CHAPTER VI (2nd Draft)

CHAPTER VI

SUMMARY OF FINDINGS, CONCLUSION, AND RECOMMENDATIONS

Summary of Findings

      The study aims to compare the perception of the fourth year high school students from catholic, public and laboratory high schools towards the Mcdo ‘Bf-Gf’ tv commercial. The study also wants to determine the general message of the commercial based on the interpretation of students, to evaluate the appropriateness of the age and behavior of the characters based on our culture, to know the assessment of students on the suitability of the commercial for national viewing and lastly to find out if there is a difference on the perception of the students from the three selected schools.

      The study was able to determine that the general message of the commercial is the intended message which is about the affordability of the McDo products. The students from UP High School and USC considered the intended message of the commercial as the dominant interpretation of the commercial. Abellana National School students were undecided on the possibility that the intended message was about the affordability of the products.

      Meanwhile, the respondents from UP were undecided on the appropriateness of the age and behavior of the characters in the commercial. Majority of the students from USC and Abellana National School disagreed that the characters were appropriate for the commercial. For them, the children were too young to get involve in romantic relationships and behave like a couple.

      Lastly, most of the students from USC and Abellana considered that the commercial is still suitable for national viewing.  Meanwhile, UP High students were divided on their decision on the appropriateness of the commercial for tv airing.
 

Conclusion

            The study proved that the students from the three types of school had different perceptions towards the commercial due to the fact that these schools vary in their curriculum. As indicated in the Individual Differences Theory by Severin and Tankard (1992), the people’s response on the information presented by the media varies due to the “individual’s own set of experiences, needs and personality structures” (Severin and Tankard, 1992).

      The students perceived the advertisement differently due to the fact that the teachers from the different types of the schools have different way of morally educating their students and that they are also following the curriculum of the school.
 

Recommendations

      The researchers recommend to the future researchers who are planning to conduct a similar study to have larger number of respondents from each school to have accurate results. In addition, a simpler questionnaire is recommended to be able to conveniently tabulate and interpret the results. Moreover, the researchers recommend taking into consideration the perception differences between the male and female.