MEDIA ANALYSIS
TV Commercial: VIVO Valentine’s Day, “Connections Should Have No Limits” by Petch&Partners
Key Concepts Guide Questions in Media
Analysis
All media messages are 1. What is the message of the
“constructed” text?
2. How effectively does it
represent reality?
3. How is the message
constructed?
Media have embedded 1. What lifestyles, values
values and point of and points of view are
view.
Response
Race, language, cultural
differences, customs, and
societal stigmas surrounding
sexuality and sexual partner
choice should not limit human
connections. By sharing VIVO’s
earphone and the universal
language of music, human
connections can be formed
despite these limitations – even
spark love!
The campaign speaks the truth
about communication barriers
such as lack of mutual language
proficiency, cultural differences,
physical separation, and even
sexual preference. However, the
possibility to form a human
connection by merely sharing an
earphone is unlikely to happen
in real life.
Vivo is a popular brand of
smartphones, smartphone
accessories, software, and
online services. The message
was put together using the
brand's concept, as well as the
purpose, and how effective they
believe their product is at
allowing people to form limitless
connections
represented in the text?
The commercial highlighted the
importance of cultural
awareness, or the recognition
and acceptance that we all have
differences shaped by our
diverse cultural backgrounds. It
implies that these differences
should be not regarded as a
barrier to making connections
with others.
 2. Who or what is They failed to specify which
missing? product were advertising for, it
is only understood through the
video that they were promoting
the brand's earphone and
smartphone.
Each person interprets 1. What message do you The advertisement, in my
messages differently. perceive from the text? opinion, aimed to address issues
of cultural diversity and to share
love on Valentine's Day despite
differences, while also
promoting their products.
2. How might others Given that the commercial was
understand it differently? created for Valentine's Day,
Why? viewers may interpret it more as
promoting love rather than
cultural awareness.
Media have 1. What is the purpose of The goal of the commercial is to
commercial, the text? persuade viewers to try the
ideological or political brand's products while also
interest. addressing a major global issue.
2. Who is the target The text's target audience is
audience of the text? anyone who is reached by the
advertisement, particularly
those who are frequently
exposed to social media and
have more online connections.
3. Who might be People who want the products
disadvantaged? but lack the financial means to
purchase it, especially those
who value technology and its
specifications.
4. Who created the text The ad was created by the
and why? Petch&Partners agency in
collaboration with the
production team or creatives for
the purpose pf promoting the
brand.
Media messages are 1. What techniques are To entice viewers, the company
constructed using a used and why? used a catchy and concrete tag
creative language line. The cinematics were also
having its own rules. fantastic, as they kept the
viewers' attention until the end
of the commercial. The concept
was also unique and relevant to
current global issues, adding to
its value.
 2. Do you think the Yes, I was immediately
techniques used are interested in the advertisement
effective? Why? after reading the tagline
"Connections Should Have No
Limits." I enjoyed watching the
commercial and learned
something useful, and I believe it
goes the same way to other
viewers.
3. What are other ways They can advertise on social
of presenting the media platforms, magazines,
message? newspapers, and radio in
addition to television
commercials to encourage more
customers.