Philippine E-Journals

Perception in the Communication Pattern in Nido Commercials

Vanessa Mae Marana | Jasper Bercasio | Russart Carandang | Rika Goto

 

Abstract:

The study determined the portrayal of Filipino family roles in selected Nido Commercials from 2014 - 2018. Mainly, the study identified the signs and symbols used about family roles and relationships and described how the communication patterns changed over time with the guidance of the semantic triangle of Ogden and Richards. The commercials, which were the medium of the study, were analyzed to uncover the changing communication pattern of the selected Nido commercials. Data were gathered using focus group discussion with eight communication students as research participants. The obtained data helped the researchers to code and create themes. The findings of the research showed that the dominant relationship in the commercial was the close relationship of a mother to her child and also the dominant - submissive relationship. From the transcriptions, the children showed their submissiveness to their providers and they followed their rules and respected them. Furthermore, the researchers had noted the protective communication pattern that made the provider the highest authority. The researchers concluded that the healthy communication pattern is the pluralistic family communication pattern. In addition, as Nido commercials trended over the years, their commercials helped to establish a good communication and relationship within the family. The researchers recommended this study as reference to future researchers who may be interested to conduct similar research using the semantic triangle of Ogden and Richards.