00000ctm a22000003a 4500 UP-99796217612991776 Buklod 20190326163530.0 t gr 000 0 ta 190326s2013 xx d r |||| u| (iLib)UPD-00397771391 DMC rda eng Sesuca, Princess Marielle S. author. A comparative study of the ideologies in selected television advertisements of Jollibee and McDonald's in the context of Filipino cultural identity Princess Marielle S. Sesuca ; Rosa Maria T. Feliciano, adviser. 2013 xiii, 76 leaves color illustrations text rdacontent unmediated rdamedia volume rdacarrier Vita. Thesis (A.B. Broadcast Communication)--University of the Philippines Diliman April 2013. Available to the general public. "Mass media, particularly the television, is so pervasive that it has the power to disseminate information and ideas to viewers. As such, a lot of institutions invest in television advertising to forward their interests. In the Philippines, among these advertisers are the commercial establishments Jollibee and McDonald's--the leading fast food chains in the country. This study looked at the ideologies embedded in selected television advertisements of Jollibee and McDonald's using Louis Althusser's Ideology and Ideological State Apparatuses as theoretical lens. As a theoretical guide, Virgilio Enriquez's Kapwa Theory was employed. This theory states that kapwa, defined as "recognition shared identity of inner self and other", is the core value of Filipinos. This study also identified in the advertisements the Filipino values which have implications to Filipino cultural identity. Textual analysis was the methodology in analyzing six (6) television advertisements of Jollibee and McDonald's. The results show that there are three main components in the advertisements: product, Filipino values, and ideology. The most manifested Filipino values were pakikiramdam (shared inner perception) and pakikisama (companionship). The most recurring ideology is choice as a factor of happiness. The findings also imply that utilization of the concept of kapwa in advertisements can elicit favourable perceptions of the product from the Filipino viewers. The researcher highly recommends audience studies on the topic to further validate these perceptions." Advertising Food service. National characteristics, Philippine. Television commercials Philippines. Feliciano, Rosa Maria T. adviser. University of the Philippines. College of Mass Communication. FI UP UPD DMC LG 993.5 2013 M3 S378 Thesis