Research Proposal

A Comparative Study on the Perception of the Fourth Year students from the selected catholic, specialized and regular high schools towards the Philippine McDo 'BF-GF' TV Commercial

Statement of the Problem:

To determine and compare the perception of the fourth year students from the selected catholic, specialized and regular high schools towards the Philippine Mcdo bf-gf tv commercial.

Specifically, it aims to answer the following:

1.To determine the general message of the mcdo bf-gf tv commercial based on students’ interpretation 

a.    Catholic high school (USC North Campus)
b.    Specialized high school (UP High School)

c.    Regular high school (Abellana National High School)

2. To know whether the characters used in the mcdo bf-gf tv commercial are appropriate?

a.     Catholic high school (USC North Campus)

b.    Specialized high school (UP High School)

c.    Regular high school (Abellana National High School)

3. To determine the evaluation of students on the storyline of the tv commercial

a.     Catholic high school (USC North Campus)

b.    Specialized high school (UP High School)

c.    Regular high school (Abellana National High School)

4. To know the assessment of students on whether the Mcdo bf-gf tv commercial is (still) suitable for TV airing (or for general audience)

a.    Catholic high school (USC North Campus)

b.    Specialized high school (UP High School)

c.    Regular high school (Abellana National High School)

5. To find out if there is a difference (students from the catholic high school and the non catholic specialized and regular high school) on the perception of the respondents towards the McDo bf-gf tv commercial. 

6. To determine if there is a significant relationship of the type of school of the respondents and their perception on the McDo 'bf-gf' tv commercial.

Sources

Research Papers:

Enoc, D. (1999). Exposure to Jollibee and Mcdonald’s advertisements and the perception of the fourth year students of Cebu City National Science High School towards Filipino values. (unpublished undergraduate thesis). University of the Philippines Cebu College, Cebu City.

Campos, C. N. (1997). The relationship between exposure to the different strategies used by Jollibee and McDonalds and the preference and buying behavior of children. (unpublished undergraduate thesis). University of the Philippines Cebu College, Cebu City.

Guzman, L. T. (1983). An analytical study of the Philippine Board of Advertising: its roles in the status of advertising censorship in the Philippine television. (unpublished undergraduate
thesis). UP Institute of Mass Communication. Diliman, QC.

Books:

Teodoro, L. V., & Kabatay, R. V. (2006). Mass media laws and regulations in the Philippines (3rd ed.).Caloocan City, Philippines: Philippine graphic arts, Inc., p.471.

Norris, J. S. (1990). Advertising. United States of America: Prentice-Hall Inc., pp.231-255.

Sandage, C. H. ,& Fryburger, V. (1963). Advertising theory and practice. United States of America: Business Publication, Inc., pp. 84-111.

Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising principles and practice (3rd ed.). United States of America: Prentice-Hall, Inc., pp.57-58.

Dyer, G. (1982). Advertising as communication. United States of America: Methven & Co., pp. 86-108.

Hepner, H. W. (1893). Advertising- creative communication with consumers. United States of America: McGraw-Hill, Inc., pp.13-15.


Journals

Encanto, G. (1989, September). Media, Toys & violence. Philippines Communication Journal. 2(7), pp.1-9.

David, J. (1989). Ethics (rather than aesthetics) First. Philippines Communication Journal. , 2(7), pp.26-32.

Gerhold, P. & McGuire, W. (1966). Basic research and advertising practice: A dialogue. In L. Bogart (Ed.), Pychology in media strategy. Chicago, Illinois: American Marketing Association, pp.79-80.


Roberto, B, D’Alessio && Laghi, F. (2009). Discrepancies between parent’s and children’s attitudes toward TV advertising. Journal of Genetic Pyschology. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A200779324&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Banwari, M. (1994). Public assessment of TV advertising: faint praise and harsh criticism. Journal of Advertising Research. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A15352413&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Tammo, B., Claassen W., & Brus, B. (1998). Children's understanding of TV advertising: effects of age, gender, and parental influence. Journal of Consumer Policy . Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A21112205&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0.


Peterson, R. (1998). The potrayal of children's activities in television commercials: a content analysis. Journal of Business Ethics. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A53335941&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0



Mai, L. & Schoeller, G. (2009). Emotions, attitudes and memorability associated with TV commercials. Journal of Direct, Data and Digital Marketing Practice Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A205907929&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0


Waller, D. (2002). Advertising agency-client attitudes towards ethical issues in political advertising. Journal of Business Ethics. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A85467362&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Krueger, D. (2011, July). Ethics and values in advertising: two case studies. Business and Society Review. Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IACDocuments&type=retrieve&tabID=T002&prodId=IPS&docId=A20941393&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Heath, R. & Stipp, H. The secret of television's success: emotional content or rational information?. Journal of Advertising Research Retrieved from http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A254060404&source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

research paper

Advertising and social responsibility

(Well,2004) Since advertising is noticeable, manipulative and controversial, it can easily attract the attention of the citizens, the media, government and competitors.

Advertising plays various roles in the society. It keeps the public up to date with new and advanced products, helps them choose better products through comparison. Furthermore, advertising has the power to dictate the behavior of people not literally but through its overwhelming effects. It creates great impact on the most susceptible groups especially on the young teenagers. And as the power of advertising increases in terms of money and communication, the existing concerns become more noticeable.

Wells, W. et. al, (2004). Advertising principles and practice. Pearson Education, Inc.

“Any advertising communication provides the reader, viewer, or listener with a vast number of bits of information which he must rapidly sort out to arrive at a unique interpretation”. Mr. Moran, Vice President and Director of Research at Young & Rubicam, Inc

(Moran, 1966) Because it is not the consumers’ obligation to study advertising, perception affects and determines their actions. Usually, how they grasp the meaning of the message influence the actions they take.

Moran, W. (1966). The perception of an advertising communication. In L. Bogart (Ed.), Psychology in media strategy. Chicago, Illinois: American Marketing  Association,1966

paraphrase

Time in Chassidism is the constant change of a predictable variation of a higher form that controls everything in the universe. The essence of universe itself is indecisive of its being. The continuity of time is the ultimate proof of the existence of a higher form.

For Rabbi Menachem Mendel of Lubavitch (the “Tzemach Tzedek”, 1789-1866), time connects the outer space and the soul. It is not the meaning of being but rather the process of existence. In Chassidism, there are two conflicting processes needed for something to exist. First, the entity must be provided by its Creator. Second, the individual must be separated from the others. In this sense, the concept of creation needs Ratzo v’shov because it is the mediator between of the “Creator” and the “created being”. 

summary

1.   The existence of time before the creation of the physical world does not mean that time was the source of everything. Time is also a creation.

2.   The continuity of time is a proof that indeed, there is a higher form- a creative energy that continuously controls everything in this world whether living or non living things. It existed even before the creation of time.