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The Kris List: A Grounded Theory Study of the Advertising Performance of Kris Aquino

Espejo, R. B. (2019). The Kris List: A Grounded Theory Study of the Advertising Performance of Kris Aquino. Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

ABSTRACT

This study seeks to understand the performance for advertising through discovering the performatives employed by an endorser. Specifically, this study examines the performance of celebrity endorser Kris Aquino seen in her YouTube videos and aims to discover the manifestation and function of the performatives she used for advertising. Guided by prevalent notions of performance and performativity, I take part in the emerging discipline of Performance Studies and endeavor to apply its significant concepts in studying a broadcast text.

Implementing Grounded Theory methodology, identified performatives employed by Kris Aquino undergo coding methods to formulate a preliminary theoretical model of advertising performance. As conclusion, this study offers the Grounded Theory of Performed Influence. It lists down and defines 123 emergent codes of discovered performatives which are then classified under 18 analytic categories according to their similarities in manifestations and functions. With three themes of Essential Showmanship, Assimilated Personality, and Lifestyle Expertise, the model illustrates how a celebrity endorser’s effective use of language and the strategic interweaving of everyday and staged activities are used to construct an advertising performance.

Keywords: performance, performativity, Performance Studies, Grounded Theory, celebrity endorsers, celebrity, Kris Aquino

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