Name: INTONG, DEJAY M.

Course: BSMT-1 (NEW)

Date: MARCH 26, 2024

FORMATIVE ASSESSMENT # 2

Evaluate the message or themes/ sub-themes of any of the following advertisements by Ligo, a local brand of
sardines in the Philippines. Explain how the semiotic features (text, photo, color, etc.) affect the message – both
superficial and subliminal – in the context of the COVID-19 pandemic in the country. Do not forget to answer the
five key questions .
Five Key Questions:

1. What is the message?

Ans: The message is all about the relationship
of the ligo sardines and the way on how we
can solve the problem about COVID 19. We
can solve the epidemic and lessen the damage
it has done to us if all of us work and
cooperate with each other. We can all help our
government to solve this, it doesn't matter if
you are an ordinary people or a government
official. Every individual has the ability to help
despite this pandemic.

2. What is the purpose of the message?

Ans: The purpose of the message is for us to realize that we don't need that power to solve the
problem. This disease doesn't care about social status, it doesn't matter if you're the president, if you're
a governor, mayor etc. Once you're sick, you're sick. Power is useless now, and the only solution we
need is the cooperation of every one of us to solve the problem.

3. How is the message conveyed (by the text and/or image)?

Ans: Conveyed text and image that shows the tagline "no powers needed" and the picture
4. of their product of Ligo sardines. In this advertisement, the easy open can symbolize us all. And the
quote "no special powers needed" pertains to the can opener. The can opener is the power. We don’t
need that power to solve the problem. All we need is unity and the cooperation of everyone.

5. Who is the target audience of the message?

Ans: The target audiences are all of us, especially those ordinary people and the elite ones. Ordinary
people for them to realize that power doesn’t hinder us to help others and for the elites for them to
realize that if ordinary people can help, surely they can help too.

6. What other ways of presenting the message are there?

Ans: I guess it is really okay, they just need to make a video to present their product to us.
Photo # 2

1. What is the message?

Ans: Based on my understanding, the
message of this ad does not only
focus on the innovation of easy open
can but also to promote awareness
regarding the importance of isolation
and social distancing. Given that the
two sardines should not mixed
together because it is too
inappropriate. Just like the current
situation, isolating and distancing
ourselves are the best way for us to
be safe during this trying times.

2. What is the purpose of the message?

Ans: The purpose of the message is to contribute awareness to the consumers regarding the
importance of isolation and social distancing during pandemic. They use this opportunity to at
least help the government in educating the people.

3. How is the message conveyed (by the text and/or image)?

Ans: The message conveyed through the use of image and text using tag line which is social
distancing please. And the picture represents the social distancing.

4. Who is the target audience of the message?

Ans: The target audiences of this ad are all people. Because as we can see, this COVID is
unselective and everyone can be infected. This is for us because this will be our guide to always
remind that this is the way to be safe in this time.

5. What other ways of presenting the message are there?

Ans: I guess it is really okay, they just need to make a video to present their product to us.