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Depicting Filipino Values: A Semiotic Analysis of McDonald’s Commercials from 2016-2018

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The incorporation of Filipino values in commercials is considered one of the current trends in product advertisement in the Philippines. McDonald’s Philippines is among these companies that feature Filipino values as they promote their products. In this qualitative research, it was analyzed how Filipino values were depicted in McDonald’s’ commercials from 2016 to 2018. Guided by Ferdinand de Saussure’s Semiotic Theory, the researcher conducted a textual analysis on the eight commercials which were gathered through purposive sampling. In the deconstruction of the commercials, the researcher was able to identify the elements that can be seen and heard such as dialogues, music, silence, sound effects, body language and proxemics, visuals, visual effects, props, colors, and setting. Through careful analysis of these audio and visual elements, features such as the signifier and signified, hidden messages, and Filipino celebrated events present in the commercials were identified. These elements and features, collectively, helped in identifying the Filipino values promoted in the commercials, although it was discovered that not all of these contribute in the depiction of the Filipino values. The Filipino value appeared most often in the commercials was being family-oriented. It was also found how McDonald’s creatively promoted their products as they showed the Filipino values in their commercials. This study may stand not only as a reminder to Filipinos of their existing values, but also an encouragement to companies to integrate Filipino values in their promotional materials. As this study focused only on commercials from one company, a follow-up research may be done to analyze commercials or other promotional materials from other companies.

Gochuico, R. (2019). Depicting Filipino Values: A Semiotic Analysis of McDonald’s Commercials from 2016-2018, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

Keywords: Filipino values, McDonald’s commercials, Semiotic Theory

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"Brown skin, white mentality." How has the media in the Philippines alongside the advertising industry shaped Filipinos' perception of beauty

Arthur Marwick (2004) insisted that physical beauty is only skin deep and nothing else but a visual aphrodisiac, whereas image and characteristics are more important for people to hold value. For some people, saying “beauty is only skin deep” is subjective and dependent on the type of person seeing it. There is also a need to consider various factors that can influence a person’s perception of beauty. Such as culture, environment, society and external influences like the mass media. In the Philippines, having white skin is said to be the equivalent of beauty. It is also associated with power and wealth. It is an ideology that is rooted in the country’s past colonisations by western countries and a narrative portrayed by the country’s media and advertising industry. This dissertation aims to discuss the various factors that shaped the Filipino people’s idealisation of beauty. It will also conduct an in-depth analysis of the growing influence of the Philippine media and advertising industry in the Filipinos’ perception of white skin privilege and the superiority it suggests over dark skin. In chapter one, an overview will be given on the general views of beauty before going to its cultural background in the Philippines. It will be followed by a brief discussion on how the country’s media industry portrays people with white and dark skin. Chapter two will present a literature review of past academic studies and online articles relevant to the research. Various media and communication theories such as the Agenda Setting, Social Learning and Gebner’s Cultivation theory will be explored to illustrate how mass media influences people’s view of beauty. How Filipinos use media will be discussed in conjunction with concepts such as Participatory culture and the Uses and gratification theory. Additionally, the Two-step flow theory and the Elaboration likelihood model will be analysed and its correlation to how people are persuaded to form their views from the messages they received through the media. A case study on how the Philippine media and advertising industry promote white skin superiority will be presented in chapter three. It will be done through the contextual analysis of the brand GlutaMAX’s advertising practices. The brand’s past and current campaigns seem to suggest that having white skin is the standards of beauty and wealth. The brand was also accused of promoting skin discrimination. An in-depth discussion of this case will be conducted in chapter four to analyse its overall impact in parallel with the research topic. The last two chapters will discuss the limitations identified during the dissertation process and provide recommendations on what further research can be conducted. A conclusion will be given at the end to support the significance of this study in the broad understanding and knowledge of the role of mass media in establishing the views of the Filipino people towards beauty and their skin colour.

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Mitsubishi Motors to Establish a Joint Venture with Security Bank in the Philippines to Provide Automobile Finance Services

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Tokyo, April 8, 2024 – Mitsubishi Motors Corporation (hereafter, Mitsubishi Motors) have agreed to conclude a joint venture agreement with Security Bank Corporation (hereafter, Security Bank) on April 8, a financial institution in the Philippines, to establish Mitsubishi Motors Finance Philippines Inc. that offers financing services to Mitsubishi Motors’ customers in the country.

The new company is expected to begin operations in FY2025, Mitsubishi Motors holding a 51 percent ownership stake while Security Bank holds a 49 percent stake.

In Mitsubishi Motors’ mid-term plan, “Challenge 2025”, Mitsubishi Motors defined its core business regions of ASEAN as “Growth Drivers” and announced that it will concentrate management resources to “Growth Drivers” to roll out many new models to expand sales volume and revenue. Among such “Growth Drivers”, the new car market in the Philippines has been growing rapidly along with high growth rate of population and economy and is expected to continuously grow further over the medium term. Financing services are important for customers in the country as majority of customers use financing when they purchase cars. With this joint venture, Mitsubishi Motors will be able to offer extensive range of sales financing instruments and services to its customers and dealers.

“This is our 61st year in business in the Philippines, where we now have a strong presence and a large market share,” said Tatsuo Nakamura, Executive Vice President of Mitsubishi Motors. “Mitsubishi Motors is very pleased to be able to partner with Security Bank that is one of the best financial institutions in the Philippines. Through this joint venture, we hope we can provide Mitsubishi Motors vehicles to more customers in this ever-expanding market. Also, we will continue to make efforts to satisfy customers more through our products and services that embody Mitsubishi Motors-ness.”

“This joint venture is in line with Security Bank’s commitment to provide superior customer experiences through our Better Banking brand promise,” said Sanjiv Vohra, President and Chief Executive Officer of Security Bank. “By combining the strengths of both Mitsubishi Motors and Security Bank through this new company, we are in the best position to offer enhanced auto financing services to match our customers’ needs. This means more attractive promos, competitive financing packages and fast decisioning. Thus, we deliver more values to customers.”