A Discourse Analysis on the Definition of the Filipino Family as seen in McDonald's Advertisements


McDonald’s is not only one of the leading fast food chains in the Philippines, it is one of the leading quick service restaurants in the world. In order to achieve this global success, McDonald’s must enter several local markets and establish its brand in each new market. With every new market entered, McDonald’s must adapt to local consumer and cultural requirements.

As a brand, McDonald’s has established itself in the Philippines and seems to have adapted to local consumer wants and needs. Advertisements form part of the brand being communicated by companies. In the Philippines, McDonald’s is known for advertisements that tug on emotions, incorporating concepts such as the closeness of a Filipino family. As a global brand, this is an extra step they take in order to be part of Filipino culture. This study then aims to address the question, “How is McDonald’s localized in the Philippines through its television and online advertisements?” This study aims to address the problem by looking at selected McDonald’s advertisements to determine whether the McDonald’s brand is localized in the Philippines. The study also aims to determine how Filipino values are incorporated and presented in the selected advertisements, and determine McDonald’s position as a brand in the Philippine market.

Keywords: Mcdonald’s, localization, Filipino culture, Filipino family, Filipino values, Kapwa Theory, semiotics, discourse analysis, textual analysis, advertisements, brand

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