The Way NIDO Nurtures and Protects: A Critical Discourse Analysis on The Representation of a Filipino Broken Family in NIDO Advanced Protectus 3+’: Difference between revisions
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#NIDOSERYE Commercials | #NIDOSERYE Commercials | ||
Link to flipbook:http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-07648-Guiao,-T | |||
ABSTRACT | |||
Guiao, Trisha Danielle S. (2019). The Way NIDO Nurtures and Protects: A Critical | |||
Discourse Analysis on the Representation of a Filipino Broken Family in NIDO | |||
Advanced Protectus 3+’ #NIDOSerye Commercials. Unpublished Undergraduate Thesis, | |||
University of the Philippines College of Mass Communication. | |||
One of the main goals of advertisements is to sell. To do so, advertisements often | |||
adhere to ideal images that will effectively persuade audiences to consume endorsed | |||
products. In the concept of a family, advertisements dominantly represent the nuclear | |||
family composed of a mother, father, and children as the ideal happy family. However, | |||
data shows that Filipino families are now changing. Social Weather Station’s survey in | |||
2017 indicates that one out of every 21 Filipinos is separated from their former partners. | |||
The trend for other nonconventional families is also continually increasing over the years. | |||
In 2017, the first installment of the #NIDOserye created a stir in social media | |||
because it showed a “broken” Filipino family, a representation rarely seen in | |||
commercials. In this light, this study analyzes the unconventional family configuration in | |||
the series which creates a narrative of a family that does not adhere to the nuclear happy | |||
family that is often seen in advertisements. | |||
Norman Fairclough’s Critical Discourse Analysis is employed as a framework in | |||
examining the images of a broken family, the motivations of the content creators, and the | |||
feedback of the Filipino people in the online community, using Richard Dyer’s | |||
typographical theory of representation. | |||
This thesis contributes to the understanding of how advertisements use images or | |||
representations not necessarily dominant and hegemonic to further their reach and to | |||
create an emotional appeal to the audiences. | |||
Keywords: advertisements, family representation, Critical Discourse Analysis, gender | |||
roles, broken family, Nestle, NIDO | |||
Link to flipbook: http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-07648-Guiao,-T | |||
College of Mass Communication | College of Mass Communication | ||
Department of Broadcast Communication | Department of Broadcast Communication | ||
May 2019 | May 2019 | ||
Revision as of 15:08, 31 May 2019
Thesis
TRISHA DANIELLE SANTOS GUIAO
The Way NIDO Nurtures and Protects: A Critical Discourse Analysis on The Representation of a Filipino Broken Family in NIDO Advanced Protectus 3+’
- NIDOSERYE Commercials
ABSTRACT
Guiao, Trisha Danielle S. (2019). The Way NIDO Nurtures and Protects: A Critical
Discourse Analysis on the Representation of a Filipino Broken Family in NIDO
Advanced Protectus 3+’ #NIDOSerye Commercials. Unpublished Undergraduate Thesis,
University of the Philippines College of Mass Communication.
One of the main goals of advertisements is to sell. To do so, advertisements often adhere to ideal images that will effectively persuade audiences to consume endorsed products. In the concept of a family, advertisements dominantly represent the nuclear family composed of a mother, father, and children as the ideal happy family. However, data shows that Filipino families are now changing. Social Weather Station’s survey in 2017 indicates that one out of every 21 Filipinos is separated from their former partners. The trend for other nonconventional families is also continually increasing over the years. In 2017, the first installment of the #NIDOserye created a stir in social media because it showed a “broken” Filipino family, a representation rarely seen in commercials. In this light, this study analyzes the unconventional family configuration in the series which creates a narrative of a family that does not adhere to the nuclear happy family that is often seen in advertisements. Norman Fairclough’s Critical Discourse Analysis is employed as a framework in examining the images of a broken family, the motivations of the content creators, and the feedback of the Filipino people in the online community, using Richard Dyer’s typographical theory of representation. This thesis contributes to the understanding of how advertisements use images or representations not necessarily dominant and hegemonic to further their reach and to create an emotional appeal to the audiences. Keywords: advertisements, family representation, Critical Discourse Analysis, gender roles, broken family, Nestle, NIDO
Link to flipbook: http://iskwiki.upd.edu.ph/flipbook/viewer/?fb=2015-07648-Guiao,-T
College of Mass Communication Department of Broadcast Communication May 2019