Semiotic analysis of aldub tv commercials

Sanchez, E.S. (2016). Semiotic Analysis of Aldub Television Commercials, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

This thesis aimed to unravel the recurring themes and ideologies that Aldub’s television commercials present to the viewers. The study used a qualitative method using the semiotic lens in analyzing the commercials. This study analyzed eight television commercials, chosen through purposeful sampling, ranging from 15 seconds to one minute which star both Alden Richards and Maine Mendoza that aired from October 2015 to February 2016.

The researcher used Barthes’ order of signification in order to deconstruct the commercials. The eight selected commercials were analyzed using a semiotic analysis guide which included sound effects, music, dialogue, body language and proxemics, shots used and visuals, and symbols. The commercials were compared and contrasted against each other, and were also compared to the treatment of Aldub in the Eat Bulaga’s Kalyeserye.

The study concluded that the Aldub television commercials were all romantic-themed and most of the commercials used the split screen and lip synching, similar to that of Kalyeserye, in order to convey their message to the audience. Some of the commercials promote gender stereotypes to the audience and depict men as superior to women. Aside from consumerism and the patriarch ideology, all of the commercials used romance in their narratives and Aldub was used as the main tool in the romance narrative.

Keywords: semiotics, AlDub, loveteam, commercial, Barthes