Depicting Filipino Values: A Semiotic Analysis of McDonald’s Commercials from 2016-2018

Depicting Filipino Values: A Semiotic Analysis of McDonald’s Commercials from 2016-2018

The incorporation of Filipino values in commercials is considered one of the current trends in product advertisement in the Philippines. McDonald’s Philippines is among these companies that feature Filipino values as they promote their products. In this qualitative research, it was analyzed how Filipino values were depicted in McDonald’s’ commercials from 2016 to 2018. Guided by Ferdinand de Saussure’s Semiotic Theory, the researcher conducted a textual analysis on the eight commercials which were gathered through purposive sampling. In the deconstruction of the commercials, the researcher was able to identify the elements that can be seen and heard such as dialogues, music, silence, sound effects, body language and proxemics, visuals, visual effects, props, colors, and setting. Through careful analysis of these audio and visual elements, features such as the signifier and signified, hidden messages, and Filipino celebrated events present in the commercials were identified. These elements and features, collectively, helped in identifying the Filipino values promoted in the commercials, although it was discovered that not all of these contribute in the depiction of the Filipino values. The Filipino value appeared most often in the commercials was being family-oriented. It was also found how McDonald’s creatively promoted their products as they showed the Filipino values in their commercials. This study may stand not only as a reminder to Filipinos of their existing values, but also an encouragement to companies to integrate Filipino values in their promotional materials. As this study focused only on commercials from one company, a follow-up research may be done to analyze commercials or other promotional materials from other companies.

Gochuico, R. (2019). Depicting Filipino Values: A Semiotic Analysis of McDonald’s Commercials from 2016-2018, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

Keywords: Filipino values, McDonald’s commercials, Semiotic Theory

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