Tim M. De Castro | Patrick T. Pila | Kristoffer Ivan Raphael D. Sadie
This research paper evaluated the advertisements of the Jollibee Corporation, mainly the “Kwentong Jollibee” series. Specifically, it analyzed the elements in a story-based style commercial and determined the perception of the Senior High school students of Letran Calamba towards the efficacy of a story-based style commercials of Jollibee. Four (4) Jollibee commercials, namely: 1) Entrance Exam; 2) Apo; 3) Crush; 4) Homecoming were selected in terms of the advertisement’s storytelling, emotion, music, title, and audience targeting. The study found that the four commercials were understandable, direct to the point and had a significant symbol used in the story in terms of storytelling. In terms of emotion, the commercials were relatable, had a theme of love, drama, comedy and played with the emotion of the audience. Moreover, analysis from the musical element showed that the commercials used a lot of natural sounds, played with the tempo of the music used depending on the emotion being portrayed in the scene and uses songs that had the perfect lyrics for the advertisement. The title used for the commercials was short, catchy, appropriate, and enough to give a hint to the audience of what they were about to watch. Lastly, results showed that the audience targeting of the commercials was suitable for a wide audience. The selected senior high school students perceived the four commercials from the “Kwentong Jollibee” series as effective. They also agreed that after watching the commercials, they had the urge to visit Jollibee and purchase their product. Based on the findings, future researchers, who are taking Advertising courses in the Communication program, should use this study as a reference and as a learning paradigm in advertising.
ISSN 1908-3866 (Print)
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