COMMUNICATED VALUES DEPICTED ON SELECTED MCDONALD PHILIPPINES&rsquo; TELEVISION ADVERTISEMENTS

Delfin  L. Tolentino Jr.,; Nikko  S. Vera,; Bart Andrew  S. Mendoza,

COMMUNICATED VALUES DEPICTED ON SELECTED MCDONALD PHILIPPINES’ TELEVISION ADVERTISEMENTS

Delfin L. Tolentino Jr. | Nikko S. Vera | Bart Andrew S. Mendoza

Abstract:

The mass media, especially the television, disseminates information and ideas towards its target audiences. It is a powerful tool that institutions invest a lot of resources to advertise their goal of increasing profit. In the Philippines, one of the leading fast food establishments is McDonald’s.

This study focused on evaluating the values communicated in McDonalds Philippines’ television commercial (TVC). Using Ritzer’s Integrated Social Paradigm, this study analyzed two advertisements of McDonalds in 2013, the product-based commercial entitled “McSpicy Shake Shake Meal” and the image-based commercial, “Downtown”, based on the values depicted. This study revealed values depicted on both commercials; determined whether the values were shown positively or negatively; interpreted the characters’ role in advertisements; and, determined the themes elicited in those advertisements.