Semiotic analysis of the Philippine tv commercials Christine Anne SJ. Clemente... [et. al]

Thesis (Bachelor of Secondary Education major in English) -- University of Rizal System-Morong.

EXECUTIVE SUMMARY: This study was conducted at the University of Rizal System-Morong Rizal during the academic year 2016-2017. A qualitative-quantitative type of research was utilized since the analysis and interpretation are based on quality and the selection of commercials is through statistical treatment. Data of the study were gathered through quantitative method utilizing a survey checklist to identify the top ten popular food and beverages commercials to analyze its qualitative attributes applying the theory Semiotics. The signs in selected commercials is deeply analyze to discover the meaning and implications of the advertisement. Furthermore, Ferdinand de Saussure's "Diagram of a Sign" was applied in analyzing the Philippine TV commercial. The researchers used the Saussurean model wherein a sign is composed of two parts: the signifiers known as the sound pattern and the signified serves as the concept that cannot be separated. Signifiers hold meaning which implies that there are associations of codes that signs can be interpreted. Thus the relationship between signifiers and signified are arbitrary. The researchers' findings for the usage of components of a good commercial included the following: (1) Humor-the usage of this component is to add entertainment to the viewers to be easily remembered (2) taglines and Jingles-to catch the viewers' attention and be remembered for a long span of time through repeated phrase, lyrics and lively song (3) Storyline-allows the viewer to understand the commercial that promotes the product and add up popularity in endorsing (5) Visuals-allows the viewers to be attracted in terms of colors, shapes, lightings and other visual attributes. After the close discussion on component of commercials it was revealed that a good commercial is considered as good when possesses the five (5) components which are humor, taglines and jingle, storyline, models visuals. Moreover, commercials have symbols that can be interpreted that relates in social implications, culture and beliefs. Through Semiotic analysis the researchers were able to verify the certain claims on analyzing the symbols that it is related to socials implications, culture and beliefs. Meanwhile, the researchers were able to prove that component of a good commercial includes humor, taglines and jingles, storyline, model and visuals through statistical treatment. The researchers recommend to apply triangulation of analyzing Philippine TV commercial, use another genre of Philippine TV commercials, analyze Western TV commercials, and utilize the synchronic and diachronic analysis in understandings other forms of media and arts.