Semiotic Analysis of the Philippine TV Commercials

Abstract

INTRODUCTION

Ferdinand de Saussure's "Diagram of a Sign" was applied in analyzing the Philippine TV commercial. The researchers used the Saussurean model wherein a sign is composed of two parts: the signifiers known as the sound patterns and the signified serves as the concept that cannot be separated. Signifiers hold meaning that implies that there are associations of codes that signs can be interpreted. Thus, the relationship between signifiers and signified are arbitrary.

METHODS

A qualitative-quantitative type of research was utilized since the analysis and interpretation are based on quality and the selection of commercials is through statistical treatment. Data of the study were gathered through quantitative method utilizing a survey checklist to identify the top 10 popular food and beverages commercials to analyze its qualitative attributes applying the theory semiotics. The signs in selected commercials are deeply analyzed to discover the meanings and implications of the advertisement.

RESULT

The researchers' findings for the usage of components of a good commercial included the following: (1) Humor -the usage of this component is to add entertainment to the viewers to be easily remembered (2) Taglines and Jingles -to catch the viewer's attention and be remembered for a long span of time through repeated phrase, lyrics, and lively song (3) Storyline -allows the viewer to understand the commercial very well (4) Model -component of a commercial that promotes the product and add up popularity in endorsing (5) Visuals -allows the viewers to be attracted in terms of colors, shapes, lightings and other visual attributes. After the close discussion on components of commercials, it was revealed that a good commercial is considered as good when it possesses the five (5) components, which are humor, taglines, and jingle, storyline, models, and visuals. Moreover, commercials have symbols that can be interpreted that relate to social implications, culture, and beliefs.

DISCUSSIONS

Through semiotic analysis, the researchers were able to verify the certain claims on analyzing the symbols that it is related to social implications, culture, and beliefs. Meanwhile, the researchers were able to prove that components of a good commercial include humor, taglines and jingles, storyline, model, and visuals through statistical treatment. The researchers recommend to apply triangulation of analyzing Philippine TV commercial, use another genre of Philippine TV commercials, analyze Western TV commercials, and utilize the synchronic and diachronic analysis in understanding other forms of media and arts.