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Advertising is an industry that largely deals with persuasion. However, the Filipino audience is diverse – they differ in educational background, social status, and preferences, among other things. Advertisers therefore employ different advertising strategies to forward their goals.

This study then sought to find out how the audiences respond to the appeals of Nido’s “Check the Label” ad and Bear Brand’s “Laki sa Gatas” ad. The Elaboration Likelihood Model was used as a guide in the study’s objectives and methodology, while media literacy served as a lens for analysis.

A qualitative design was employed in this study. The data were gathered through in-depth focus interviews with nine mothers, who were chosen based on convenience criterion sampling.

The results of the study showed that mothers with higher educational attainment process the advertising messages through the central route and provide more detailed evaluations to the advertising appeals. On the other hand, mothers with lower educational attainment appreciate peripheral cues such as presence of a famous endorser, but they still process the ads through the central route, as they were looking for relevant information regarding the product’s benefits to their children. This implies that regardless of educational attainment, mothers respond better to milk ads that have focus on the milk’s nutritional benefits to their children, not on anything else.

Uy, R. (2011). Audience reception of the different advertising appeals of selected TV advertisements of Nido and Bear Brand. Unpublished Undergraduate Thesis, University of the Philippines Diliman College of Mass Communication.

View Thesis

Subject Index : Advertising--Research

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