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
Recommended Citation
Hernandez, Ma. Cecilia I., "A constantly changing scene: the evolution of the San Miguel Beer Pale Pilsen Television advertisements from 1963 to 1991 as a form of communication" (1993). Undergraduate Theses. 9941.
https://www.ukdr.uplb.edu.ph/etd-undergrad/9941
Document Type
Thesis