Note 3

Every commercial brings along in it a message that is addressed to the public, generally the consumers. This message may be for the purpose of informing, persuading, entertaining, or influencing the buying behavior of the viewers, it will still depend on how it is shown to the audience.  Certain techniques on presenting the message in a commercial is said to have an impact on the apprehension of the viewers towards the commercial message. Yeshin(2006) author of the book entitled Advertising, explains that a well presented and executed message in a commercial is one measurement in determining the effectiveness of a commercial. A commercial is effective when its viewers are able to grasp the intended message, meaning and purpose of the commercial.

Book

Yeshin, T. (2006). Advertising. London: Thomson Learning, p. 229. Retrieved from  http://books.google.com/books?id=sV_fJN4RtJcC&pg=RA2-PA229&lpg=RA2-PA229&dq=commercial+effectiveness+message+strategy&source=bl&ots=isWeihJLr_&sig=Sg7sA6g1n43EOu2MeJTRCOhhqjA&hl=fil&ei=WSouTq3iB8zPmAW47r1T&sa=X&oi=book_result&ct=result&resnum=4&ved=0CC4Q6AEwAw#v=onepage&q=commercial%20effectiveness%20message%20strategy&f=false

Note 2

       In advertising, perception of people towards advertisement is significant in determining the effectiveness of the commercial. Advertisers give importance to these perceptions because it will give them an idea on how people think and react to a certain commercial. According to a study(Banwari, 1994), most people are not pleased with tv commercials. People dissaprove the moral values shown in these commercials. Due to its frequent occurence, tv commercials are said to have harmful effects to the viewers since it promotes consumerism and values which corrupts the being of an individual. Despite these unpleasant perception towards advertisements, people recognize the useful information that tv commercials provide to the viewers.

Source

Banwari, M. (1994). Public assessment of TV advertising: faint praise and harsh criticism. Journal of Advertising Research. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A15352413&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Research Proposal

A Comparative Study on the Perception of the Male and Female First Year UP High School Students Towards the Philippine McDo 'BF-GF' TV Commercial


Statement of the Problem:
To determine and compare the perception of the male and female first year UP high students(AY 2011-2012) towards the Philippine Mcdo bf-gf tv commercial.

Specifically, it aims to answer the following:

1.To determine the general message of the mcdo bf-gf tv commercial based on students’ interpretation
a.Male perspective
b. Female perspective

2. To know how the characters affect the perception of the students on the TV Commercial. Were the chosen characters appropriate?
a. Male perspective
b. Female perspective

3. To determine the evaluation of students on the storyline of the tv commercial
a. Male perspective
b. Female perspective

4. To know the assessment of students on whether the Mcdo bf-gf tv commercial is (still) suitable for TV airing (or for general audience)
a. Male perspective
b. Female perspective

5. To find out if there is a difference (between the male and the female respondents) on the perception of the students towards the McDo bf-gf tv commercial.

6. To determine if there is a significant relationship between the gender of the respondents and their perception on the McDo 'bf-gf' tv commercial.








Sources

Research Papers:

Enoc, D. (1999). Exposure to Jollibee and Mcdonald’s advertisements and the perception of the fourth year students of Cebu City National Science High School towards Filipino values. (unpublished undergraduate thesis). University of the Philippines Cebu College, Cebu City.

Campos, C. N. (1997). The relationship between exposure to the different strategies used by Jollibee and McDonalds and the preference and buying behavior of children. (unpublished undergraduate thesis). University of the Philippines Cebu College, Cebu City.

Guzman, L. T. (1983). An analytical study of the Philippine Board of Advertising: its roles in the status of advertising censorship in the Philippine television. (unpublished undergraduate
thesis). UP Institute of Mass Communication. Diliman, QC.

Books:

Teodoro, L. V., & Kabatay, R. V. (2006). Mass media laws and regulations in the Philippines (3rd ed.).Caloocan City, Philippines: Philippine graphic arts, Inc., p.471.

Norris, J. S. (1990). Advertising. United States of America: Prentice-Hall Inc., pp.231-255.

Sandage, C. H. ,& Fryburger, V. (1963). Advertising theory and practice. United States of America: Business Publication, Inc., pp. 84-111.

Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising principles and practice (3rd ed.). United States of America: Prentice-Hall, Inc., pp.57-58.

Dyer, G. (1982). Advertising as communication. United States of America: Methven & Co., pp. 86-108.

Hepner, H. W. (1893). Advertising- creative communication with consumers. United States of America: McGraw-Hill, Inc., pp.13-15.


Journals

Encanto, G. (1989, September). Media, Toys & violence. Philippines Communication Journal. 2(7), pp.1-9.

David, J. (1989). Ethics (rather than aesthetics) First. Philippines Communication Journal. , 2(7), pp.26-32.

Gerhold, P. & McGuire, W. (1966). Basic research and advertising practice: A dialogue. In L. Bogart (Ed.), Pychology in media strategy. Chicago, Illinois: American Marketing Association, pp.79-80.


Roberto, B, D’Alessio && Laghi, F. (2009). Discrepancies between parent’s and children’s attitudes toward TV advertising. Journal of Genetic Pyschology. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A200779324&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Banwari, M. (1994). Public assessment of TV advertising: faint praise and harsh criticism. Journal of Advertising Research. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A15352413&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Tammo, B., Claassen W., & Brus, B. (1998). Children's understanding of TV advertising: effects of age, gender, and parental influence. Journal of Consumer Policy . Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A21112205&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0.


Peterson, R. (1998). The potrayal of children's activities in television commercials: a content analysis. Journal of Business Ethics. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A53335941&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0



Mai, L. & Schoeller, G. (2009). Emotions, attitudes and memorability associated with TV commercials. Journal of Direct, Data and Digital Marketing Practice Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A205907929&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Waller, D. (2002). Advertising agency-client attitudes towards ethical issues in political advertising. Journal of Business Ethics. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A85467362&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Krueger, D. (2011, July). Ethics and values in advertising: two case studies. Business and Society Review. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IACDocuments&type=retrieve&tabID=T002&prodId=IPS&docId=A20941393&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Heath, R. & Stipp, H. The secret of television's success: emotional content or rational information?. Journal of Advertising Research Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A254060404&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Sources

Thesis:

Enoc, D. (1999). Exposure to Jollibee and Mcdonald’s advertisements and the perception of the fourth year students of Cebu City National Science High School towards Filipino values. (unpublished undergraduate thesis). University of the Philippines Cebu College, Cebu City.

Campos, C. N. (1997). The relationship between exposure to the different strategies used by Jollibee and McDonalds and the preference and buying behavior of children. (unpublished undergraduate thesis). University of the Philippines Cebu College, Cebu City.

Guzman, L. T. (1983). An analytical study of the Philippine Board of Advertising: its roles in the status of advertising censorship in the Philippine television. (unpublished undergraduate
thesis). UP Institute of Mass Communication. Diliman, QC.

Books:

Teodoro, L. V., & Kabatay, R. V. (2006). Mass media laws and regulations in the Philippines (3rd ed.).Caloocan City, Philippines: Philippine graphic arts, Inc., p.471.

Norris, J. S. (1990). Advertising. United States of America: Prentice-Hall Inc., pp.231-255.

Sandage, C. H. ,& Fryburger, V. (1963). Advertising theory and practice. United States of America: Business Publication, Inc., pp. 84-111.

Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising principles and practice (3rd ed.). United States of America: Prentice-Hall, Inc., pp.57-58.

Dyer, G. (1982). Advertising as communication. United States of America: Methven & Co., pp. 86-108.

Hepner, H. W. (1893). Advertising- creative communication with consumers. United States of America: McGraw-Hill, Inc., pp.13-15.


Journals

Encanto, G. (1989, September). Media, Toys & violence. Philippines Communication Journal. 2(7), pp.1-9.

David, J. (1989). Ethics (rather than aesthetics) First. Philippines Communication Journal. , 2(7), pp.26-32.

Gerhold, P. & McGuire, W. (1966). Basic research and advertising practice: A dialogue. In L. Bogart (Ed.), Pychology in media strategy. Chicago, Illinois: American Marketing Association, pp.79-80.


Roberto, B, D’Alessio && Laghi, F. (2009). Discrepancies between parent’s and children’s attitudes toward TV advertising. Journal of Genetic Pyschology. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A200779324&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Banwari, M. (1994). Public assessment of TV advertising: faint praise and harsh criticism. Journal of Advertising Research. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A15352413&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Tammo, B., Claassen W., & Brus, B. (1998). Children's understanding of TV advertising: effects of age, gender, and parental influence. Journal of Consumer Policy . Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A21112205&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0.


Peterson, R. (1998). The potrayal of children's activities in television commercials: a content analysis. Journal of Business Ethics. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A53335941&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0



Mai, L. & Schoeller, G. (2009). Emotions, attitudes and memorability associated with TV commercials. Journal of Direct, Data and Digital Marketing Practice Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A205907929&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Waller, D. (2002). Advertising agency-client attitudes towards ethical issues in political advertising. Journal of Business Ethics. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A85467362&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Krueger, D. (2011, July). Ethics and values in advertising: two case studies. Business and Society Review. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IACDocuments&type=retrieve&tabID=T002&prodId=IPS&docId=A20941393&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Heath, R. & Stipp, H. The secret of television's success: emotional content or rational information?. Journal of Advertising Research Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A254060404&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Note 1

     Hepner(1956) describes the power of advertising in society and in a culture. It has greatly influenced modern society through the innovations, and new things it has introduced to the people. Many desire these new things because it has made life easier and better compared before.  Moreover, advertising also shows the culture aspects and ideals of a community through the instructions learned in art, business, and science. Advertising is an “accelerator of civilization” due to  the role it plays in motivating change in society.

Reference

Hepner, H. W.  (1965).  Advertising – Creative Communication with Consumers. United States of America:  McGraw Hill Inc., 13.

Comm 2 Paraphrasing

1. Freeman(2011) conveys the idea about time as a continuous cycle of ratzo v’shov in Chassidism. It refers to the cycles of  certain “creative energy” which is responsible of all happenings in the universe. This processes and cycles “precedes” our concept of time. The sequence of changes of time on our view is a proof of this “higher form”.

2.  Freeman(2011) answers the question concerning the compelling of the idea of ratzo v’shov on understanding the concept of creation with Chassidism as a basis. He mentions that in Chassidism, existence of an object requires two different and conflicting processes. These two processes include the Creator’s role in maintaining the object and giving the object a self-identity. And ratzo v’shov serves as the mediator of these two conflicting processes. It connects the “cosmic soul” and “space”(Mendel, 1789-1866).

Writing Precis, Comm 2 assignment

1. Tvzi Freeman(2011) says that time is a creation, which came even before the creation of physical objects and the universe.

2. According to Tzvi Freeman(2011), in Chassidism time is described as  a continuing sequence or cycle of things that changes gradually.