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    Socio-economic impact of TV product advertisements to the taste and preference and level of concumption of University of the Philippines-Visayas' College of Arts and Sciences' students
    Aspiras, Marvin Arcangel (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2010-03)
    The principal purpose of this paper is to uncover the advertising-consumption relationship. In view of this, the following research objectives were pursued: (1) determination of the level of exposure, awareness and knowledge of college students towards TV product advertisements, (2) identification of the different TV product advertisements’ elements affecting the taste and preference of college students, (3) determination of the effects of TV product advertisements to the taste and preference of college students, (4) verification if TV product advertisement is a significant factor affecting the level of consumption of college students and (5) identification of other significant factors affecting the consumption levels of college students. Qualitative and quantitative approaches were employed through logistic and linear regression method. The study was carried out by administering questionnaires among 120 college students. The researcher found out that the respondents generally have low exposure but relatively high level of awareness and knowledge to TV products advertisements. Moreover, the researcher found out that storyline/theme, actor/actress/models and punch line/dialogue ranked the first three highly significant elements affecting the respondents taste and preference. Consequently, the researcher determined that an increase in the level of awareness and knowledge of the respondents increases their taste and preference increases as well. Lastly, by logistic regression the researcher found out that for every unit increase in the number of hours of watching TV, the chance of consuming toothpaste or shampoo is increased by 615.2%. On the other hand, by linear regression, taste and preference was found to be significantly affecting consumption both for advertised shampoo and toothpaste products.
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    A descriptive study on how adolescents respond to value-bearing communication
    Asong, Mariver A.; Bobe, Minnie Marie M.; Guadalquiver, Nanette L.; Jalover, Carol P.; Niembra, Lorlyn C.; Rasmo, Anna Vina Lisa L.; Salazar, Ma. Jonalyn U.; Tupas, Euridice L. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 1995-03)
    This study is an attempt to re-validate the study framework of Dr. Jacobson Kliatchko, which he used in his dissertation entitled, Communication and Attitude Development: A Philosophical Perspective. The framework deals with the development of attitudes after exposure to value-bearing communication. Because this study does not deal with the cause and effect relationship, the variables are rather called as components. The components of such study framework are: environment, value-bearing communication, and attitude. In this study, the environment is Marillac Academy. The value-bearing communication is the module on good study habits. And the attitude is the study habits of the respondents. needed data. Purposive sampling was used to determine the respondents. The essays and interviews with the students and the questionnaires filled up by the parents were the instruments designed to elicit the needed data. The general objective of this study is to determine how adolescents respond to value-bearing communication. Results reveal that although most of the respondents did not follow their study schedule, all of them have allotted time for their studies as reflected by the filled up observation sheets accomplished by the parents. This suggests that there is favorable response on the part of the respondents towards value-bearing communication. The study framework of Dr. Kliatchko that was used in the study shows that there is indeed an attitude formed when a value-bearing communication is inputted to a certain environment.
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    The meaning of beauty: A semiotic analysis of a beauty product advertisement and its interpretation by young female professionals
    Alcala, Zharina Ayn T.; Gamayao, April P. (Division of Social Sciences, College of Arts and Sciences, University of the Philippines Visayas, 2011-03)
    This study explored on how a beauty product advertisement communicates the concept of beauty and how it can affect the consumption of the said product among young female professionals. By using semiotic analysis, the researchers identified the signs and codes that communicate what is beautiful and its possible effects on the pre-existing concept of beauty. The Focused Group Discussions among 17 participants from Iloilo City revealed that the concept of beauty of the participants is not only defined physically but also holistically. However, the participants deemed physical beauty important. Though the participants identified the signs and codes of related to beauty in the advertisement, these did not affect their concept of beauty and their consumption of the said product. The quality, affordability and credibility of the beauty products were the factors they considered in patronizing the products and not necessarily because of the advertisement.
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    Fashion blogging in the Philippines: Characteristics of fashion blog posts
    Anigan, Ma. Skamella P.; Sy, Alahna Sam C. (Division of Humanities, College of Arts and Sciences, University of the Philippines Visayas, 2017-05)
    The global rise of online advertising has consequently empowered blogging. In the Philippines, fashion bloggers are considered high-authority when it comes to trends as they serve as opinion leaders to their readers. This study looked into the common characteristic of fashion blog post elements. Through the analytical lens of the Multimodality theory, the blog contents of four high-ranking bloggers were content-analyzed. Results of the study showed that the characteristics shared by the bloggers are: emphasis on product size, high tonal contrast, balanced color contrast, placement in vertical center; medium long and medium shot framing; monoglossic, appreciative, emotional, judgmental, positively forceful, and sharply focused linguistic approach; and informal text.