The Role of Television Advertisements in Reinforcing the Social Values of Selected Elementary Students from Two Schools in Valenzuela City
This study determines the role of television advertisements in reinforcing the social values of elementary students from two schools in Valenzuela City. Using Klapper’s reinforcement theory and Hall’s encoding/decoding model of communication, this study tries to prove that advertising does not act alone in creating consumer values but rather reinforces the social values already projected by other social institutions as important. The study utilizes semiotic analysis to decipher the values emphasized in the advertisement series of Nestle Sorbetes and Coca-Cola Litro. Then, four set of focus group discussions are conducted among the students and faculty members of Maysan Elementary School and St. Joseph Academy of Valenzuela to gather the social values they teach and learn from the said academic institution. The values from the advertisements series and the four focus group discussions are compared to find similarities that would enable values reinforcement.
The study found out that there are no similarities with the values taught in school and values emphasized in the two given advertisement series. The two schools show focus on the values of discipline and righteousness while the advertisements give more emphasize to nationalism, generosity and religiosity.
Lim, M.E. (2010). (Bata)lastas: The Role of Television Advertisements in Reinforcing the Social Values of Selected Elementary Students from Two Schools in Valenzuela City, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.