advertisements for many successful companies. The preference of using festive PETRONAS advertisements is ex tremely applicable for this research as Malaysians are able to relate to the scenes in the short-film advertisement and that it may affect their perceptions. Aside that, the research aims to find out if the emotional appeal advertising affects consumers brand attitude. Are audience more inclined to purchase a brand if there is a relation towards the advertisement?
Problem Statement
Researchers have examined the success rate of emotional appeal advertising and its affect towards the brand. According to researchers Yoo and MacInnis (2005), it is shown that commercials that uses an emotional format, affects the brand attitudes as it is based on feeling responses from the advertisement seen. Ad’s credibility depends on the positive feelings that are enhanced whereas, most negative feelings mays result to negative evaluation of advertisement and its brand. However, it is yet to be proven that this study applies to local mass communication students of SEGi University. University. Do emotive advertisements affect one’s emotions? And does it then affect one’s perception towards the brand causing changes in purchasing power? This research is to build an understanding whether local mass communication students of SEGi University have any sort of emotional perception or vulnerable feelings towards PETRONAS advertisements that promotes cultural values during festive seasons. Apart from that, according to this statement, and that feelings (emotions) actually influence consumer behaviour where feelings (emotions) are used as explanatory variables is shown by Allen et al. (1992). Local SEGi University students are the current generations and they have full
purchasing power that may affect the company. With that said, emotive advertisement portrayals may affect the reason of brand attitude and purchasing power towards the Petr onas Company. This audience may not be aware that the reason of purchase from the PETRONAS Company could be due to the impact of the advertisement viewed. PETRONAS may have indirectly gained loyalty from customers through their ads. These statements should be proven, hence this research.
Research Questions
Independent Variable: The emotional appeal of festive PETRONAS television commercials Dependent Variable: The attitude towards the ad, the attitude toward the brand 1. How does the emotional appeal of festive PETRONAS television commercials affect attitude toward the ads? 2. How does the emotional appeal of festive PETRONAS television commercials affect attitude toward the brand?
Research Objectives
1. To study the affected attitudes towards the advertisements among local Mass Communication students of SEGi University after viewing festive PETRONAS television commercials that uses emotional appeal advertising. 2. To study the affected attitudes towards the brand among local Mass Communication students of SEGi University after viewing festive PETRONAS television commercials that uses emotional appeal advertising.
Significant of The Study
This study is yet to be determined within the Malaysian society as this country is filled with multiracial culture and locals genuinely do feel more emotionally attached when discussing about topics related to their own culture. Hence, using Petronas advertisement that focuses on the festive seasons would be very suitable for the research (allBusiness, n.d.). If the study is true, that emotional appeal advertisement affects viewers toll on viewers and that it does aff ect buyer’s habit, then, this would prove to other brands that advertisement of such type may help to increase loyalty of customers upon the brand.
Definition of Keywords
1. Emotional Appeal: a method of persuasion that encourages an emotional response. 2. Advertisements: a platform that sends a certain message to a larger medium, such as the public. It may promote products, a certain service, publicizing a job vacancy, an event and so on. 3. Attitude toward the ad: recipients’ affective reactions to the ad 4. Attitude toward the brand: recipients’ affective reactions toward the advertised brand or desirable attitude toward purchasing the brand. 5. PETRONAS: Petroliam Nasional Berhad, a Malaysian oil and gas company. 6. Festival / Festive: An event celebrated by a community.
CHAPTER 2 LITERATURE REVIEW Background of Research Issue
Advertising as A Medium
Advertising is often use a form of mediator that creates a message and sends it to an audience, for them to react a particular way, hopefully. In fact, according to John, May, Sandra and William (2007), it could also be a very complicated method of communication that has its own objectives and strategies that conveys various types of impact towards the consumers’ perspectives, their emotions / feelings, and actions. Through an extensive point of view, advertising is the most influential form of media that shapes and constructs the individuality of the society. It creates a certain ideal standard while captivating its’ audience. They highlight images that reflect the society which impart insights by which we come to understand the world at large (McFall, 2004). In today’s society, media has a unique power of influence and formative potion in developing identity of a society (Fairclough, 2002), thus, media such as advertisements plays a crucial role in construction of its contemporary identities (Piller, 2001).
Persuasive Advertising
Advertising holds a strong responsibility on manipulating viewers into believing a certain mind-set. A society’s norm is merely an expression or enhancement by advertisements itself. People choose to believe that the publishing of advertisements ar e deemed as acceptable. Therefore, ads continue to promote a particular norm, persuading society to a certain extent. Most advertisement uses the notion of persuasion in order to send out the messa ge.
Meyers-Levy & Malaviya (1999) states that: Regardless of their content and the techniques they employ, most [advertising] messages share a common final goal: persuading target consumers to adopt a particular product, service, or idea’ (as cited by Heath, 2007 p. 5). In addition to that statement, persuasive messages from advertisements are key concepts because it gets the unique selling proposition across to their targeted audience. Adverts gives a meaning when obtaining an ideology of a subject or sometimes object. However also depending on the way audience interprets the advertisement. Marketers and Advertisers tend to assume that consumer decision-making is a rational act and advertising delivers a clear message that is easily understood and believable because it helps persuade consumers (The brand attitude formation process of emotional and informational ads, 2013).
Emotional Appeal
A common type of persuasive messaging is using the tool of emotional appeal in advertisements. Emotional advertisement has taken a toll in the recent years and has known to be rather successful over the years. Advertisers used to think that rational approaches are more effective persuasion in reaching the audience, and persuasion ads mostl y accents on arguments which affects the viewers’ beliefs. However, in much recent researches, it has been proven by advertising scholars that settings of emotions in ads has a much greater impact than rational approaches towards the audience’s behaviour and attitudes (Burnett, Lwin, Moriarty, & Wells, 2007). In general, emotional ads outperform non-emotional ones in terms of the attitude towards the ad and the brand (Geuens, Pelsmacker, & Faseur, 2009). It is known that emotional ads format, may likely heighten feelings, whether positive or negative outcomes. An emotional ad format is defined as a type of advertisement that is specifically designed to execute a particular appeal towards the receiver’s emotions. This can
be done with mood, drama, music and other emotion-eliciting strategies (Yoo & MacInnis, 2005). It steers consumers to a positive feeling towards the product / service, thus creating a perception of a pleasing or friendly brand; it relies on feelings for effectiveness (Albers-Miller & Stafford, 1999). Kotler and Armstrong (1994) made an insightful statement: Emotional appeal seeks to enhance positive or negative emotions that aims to increase motive of purchase. Some of which includes the emotion of guilt, fear and shame appeals that makes a consumer want to do something or to stop doing something they should not… messages may also convey positive emotion al appeals such as humour, joy, pride or love (as cited in Baig, Tahir, Shahzadi, & Azar, 2013, p.144). Following their research, it shows that when an emotional format type of ad is used, feeling responses heavily affects the brand attitudes. Positive feelings enhance evaluations of the ad’s credibility, while most negative feelings result in negative evaluations of the ad and brand. Generally, the responds of oneself (the consumer) depends on many factors of the advertisement. Based on personal assumption these factors are (1) the relevance of the advertisement towards society, (2) the degree of emotional content in the advertisement, (3) the type of emotional content produced and (4) Positive or negative emotional content exerted in ads. Following the contribution of researchers, advertisements that project emotional content does affect viewers’ personal emotion of to a certain level. Due to that, consumers are able to identify if they relate to the brand, thus, creating brand attitude. According to a known researcher, a new bridge is formed that connects to the attitude formation literature: attitude toward the ad (Aad). It differentiates between two ways advertising affects the audience – (a) Advertising that influences attitude toward the ad (A ad) or (b) ad preference and advertising that influences attitude toward the brand (AB) or liking of the brand. The research then concludes that adverts that displays A ad has a higher positive feeling reaction towards the ad, which also relates to the brand (Shimp, 1981).
Emotional Appeal and Culture in Malaysia
Emotional advertising appeals are prevalent and are even considered as more influential on purchase decisions than reason (Binet and Field 2009; Wood 2012). According to Bruzzone (1981), Johar and Sirgy (1991) and Vaughan (1980), it states that emotional appeal is often used in promoting value expressive products / services (Albers-Miller & Stafford, 1999). Henceforth, the emotional appeal has a correlation with culture (Tirandis, 1989), to connect with audience. Some cultures embrace the showing of emotions, whereas some may discourage it (Albers-Miller & Stafford, 1999). Emotional appeal advertising that is related to the culture of audience evokes a certain sensation, encouraging a stronger bond towards the ad and the brand. It is said that strong emotional attachment to group memberships is based on the culture of the people. Many of the emotional appeals relate to belonging and affiliation (including “family,” “affiliation,” “popular,” “community,” “ethnicity,” etc.) (Tirandis, 1989). Services are intangible goods; Emotional appeal advertising should help create a connection with the culture. For the past few years, large corporate companies have begun to realize the effectiveness of incorporating local essences into their ads to greet consumers of multiple ethnicities. The reason is that to understand ethnicit y of the country is crucial in understanding the duties and practicalities of Malaysia’s multicultural society (Abraham, 1999). The ethnicity diversity can truly be seen in the Malaysian culture, with each ethic groups that has their own views of social reality (Milne, 1978). However, Malaysians have always supported the ideology of “open house”, which is often seen throughout the year amongst all races, despite the differences in diversity of language and ethnicity. It celebrates the various races and their own festivities. That being so, it is a necessity for companies to link behaviours of social responsibilities to the brand, as it helps to develop brand values and personalit y (Kitchin, 2003). It also creates a value because it differentiates with similar markets (Johnson, 2003).
PETRONAS
Petroliam Nasional Bhd widely known as PETRONAS is a Malaysian company that produces petroleum for vehicles of all sorts within the country. It was established in 1974 under the Companies Act 1965. The PETRONAS company is a hi ghly successful petroleum company in Malaysia. To prove that point, in 2015, the company received the ICheme Global Awards in Birmingham, United Kingdom. ICheme United Kingdom is a professional institution for chemical and process engineers in 120 countries. A local engineer named, Ezmal Abdul Rashid who is PETRONAS’s Safety Engineer won himself the Young Chemical En gineer award in the industrial category. In 2016, at Asia-Pacific Oil and Gas Awards, PETRONAS won the National Oil Company of the Year Award for outstanding performance. Each year, PETRONAS’s highly anticipated advertisements implement as much of the Malaysian identity as possible, especially the festive commercials such as Chinese New Year, Hari Raya, Deepavali, Hari Gawai and etc. Their heart-warming advertisements have won the countless awards. In 2008, PETRONAS’ Chinese New Year advertisement titled “ Reunion Dinner” won the 10 th Chienese New Year Ad Awards that was organized by Nanyang Siang Pau and China Press. It obtained the largest amount of votes from the newspaper’s readers which won them the grand prize.
Petronas Advertising Agency
The PETRONAS company works with world renown advertising agency, Leo Burnett, which was founded in 1935, Chicago, America. Leo Burnett believes that creativity has the power to transform human behaviour (HumanKind, n.d.). The rapid growth of Leo Burnett’s has expanded their franchise around the world and landed in Malaysia in 1964. (Leo Burnett Malaysia, n.d.). Leo Burnett has a long list of partnerships with successful brands such as PETRONAS, McDonald, Coca Cola, Procter & Gamble (P&G), Samsung and more. This ad
agency is mostly known for producing heart touching and tear – jerking television commercial with PETRONAS during the festive seasons and National day. This multiple award winning company has successfully captured the heart of Malaysia with its anticipated commercials. Leo Burnett Group Malaysia has also a high achiever in awards, mostly known for their creativity in advertising. They embraced the title o f being the biggest winner in the Asia Pacific Award 2015 campaign. They were awarded as the South-East Asia Specialist Agency of the Year and South East Asia PR Agency of the Year. Other awards include, Advertising + Marketing Agency of the Year by a client-judged award, Gold Awards as in Creative Agency of the Year, Content Marketing of the year, Brand Consultancy of the Year etc. Leo Burnett Group Malaysia has also won the Creative Agency of the Year award for three consecutive years since 2014.
Commercial
#PE TR ONASC NY 2013: Tau F u F ah The 3 minute long commercial was created by Leo Burnett Malaysia, directed by Vance Malone (Coloribus , 2013) and was released in February 2013. The commercial tells a story of how a bowl of “Tau Fu Fah” brings two people together, growing a business that turns into a successful dessert shop. The commercial shows how the young couple goes through hurdles and challenges along the way and despite of failure in life, they still renew their hopes every Chinese New Year (Cruz, 2013). The positivity in their hopes and life has brought them far for decades and telling viewers to always look back on a great life and to look forward to an even greater one.
#PE TR ONA SR aya 2013: J ahit This 8 minute and 45 seconds heart-warming commercial tells a story of a hardworking widowed and her only daughter. This commercial was created by a director, Quek Shio Chuan (Lee, 2013). “Jahit” shows a hardworking mother who owns a small tailor shop and her hardworking studious daughter. Despite their circumstances in life, the mother and the daughter
does not see it as a disadvantage but they embarrass what they have in life. The underlying message of the commercial is “Kudrat Membawa Berkat” which means the importance of diligence, perseverance and making sacrifices in embracing life’s challenges and believing hard work pays off (Petronas produces web film, TV commercial entitled ‘Jahit, 2013).
#PE TRONASD eepavali 2013: Our D eepavali the 3 minute and 40 seconds commercial brings the viewer into a journey to discover the meaning of Deepavali. The theme of this commercial “The Light That radiates, illuminates lives” featuring a caretaker at an old folks’ home together with 3 elderly residents. As the caretaker was preparing to return to her hometown to celebrate Deepavali she has notice three elderly has no place to go for a holiday, hence she decided to take them along on her journey. Throughout their journey, the trip was filed with interesting and light-hearted moment of a friendship, tolerance and understanding between the three elderly. In this commercial it also shows the unity between the three elderly as they were all from difference race, culture and background.
Theory Upon further understanding, this research will be based on the theory, Agenda Setting Theory. The Agenda Setting is the ability to influence the public through a form of media. It is the idea of which the way public thinks based on the influence of media. The types of issues that is relevant to a person and the importance of the issue, the coverage of media towards these issues first directs them towards a way of thought which then shapes the way a society’s thought processes. Hence, making media the most powerful tool in influencing the government and how society would view it. The Agenda Setting Theory was first introduced in 1972 by Dr. Donald Shaw and Dr. Maxwell McCombs. The theory was made based on two stages: (1) The Pretheoretical Conceptualizing and (2) the establishment of the theory itself (McCombs & Shaw, Agenda Setting Theory, 2014). In this current theory, it states that the public’s agenda is set by the media, however, not by directly telling what to do or think but instead may manipulate a person to really think about that issue. When this theory was brought to notice in their first article, the abstract states that: In choosing and displaying news, editors, newsroom staff, and broadcasters play an important part in shaping political reality. Readers learn not only about a given issue, but also how much importance to attach to that issue from the amount of information in a news story and its position. In reflecting what candidates are saying during a campaign, the mass media may well determine the important issues — that is, the media may set the “agenda” of the campaign. (McCombs, The Agenda-Setting Role of the Mass Media in the Shaping of Public Opinion, n.d.)
There are a few assumptions of the Agenda Setting Theory:
The media establish an agenda and in so doing are not simply reflecting reality, but are shaping and filtering reality for the public.
The media’s concentration on the issues that comprise their agenda influence the public’s agenda, and these together influence the policymakers’ agenda.
The public and policymakers have the possibility to influence the media’s agenda as well.
This theory justifies this research thoroughly because the media (advertisement) are often seen by the population and that has shaped the mentality of the society creating a stigma of some sort. In this case, it is often seen that Petronas releases a new heart-warming ad every festive season yearly. The general concept of the ad is to capture the hearts of people who represent that festive and to let them know, that Petronas understands the people of Malaysia. They are the true Malaysian brand. They have created this identity that Petronas is a familyoriented brand even though it sells petrol for vehicles this brand is built for everyone. Aside that, Petronas advertisements concentrates on a certain identity that represents ea ch race and culture. It has the ability to convince the Malay, Chinese and Indian to represent themselves a certain way, creating an identity for them. However, if the public has a different opinion or perspective then the media (advertisements) has a possibility of changing its agenda. If example, the Malaysians would want to be represented as one race despite the different ethnic holidays, the media (advertisement) will then have to change its perspective to cater to their set of audience.
CHAPTER 3 METHODOLOGY
Research Design
A quantitative research is used as form of data collection. The quantitative study allows for numerical data collection and to generalize across groups of participants.
The proposed
research questions will address the emotional appeal of festive PETRONAS television commercials, how participants are affected by the ad, and how are participants’ attitude towards the brand affected by the commercials. Participants will answer a series of questions based that are relevant to the research. Open ended questions are also included to achieve an in-depth understanding of the research.
Location and subject of study
The purpose of doing this research on only local Mass Communication students of SEGi University is because local students relate to the brand stronger than foreign students. PETRONAS is the Malaysian National Oil Company and every Malaysian have most likely used the brand once, seen family or friends use the brand or has come across it at any occasion. Apart from that, Malaysian is a multicultural country and they celebrate all sorts of festive such as Chinese New Year, Hari Raya, Deepavali and etc. Through the years, PETRONAS has always managed to successfully produce heart-warming adverts for each festivity. Therefore, using an audience of only locals would be applicable because they would be able to relate to the scenarios of each ad. The reason of only using Mass Communication students of SEGi University, instead of the whole student body of SEGi Univerist y is because it would be much more convenient and less time consuming. This research i s conducted in a short-period of time
and therefore to conduct a research within a large sample would be difficult. Aside that, as students there may be a complexity of costs as this resear ch is conducted on a very low budget.
Population and Sampling
The initial population of the research was targeted towards the general Malaysian. However, due to a large quantity, high costs and time consumption, it was essential to narrow down the field of search for this research to only local SEGi Students. The type of sampling that will be sued for this research is a probability sampling, that is the stratified random sampling. A stratified random sampling method is done by dividing a population into smaller groups based on a characteristic, this is known as strata. Based on the strata, a sample is randomly chosen from each strata segregated. At the beginning of this research, from a wide population of Malaysians who are familiar with the brand Petronas are narrowed down to a stratum of Malaysian SEGi Students who are familiar with Petronas. From there, it is then segregated to the three main ethnicities of Malaysia – Malay, Chinese and Indian. According to each ethnicity, the sample is then chosen at random. The stratified random sampling has a main advantage that is, it reduces the selection of bias. By stratifying the population before carrying out random samplings method increases accuracy that reflects the characteristics of population that is used in this study. It fits the terms and criteria accordingly. Aside that, it also represents each subgroup accurately based on the population separated from. If the sample size is 90, 30 participants will be chosen from each subgroup to be represented to justify the research. However, stratified random sampling may also face a few challenges. Firstly, it may be quite time consuming and exhausting. Despite narrowing down the research to only Malaysian SEGi Students, there is still a need to divide
an equal amount of Malay, Chinese and Indian for the sample. And not in every occasion that there is an equal amount of members in a subgroup in a day. For this research, there is also a possibility of using Simple random sampling method, which is to randomly choose a sample from a group. However, if simple random sampling were to be done for this research, it will not have an equal amount of ethnicity to conduct the research. The sample could be more Indians than Malays that represent Malaysia for this research which is not the accurate ratio. Also, convenience sampling would be ideal for this research as it saves a lot more time and it is efficient. Nonetheless there are problems to that as well because the research could be done by local and foreign students of SEGi and that disrupts the objective of the research.
Research Instrument
This research will be carried out through a correlation research, where it tests the relationships between two variables. Respondents are required to view three types of festive PETRONAS advertisements – Hari Raya, Chinese New Year and Deepavali. After viewing, they are required to answer a list of questionnaire.
Validity and Reliability
Validity Validity can be done by carrying out pre-test before the actual research. Validity could be achieved from a failed validity. This is meant that, when a pre-test is done, a second or third trial should be done again. So if the first test failed, amendments could be made based on the questionnaire set. If the finding tallies with the relation between emotional appeal and the effects, then it is a valid research.
Reliability To ensure that this qualitative research is trustworthy and it is worth the examination, there are a few criteria that should be followed accordingly. First of the use of locals as respondents is crucial for this research. It ensures that the research is represented at an accuracy. Using an equal amount of each race that represents the ratio of the country helps ensure that the mentality in answering the questions are almost accurate. If the different races react to the advertisement the same way, then the research is reliable.
Data Analysis
Quantitative data analysis is a systematic approach to investigations during which numerical data is collected and/or the researcher transforms what is collected or observed into numerical data (Manchester Metropolitan University, 2008). Questionnaires are a series of questions the assumes a certain response which gathers information about the respondents. Through quantitative data analysis, it is easy to narrate similar responses or differences between the other studies, and if there is a relationship between the variables.
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