Republic of the Philippines

CAMARINES SUR POLYTECHNIC COLLEGES

Nabua, Camarines Sur

COLLEGE OF ARTS AND SCIENCES

Paper 4 – Applying MCDA of Chosen Advertisement  

 In order to analyze an advertisement, we use one of three main frameworks. Nilsen's (1979)
Linguistic Taxonomy, which uses phonetic devices to evaluate the initial framework, is suggested.
When evaluating advertisements, the phrase "phonetic device" is used to define the word-creation
procedures that try to alter or play with a word's sound or pronunciation. Both nonverbal and spoken
language can be used to communicate meaning, according to Harrison's (2008) second framework
for social semiotics. With the help of visual cues in images, this framework seeks to produce or
assess meaning. The third and final framework, called the cultural dimensions by Hofstede et al.
(2010), evaluates the meanings that advertising convey using a variety of sources.

The Kopiko Blanca by Marian Rivera advertising is the one I've selected. The Linguistic
Taxonomy Framework by Nilsen served as the framework I utilized to analyze this advertising. The
video advertising was examined using phonic devices. One of the phonic device that was use in the
advertisement is the Alliteration which means the repetition of sounds within a word or phrase. This
is seen in the video advertisement with their famous tagline, "From creamiest to creamier coffee."
The second phonetic device I see in the advertisement is Assonance, which is the repetition of a
word or phrase's vowel sound, is also used in advertisements. The words "e and a" are employed as
vowel sounds in the phrases "from creamiest to creamier" in the advertising. Third phonetic devices
that I see in the video ad is the Rhyme which it is the partial matching or matching of sounds through
the repetition, which is obviously seen in the advertisement (Creamier – Creamiest). The only
phonetic devices in the commercial were three. I didn't see an onomatopoeia for the sound that was
mentioned in the commercial. Also, since there are no words to mix, the advertisement will not have
a blending phonetic device.

In addition, the goal of this commercial is to urge viewers to test the product. Only hyperbole is
being advertised in the adverts. A popular tactic used to attract attention, add humor, and highlight
product characteristics is to depict people, products, and things in ways that are much beyond their
capabilities. Here in the Philippines, the slogan for Kopiko became a heated topic. Although some
people claim that is grammatically incorrect, others disagree. If Kopiko's slogan, "Our creamiest
coffee, now creamier," is accurate, customers may be perplexed. The strong sales will have a
positive effect on the advertising for one brand or business. It aids in the business's rise to fame.
 Republic of the Philippines
CAMARINES SUR POLYTECHNIC COLLEGES
Nabua, Camarines Sur

COLLEGE OF ARTS AND SCIENCES

Link of the Video advertisement:

https://www.youtube.com/watch?v=3B0gY7l4Wlk

Name: Xerxes N. Balisalisa

Course & section: ABELS 3A