A Comparative Study of Petronas Eid Advertisements on Television and Youtube: Visual, Ethical, and Engagement Perspectives

This study examines the comparative effectiveness of Petronas Eid advertisements on television and YouTube, focusing on visual and content presentation, ethics and values, and audience engagement perspectives. Using a qualitative approach, the research employs content analysis and in-depth interviews with respondents aged 22 to 55. The analysis of visual and content presentation and ethics and values is framed through the Elaboration Likelihood Model (ELM) to explore how central and peripheral pathways function across both platforms. Audience engagement is assessed through the Uses and Gratification Theory (UGT) by identifying with the data gathered from 7 research themes, including platform preferences, engagement experiences, and recommendations for improving engagement. This study aims to offer marketers valuable insights into selecting the most suitable platform for festival event advertising while ensuring the ethics and values standards are upheld and audience engagement is maximised.