POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 1

BIDA ANG SAYA: A CONTENT ANALYSIS ON JOLLIBEE ONLINE VIDEO

ADVERTISEMENTS IN THE PHILIPPINES AND VIETNAM

A Cross-Cultural Study
Presented to
The Faculty of the Graduate School
Polytechnic University of the Philippines
Sta. Mesa, Manila

In Partial Fulfillment
of the Requirements in Cross Cultural Communication

By:

Convento, Buella May

Cruz, Bien Justine

Master in Communication

APRIL 20, 2018

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INTRODUCTION

Jollibee Foods Corporation (JFC) also known as Jollibee is a fast-food restaurant

chain based in the Philippines. It is founded by Filipino-Chinese entrepreneur Tony Tan

Caktiong or Tony.

Jollibee started in 1975. It was after Tony set up a two-outlet ice cream parlor

business in Manila City, Philippines. After several years, the ice cream parlor became

successful which made Tony wanted to do something bigger in the field of food business.

His aspiration was inspired by one of the food chain giants, McDonalds which incidentally

planned to enter the Philippines that time.

His vision has been materialized in 1978. On January 11, 1978 Tony established his

very own chain of seven hamburger outlets under the name Jollibee. After a year he

decided to go to United States to study fast-food business. Tony admitted that he copied

almost all the aspects of US fast-food majors, including McDonalds. However, because of

the forthcoming McDonalds franchise in the Philippines, Tony decided to differentiate his

company by making it a 'symbol of Filipino pride' (IBS Center for Management Research,

2003).

Today, Jollibee is the largest fast food chain in the Philippines, operating a

nationwide network of 1,000 stores (The Philippine Star, 2017). A dominant market leader

in the Philippines, Jollibee also entered different countries in Asia including Vietnam, Hong

Kong, Brunei, Taiwan, Indonesia and Singapore (Philippine Stocks Exchange, 2016)
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At the heart of Jollibee’s success are the Filipino positive values and family-oriented

approach. According to food experts, Jollibee is 'a symbol of the Philippines itself-

delightfully cheesy but totally earnest in its beliefs' (Leon, 2016).

In fact since in 2011 Jollibee celebrates outstanding Filipino values through their

annual Jollibee Family Values Awards (JFVA). This campaign paid tribute to families from

all over the world which has exemplary and noteworthy advocacies for their fellowmen.

JFVA also recognizes families who have exceptional bonds and joyful ties (Busines Mirror,

2014).

Aside from projects and campaigns, the brand's values reflect on their advertising

and marketing (Jollibee Food Corporation).

Jollibee has always been very effective when it comes to promoting their brand. In

fact, Jollibee broke the internet and racked up millions of views in social media for several

times because of its heartfelt advertisements.

In 2017, Jollibee valentine advertisements ‘Kuwentong Jollibee’ titled "Date", "Crush"

and "Vow" took online and offline by storm because of its heartfelt story. The ads hit more

than 50 million views on Facebook and YouTube, and generated flurry reactions online.

Since it is originated in the Philippines the values that inculcated in its branding,

marketing and advertisements is highly Filipino. Given this situation, it is but important to

know how Jollibee maintains its branding when it comes to creating advertisements for

their international stores.

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SCOPE AND LIMITATIONS

In this study, the researchers focused on the advertisements present in the Official

Facebook page of Jollibee Philippines and Vietnam. As mentioned by the Philippine

Stocks Exchange in 2016, Jollibee has ventured its name into many parts of Asia, and in

fact Vietnam has the second largest number of franchise that Jollibee has in the continent.

This cross-cultural study aims to compare and recognize the similarities and differences of

the advertisements present in Jollibee’s Official Facebook page in both countries.

A content analysis has been used to decipher and analyze the following aspects of

the advertisements; genre, theme, tone, style, and treatment. These factors are very

significant to know whether Jollibee maintains its Filipino-cultured based branding even it

has expanded its market abroad. Vietnam served as the second country that was

subjected for this study not only because it has the second largest franchise market in

Asia (Next to Philippines) but also, because of the number of available advertisements in

their Official Facebook Page. Moreover, since Jollibee advertisements in the Philippines

had its glamour in year 2017, (when Jollibee released story based advertisements instead

of the regular advertisement) the researchers used the said year to be the specific time

frame of the study. All available advertisements in the Jollibee’s Official Facebook page

(Philippines and Vietnam) from January 2017 up to December 2017 are the subjected for

the unit of analysis.

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Theoretical Framework

For the content analysis on Jollibee Online Video Advertisements in the Philippines

and Vietnam the researchers decided to use the Semiotic Theory by Roland Barthes for

it helps to explain how user generated content can be understood in an objective way.

According to Barthes, objects, gestures, pictorial images, signs and symbols are

considered as semiological system. Barthes also mentioned that signs had both signifier

and signified. A signifier is the physical form of the sign and people perceive it through the

senses particularly the sense of sight. The Signified is the meaning of these set of signs

and symbols or how it is being interpreted by people. Barthes also considers denotative

sign system and connotative sign system on which people are able to come up with

different interpretations based on the set of signs they see. The denotative sign system is

a strict descriptive system which is also the literal concept of both signifier and signified

combined. Hence, the connotative sign system is the implied meaning of the combined

signifier and signified, yet it differs depending on the perception and perspective of an

individual. This could be due to a number of circumstance including: changes in culture

terminologies, a groundbreaking event, human evolution, globalization, and innovation.

Semiotics and Content Analysis is a theoretical and a methodological course.

Semiotics is a qualitative approach to textual analysis while Content Analysis is a

quantitative approach to textual analysis. Semiotics Theory is best used in a Content

Analysis study because semiotics pertains to the study of signs and this can be applied to

anything which can be seen as signifying something. Even within the context of the mass

media, semiotic analysis can also be applied to any media texts, including television and

radio programs, films, cartoons, newspaper and magazine articles, posters and other ads

(Murphy, 2007).
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Semiotics has three core variables namely the sign, signifier and the signified. The

sign defined as the ground where the verbal or non-verbal communication takes place it is

where implications of meanings take place. Signifier is the content of the message being

delivered by a particular source. It is solely the content and nothing else comes next.

Lastly, the Signified, which pertains to the message being understood by the receiver of

the message whether he or she does not received the intended message of the source or

has a different perspective or perception towards it. It is also stated that the signified is

what have been understood in the content of the message (Antonio et.al).

SIGNIFIER

SIGN SIGNIFIED

Figure 1. Framework of the Semiotic Theory by Roland Barthes

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Conceptual Framework

The researchers adapted the given theory to identify the relationship between the

given variables. For this study entitled A CONTENT ANALYSIS ON JOLLIBEE ONLINE

VIDEO ADVERTISEMENTS IN THE PHILIPPINES ANG VIETNAM the researchers used

the three variables present in the semiotics theory: sign, signifier and signified.

The semantic triangle will be used by the researcher as it plays a major role since

the study is a content analysis. Ivor Armstrong Richards and Charles Kay Ogden are both

influential in the field of English literature and also they are the theorists behind the

semantic triangle theory. According to Ogden and Richards a word corresponds to a

meaning not only one but plenty of meanings, in this case the Semantic Triangle will

explain the Jollibee Online Video advertisements in the Philippines and Vietnam even if

two different people read it separately. It consists of the sign which pertains to a word or a

representation that corresponds to a meaning, which that meaning is called signifier for it

refers to all of the meaning that the word has a relation with, and lastly the signified which

pertains to the understanding of a person from the given signs. There will be a chance that

the coders can come up with a similar codes or perhaps a minimal differences between

their codes with the use of that triangle.

In this research, the Jollibee Online Video advertisements in the Philippines and

Vietnam represent the sign. The videos are the ground for the message to be delivered to

the readers. In this study, the posts are also considered as the constant variable. This will

represent the words, signs, pictures that can have a distinct meaning. The coders role is to

assign it to the given genre, theme, tone, style, and treatment. The content of the videos

represents the signifier because the content itself is the message being delivered by a

particular source. In analyzing the message there is a chance that a different meaning will
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be assumed. Lastly, the message being conveyed by the reader in the content of the video

represents the Signified. No matter what the audience understood will be considered as

Signified, as long as the receiver obtains a message or a meaning from the posts.

Content of Jollibee Online Video

advertisements in the Philippines
and Vietnam

Jollibee Online Video Analysis on the content of Jollibee

advertisements in the Philippines Online Video advertisements in the
and Vietnam Philippines and Vietnam

Figure 2.

Applied Conceptual Framework of the study based on the Semiotic Theory by

Roland Barthes
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Statement of the Problem

Jollibee Foods Corporation is one of the most successful fast food chains in the food

industry. It has established its reputation all over the world carrying the culture of Filipinos.

Due to its popularity across other counties the researchers have come up with the idea,

“How does Jollibee capitalize the values of Filipino culture in their online video

advertisements?” Hence making the decision to compare the online video advertisements

found in the official Facebook page of Jollibee in the Philippines and Vietnam. This cross

cultural study aims to objectively analyze the content of the Online Video Advertisements

found in the Official Facebook Page of Jollibee in the Philippines and Vietnam in year

2017 respectively. A content analysis on the online video advertisements were done to

categorically analyze the ads according to its genre, theme, tone, style and treatment used

in the video advertisements.

1. What are the genres of the Jollibee Online Video Advertisements in the

Philippines and Vietnam?

a) Action -

b) Adventure

c) Comedy

d) Drama

e) Horror
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2. What are the themes of the Jollibee Online Video Advertisements in the

Philippines and Vietnam?

a) Family

b) Love

c) Friendship

d) Social Experiment

3. What are the tones of the Jollibee Online Video Advertisements in the

Philippines and Vietnam?

a) Straightforward

b) Emotional/Dramatic

c) Light or Whimsical

d) Interpretative

e) Exaggeration

4. What are the styles of the Jollibee Online Video Advertisements in the

Philippines and Vietnam?

a) Descriptive

b) Narrative

c) Expository

d) Persuasive

5. What are the treatments used in the Jollibee Online Video Advertisements

in the Philippines and Vietnam?

a) Positive

b) Negative

c) Neutral
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REVIEW OF LITERATURE AND STUDIES

The researcher has gathered relevant of literatures for this study that focuses on

advertisements particularly seen on social networking sites like Facebook. The review also

focuses on the context of advertisement and how its content highly affect the consumerism

of customers. The review begins with a discussion of what advertisements are and its

effect to the general audience then goes towards advertisements in social media as an

innovative way of marketing then moves on to the new paradigms of placing ads. After

which, the review will also discuss specifically the concept of Jollibee advertisements.

Communicating through Social Media

Communication is natural yet a complex innate nature of human beings. As time

goes by people are inventing and developing innovative ways to keep communication

running. In the contemporary social networking is an integral platform in communication. It

has the largest community of people, sharing information with one another.

Stella Hernandez stated on her article “Social Media as the New Way of

Communicating” in 2010, that social media platforms helps an organization to build

massive awareness for the public to be recognized. Hernandez also mentioned that this

strategy is hard to accomplish through emails, because an email is a push strategy

sending information through different contacts. In the contrary social networking is both a

push and pull strategy where in people are invested with their time to establish

connections online while doing friendly recommendations with their social media friends.

Hernandez also stated that the social media allow one to reach numerous amounts

networks in a fast-paced manner.

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She said “It is a great way to organize a protest or get people to sign a petition when

one does not have a large pre-existing network of contacts. The networks’ viral nature lets

people spread compelling messages to an ever-expanding group.” (Hernandez, 2010)

Another advantage of social networking sites is its extended reach, spanning the

Globe, allowing individuals with one another throughout the world. With 75% of young

adults using it, this method of communication reaches a demographic that is not possible

for those that simply uses emails. As also mentioned on Hernandez’ article, social

networks allows for more informal communication, social media uses the term “friend” to

identify a person who was added into your list of contacts. With this strategy, it encourages

people to pass messages by showing through it a post or by sharing it to the public by

simply tapping the post button. With this idea, the message will be generated and people

will get informed in a uniquely convincing way.

Nature and Characteristics of Advertisements in Social Media

Advertisement is the bloodline of many industries. Without advertisements business

people wouldn’t have the chance to sell their product on a big scale of clients. According to

the book of Luke Sullivan entitled “Hey, Whipple, Squeeze This; A guide to creating great

ads”, great ads possess the most creative way on how to present a product to the

audience. He mentioned that in order to get consumers buy a product a great ad must be

placed to please the buyers to purchase it. Also Sullivan’s friend Bob Barrie concurs that

“Do great ads for boring products.” (Sullivan, 2008)

It only shows that whatever the product is (its specifications, function, appearance

and etc.), a great ad makes its consumers like it. It is like to what Steve Jobs said “A lot of

times, people don't know what they want until you show it to them.” With this, great
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advertisements certainly lead people to know the product and to persuade them to buy it.

(Mui, 2011 retrieved from forbes.com)

In the contemporary, placing advertisements on television is not enough to reach

potential customers. That is why, the use of the modern advertisement is essential to

achieve the target market. In this modern age product placements are all around the

internet to influence modern consumers to buy the products. However these audiences

have adapted the culture and started to ignore these messages. (Montagnet, 2016)

On the other hand the research of Elena Smith in 2012 discusses the different

strategies of Coca-Cola and McDonald’s in Russian Videos. Both products are well-known

all over the world and has significantly impacted on how fast food chains play its role in the

market. The outcome of Smith’s research has resulted into an explanation of how

customer’s recognize the brand and commit a long-term patronization of these products.

According to the results of her study this phenomena happens due to the moving, uplifting,

upbeat commercials, and products that are famous around the globe. (Smith, 2012) This

only proves that commercial really has impacted the way people consume the products.

Another study on advertisements has conducted by Nicholas Stratton in 2014. He

focused on the Apple products particularly iPhone. He mentioned in his study entitled

“Mind & Matter: The Discursive Construction of the iPhone in Apple’s advertising”, that

media and communications technology evolved within a commercial context. With the help

of social media, advertising nowadays is reachable at the tip of the fingers. He also

mentioned that using these modern facets to communication creates a sophisticated

surveillance of target audience that resulted to targeted ads, and personalized content.

These tactics became the most productive way of advertising due to the number of users.

(Stratton, 2014)
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Jollibee as the Market Leader in the Filipino Fast-Food industry

Jollibee Foods Corporation (JFC) has brought forth its success all throughout the

years. R. Garcia, Leonardo & Lovelock, Christopher & Wirtz, Jochen. (2016). Studied the

Jollibee Foods Corporation and they focused on issues that the company faced such as

product development, operational excellence, customer service, marketing and promotion,

and social responsibility, and the leadership of Chairman Tony Tan Caktiong. One aspect

focused in their study is the marketing and promotion strategy. According to Garcia et al.

JFC’s marketing philosophy was based on Filipino families. This gives them a separate

identity than its competitors. The Filipino oriented advertisements were inspired by the

wide awareness that Jollibee is a local Filipino service business. It has the appeal of “pam-

Pinoy” taste not only with their food but also with the things that they present in the public.

Knowing that it has a Filipino culture approach it has become very popular because of the

feel at home environment rather than the elitist appeal.

Jollibee has tailored its marketing strategies that suits the Filipino culture and

lifestyle. JFC has this tagline “bida and saya” where children are very captivated due to the

fictional characters that portrays different personalities and products of JFC, such as

Jollibee (branding character), Hetty (spaghetti), Champ (burger), Twirlie (desserts), and

Popo (Fries). A Filipino business analyst once said “What happens in the normal Filipino

family is that weekends are reserved especially for children,” Moreover he added “and

parents try to ask their children where they want to eat.” Jollibee was the response they

get from children. Children are captivated with in-store play activities and a cast of

captivating characters.
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Since Jollibee has been successful, it has ventured into a different public space

outside the country of its origin. At first the company focused on countries with a vast

number of Filipinos to capitalize on its brand awareness. In 1990s, Jollibee has operated

in Hong Kong, Brunei, Saipan, and Guam (both islands in the NW Pacific), Vietnam,

Indonesia, Dubai, and Kuwait. Then they ventured much further and was able to infiltrate a

bigger market, the US in 1998. With the appeal that Jollibee offered to its customers it has

been successful not only with the Filipinos overseas but also to some ethnic groups in the

West.

One African-American customer stated that the chicken is “excellent, almost like my

mother’s Southern fried chicken!” Other Americans enjoy the delicacies that were only be

found in the store such as the Peach Mango Pie. The company’s international expansion

strategy focused on markets where management believed it “could successfully develop

the Jollibee brand and put up the supply chain to support the critical mass of stores in

these selected markets.” (Wirtz, 2016)

With the success JFC has found, the competition for the most recognized fast food

chain has also increased forcing Jollibee to venture on different marketing and advertising

strategies. One strategy that Jollibee has established was the “Kwentong Jollibee

Campaign”. These are advertisements that were based on stories. Some were made

based on true stories from Jollibee patrons, some were constructed with the creative

minds of the writers but still portrays the Filipino culture present in the community. These

stories were bounded by different setting but were always affiliated with any Jollibee

franchise or site. In February 11, 2018 The Manila times have reported the success of

these campaigns on Social Media. The first batch of heart-tugging “Kwentong Jollibee”

videos consisting of “Vow,” “Crush” and “Date” combined to generate over 40 million views
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on Facebook and YouTube. It has been a huge success even in foreign countries. (The

Manila Times, 2018).

With this report, the researchers have decided to conduct a study related to these

online video advertisements that Jollibee Foods Corporation has laid down to their

audience. It has been the key to create a stimulus to compare Vietnam’s Jollibee video

commercials on Facebook with Jollibee Philippines’ official Facebook page.

Methodology

The following sections comprise the research design, research method, sample and

sampling technique, instrumentation, data collection procedure and statistical formula that

will be used to acquire and analyze the data throughout the course of the study. The most

convenient and appropriate method will be used produce empirical and significant

information.

In conducting the study “BIDA ANG SAYA: A CONTENT ANALYSIS ON

JOLLIBEE ONLINE VIDEO ADVERTISEMENTS IN THE PHILIPPINES AND VIETNAM”,

a quantitative approach is used as it is a systematic and scientific way of investigating

variables, along with their relationship to one another, to develop and employ theories and

assumptions appropriate for the study. The quantitative approach is applied considering

that the study aims to analyze the content of Jollibee’s Online Video Advertisements on

Facebook.

Furthermore, the researchers adapted the descriptive research design which,

according to Shuttleworth (2009), is a type of research that employs a valid method for

researching specific subjects and as a precursor to more quantitative studies where the

subject is being observed in a completely natural and unchanged environment. Using the
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said method, data was gathered with regards to the current status of the phenomena or

simply to describe "what exists" with respect to variables or conditions in a situation. The

method involves gathering, classifying and tabulating data, it describes how data was

collected and analyzed.

Method of Research

The study used Content Analysis method as a basis for scrutinizing the gathered

data. Pernia (2004) stated that content analysis examines a wide range of text. While it is

often most strongly associated with the analysis of written texts it can be applied to all

forms of communication including verbal interaction, visual images and non-verbal

behaviors. Moreover these communication materials can be in print, audio, audio-visuals,

and electronic formats. Hence communication materials ranging from diaries, books,

newspapers, interviews, and speeches can be subjected to content analysis. By

examining how and where words and visuals are used in these texts, the analyst is able to

make inferences about the source, the audience, including their prevailing social, political,

and cultural contexts.

Unit of Analysis, Sampling Size and Sampling Technique

To determine the content of the content of Jollibee Philippines and Jollibee Vietnam’s

Online Video Advertisements on Facebook the data will be retrieved from the various

posts within a specific timeframe; hence serving as the unit of analysis in the study. The

sample consisted of the video advertisements from January 1, 2017 up to December 30,

2017. Content analysis of the data will be conducted after the data gathering period has

expired. All entries within the time frame are considered as the sample of the study.
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The unit of analysis was composed of the collected video advertisements form

Jollibee’s Official Facebook Pages in the Philippines and Vietnam. The researchers

determine the units for analysis with the use of Purposive Sampling. It is a Non-Probability

Sampling and is also known as judgmental, selective, or subjective sampling. It is a

sampling technique that relies on the researcher’s judgment in choosing characteristics of

a population and the objective of the study, (Laerd Dissertation). According to (Crossman,

2017), Purposive sampling is a type of sampling that can be very useful in situations when

you need to reach a targeted sample quickly, and where sampling for proportionality is not

the main concern. Purposive is a method of non-probability sampling in which choices

regarding the individuals to be comprised in the sample are decide by the researchers for

the reason that they have met the criteria for them to be credible enough to be part of the

study. It basically means that the researcher will choose the participant in purpose

because they believe that they are a great help to the study.

For this study, the researchers used the following criteria to determine the samples

that will help them in analyzing the advertisements:

a) The video advertisements must be 1-3minutes of length. Videos that started from

the 4:00 minute mark are excluded from the sampling. On the other hand videos

that are beyond 3 minutes are still part of the unit of analysis as long as they do

not reach 4min.

b) The videos must have a minimum of 10 thousand views for it to be considered.

c) The video must have at least 1000 shares.

d) It must be officially released in Jollibee Official Facebook page. (Philippines and

Vietnam)
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e) However in the case of Vietnam, we modify the 2 nd criteria because most of the

videos do not reach the minimum number of views (10,000). So we change it to

only 1 thousand views minimum. In addition to that, we disregard the 3 rd criteria

because the videos do not reach the number of shares required (1000 shares)

Research Instrument

The researchers quantify and analyze the presence, meanings, and relationships of

words and concepts within the videos by the use of Coding Guide and Coding through a

coding sheet. The Coding Guide and Coding Sheet were adapted from the thesis found in

Polytechnic University of the Philippines, “MGA SALOOBING ISINIGAW: A Content

Analysis on the University-Based Facebook Confession Pages” that was conducted in

year 2015. The coding guide is composed of the classification of the coding with

categories while coding sheet is where the actual coding was done. The variables used by

the researchers in measurement serve as a rule in answering the content analysis form.

(Pernia, 2004)

Results and Discussions

1. Genre

Among the genres used in the Jollibee online video advertisements watched by the

proponents, pure advertisements garnered the highest coded result 18 counts. The

second highest genre by which Jollibee online video advertisements used is Drama

or the genre that portrays reality-based stories 14 coded results. Placing third with a

garnered coded result of 8 was Comedy or the type of genre that designed to make
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people laugh. Meanwhile, Romance, Adventure and Action type of genres garnered

3, 2, and 1 counts respectively.

Pure advertisement acquired the highest coded result in both Philippines and

Vietnam's Jollibee online video advertisements. In Vietnam, pure advertisement

genre garnered 10 coded results while 18 counts in the Philippines. However,

Philippines and Vietnam had a difference in terms of the second highest genre. In

the Philippines, drama acquired 13 coded results which made it the second highest

genre followed by comedy with 4 counts. Contrary to the Philippines, Comedy placed

the second highest type of genre with 4 coded results while Drama garnered only 1

coded result.

2. Theme

Among the themes used in 19 Jollibee online video advertisements, Pure

advertisement garnered the highest coded results with 18 counts. It was closely

followed by Family theme with 17 coded results. The third theme was the Love

theme, which acquired 10 coded results, while Friendship and Social Experiment

themes acquired 7 and 6 coded results respectively.

In the Philippines, Pure advertisement acquired the highest coded results with 17

counts. Next is the Family with 9 coded results followed closely by Love theme with

8, Friendship with 6 and Social Experiment with 3 coded results.

In line with the results, the coders believed that the reason why Pure advertisements

dominant theme used in Jollibee online video commercial is that Jollibee is still a

business and needs to sell their products.

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Contrary to the Philippines, Family theme garnered the highest coded result in

Vietnam's Jollibee online video advertisements with 8 counts. It was followed by

Social Experiment with 3 coded results. Next is Love theme with 2 counts while

Friendship and Pure advertisements acquired only 1 coded result each.

3. Tone

According to Gerke (2010), the tone is the manner in which the character is

presented. It includes straightforward, emotionally/dramatic, light or whimsical,

interpretative, and exaggeration. Straightforward is a tone that is direct, clear and

honest. It does not provide sideline ideas that may confuse or provide a different

hunch on the story or ad itself. Emotional/Dramatic is a tone that stimulates strong

and heavy feelings that may cause the audience to cry, sober, and a sense of grief.

Light or Whimsical stimulates light emotions and feelings such as; being curious,

playful, pleased, glad, funny, lively, and spirited. Interpretative is a tone that gives an

open-ended question at the end of the story or video that makes the audience think,

while Exaggeration is a tone that gives an overexpression of facts, details, emotions

or actions that may result to over or excessive manner or portrayal of scenes that are

far beyond reality.

Results revealed that Jollibee online video advertisements in the Philippines and

Vietnam were presented in a light or whimsical tone dominated the coded results

with 22 coded data in the Philippines while 7 coded data in Vietnam. The proponents

assume that this is because the mainstream Filipino advertisements are also

dominated by comedic and light dramas which viewers usually seek and prefer.
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In the Philippines, the second highest tone of Jollibee online video advertisement

was Emotional or Dramatic which garnered a coded result of 12 followed by

Interpretative with 4 coded counts. It was followed closely by straightforward with 3

coded results and Exaggeration with 2 coded results. However, in Vietnam, the

second highest tone was Exaggeration. It acquired a total of 6 coded results followed

by Emotional or Dramatic with only 2 coded results.

4. Style

According to the results, Persuasive is the dominant style in both Philippines and

Vietnam in terms of the style of Jollibee online video advertisements.

Persuasive garnered 17 coded results in the Philippines while 10 coded results in

Vietnam. The coders found out that most of the videos are Persuasive because it

has a message of encouragement for people to buy Jollibee products.

The next style that acquired the second highest coded result is Narrative with 14

counts in the Philippines and 4 counts in Vietnam. The narrative is the style used to

relate series of events to tell a story in the simplest possible way.

Meanwhile, Expository and Descriptive ranked third. In the Philippines, expository

and descriptive tied with 6 coded results while descriptive acquired 1 coded result in

Vietnam.

5. Treatment

Treatment refers to the extent to which the article portrays the issue positively,

negatively, or in a neutral manner (Pernia, 2004). Treatment, as per the coding

 POLYTECHNIC UNIVERSITY OF THE PHILIPPINES 23

guide, refers to the treatment used to Jollibee online video advertisements. Positive

treatments mean that it possesses a quality that looks toward the good side of things

without any malicious intent or negative intention. It also aims to enforce positive vibe

to its audience. Negative treatment means lacking positive or affirmative qualities

such as; optimism, hope, and interest.  It shows or tends towards opposition or

resistance. It imposes negative vibes to its audience while Neutral treatment does

not support any side of positivity and negativity. It only aims to mediate and not to

affect negative or positive qualities of the audience.

On this research, the positive treatment in Jollibee online video advertisements

received a total of 48coded results, 11 of which came from Vietnam while 37 were

coded in the Philippines' Jollibee online video advertisements.

It was then followed by neutral with a total of 10 coded results, 6 from the Philippines

and 4 from Vietnam.  None of the proponents coded negative treatment.

The proponents of the study suppose that the reason why Jollibee Corporation

decides to apply positive treatment with their online video advertisements is that,

they are persuading people and promoting goodwill.

Conclusions

The study compared the content of the Jollibee online video advertisements in the

Philippines and Vietnam. Today, Jollibee is the largest fast food chain in the Philippines,

operating a nationwide network of 1,000 stores (The Philippine Star, 2017). Jollibee has

also ventured its name into many parts of Asia, and in fact Vietnam has the second largest

number of franchise that Jollibee has in the continent.

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Due to its dominance, Jochen Wirtz et al. mentioned in their study in November

2017, Jollibee is still the leading fast food-chain in the Philippines because it has

maintained its trademark through the use of ads (WIrtz et al., 2017). It was expected that

since Jollibee is a business and still wants to sell their products, the most dominant genre

of their advertisements in both Philippines and Vietnam is pure advertisement. Based on

the results, pure advertisement acquired the highest coded result in both countries with 10

coded results in Vietnam while 18 count in the Philippines.

In the history of Jollibee, Filipino identity such as positive values and family-oriented

approach served as its brand and image. Because of this, it is expected that since Jollibee

is a Filipino-based fast food chain the respondents would perceive that its online video

advertisements would be more of a Family theme than of the Vietnam, but this is not true.

Results revealed that majority of Jollibee online video advertisements in the

Philippines in 2017 used pure advertisements theme than the Family theme. Meanwhile,

Jollibee online video advertisements in Vietnam are more dominated by Family theme and

uses less pure advertisement theme.

In terms of the tone used in Jollibee online video advertisements in 2017, the study

demonstrates that advertisements in both countries were presented in a light or whimsical

tone. The proponents assume that this is because the mainstream Filipino advertisements

are also dominated by comedic and light dramas which viewers usually seek and prefer.

According to Holly Lynn Ryan, 2009, emotions in advertisements pertaining to joyous acts

can mold a person’s well-being. These emotions are desirable and can lead to a better

perspective of a product. (Ryan, 2009)

The analyses revealed that the persuasive style was the most type of style used in

Jollibee online video advertisements. This may be because Jollibee, as a business has
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always a message of encouragements and persuasiveness for people to buy their

products.

Meanwhile, big majority of the Jollibee online video advertisements were treated

positively to attract positive vibes from the viewers to persuade them to buy Jollibee

products.

To conclude, the current study provides evidence that Jollibee's online video

advertisements do not consistently show Filipino culture and values. Jollibee has been

more engaged in producing advertisements that will persuade people to buy their products

rather than showing to its consumers the Filipino values that were said to be embedded

deep within the business’s Values, Mission and Vision.

Recommendations

The researchers have set several limitations in this study, hence giving it other

possibilities and opportunities to further utilize other factors that can affect the subject of

this research. The researchers focused only on the Jollibee online video advertisements

found solely on the Official Facebook page of Jollibee Philippines and Jollibee Vietnam. For

recommendations, the researchers suggest to explore the other websites that Jollibee

advertisements has ventured in like; YouTube, Instagram, Twitter, and etc. Also the

researchers used online video materials for this study that are available within a specific

timeframe. In this regard, it can still be improved by exploring and analyzing more of the

other methods of advertisements not just online and by selecting a different timeframe for

the sample of further studies. The researchers also suggest to consider the different

timeframes to utilize and come up with different and deeper results.

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Also the researchers specifically chose Philippines and Vietnam as the focal point of

the study which disregards the other Asian countries and other nations outside the

continent. Since Jollibee is now an international brand, it is better to exploit the

underexplored area of advertising in other countries specifically countries in the West

where culture is diverse. Moreover, using content analysis is just one way to analyze the

data gathered by the researchers, therefore there is a need to expedite other methods for

this study to produce better results. With the results found in this study, the researchers

believe that further studies will commence and use this study as basis for future

researches.
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Appendices

Appendix 1

Coding Guide

GENRE

Action – is a genre where a physical encounter takes place. This type of genre includes

physical stunts, fights, battles, and races where a protagonist has a mission to accomplish

at the end of the story.

Adventure – is a genre that is closely similar to action genre, hence it provides a storyline

that is explicit through the travels, conquests, explorations, creation of empires, struggles

and situations that confront the main characters, actual historical figures or protagonists.

Comedy – is a type of genre that designed to make people laugh. It provides humor,

exaggeration through languages used, character portrayals, and story outline.

Drama – it is a genre that portray reality based stories that often include current issues,

societal ills, and problems, concerns or injustices, such as racial prejudice, religious

intolerance (such as anti-Semitism), drug addiction, poverty, political unrest, the corruption

of power, alcoholism, class divisions, sexual inequality, mental illness, corrupt societal

institutions, violence toward women or other explosive issues of the times. 

Horror – a genre that is designed to cause  frighten and panic, cause dread and alarm, and

to invoke our hidden worst fears, often in a terrifying, shocking finale, while captivating and
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entertaining us at the same time in a cathartic experience. It often includes chillers, scary

movies, spook fests, and the morbid.

Suspense - a genre to promote intense excitement, suspense, a high level of anticipation,

ultra-heightened expectation, uncertainty, anxiety, and nerve-wracking tension.

Romance- love stories, or affairs of the heart that center on passion, emotion, and the

romantic, affectionate involvement of the main characters (usually a leading man and lady),

and the journey that their love takes through courtship or marriage. It usually focuses on

the love story or the search for love.

Others- can be defined as any genre that is not included in the list provided such as: Pure

advertisement fantasy, mystery, satire, historical, documentary, autobiography, etc.

THEMES

Family- majority of the scenes must show about the whole family’s upbringing, struggles,

family reconciliation, unity, and family related activities. This theme must have the presence

of the complete members of a family (mother, father, child/children)

Love- majority of the scenes must show abundance of affection within two distinctive

characters in the story (male to male, male to female, female to female that are not blood

related). Scenes must also show a clear evidence of relationship between two individuals

with extreme feelings of attachment, and need.

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Brotherhood/Sisterhood- scenes must show siblings’ connection and love towards each

other. This type of theme must be clearly shown all throughout the story scheme.

Friendship- scenes must show mutual trust, care, understanding and support between two

or more individuals.

Social Experiment- scenes must be clearly shown in a natural environment where people

act normally on a given situation.

Others- can be defined as any theme that is not included in the list provided such as: pure

advertisement, fantasy, mystery, satire, historical, documentary, autobiography, etc.

TONE

Straightforward- it is a tone that is direct, clear and honest. It does not provide sideline

ideas that may confuse or provide a different hunch on the story or ad itself.

Emotional/Dramatic- a tone that stimulates strong and heavy feelings that may cause

audience to cry, sober, and a sense of grief.

Light or Whimsical- a tone that stimulates light emotions and feelings such as; being

curious, playful, pleased, glad, funny, lively, and spirited.

Interpretative- it is a tone that gives an open ended question at the end of the story or

video that makes the audience think.

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Exaggeration- it is a tone that gives an over expression of facts, details, emotions or act,

that may result to over or excessive manner or portrayal of scenes that are far beyond

reality.

STYLE

Descriptive- It is simply giving descriptions or how something is done or what someone or

something is like on a third person point of view.

Narrative- Telling a story in a sequence that lies on a first person or second person point of

view.

Expository- a style that exposes a secret, an unknown fact or information, or a revelation

intended to explain thoughts to the audience. It can be in any point of view.

Persuasive- a style that aims to get the attention of audiences to buy or support a specific

agenda.

TREATMENT

Positive- the overall treatment must possess a quality that looks toward the good side of

things without any malicious intent or negative intention. It also aims to enforce positive

vibe to its audience.

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Negative- this treatment is lacking of positive or affirmative qualities. Such as; optimism,

hope, and interest. It shows or tends towards opposition or resistance. It imposes negative

vibes to its audience.

Neutral- does not support any side of positivity and negativity. It only aims to mediate and

not to affect negative or positive qualities of the audience.

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Appendix 2