Philippine E-Journals

Portrayal of Father and Daughter Relationships in Selected Jollibee Television Commercials "

Albert Cruz | Jaezelle Saludez | Gerby Muya

 

Abstract:

A semiotic analysis of selected Jollibee television commercials, namely: Daddy’s Girl; One Extra Special Day; Para sa Mahal at Pinakamatapang kong Tatay; and Regalo was done in order to find out how father and daughter relationships were portrayed with the guidance of the Semantic Triangle of Odgen and Richards. Signs were identified from the screen captured photos of selected television commercials and followed by the researchers’ interpretation. Based on the selected Jollibee television commercials, the roles of fathers were the main provider, silent protector, companion, and epitome of respect. On the other hand, the roles of the daughters based on the television commercials were the source of happiness, embodiment of respect, and submissive follower. Based on these roles, the researchers were able to identify the different father and daughter relationships in the selected commercials which are close, secure, dependent, and dominant-submissive relationships.