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ABSTRACT

A Case Study of the Bilog na Hugis Itlog: For the People or for the Network?

This thesis explores the different views of the audience regarding the advertisement Bilog na Hugis Itlog produced by GMA Channel 7 Television Network as part of their informational campaign towards the education of voters during the 2010 national elections. The advertisement was in a form of a song and dance number performed by the Sexbomb Dancers. This combination of information and entertainment is the central theme that is explored in this study. Used in this study is the classic communication theories related to advertising. These are the Communication Theory of Lasswell and the Stimulus-Response Principle. The focus of these theories is the reaction or effect of the advertisement to the audience. An analysis of the song lyrics, the video components and the entire advertisement was done. Interviews were also conducted with respondents coming from different social economic classes and different age groups. While there is little difference among the answers across the different age groups, the big difference in economic status revealed a difference of perspectives of the audience.

Jue, J.J. (2011). A Case Study of the Bilog na Hugis Itlog: For the People or for the Network, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

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Subject Index: Advocacy Advertising, Voting--Asia

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