PIANDONG, Allane Marie F.
(2009-57256) Ibuhos mo pa: A Semantic Analysis on a Nestea TV Commercial
To extract meaning from words or texts does not only mean confining one’s self to focus on the dictionary or the denotative or the literal meaning of words. Because sometimes, some words are used in ways that it does not reflect its literal meaning but the things which are not even related to its literal meaning. Such is what we can see in the TV Commercial of Nestea. For the purpose of this study, I intent to discuss on this paper the “double meanings” that appeared in the commercial. The commercial I chose for this study came from a commercial series of the product. I specifically chose the commercial episode entitled OK which is about Nicos being dumped by the girl of his dreams, Matina. Given that it came from a commercial series, it must be noted that the characters in the commercial already have pre-supposed knowledge about the relationship of Nicos with Matina – that he has been courting her, but remains to be unsuccessful. This study aims to show that in order to extract the ‘right’ meaning a word implies in case of confusion with double meanings, discretion and context is needed to be able to come up with meanings that will make better sense. The commercial episode begins with Nicos coming inside the house while the mother was preparing for lunch. He looked disappointed and the mother understood right away that he was such in the mood, and invited him to pour out his emotions: Nestle Philippines TV Commercial Nestea OK Script Transcription Mama: Nicos? O bakit? Teka, teka. Sige anak, ibuhos mo lang. Nicos: binasted ako ni Matina. Through text! Sabi niya, “you and I were kindred spirits” Sister: kindred spirits? (Ano un?)
(Buhos lang ng buhos. Mama: Sige Nicos. The same will be used in this study. I think will show or explain how the metaphorical meaning are expressed in a sentence. let’s take the first line of the mother. Pero ang puso niya… Wala! Wala siyang puso! Ito! pinagipunan ko pa sa maliit kong allowance – but that’s another issue… Sister: wawa naman Nicos! Brother: Basted nanaman! Mama: shhhh… Papa: O. Hm! Yung ilong naman niya. ibuhos mo pa. upon seeing Nicos coming in. Moreover.” which meanings will be shown in the table below:
= itapon = ilabas ang sama ng loob meaning
. Ganyan ang love ni mommy. Ganyan ang saya sa Nestea. meron.Samahan ng Malalamig ang Pasko. to the left! although ang smile niya. ibuhos mo lang. to the left. Bottomless) Nicos: uhh… ayoko maging member ng SMP. metaphorical wording. Analyzing the texts in this manner.” What is carried a double meaning in this line is the word “ibuhos.Nicos: konti na lang. expressing the same metaphorical meaning of the original. Congruent wording is the rewording of a sentence. he made a distinction between the ‘literal use’ and the ‘metaphorical use’ of words. soulmates na ‘yun. because I believe that doing so will explain the causes of the double meanings found in the commercial. disappointed: “Sige anak. First. tama na ‘yan. In his discussion of the grammatical metaphors. Mama: Halika! Hug kita… (awwww…) The italicized and underlined words are what I will particularly focus on in this study using Thompson’s method of analyzing grammatical metaphors. the congruent and metaphorical wording. under the ‘metaphorical use’ he discussed the two different ways of wording the same meaning.
: Sige anak. Now.Ibuhos e. ibuhos mo lang Metaphorical wording meaning wording
. However. ilabas mo ang iyong sama ng loob. Metaphorical use wording
In the context of the mother trying to comfort her son.: Ibuhos mo na ang Nestea Metaphorical use meaning wording
The word “ibuhos” here now makes a pre-reference to the Nestea product which will be fully introduced in the middle of the commercial. thus saying that the word has “tiple meaning” instead of “double”:
= a pre-reference to the Nestea product being endorsed Ibuhos e. to complicate this diagram further.: itapon ang tubig Literal use e. ilabas mo ang iyong sama ng loob Congruent wording = Sige anak. I like to add a third meaning to the word “ibuhos” in relation to the product being endorsed in the commercial.g.g. the word “ibuhos” is being used metaphorically to encourage her son to bring out whatever is making him disappointed.g. let’s go back to the first metaphorical use of the word and see the two ways in which the same meaning can be expressed:
ilabas ng loob = Sige anak.
to the left.g. to the left.The diagram above shows how the metaphorical meaning is can be expressed in the two ways.g.g. Literal use e.g. to the left!” which also has a double meaning which is:
= going/turning/moving to the left to the left e.” What is problematic in this line is the phrase “to the left.
the nose is left-oriented e. I think this is necessary to note because it explains how the problematic word’s metaphorical meaning works within the sentence. tabingi Congruent wording e.: = Yung ilong naman nya. Now let us go to the next italicized group of words. Nicos gives a negative comment about her nose as a form of revenge. But our general knowledge that the nose is permanently fixed on our faces makes it clear for us the Nicos is referring to orientation of Matina’s nose. Because he is dumped by Matina. it will mean that Matina’s nose is moving or going to the left. to the left Metaphorical wording meaning wording
. to the left.: = Yung ilong naman niya. Now let us discuss the metaphorical and congruent wording of the phrase. describing its imperfect facial orientation: “Yung ilong naman niya. It implies that her nose is not fixed on her face and is abnormally moving around.: Yung ilong naman niya. to the left!.: Pumunta ka sa kaliwa. The double meaning in this line constitutes the humor of the utterance. to the left! Metaphorical use wording = the nose is left-oriented meaning
If we are to take the literal meaning of the phrase in the context of Nicos revenge.
He then describes Matina as being heartless for dumping him: Pero ang puso niya… wala! Wala siyang puso! Again. Showing the two ways in which the metaphorical meaning can be expressed will be enable us to see how the metaphor for the hearts works in the context of the commercial:
.: May puso siya para sa mahihirap Metaphorical use wording = kind or merciful meaning
The complicated diagram shows the double meaning that the sentence have.g. In this song. and that will imply that she is supposed to be dead and should not have broken Nicos heart.g. those are:
= walang pisikal na organ = wala/hindi na naawa meaning Wala siyang puso e. The persona of the song was telling him to get rid of his things in her house.g.: Wala akong pera. the problematic part here is the line “Wala siyang puso!” The table below will show the meanings of “wala” and “puso” at the same time:
= absence of a thing = an organ that pumps the blood Wala siyang puso e. it will mean that Matina does not have that pumping organ. Nicos uses the same reference to describe where Matina’s nose was located. Literal use e.: Tinanggal ang puso niya kaya patay na siya. e.g.: Hindi na siya naawa! wording
If we are to take the literal meaning in the context of the situation.: May sakit siya sa puso Literal use e. the phrase was used to refer to the location where the persona’s exlover’s things are located. to the left” came from Beyoncé’s hit song Irreplaceable.Nicos’ use of the phrase “to the left.g.
. his siblings are mocking him. It referred to the same act of pouring one’s heart out even more.” shares the same meaning and function with the first.g.Wala/hindi na naawa e. although it has retained the same literal meaning:
= itapon Buhos e. and also pre-reference to the Nestea product.: Ang love ni mommy ay patuloy sa pagbuhos = also now refers to the joy the consumers will experience when they consume the product e. Ganyan ang love ni mommy. ibuhos mo pa. an unseen narrator finally introduces the product.: itapon ang tubig e.g. comparing it to a mother’s love by saying:
“Buhos lang ng buhos. the word “buhos” does not share the same meaning and function with the first two utterances. Bottomless” This time. being so understanding encourages him to go on putting his heart out by saying: “Sige Nicos.: = Hindi na siya naawa binasted niya ako! Congruent wording e. But his mother.g.” The second utterance of the word “buhos.: Ang love ni mommy ay patuloy sa pagbuhos = now refers to the mother’s continuous flow of love meaning
.g. however.: Wala siyang puso! binasted niya ako! Metaphorical wording
While Nicos is blurting his heartaches out.g. And then. Ganyan ang saya sa
Nestea. convincing the hypothetical audience/consumer to consume the Nestea product even more.
Also.g. If we are to reword the “buhos’ in the context of mother’s love and the joy the Nestea product brings. Metaphorical wording meaning wording
Conclusion: We have seen in this study how words can have multiple meanings depending on how it is used in the sentence and on the context in which it is used. Metaphorical wording meaning wording
Walang hanggang pagbuhos ng saya sa pag-inom ng Nestea e. Congruent wording e.g.g.: = Ang saya sa Nestea ay patuloy sa pagbuhos.
.: = Ang saya ng dulot ng Nestea ay walang hanggang. Congruent wording e. We have also seen how rewording metaphorical sentences to a simpler. we will have:
Walang hanggang pagbuhos ng pagmamahal ng ina e.: = Ang pagmamahal ng ina ay walang hanggang. knowing how the words are literally or metaphorically used allows us to decide which uses of the word/s are applicable based on the situation or the context.Literal use
The unseen narrator tries to persuade the consumers to buy the product by liking the joy of Nestea experience to that of a never-ending flow of mother’s love for her child. congruent ones show how the metaphors function within a given sentence.g.: = Ang pagmamahal ng ina ay patuloy sa pagbuhos.
. London: Arnold.youtube. Internet.References: Nestle Philippines TV Commercial Nestea OK. Introducing Functional Grammar. [video clip on-line]. 2004. accessed 21 February 2012. Thompson. available from http://www.