A constantly changing scene: the evolution of the San Miguel Beer Pale Pilsen Television advertisements from 1963 to 1991 as a form of communication

Date

4-1993

Degree

Bachelor of Arts in Communication Arts

College

College of Arts and Sciences (CAS)

Adviser/Committee Chair

Paz Eulalia L. Saplala

Abstract

This study traces the evolution of the television advertisements of San Miguel Beer Pale Pilsen within a 29-year period, from 1963 to 1991. A total of 99 advertisements created by the Philippine Advertising Counselors, Inc. (PAC/BBDO) and McCann-Erickson, Philippines, were subjected to a combined semiotic and content analysis in order to identify the changes that took place with regards to their form and content. The study reveals the factors which caused or brought about these changes. It shows that the changes in the advertisements reflect the changes taking place in Philippine history during that same 29-year period. In addition, the study also reveals the Filipino traits and value orientations, as well as the different aspects of Philippine culture and society evident in the San Miguel Beer Pale Pilsen television advertisements. It was observed that although the primary purpose of the beer advertisements was to sell the product, San Miguel Corporation, through the two advertising agencies, has likewise mirrored some of the Filipino values and traits, and Philippine history, culture and society.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 993.5 1993 M3 H47

Document Type

Thesis

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