Ramcis Yana and Anthony Solis

Critical Viewing

Video advertisement analysis using

critical viewing

Print advertisement analysis using

critical viewing
From the advertisement of Jollibee that is titled: Vow, it tells a story about a man
who fell in love with the girl who he met and ordered the exact same order he made
in Jollibee. Then they got closer, and closer as he tells his dialogues he will keep
making her laugh, promises to be there, and will always make her happy. Even if
they didn’t end up together, he will always be her best friend keeping those promise
still. As the ending unfolds it is quite sad and hurts to see they didn’t end up
together. This Jollibee ad tells a story that this type of story actually exists in real
life, it brings joy, love, happiness, pain, and a lot of memories.
This Jollibee ad takes a surprising turn on the typical love story. It starts cute, with a boy
falling for a girl at Jollibee. We see his efforts to win her heart, their shared meals, and the
promise of unwavering support. However, the twist is that the girl falls for someone else. The
ad doesn't shy away from portraying the guy's heartbreak, but it highlights his unwavering
loyalty. He stands by her side as a friend, even on her wedding day.
While the ending might not be the happily-ever-after we expect, it showcases a different kind
of love - a selfless devotion that puts the girl's happiness first. The commercial cleverly uses
Jollibee as a backdrop for their story, making it relatable to Filipinos who associate the
restaurant with shared experiences. While bittersweet, the ad leaves a lasting impression about
the strength of love and the importance of keeping promises.
The ad uses simple visuals to effectively tell a complex story. The focus is on the characters'
expressions and interactions. The initial smiles and stolen glances establish the boy's infatuation.
The montage of them enjoying Jollibee meals creates a sense of connection and shared memories.
As the narrative shifts, the change in the girl's body language subtly hints at a developing
relationship with someone else.
The close-up shots during the wedding scene effectively capture the emotional depth of the story.
The use of soft music throughout creates a sentimental mood that complements the bittersweet
narrative.
While there are no extravagant sets or special effects, the ad relies on the power of simple
storytelling and relatable emotions to connect with the audience. The focus on facial expressions
and body language makes the characters feel real, drawing viewers into their world.
This Jollibee ad goes beyond promoting a fast-food restaurant. It tackles a universal theme -
unrequited love. Many viewers can relate to the experience of loving someone who doesn't feel
the same way. The ad doesn't portray the situation as a failure but rather highlights the
importance of commitment and staying true to your word.
Furthermore, it challenges traditional notions of love stories. It reminds us that love can
manifest in different ways, not just romantic love. The loyalty and support the boy shows the
girl showcases a different kind of love, one that is selfless and enduring.
The ad resonates with Filipinos by using Jollibee as a familiar setting. Jollibee is often
associated with happy memories and significant life events. By placing the story within this
context, the ad emphasizes the emotional impact of the narrative.
The ad utilizes a clear and concise structure. It starts with the boy's initial spark of attraction,
progresses through his attempts to win her heart, and culminates with the bittersweet ending
at the wedding. The pacing is appropriate, allowing enough time for viewers to connect with
the characters and understand their emotions.
The editing is smooth, transitioning seamlessly between scenes without confusing the audience.
The use of music effectively complements the visuals, enhancing the emotional impact of the
story.
There is no dialogue in the ad, relying solely on visuals and music to convey the story. This
allows for a broader interpretation, making it relatable to a wider audience despite the lack of
spoken language.
Since there's no spoken dialogue in the ad, this category wouldn't typically be analyzed.
However, we can discuss the absence of voiceover narration and its impact.
The lack of narration allows the visuals and music to do the storytelling, encouraging viewers
to interpret the emotions and motivations of the characters themselves. This fosters a more
personal connection with the ad, as viewers can project their own experiences and feelings onto
the story.
The absence of narration also makes the ad universally appealing, transcending language
barriers. The emotions conveyed through facial expressions and body language are readily
understood, regardless of the viewer's native language.
This approach allows the ad to resonate with a broader audience, making it effective in
conveying its message of love, loyalty, and the enduring strength of human connection.
 The content of the advertisement is quite striking,
utilizing the contrasting images of Donald Trump
and Kim Jong Un engaged in a potentially volatile
argument. The central focus on the man wearing
noise-canceling headphones amidst this chaos
suggests a detachment from the political discourse
and a focus on peace and tranquility. However, the
use of political figures and imagery related to
nuclear weapons could be seen as controversial and
potentially polarizing.
The artwork of the advertisement seems to be visually
striking and attention-grabbing. The contrasting
images of Trump and Kim Jong Un in each ear, coupled
with the serene expression of the man wearing the
headphones, effectively communicates the concept of
noise cancellation. The inclusion of missiles and a
nuclear button adds a sense of urgency and danger to
the scene, heightening the impact of the
advertisement stating that, the noice cancellation
headset is indeed effective as it was not able to hear
arguments even on high volumes
 This advertisement is significant in several ways.
Firstly, it highlights the increasing importance of noise
cancellation technology in a world filled with constant
distractions and information overload. Additionally, it
serves as a commentary on the current geopolitical
climate, with Trump and Kim Jong Un representing two
of the most prominent figures in global politics at the
time. By juxtaposing these figures with the image of a
peaceful individual wearing noise cancellation
headphones, the advertisement suggests that
technology can offer a refuge from the chaos of the
modern world.
The mechanics of the advertisement are well-executed.
The use of symbolism, such as the headphones and the
conflicting images in each ear, effectively conveys the
message of the product. The layout and composition of
the advertisement are also well-designed, drawing the
viewer's attention to the central image of the man
wearing the headphones. The inclusion of subtle
details, such as the expressions on Trump and Kim
Jong Un's faces, adds depth to the advertisement and
enhances its overall impact.
 In an oral presentation, the advertiser could
emphasize the dual nature of the advertisement: on
one hand, it promotes the product's noise cancellation
features, while on the other hand, it makes a
statement about the broader social and political
context. The presenter could discuss the significance of
the imagery used in the advertisement and how it
relates to the product's intended audience.
Additionally, they could highlight the creativity and
thoughtfulness behind the design of the
advertisement, as well as its potential to spark
conversation and provoke thought among viewers.