Thesis Done

P O LY T E C H N I C U N I V E R S I T Y O F T H E P H I L I P P I N E S
A CORPUS-BASED ANALYSIS OF THE PERSUASIVE FUNCTION

OF LANGUAGE IN SELECT COCA-COLA COMMERCIALS
FROM 2003-2014
An undergraduate thesis
presented to the faculty of the Department of English and
Foreign Languages and Linguistics
College of Arts and Letters
Polytechnic University of the Philippines
Sta. Mesa, Manila
In Partial Fulfillment of the Requirements for the Course
Thesis Writing
By
Falogme, Monica T.
Listangco, Pamila Mae R.
Manlapaz, AlexaPia C.
Pareja, Shilhim Larry Love L.
Tapalla, Renalyn M.
2015
Chapter 1
THE PROBLEM AND ITS BACKGROUND
Introduction
Communication helps one person communicate with another. If your
intention
is
not
conveyed
clearly,
miscommunication
may
happen.
Communication may happen verbally or nonverbally. According to Van Hook (in

Saylor Foundation, 2015) verbal communication happens through the use of oral
languages or written communication transmitted through sign languages, finger
spelling, etc., while nonverbal communication involves body languages, the
social use of space in a communication etc. Effective communication is possible
if a person knows how to handle and be able to speak ones information to
another. Communication is the ability to convey your ideas to others. One
example is a persuasive speech which is to influence and convince others to
believe what you are saying. And one effective way to do it is to use the rhetorical
devices which are analyzed through the advertisement.
Advertisement, concluded in the study of Coulter et. al. (2001) is annoying
because people are all bombarded with the sales images and banners screaming
buy me now. But that is not the only purpose of advertisement, because,
according to Alwitt and Rabhaker (1994), it is also informative and (Calfee and
Ringold) persuasive. Their approaches and strategies are powerful; that makes
the communication between the endorser and the audience affects how they
think and act (Boykin, 2009). Advertisement is divided into two categories:
Directional and Brand building. Directional advertising includes yellow pages,
catalogs, classified ads, movie listings, directories, industrial guides, etc. It is
designed to help potential buyers locate interesting information (Fernandez,
1995) making the communication one-on-one. On the other hand, brand building
advertising is an advertising that includes television, radio, magazines,
newspapers, etc. It tends to be product/services oriented with the purpose to
establish a positive image and creating demand for a product or service that
leads to eventual purchase (Barrow 1990; Rosenberg 1995) especially with the
use of celebrities that create mentality link to the consumers they are targeting
(Amos et. al.) hence the communication is one-to-many.
To convince the consumers, the advertisers use the power of persuasion,
thus Rhetorical Devices become a tool in which the advertisers will persuade the
audience using the visual presentation. It is what bridges the gap between the
audience and producers through the use of media which is the Television
Commercials. Television Commercials or is a type of advertising in which the
television is the medium to inform the target audience about a specific product or
service.
The television commercials of the Coca-Cola products are one of the largest
bottlers and vendors in the world and also one of the most popular commercials
throughout the world. Coca-Cola Products can be seen almost everywhere
especially in television commercials, coming up with new ways to attract different
consumers (in Business Case Studies LLP) becoming the reason why this paper
will analyze the TELEVISION. Commercials of Coca Cola as they are much
viewed more than the other types of advertisements and also have this allurement
that makes the consumer want to buy their products.
This paper then will analyze the rhetorical devices are effective in
persuasive speeches or commercial dialogues.
Background of the Study

This paper will analyze the rhetorical devices that can be found in the
Coca-Cola Commercials. Not all people are born with good communication skills
thus practicing and learning to get your ideas across to others by watching Coca-
Cola Commercials which will be the study of the researcher to find out the
effectiveness of persuasive language. Rhetorical devices then is one of the
important factors to persuade (concluded in Watt, 2012), as according to Osborn
and Osborn (1997), they defined persuasion as, the art of convincing others to
give favorable attention to our point of view.
The achievements of Coca-Cola Company were not achieved easily.
Before becoming a well-known brand, hurdles and criticism were laid in their path
concluded in the paper in The Saylor Foundation (2013) that many countries
have banned the use of Coca-Cola products, claiming that Coca-Cola threatens
the public health and encourages obesity. The Saylor Foundation (2013) also
stated that there is an abuse in child labor sweatshop, discrimination in providing
health care benefits to workers and lastly, other companies introduces new soft
drink products such as Pepsi. Despite such obstacles Coca-Cola remained
strong and pursued their goals until they reached their fame and position in the
business industry. Although, fame and notoriety does not come knocking in their
door.
Multiple strategies about how rhetoric works were experimented along the
path. First, bottling plant was built that caused a rise in demand for the CocaCola brand in Cuba and Panama. Then, proving successful, Coca-Cola
Company started reaching out to other countries such as Hawaii, Mexico, until
they reached the Philippines, operating now in over 200 countries (The Saylor
Foundation, 2013). Coca-Cola also kept its identity consistent, with their iconic
red and white logo (Coca-Cola Company, 2015) that are said according to the
The Saylor Foundation (2013), it instilled confidence that the product would taste
the same everywhere it is purchased. Lastly, the strategy they used throughout
the world that made its way to the hearts of the consumers are their message
they wanted to convey: happiness, pleasure (Warkentin, 2014) and refreshing
(Feloni, 2015). And regardless of having different backgrounds, with the
persistent penetration of the slogans, catchy jingles, and creativity in their
advertisements the Coca-Cola Company was able to lay down the differences by
customizing the commercials to its local culture and languages (Warkentin,
2014).
The
researcher
then
assumed
that
the
study
of
Coca-Cola
advertisements, particularly television Commercials is a great way on how they

developed and what were the consistent messaged the Coca-Cola Company
conveyed to the Filipinos.
The focus of this paper is not how the advertisement is done or how and
where the commercial is produced. The focus is to analyze how the rhetorical
devices are executed throughout the commercials selected namely, rhetorical
devices, the banner lines, and prominent words that can be seen and heard and
also analyzing some of the nonverbal communication consists of gestures,
subject matter, environment and people involved.
THEORETICAL FRAMEWORK
Linguistic features
Aristotle Rhetorical Theory is used to determine the focus of this study.
The theory is divided into three parts: Pathos Ethos, and Logos.
Figure 1
Aristotle Rhetorical Theory deals with the three (3) forms of persuasion:
logos, ethos, pathos that convinces person. Identifying whether
logical
arguments is more useful, or is the persona in the context gives more factor in
terms of persuading, or is it the message they want to convey that could affect
the emotions of the audience.
Logos means persuading by the use of reasoning. According to (Aris.)
Aristotle favored this form. Fahnestock (concluded in ) said that because it deals
with facts that the speaker wants to share and also according to Bean, J. et. al
and
Fahnestock
(both
concluded
in
Durham Technical
Community)the
involvement of arguing with others makes it more effective because people

(according to Bush concluded in Durham Technical Community) will take a stand
whether they would agree or not thus (according to Durham
Technical
Community) your job then is to provide details to make it convincing.

Pathos means persuading by appealing to the audiences emotions.
Trough the words that were chosen affect (as what is said by Fahnestock that is
concluded in Durham Technical Community) the audience's sense of identity,
their self-interest and their emotions. And from what the researcher concluded
with Henning (1998) (as stated in Durham Technical Community) with his
arguments that to be able to establish your scripted desire to your audience we
must know everything about who we are pertaining to.
While, Ethos means convincing by the character of the author. If a person
is viewed as reliable (e.g. celebrities who prove their worth), the target audience
will believe them easily. Though reliability gives a big factor, trustworthiness
(Bean et. al. 1998), authority (Durham Technical Community) and how the
language is used and delivered (Henning, 1998) (all stated in Durham Technical
Community).
Ecological Model of Communication by Davis Foulger (2004)
Figure 2
The
researcher
used
the
explanation
from
Foulger
(http://davis.foulger.info/papers/ecologicalModelOfCommunication.htm)
1.
2.
3.
4.
that
describes the relationships of the variables in the model.

Messages are created and consumed using language
Language occurs within the context of media
Messages are constructed and consumed within the context of media
The roles of consumer and creator are reflexive. People become creators
when they reply or supply feedback to other people. Creators become
consumers when they make use of feedback to adapt their messages to
message consumers. People learn how to create messages through the act
5.
of consuming other peoples messages.

The roles of consumer and creator are introspective. Creators of messages
create messages within the context of their perspectives of and relationships
with anticipated consumers of messages. Creators optimize their messages
to their target audiences. Consumers of messages interpret those messages
within the context of their perspectives of, and relationships with, creators of
messages. Consumers make attributions of meaning based on their opinion
of the message creator. People form these perspectives and relationships as
6.
a function of their communication.

The messages creators of messages construct are necessarily imperfect
representations of the meaning they imagine. Messages are created within
the expressive limitations of the medium selected and the meaning
representation space provided by the language used. The message created
is almost always a partial and imperfect representation of what the creator
7.
would like to say.

A consumers interpretation of a messages necessarily attributes meaning
imperfectly. Consumers intepret messages within the limits of the languages
used and the media those languages are used in. A consumers interpretation
of a message may be very different than what the creator of a message
8.
imagined.
People learn language by through the experience of encountering language
being used within media. The languages they learn will almost always be the
languages when communicating with people who already know and use those
languages. That communication always occurs within a medium that enables
those languages.
9. People learn media by using media. The media they learn will necessarily
be the media used by the people they communicate with.
10. People invent and evolve languages. While some behavior expressions (a
baby's cry) occur naturally and some aspects of language structure may
mirror the ways in which the brain structures ideas, language does not occur
naturally. People invent new language when there is no language that they
can be socialized into. People evolve language when they need to
communicate ideas that existing language is not sufficient to.
11. People invent and evolve media while some of the modalities and channels
associated with communication are naturally occurring, the media we use to
communicate are not.
CONCEPTUAL FRAMEWORK
Based on the theories utilized in this study, the researcher were able to
frame the research paradigm.
Figure 3 shows the paradigm that was framed based on three theories
presented.
Coca-Cola
commercial
Linguistic
features
Paralinguis
tics feature
Extra
Linguistic
features
Persuaded
the
society to
buy the
product
Research Paradigm
Figure 3
This frame was founded based on Aristotle model of communication,
whereby its components represented Maker of the Advertisements as the
speaker, Coca-Cola Advertisements as speech, viewers in the Philippines and
around the world as the audience, and persuaded the society to buy the product
as the effect. This study took into consideration the verbal and non-verbal
aspects of the commercials. These were both important constituent in analyzing
rhetoric features. However, the speaker is still in the process of adjustments in
the manner of constructing his advertisements, advertisements content and how
he put to play the advertisement to accommodate its audience.
STATEMENT OF THE PROBLEM
The researcher had come up with ways to analyze the 12 television
commercials of Coca-Cola from 2003-2014. This paper is used to determine the
linguistic features of the television commercials of Coca-Cola and how does this
linguistic features fulfill the mission and vision of the company.
1. What are the linguistic features that exist in the 12 television
commercials of Coca-Cola?
a. What are the possible ideologies found in the banner line?
2. What are the paralinguistic features that exist in the commercials?
3. What are the extralinguistic features that exist in the commercials?
4. What feature is the most appropriate to use in communication?
Scope and Limitation
This study is conducted to determine how the Coca-Cola commercials
used the language to persuade the consumers to purchase their products and
verify the impact and influence of these advertisements to the public. This study
will analyze the linguistic features of the commercials, the paralinguistic and
extralinguistic features of the commercials and the ideologies embedded in the
banner line. Though the commercials started from 1980s, the researcher did not
include all the videos because the genre was all the same, so the researcher
picked the twelve videos according to the varied genres which are values that can
be seen in Filipinos (i.e. sharing, hospitality, friends and being family-oriented) and
as an additional factors for the selection of the videos are the recognition received
by the commercials and rankings with the surveys held all throughout the years
that have been selected, appeal with the public, localization of the selected
commercial and lastly, with the subject matter being involve in the commercial.
Significance of the Study
This research focuses on the linguistic features of the language. This study
will also tackle the paralinguistic features and extra linguistic feature of the CocaCola commercials. Where in, the language is manipulated and constructed to the
best they can do in order to attract the consumers mind. In this case, this study is
relevant to the following field:
STUDENTS
The study provides information on how the persuasive language works and
will help them in their further studies about persuasion. This study will also help
them to enhance their rhetorical styles through the use of rhetorical devices and to
help them with their verbal communication skills.
TEACHERS
Teachers may use the conclusions of the study in their teaching. The study
will let them know more on how language persuasion is used and so they can
help their students to enhance their rhetorical skills.
RESEARCHER
This study may serve as the baseline for future researches and may help
them to understand the grounds of rhetoric.
Definition of Terms
Analyze - determining the nature and relationship of the variables presented
Advertising - the action of calling something to the attention of the public
Audience - the viewers that watch the commercials
Banner line - a name, or slogan with the goal to be distinctive having the purpose
of being remembered easily
Communication - the process of exchanging information between the commercial
and its audience through television
Consumer - the one who buys the product of after watching a commercial
Verbal Aspect consists of Rhetorical Devices, Linguistic Features, etc.
Nonverbal Aspect consists of Banner lines, gestures, facial expressions, etc.
Effective - producing a decided, or desired effect
Extralinguistic feature
Ideology Impact - a direct impression whether it is good or bad
Linguistic feature
Paralinguistic feature Persuasion - the condition of convincing the audience with your product
Rhetorical - the act of speaking creatively as a means of communication
Television - the medium of communication between the commercial and its
audience
Television Commercial - the medium for the producers to persuade the viewers
Coca-Cola Company a company that produces carbonated soft drinks.
Coke/Coca-Cola - A carbonated soft drink sold in stores, restaurants, and
vending machines throughout the world.
Producers - A person engaged in commercial or industrial business
Values What viewed as important for Filipinos, traits that can be seen and are
practices in society
PLEASE PUT SOURCES
Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter discusses the related literature and studies that the researcher
have gathered to support their study and to add information to the problem and its
background, with the help of the foreign and local sources.
FOREIGN STUDIES
According to Akiyama (1993), everyday, consumers are exposed to varieties
of advertisements in the forms of billboards, print-ads (e.g. flyers, newspapers,
magazines, brochures, etc.), internet and the most popular and the focus of this
research, television commercials. The definitions of advertisement differ among
the people. Journalists, for example, might define it as a communication, public
relations, or persuasion process; business people see it as a Marketing process;
economists and sociologists tend to focus on its economic, societal, or ethical
significance. Some consumers might define it simply as a nuisance.
It can be considered that some might not understand why there is an
advertisement. When we are watching television and the show is on its climax, but
suddenly, a commercial will pop up, is not that disturbing? Yes, but commercials
are needed in order for them to inform the customers that their product is existing,
that they can be trusted and that they guarantee you of their product or services.
Phillips (2000) said that one common feature of television advertisements is
the prevalence of speech forms which convey information that must be interpreted
through processes of conventional or conversational implicature. Conventional
implicature derives from the conventional meaning of the words in an utterance
and the semantic component entailed in its structure. Conversational implicature,
on the other hand, also utilizes such information as is provided by the context,
shared background knowledge and beliefs, as well as the Cooperative Principle
and conversational maxims set out by Grice (1975). In the language of
televangelist, many instances of claims and assertions were found which required
some measure of conventional or conversational inferece in their interpretation.
Speech is really hard to interpret and it may differ in many ways based on
how some perceive it especially in advertisements. All advertisements give
information where meanings may vary depending on how some understand it,
maybe good or bad. So then the researcher thought that the advertisements
claims may be conventional and/or conversational depending on how the
consumer understands a particular television advertisements.
Tanaka (1994) said that some of the worlds most memorable advertising
campaigns have achieved success because they originate from an idea that is so
big that the campaign offers opportunities for a seemingly unlimited number of
new executions. Such a campaign is said to have legs because it can be used for
long periods of time. The print campaign for Absolute vodka is a perfect example.
Advertisements affect who watch or read it. It may turn out to be a change
for good or for bad. In some cases it may save consumers from ignorance of the
upper class and unawareness to what consumer must know. The researcher
concluded that the study in the language of advertisements can or somehow
answer how those advertisements affects us and our society.
According to Yang (2010), the big idea is that flash of insight that synthesizes
the purpose of the strategy, joins the product benefit with consumer desire in a
fresh, involving way, brings the subject to life, and makes the reader or audience
stop, look, and listen. These different strategies make the product more popular
and even bestseller among the other products of the same kind. The more
creative and persuasive a commercial is, the more it is interesting to the
consumers.
There are different interest and desire to become what advertisements
advocates. It lies in the existence of social expectation and requirements
throughout their life. There have been a large number of studies discussing
gender role portrayed in advertisement, but not enough in advertising language.
The researcher thought of the effect of advertising language on peoples thought
and life is much more important. Only when gender division in language is
transcended can inequality in other social issues be diminished.
Maingueneau (2005) points out that every discursive production is oriented,
i.e., it is constructed according to a specific purpose. Advertising discourse is
oriented towards telling the public about a product or service in order to persuade
them to buy it; the successful effect of this persuasion is achieved through
different strategies.
Language alone cannot stand without strategies. How can consumers buy
your product if not for the use of the persuasive strategies for them to be bought?
Hiring celebrities to promote your product is one. Making a cute concept that you
think might click to your consumers, or exaggerating the description of your
product. The researcher found that Maingueneaus point about these factors are
great to convince your consumers to buy a specific product.
Semiotic approaches are based on the assumption that communication is
achieved by encoding and decoding a message, and Barthes is one of the most
distinguished scholars to have tackled the language of advertising from such a
perspective. His Rhetoric of the image (1984) is claimed by Dyer (1982:224) to
be a major essay on semiotics and its application to the analysis of an advertising
message.
Advertisements have semiotic approaches, when you watched and try to
criticize advertisements; you will notice something that may be very unusual and
later on, youll found out the message. The researcher found out that there are
several factors to consider; a thing, movement or words, these all have meanings
when put together in a scene, it might be a connotation or a denotation depending
on how it is presented.
According to Vestergaard & Schroder (1985), the issue of trust comes up
repeatedly in our study of persuasion. At the comprehension level, trust facilitates
the inferential process as it allows for full benefit of the optimal relevance
guarantee. Trust, as we have seen, affects the amount of processing expended by
a hearer, and whether or not any change of meaning is to take place. At the
attitude change level, trust also has an important role and we need a better
understanding of it, specifically in the Marketing environment. Attribution theory
can probably shed greater light on this issue.
Trust is very important to stay long in the industry. Trust is hard to keep.
That is a big task to companies, whether it is a big company or small, to gain the
trust or their consumers, to become big or to remain in the industry. And the
researcher found out that a globally known company like Coca-Cola maintained
their consumers trust that keeps them ahead against their competitor.
The information side of the entry form has a red background with yellow and
white lettering. It seems like a can with drops of water running down. The receiver
immediately recognizes the product; this is re-enforced with the heading
"Celebrate with Coca-Cola". The striking heading grabs the attention, promising a
prize of a lifetime. The underlying message is that Coca-Cola makes everything
possible; it is a celebration of life when you are part of the Coca-Cola family. The
advertisement suggests that life would be dull without Coca-Cola.
Persuasion made by Coca-Cola is highly strategic. Coca-Cola has different
and good strategies with their commercials. They make it to the point that you
need their product in your life, that you cant live without their product. Adding
catchy and easy to remember lines and phrases is one of their strategies. These
kinds of persuasion techniques are making their consumers believe that what is in
the commercials are said to be true. So the tendency is to buy the product and try
to experience what had been advertised.
According to the studies of Kelly (2013), Coca-Cola Company in Nigeria has
grown fast and well because it has used human oriented strategies which
contributed to her ever growing in the country. Among the strategies make use of
by the Coca-Cola Company that won the attention of the consumers to her
products include; consistent advertising of the products, constant organization of
sales promotion activities, the production of standard products, provision of after
sale services, obeying law and political structure of the country, introduction of
disposable bottles of Coca-Cola, charging of affordable prices for their products
and finally the company has twelve strong factory plants, sixty depots and over
four hundred thousand dealers of the Coca-Cola products.
And because Coca-Cola is adjusting in the country where they are in, the
researcher concluded of the consumers tend to favor the product. In this case,
Coca-Cola Company gained respect to the consumers. Addressing the needs to
improve gives the company the opportunity to be popular and favored by where
they are in. In this way, they persuaded their target consumers not just with their
advertisements but also with their attitude towards the country.
Allen (2004) said that rhetoric is a very important method to produce effective
communication between advertisement and audience. Coca-Colas 2014 Super
Bowl commercial was at first glance a moving tribute to Americas diversity,
featuring many ordinary people of different races, religions, ages and ethnicity
doing ordinary American activities. The song America the beautiful sung in
seven different languages plays in the background of the ads.
Coca-Cola has a great strategy. Coca-cola knows how exactly to tickle their
consumers head and that is what the researcher thought of. Knowing that at
these present times, equality is a big issue. They used that issue to persuade their
consumers in other for them to be favored. In that case, people think that they
have someone who supports them and respect them whether they are black,
Asian, Muslim, Catholic, bisexual, lesbian, old or young.
According to Perloff, the analysis lies in the identification of the target groups
and linguistic means employed to make the advertisements appealing to these
target groups.
The researcher concluded that persuasion can differ on who you are going
to persuade or convince. Say that you are going to convince a kid, that is easy as
1, 2, 3. But as a counterpart to that, adults or older people may be hard to
convince unlike the children. Some factors may also make it hard for some
companies to persuade their consumers. Some of the factors to consider are as
follows; race, gender, age, and religion.
Halliday (1978) said that in certain advertisements it is also possible to
identify effort of the advertiser to imitate informal spoken language, making the
advertisements a mixture of spoken and written language. The information is
delivered in comprehensive way to be easily grasped by everybody. Most of the
sentences constructing body copy are short simple sentences.
The researchers believe that making the advertisement easy to grasp,
catchy and easy to remember, are some techniques of a great advertisement. It is
crucial to make it simple yet appealing to the eyes and ears.
Gayatri (2008) states that, advertisements early words and images were
simply to convey information to describe, how they worked, what they did and
their availability. Its modern role as an instrument of persuasion, as a literary form
to convey meaning and significance, came later in the 20 th century.
The researcher thinks that advertisements first goal is to inform their
consumers that their product is existing. It is their goal to tell people that they have
the certain product that they believe that you badly need in your life. In
advertisements, persuasion is highly in demand.
According to Shrum (2012), all success in advertising is predicted in being
alive and retained in the human memory. If one advertisement is not memorable
enough, therefore the advertisement may lack creativity. It would not be effective
as the others. It would not make money or convince people to buy. The goal of an
advertisement is to make people remember their advertisement in a good way
and not just remember but making them buy your product.
If one advertisement is not memorable enough, therefore the advertisement
may lack creativity. It would not be effective as the others. It would not make
money or convince people to buy. The researcher concluded that the goal of an
advertisement is to make their consumer remember their advertisement in a good
way and not just remember but making them buy your product.
.. A great advertisements execution must be renewed or it will become
outdated. (Bauerly 1990).
The thought of Bauerly maybe agreed that no matter how appealing your
advertisement is, it must be renewed. In todays modern time, people easily
forget, so in order for your product to stay in the industry you must go with the
trends and the taste of each generation.
Bovee (1992) said that, the way in which advertisements encourage
consumers to turn towards them is through the use of persuasive language;
therefore, the effective use of language is critical in any advertisement to connote
the desired mood as well as the message.
It can be gleamed that persuasion is the body of the advertisements; the
language of the advertisements is the prediction of how will the advertisement last
on air and how it will make money or solid consumers. The message of the
advertisements will speak for the product.
According to Ketelaar, Gisbergen & Beentjes (2008) studies, advertisements
are seen by someone as parasitic compared to other forms of language because
they tend to make full use of all resources of language e.g. graphological devices,
literary devices, as well as imagery to attract the attention of their target audience.
However, they are often highly creative in their use of language and analysis must
be detailed to decode the meaning. The primary function of the advertisements is
to persuade, however whether this is done overtly or covertly is non- standard.
The researcher thought that goal of the advertisement is to persuade. They
use the language creatively so that they can attract their target audience perfectly.
They are combining the formal language and the trend to make it more attractive.
Kelly (2013) believes that Coca-Cola has established a trust worthy
relationship with audience in past few years Coca-Cola as a hundred years and
global brand has credibility.
The secret of staying long in the industry is to make your consumers trust
your product. With Coca-Cola, the researcher found out that Coca-Cola has made
their audience trust them so that they are not just a product in a single country but
they have conquered the world.
Locke (1975: Book III, Chapter 2) evidently supposed that there could be
thought without language, and that the mind could engage in it without the aid of
any linguistic instrument.Language does not exist, then, because man is a
rational being; it exist according to Locke, because man is a sociable creature
and language is the great instrument and common tie of the society (Parkinson
1977:2)
Media linguistics studies how language is used in the media.(Schmitz
2015:7 cited in Luginbuhl 2015). According to this quote, the focal point of media
linguistics, similar to the conversation analysis and sociolinguistics, lies in the use
of language in actual situations. The object of the media linguistic analysis
essentially depends on the concept of medium.
LOCAL STUDIES
Enriquez (2011) said that, more and more advertisements are produced by
advertising agencies and companies. The increasing number of advertisements
became a factor in changing traditions and customs within a society. Commercials
that tackles Filipino family tend to affect the tradition and beliefs of the family.
Family is really a great factor for everybody. Everyone is affected when the
subject is family. The role of the family in the society is crucial and home is the
foundation of the state. Our tradition and beliefs starts within our very home. So
then, the researcher found out that advertisers are fond of making commercials
that are family bound.
According to the Readers Digest (Asia, May, 2007), television takes a huge
part in everyday lives of families. It has been a center for entertainment and
recreational activity for them it is the most influential medium. A numerous TV
program are portraying family.
Television really influences everyone. From child to adult, everyone is being
influenced by what they see on the television and with that commercials is been
one of the best medium to influence people for a certain goal. And because of
these, the researcher thought that family has a great impact among people,
advertisers are producing more of that kind of advertisements to catch viewers.
According to Suarez (2004), Language is an integral part of almost every
attempt to persuade, yet how persuasive discourse works to induce voluntary
changes in behavior or how language is actually used to achieve persuasion in
spoken and written context remains dimensionally and conceptually complex and
even incompletely understood.
Language is dynamic, it changes. What some understood today may not be
the same as how some perceive something for tomorrow, the same with
persuasion. The researcher thought that no matter how persuasive a language is,
it is still how a man perceive its meaning and how well one mans capability of
understanding.
Studies on persuasive discourse have dealt mostly with advertisements
exploding the potential of linguistic devices to effect persuasion (Geis 1982 in
Schmidt and Kess 1986;Lakoff 1982; Dayag 1999)
The world of advertisements revolves around persuasion, it is necessary for
them to use the language of persuasion in order to attract audience. The studies
of Geis (1982) helps the researcher to fully understand the necessity of the
language encourages advertisers to use such ways or creativity in order to be
more appealing.
Also, Mosebach (1986) documented the use of sentence variation as
attention getting device. However the result would not suffice to prove
effectiveness. The visual component provided also a major impact (Austria, 1994).
Advertisements just not stand alone with the language. How a single
commercial looks too is equally important as well. Mosebachs (1986)
documentation helps the researcher to prove that advertisements would be more
appealing if they have not just limited themselves to flowery words but also with
the content of the commercial or advertisements itself like, using popular people,
gestures and such.
Even Dayag (1999), Camua (2009) provided a comprehensive account of
the persuasion of Philippines Print Advertisements. The study revealed syntactic
and lexical fears that define the discourse function of Philippine Print
Advertisements. Among these are the tendency to use sentence fragments and
simple
sentences
(without
embedding),
imperatives,
the
second-person
pronominal "you" and active structures as well as the prosperity for the attitudinal
adjectives, neologism and intra-sentential code switching. With regard to the
macrostructure of the advertisements, visual and the signature line are
indispensable, the headline and the body copy are the obligatory elements and
the standing details are optional. Finally the utterances in the advertisements are
connected to one another by cohesion devices such as repetition, reference,
conjunction ellipsis/substitution and synonyms.
Chapter 3
RESEARCH METHODOLOGY
This chapter presents the research design, description of the corpus, data
gathering procedure, and the analytical categories utilized in this study.
Research Design
The researcher utilized mixed method in this study, comprising Coca-Cola
advertisement transcripts and videos for creating an in-depth analysis of the
advertisements. This is a study of mixed methods of research because the
researchers will rely on the linguistic features, paralinguistic and extralinguistic
features of the commercials.
This study focuses on studying the text transcribed and the content of the
videos of the selected Coca-Cola advertisements and no survey is conducted.
Data Resources
The corpus utilized in this study consisted of the Coca-Cola advertisements
in the year 2003-2014 downloaded from YouTube namely:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Coca-Cola Brrr by Moymoy Palaboy

Coca-Cola Christmas Carol
Coca-Cola happiness para sa lahat
Coca-cola sino ang napasaya mo today
Coca Cola mismo @ 10
Kasama Ka (with Nikki Gil)
Coca-cola sari-saring happiness
The Happiest Thank You
Coke Ko To!
Coke Summer Saya
Coke Featuring Sandwich
Coke Lang Siyempre
The researcher selected these commercials for the following reasons:
The researcher adapted the Text Information Extraction (TIE) (Arai et. al, 2005)
consisting of (1) localization, (2) recognition, (3) appeal, and the (4) subject
matter. Localization is the extraction of where it is located. Recognition is how
many awards and popularity the video had. Appeal, on the other hand is, what
Marked in the minds of the viewers. Lastly, subject matter is what the content of
the video is all about.
Data-Gathering Procedure
A requisite for rhetoric features such as verbal and non-verbal aspects is a
well prepared research procedure. This research is segmented to help the
previous page demonstrate direction in an attempt to critically analyze the CocaCola advertisements.
The diagram was adopted from Alcoberes study in 2010 and it is consist of
4 processes: Initial Stage, Data Gathering Stage, Data Analysis and
Interpretation.
The Flow Diagram
Initial Stage
Selection of texts for
Data-Gathering
Data Analysis
The point of
Interpretation
The interpretation is
linguistic features,
Stage
Identifying and
analyzing the
based on the data
paralinguistic
tallying of the
gathered data.
gathered; it
features and extra
linguistic features in
depended on the
linguistic features
the commercials.
inquiry conducted in
the study.
A Schematic table of the Research Procedure

Figure 4
Units of Analysis
The researcher came up with a ways to analyze the 12 commercials of the
Coca-Cola Company. This includes the description of the commercials
construction: verbal and some of the non-verbal aspects to persuade the
audience/viewer of the commercial.
1.
Characterization of the verbal aspects of the 12 commercials in order to
persuade their audiences.

Rhetorical Devices
- figures of speech that are present in the commercials
- pathos, ethos, and logos in the commercials
Length
Word Count - is the total number of words uttered in the commercial
Duration - is the total time duration of the play of the commercial
2. Non-Verbal aspects of the commercials.
2
Gestures- the way the actors or actresses acts and their body movement in
the flow of the commercials.
3. Tables
Used to help the researchers in analyzing the commercials.
4. People involved
5. Environment
Statistical Treatment of Data
The study acquired the frequency of the commercials in terms of its
duration of time, number of words uttered in the commercials, and kinds of
rhetorical devices use, and also some of the non-verbal acts such as movement
and facial expressions.
The aforementioned aspects were counted and ranked according to the
number of times they appeared in the following commercials. Tables are the
means to help the researcher in the analysis of the commercials. The
environment in the commercial is being determined by their implied impression
(i.e. gloomy, happy, enthusiastic, etc.). the characters are distinguished according
to their popularity.
For measuring the duration of the commercial, the researcher will base on
the time allotted on each commercial and the total number of words uttered in the
commercial.
DISCUSSIONS
CHAPTER 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presented the results of the analysis of data collected and is
interpreted by the researcher from the problems in the study.
1. Verbal aspects of the Coca-Cola advertisements

1.1 Length
Word Count
Table 1 presents the total word count of the transcribed word from the video and
the total time duration of the video of the Coca-Cola Advertisements.
Table 1
Word count and total time duration of the Coca-Cola Advertisements
Commercials
Word count
0
73
145
Duration of the video

31 sec
1 min 31 sec
2 min 10 sec
Coca-cola sino ang napasaya mo 19
31 sec
today
KASAMA KA (NIKKI GIL)
Coca-cola sari-saring happiness
COKE KO TO
COKE SUMMER SAYA
Coke commercial featuring sandwich
COKE LANG SYEMPRE
15 sec
59 sec
31 sec
28 sec
47 sec
1 min 1 sec
31 sec
3 min 11 sec
32
51
37
44
60
90
14
247
The table above shows the word count for each videos, it seems that
Coca-Cola can attract masses without an utterance of any words or less. This
table also indicates the length of each commercial and 8 out of 12 videos does
not even last for a minute. This also implies that, the length of the video does not
really matter at all but the subject matter and goal of the Coca-Cola.
II. NON-VERBAL ASPECT
Gesture, Environment, Expressions
Coke Ko to
Setting:
The setting of this commercial is inside the school premises.

Gestures:
All the pictures above delineates a series of movements, first picture

shows a girl clapping her hand then pointing at each other followed by the girl
getting the coke and drinking it. Those series of pattern suggest that the
characters are playing.
Facial Expressions:
These two girls are enjoying the game thats why the facial expression that
they have are smiling face. If we take notice of the coke in the middle of the girls
while playing, we can conclude that the coke is the reason why they are having
fun.
Coke Summer Saya
Setting:
The setting in the commercial is summer time thats why the weather is so hot.
Gestures:
First picture shows a group of bystanders-bored and suffering aridity due

to the heat of the sun. Second to fourth pictures appearances are blurred or
something like a wind passes by after they drink a bottle of coke which denotes a
time travel. Fifth picture shows a different setting where the groups of bystanders
from the boring place are transferred inside a train and feeling fresh. The last
picture is the destination where they have a party, fun and enjoying the summer.
As we can see there are words below the last two pictures saying lets start
something new and lets party. What the words below suggest is that lets start
something happy with coke.
Facial Expressions:
At the first picture, the ambiance is written in the face of the character
which is bored, tired and arid. The last two pictures show the happy smiling face
of the boy and girl while holding the bottle of coke.
Kasama Ka
Setting:
The setting of this commercial is in the street.

Gestures:
Coca-cola emphasizes the importance of giving in this commercial. The

pictures above are about giving Coca-cola to someone. Giving and sharing
Coca-cola will make someone happy.
Facial Expressions:
Giving someone without expecting something in return will make you

happy. As shown in the pictures above, Nikki Gil, the endorser, felt happy when
she shares Coca-cola.
Mag-Coke Lang Siyempre
Setting:
The setting of this video is in a party.

Gestures:
Using C symbols to represent its brand as Coca-cola and U symbols as a

smile. This means that only Coca-cola can make you happy.
Facial Expressions:
All of the picture are smiling that shows happiness and satisfaction.
Coca-Cola Sari-saring Happiness
Setting
This commercial of Coca-Cola is set in a sari-sari store and is in

Christmas time.
Gestures
The gestures shown in the commercial is a hand (which may mean as a
person) giving someone a bottle of Coca-Cola. In the next picture, the man may
seem to be thanking about the bottle of beverage that he received.
Facial Expression
The facial expression seen in the commercials are all smiling. This may
portrays happiness through the magic of drinking Coca-Cola.
Coca-Cola Happiest Thank You
Setting
The setting of this commercial differs in every scene. The first picture
shows a man in a hotel or condominium lobby, the next picture shows a lady in
an entrance of some parking lot or a toll gate, the picture is located in a
superMarket, and the last picture shows two people inside a vehicle.
Gestures
The gestures that are prominent in the commercials are the one who is
embracing someone. This shows how thankful someone for a good deed that is
done to her. The next one is the appearance of the product, which may imply the
kind of happiness it may give you and the last one is the sharing of a bottle of a
beverage, which may also be implied as the sharing of love.
Facial Expression
The picture above shows a unanimous facial expression. It shows smiling,

which may seem to be an act of how grateful we are for receiving something from
someone.
Coca-Cola Brrrr
Setting
The setting in the commercial is inside the house of two man, the Moymoy
Palaboy. And seems like the characters are bored and the weather seems to be
so hot.
Gesture
The man is quivering. It simply implies some joy and the feeling of being
chilled for or on something.
Facial Expression
The facial expression is also unanimous. It shows both smiling and

quivering as a sign of happiness, chilled and excitement as what feeling they
have got with the beverage.
Setting
The setting is along the streets. This commercial is released during

Christmas season, where in, in the Filipino culture children carols everywhere.
Gestures
The first picture shows the sharing and drinking of Coca-Cola. It also
seems that sharing of these beverages gives happiness to someone. While on
the second and third picture, it shows people in a hugging position, it implies that,
no matter how hard it is for you, Coca-Cola can give you the love that you need.
Facial Expression
The facial expression seen in the commercial are; there is some children
who happily singing a Christmas carols in which this song may give some
happiness to some family in some house where the carol. In the third picture, it
shows a little girl smiling upon drinking Coca-Cola, it implies that there is a joy
upon drinking that beverage.
Coca-Cola Mismo @ 10
Setting
The setting of the commercial is in a sari-sari store which is popular in the

Filipino culture.
Gesture
The gesture seen in the commercial is, an old lady dancing in joy. It simply
implies that due to the joy Coca-Cola gives to her, it make her want to grove. The
second picture shows a man drinking Coca-Cola, it may imply that the wanted to
experience what Coca-Cola can give.
Facial Expression
The facial expression shown in the commercial is smiling. It simply implies

the happiness that Coca-Cola can give to the one who is drinking the beverage.
Coca-Cola featuring Sandwich

Setting
This commercial is set to be in the streets, where in, in this picture, there
is a man walking by in the streets.
Gestures
The first picture shows a man giving another man a bottle of Coke. It
shows generosity and sharing to someone, where in sharing at the same time
gives happiness. While on the second and third picture, there is a man who is
drinking the beverage. The fourth beverage shows a rainbow holding hands and
a band singing, with these, we can say that Coca-Cola also produces unity
among people.
Facial Expression
The facial expressions that are prominent in the commercial are smiling
and thrilled. It simply tells us the happiness and the excitement Coca-Cola can
give.
Sinong Napasaya Mo Today
Setting
The commercial is set inside a house. Sitting in front of a round table waiting
for the meal to be prepared.
Gesture
The gestures shown in the first picture, is a young man, showing a glass of
Coca-Cola, it implies that the young man is offering the glass of happiness to the
girl in front of her. The glass of Coca-Cola might be a gateway to ease the girls
problem. The second picture shows that the girl is drinking the Coca-Cola that
was given by her.
Facial Expression
Expression of the young lady shown in the commercial seems to be a

process. Where in, at first, she has lots of problem but when she saw the glass
Coke, she feel a kind of excitement that maybe this may ease the problems that
she is thinking. While at the last picture, it simply shows that, Coke successfully
make the girls problem away. It implies that Coke can really give you happiness.
Coca-Cola Happiness Para Sa Lahat
The videos setting, gestures and facial expression are not indicated
although it shows all the kinds of Coke bottles and cans. There is also an audio
explaining everything that the picture in the commercial is all about. It simply tells
us that there is a happiness fit for everyone.
Chapter 5
SUMMARY, CONCLUSIONS, AND RECOMMENDATION
This chapter presents the findings of the study, the conclusions drawn from them
and the recommendations that the researcher made.
Summary
This study aimed to analyze and interpret the 12 television commercials of
Coca-Cola, focusing on the rhetorical features, verbal and non verbal aspects of
the each commercial. Looking back to the previous researches made, it shows
that Coca-Cola tend to adjust to wherever country they were in just like how
Coca-Cola surprisingly made their way to the top when it comes to commercials
locally and Market. This paper intended to analyze the commercials of Coca-Cola
in the following terms: Verbal aspects of each commercial in terms of length:
rhetorical features, banner line and frequency of words, Non Verbal aspects
described and shown in each commercial in terms of the following: gestures,
environment and influence of the characters.
This study utilized an analysis type of research which discusses the
effectivity of the rhetorical features and the contribution of these aspects in
producing a great commercial.
This study employed a qualitative type of research. The researcher used
this method as they found it appropriate for the study whose goal is to analyze
the verbal and non verbal aspects of the commercials of Coca-Cola and in order
to enhance their rhetorical style and verbal communication skills.
The main source of the data gathered in this study are the selected videos
of the commercials of Coca-Cola from 2003 up to 2014 drawn from the web and
transcribe by the researcher.
Findings
Based on the results of the analysis, the following were drawn:
1.
Verbal aspects of the 12 television commercials of Coca-Cola

1.1
Length: Frequency of words
Coca-Cola commercials used repetitive words, while on the other
hand some commercials do not produce any words at all but just the name
of the product.
1.2
Banner line
Most of the Coca-Cola commercials that used banner lines are
consist of: Sharing, Happiness, Thank you or Thanking someone,
something or an event, and the product name which is Coca-Cola or simply
Coke. It is also seemingly repetitive.
1.3
Rhetorical Devices
Logos is used in every commercial that is used in this study. It also
shows that above all the themes that are mostly seen are: Happiness,
Sharing, and Family and Friends.
2. Non Verbal aspects of the 12 television commercials of Coca-Cola
2.1 Gestures
The result based from the analysis of the commercials above, most
noticeable gestures that the researcher drawn are using of the Coca-Cola
product combining with the Filipinos values which is sharing what one has
and give-and-take relationship.
2.2 Environment
Given the rendered analysis from the tables, the environment seems
not to matter with the theme of the commercial only and except with the
concept that is given. The difference with the environment with every
commercials concluded that commercials are made seasonally and that it is
related to the occasion or the season and the culture shown.
2.3 Influence of the Characters
Upon the delineated analysis, that these commercials value the
appearance and personalities that endorses their product.
Conclusion
Based on the findings, the researcher arrived at the following conclusions:
1. The use of repetitive words is to give emphasis to the product. It also makes a
mark in the mind of the viewer to remember and support the product.
Although some of the commercials did not use much of words, yet it shows
the name of the product in order to give emphasis.
2. The banner lines are also repetitive as well as the words. The researcher also
concluded that it gives emphasis to the product itself and the theme it
conveys.
3. The rhetorical device that is prominent all throughout the commercials is the
Logos. It shows that Logos is the most effective way of approach in
persuasion.
4. Coca-Colas commercials are about Happiness, Sharing, and Family and
Friends. In which Coca-Cola knew exactly the values of being a Filipino.
5. Coca-Colas commercials are able to pierce through the Filipinos values
which are the values of sharing what one has and give-and-take relationship
while promoting their product. Resulting as the bait was proven successful.
6. The Environment in the commercials takes place with the culture and concept
of the commercials. Environment does not affect the theme of the
commercials, yet it shows that Coca-Cola give importance to the adjustment
in the country where the commercial takes place.
7. Characters that portray roles in the commercial though have a greater role
than Environment. Big names are important in order to encourage masses to
Market the product. Also, Coca-Cola values physical appearance as well.
8. It also shows that the use of styles in persuasion depends on the audience
the commercial targets. In this case, Coca-Cola knew what are the values of
Filipino thats why most of the commercials produced targets what Filipinos
values the most.
Recommendations
Based on the conclusions, the researcher suggests the following:
1. The researcher recommends teachers to give importance to the study of
rhetoric and the role of persuasion as an influence to communication.
2. The researcher recommends teachers to also give importance to the study of
persuasion as a tool of enhancing the skill in composing a persuasive text.
3. The researcher also recommends future researcher to do an extended
research in connection to persuasion and creative writing in producing
attractive media materials.
4. Future researcher may probe on the following:
- Logos as the most effective rhetorical device in making a persuasive text or
material.
- The importance of the character roles as the face of persuasion.
- Commercials as a huge influence to the world of communication and
persuasion.
REFERENCES:
Akiyama, K. (1993). A Study of Japanese TV Commercials from Sociocultural Perspectives: Special Attributes of Non-verbal Features and their Effects.
Japan
Allen, F. L. (2004) Secret formula: How brilliant Marketing and relentless
salesmanship made Coca-Cola the best known product in the world. New York:
HarperCollins
Austria, E., (1994). The Effects of Message Content and type of Argument
on Career Choice and Attitude of Male High School of different Socio-economic
Status. Dela Salle University of the Philippines.
Bauerly, Ronald. J (1990). An experimental investigation of Humor in
Television: The Effects of Product Type, Program Context, and Target Humor on
Selected Consumer Cognitions (Commercials). Unpublished. Dissertation
Southern Illinois University.
Berelson, Bernard (1951) reprinted in New York (1971). Content Analysis in
Communication Research. New York
Bove, C. L., Arens, W. F. (1992). Contemporary advertising. Homewood:
Irwin
Boykin, G. (2009). The Effect of a Brand on Consumer Behavior.
http://smallbusiness.chron.com/effect-brand-consumer-behavior-61767.html
Camua, D.M., (2009). The Effects of Persuasion Strategies (humor and
fear emotion) and Types of Message Contexts on Persuasion. Dela Salle
University of the Philippines.
Cheng, F.-P., & Wang, L.-C.(n.d.).
Choi, R., et. al (2002). Understanding Consumers Attitude Toward
Advertising. English American Conference on Information System: Syracuse
University..
Gutierrez, S. (2009).
Gayatri, S. Aparna, "Advertising appeals in magazine: a framing study"
(2008). Master's Theses.Paper 3536.
Halliday, M. A. K. (1978). Language as social semiotic: The social
interpretation of language and meaning. London: Edward Arnold.
Jenner, B., et. al (2003). Does Internet Advertising Alienate Users?
Kingston University
Kelly, C., et.al Faculty. (2013). Refresh. Create. Inspire: A Rhetorical
Analysis of the Mission, Vision and Values Behind The Coca-Cola Company and
the Digital Marketing Strategies of the Open Happiness Campaign. Liberty
University School of Communication Studies
Ketelaar, P., Gisbergen, M. S., Beentjes, J. W. J. (2008). The Dark Side of
Openness for Consumer Response in McQuarrie, E. F., Phillips (Eds.).Go Figure!:
New Directions in Advertising Rhetoric (114-136). Armonk: M.E. Sharpe, Inc.
Krippendorff, Klaus (1969). The Analysis of Communication Content:
Developments in Scientific Theories and Computer Techniques. New York
Krippendorff, P. (2004). Content Analysis: An introduction to its
methodology. California: SAGE Publications, Inc.
Luginbuhl, Martin (2015). Media Linguistics: On Mediality and Culturality.
Perloff, R. M. (2003). The Dynamics of Persuasion: Communication and
Attitudes in the 21st Century, 2nd edition. Mahwah, New Jersey.
Phillips, B. (2000). The impact of verbal anchoring on consumer responses
to images advertisements. Journal of Advertising, 29(1), 15-24.
Press, C. U. (2003). Annual Review of Applied Linguistics: Advertising as a
Sign of Language Contact. USA.
Shrum, L. J., Liu, M. Nespoli, M. & Lowrey, T. M. (2012). Persuasion in the
Market Place: How Theories of Persuasion Apply to Marketing and Advertising.
Thousand Oaks, California.
Suarez, R., (2004). Linguistics and Rhetorical features of Evangelism as
Persuasive Discourse. Dela Salle University of the Philippines.
anaka, K. (1994). Advertising Language, A pragmantic approach to
advertisements in Britain and Japan.
The Coca-Cola Company (2011). 125 years of sharing happiness: A short
history of The Coca-Cola Company. Blanchette Press.
The Mc-Graw Hill Companies. 2005
Vestergaard T. and Kim Schrder (1985).The Language of Advertising,
Oxford: Basil Blackwell.
Yang, J. (2010). Gender Differences in Advertisements: A Study of
Adjectives and Nouns in the Language of Advertisements. Kristianstad University.
21st Century Communication: The Interplay of Verbal and Non Verbal Codes.
Sage Reference. USA
Internet Sources
(Business Case Studies, 2015). England
http://businesscasestudies.co.uk/business-theory/Marketing/Marketingtechniques.html#axzz3tN84izon
Durham Technical Community.
http://courses.durhamtech.edu/perkins/aris.html
Cached copy:
http://www.scps.k12.fl.us/portals/46/flnexgenflstandards-seminoleworkshop
allhandouts.pdf
http://courses.durhamtech.edu/perkins/aris.html
Feloni, R. (2015). 7 Brilliant Strategy Coca-Cola used to become one of the
worlds most recognizable brands. http://www.businessinsider.com/strategiescoca-cola-used-to-become-a-famous-brand-2015-6
Suttle, R. (2015). http://smallbusiness.chron.com/five-advantages-usingcelebrities-advertising-34394.html
Van Hook, S. (Saylor Foundation, 2015) http://www.saylor.org/site/wpcontent/uploads/2013/03/CUST105-1.4-FINAL.pdf
Warkentin, S. (2014). What can we Learn from Coca-Colas Global
Marketing Success. https://www.smartling.com/blog/what-can-we-learn-fromcoca-colas-global-Marketing-success/
Zhang, Ping. An Empirical Study on Consumers Perceived Value and
Attitude toward Advertising. Proceedings of the 6 th Global Information
Technology and Management (GITM) World Conference, June 5-7, 2005,
Anchorage, Alaska.
http://melody.syr.edu/pzhang/publications/GITM_05_Zhang_Wang_WebAd.pdf
http://www.slideshare.net/ajacob/the-rhetoric-of-aristotle
http://www.youtube.com
http://dictionary.reference.com/
http://www.coca-colacompany.com/careers/who-we-are-infographic
https://www.coca-colacompany.com/
http://www.britannica.com/EBchecked/topic/453093/persuasion
Appendix 1
Transcribed Videos
Due to the hot weather, the YouTube sensations Moymoy Palaboy were thirsty so
when they saw the bottle of coca-cola, they drank it immediately. They film
themselves while drinking coca-cola with the expression brrrr and it becomes a
mega hit so people who watch the video imitate their famous expression brrr.
The passenger of the tricycle, a girl who sees a handsome guy, a festive event, a
wrestling match, they all imitated the famous brrr and even aliens imitated it. All
they need is coca-cola to replenish their thirstiness so open a bottle of coke now
and open happiness.
Mga bata: Merry Christmas po.
Ako ang magdadala
Pag sinasabing
saan man mapunta
Hindi kaya
Dadalhin ang ligaya
Mapakita ko
Ako ang magbubukas
Lahat kaya
Hindi maghihintay
Ako ang gumagawa
bubuksan ang ligaya.
lahat ng makita
Kung san mas masaya
gagawing maligaya.
Doon lagi ako magpupunta
Ako ang magbibigay
Hinding-hindi makikinig
Halinat sumama na
Every news of violence in the world, there are 146 Filipinos greeting each
other. For every its complicated relationship, nine are in a happy relationship. For
every neighborhood argument, hundreds of Noche Buenas will be shared. Though
some families are separated, thousands will swear to stay together through
hardships and happiness. No matter how many storm will hit us, millions of people
will bring hope. And we will never run out of people that share happiness. Despite
everything, there are still more reasons for us to be thankful.
The commercial started with children singing a Christmas carol in front of a
house. Then there is news about a war. Families attending simbang gabi and
theyre greeting each other. A girl updated her relationship status into its
complicated while other lovers are still happy and loving each other. A woman
has a quarrel with her neighbor. Families celebrating Christmas Eve, theyre
eating and drinking Coca-Cola but some families are separated. A couple bows to
love each other through hardship and happiness and the singing of children
continues but its more enthusiastic. People experiencing flood but through the
help of others, they found hope to overcome that bad experience. Families,
couples, kids are giving hugs to their love ones. Lastly, the owner of the house
comes outside to give Coca-Cola to the children.
Para sa happiness ng bawat
Para sa Kabataan
Pilipino
Para sa single,
Para sa nag-iisa,
Sa in love,
Sa mag-on,
Sa it's complicated,
Sa nagsusumikap,
Sa pasaway,
Sa laging OK,
Sa tambay,
Para sa sakto ang baon,
Sa chillax,
Sa iba't-ibang uhaw,
Sa pagod,
Sa tag-ulan,
Sa BFFs,
Para sa Eleksiyon
Para sa boboto,
Sa nagbabantay ng boto,
Para sa malayang boses,
Sa nakikinig,
Sa debate,
Sa meeting-de-avance,
Sa nag-e-eenie-meenieminnie-moe,
O tag-init,
Sa frenemies,
Sa selebrasyon,
Para sasakto ang baon,
O walang okasyon,
Para sa iba't-ibang uhaw,
Para sa pag-unlad,
Pagkakaisa,
Sa mapagkakatiwalaan,
Sa swak sa kamay,
Sa nagpapagising,
Para sa I love you, 'nay,
Sa basketbolista,
Sa pagkakaiba,
Sa liga,
Para sa ngayon,
Sa kinabukasan,
Sa makabayan,
Sa pagkakaisa,
Sa selebrasyon,
Sa makabayan,
O walang okasyon,
Para sa happiness ng bawat
Para sa bawa't araw na
Sa kalayaan,
Para sa happiness ng
bayan.
Pilipino.
darating,
Para sa happiness natin.
Coca-cola sino ang napasaya mo today

Nanay: Nasaan ang ate niyo?
Kapatid2: Wala daw po siyang gana eh
plays awit ng barkada song Nakasimangot ka na lang palagi
Nandirito kami, ang barkada mong tunay
Aawit sa 'yo
Sa lungkot at ligaya, hirap at ginhawa
Kami'y kasama mo
Mga kapatid: oh nag smile na si ate
Kapatid1: ikaw sinong napasaya mo today
This Coca-Cola commercial emphasizes the importance that family should
eat together so that they can talk or share the problems that they have. In the
video, the mother is finding the daughter so her son said that his sister doesnt
want to eat and in the room of the sister, she seems problematic about her love
life so her two brothers plan something to make their sister smile. They treat her
like a princess and they give her a glass of coke and that make her smile again.
With our family, we will overcome all our problems just talk to them because they
are always there to support you. In the end, the boy asked Whom did you make
happy today?
Just tweet using this hash tag #Napasayakotoday
Nandito na silang tatlo si Julia, Joseph at Enchong! Magkano ba ang coke
mismo? Ten tententen pesos lang ang coke mismo
Julia: Ang Coca-Cola Mismo 10 lang ang presyo. Share a coke na.
In a sari-sari store, everyone seems excited because Julia, Joseph and

Enchong are going to buy a coke mismo and they asked how much is one bottle
of coke mismo then the vendor happily say ten tententen pesos only. In this
commercial simply shows how affordable coke is so we must share it to everyone
so share a coke now.
Coca-Cola sari-saring happiness
Aling Linda: Ay mike, upo ka muna
Mike: Sorry po Aling Linda, di po ako pwede ngayon.
Linda: Ito oh /hand Mike/ Merry Christmas
Mike: Salamat po
Friends of Mike: hey Mike, are you ready to party
/Mike returned to Aling Lindas place/
Mike: Mas happy ang Christmas ko dito eh
Voice over: Ang saya ng pasko, malapit lang sayo.
Mike is wearing nice clothes because his friends invited him to go to a party
for the celebration of Christmas Eve. On the way, he meets Aling Linda who
invited him to celebrate with them but Mike refuses her invitation so Aling Linda
greets him and give bottle of Coke. When Mike meets his friend, he doesnt go
with them instead he comes back to Aling Linda and there he celebrates
Christmas. The joyfulness of Christmas is just within your reach, we dont need to
come to a far place just to be happy on Christmas. Stay with our family and feel
the gift of love on Christmas day.
Kasama Ka (with Nikki Gil)
(Man running) Nikki Gil (singing) Sanay masabi sa awit kong ito (he gave the
laborer a bottle of Coke) lahat ng ninanais nitong puso ko
Sana saan man patungo sa buhay (gave an elderly religious woman a bottle of
Coke) may pagibig may pagasa (gave a couple a bottle of Coke who were
fighting) may saya at saysay. Sana sa bawat sandali (gave the construction
worker a bottle of Coke) matikman pa sarap ng pagsasama at simpleng ligaya
(gave the student a bottle of Coke). Tara nasakyan lang malay mo (gave to the
florist) andyan lang andyan lang ang hinahanap mo. (the florist gave a flower to
Nikki Gil)
Particular place where lots of people are waiting for a vehicle to board.
1st scene (FX Driver)
Ate: Salamat kuya
Kuya: Thank you kuya
Who are the people you say thank you every day?
2nd Scene (Bagger in SM)
Arranging the stuff for the lady who bought it.
Girl: Thank you totoy
Boy: Thank you totoy
3rd Scene (Parking Attendant)
Kuya: Thank you Ate
Kuya: Thank you Ate
4th scene (Receptionist in Condo)
Mother and child: Thank you Boss
Kuya: Thank you boss
INTERVIEW
GROCERY
Si Totoy pag naaano namin yan syempre pag nag grocery kami minsan dun
talaga kami pumipila sa kanya kasi napakamasayahin niyang tao.
One time kase may naiwan kaming isang supot may humahabaol sa amin yun
pala si totoy
PARKING
Si Ate kasi kakaiba yung pagbati niya sayo e , alam natin napakatrapik pero pag
pasok mo palang sa parking lot sobra nakangiti sasabihin sayo hi sir kamusta na
po kayo sir? Okay lang ba biyahe niyo. Mga simpleng tanong pero alam mong
concern yung tao
VAN
Yung sinasakyan kong van, madalas ko siyang nasasakyan kaya o gusto sa
kanya kasi alam ko okay kuya ingat ako, okay siya makipagusap hindi yung
tinatrato ka niyang costumer, tinatrato ka niyang kaibigan.
CONDO
Yung kasing guard dito sa condominium namin boss ang tawag sa kanya,
nakakatuwa lang siya araw araw walag siyang impis na bumabati samin meron
isang beses galing sa gimikan so parang nakainom, di ko alam kung paano pa
ako nakaakyat siya pala yung naghatid sakin
ASKING NAME
So alam mo pangalan niya?
FX
Parking lot Attendant
Bagger
Driver1: Thank you Ate
Driver2: Thank you Ate
Man: Thank you Marivic!
Marivic: Pano mo nalaman yung pangalan ko? (Laughing out loud)
Man: Thank you Artemio
Artemio: Hindi ko akalain na tatawagin niya ako eh, saan niya nakuha yung
pangalan ko. Masaya na ako sa, tawagin nila ako sa tunay kong pangalan. Asawa
ko di in naman ako tinatawag sa pangalan ko eh.
Woman: Kuya Ronilo, maraming salamat!
Ronilo: (smiling broadly)
Old man: Salamat Ivan Craig!
Ivan Craig: (giggling)
*Thank you that makes you the happiest is the one with your name*
#shareacoke
Coca-Cola Open Happiness.
Coke Ko To!
(Tapping the table)
(both ladies are singing)
Ito ang beat sabay-sabay, ito ang beat bawal sablay. Pabilis ng pabilis, wag
magmimiss, wag magmimiss. Gets mo na, gets mo na. Ahhhhhh . Coca-Cola!
Nalilito, nalilito. Nahihilo, nahihilo. Coke ko to. Coke ko to. Coke ko to !!
Other lady: Ayyy!! Coke ko yan ! ulitin natin please !
(the girl infront of her drinks the coke)
Coke Featuring Sandwich
(man singing as a background)
(man keeps on walking, encountering different kind of people)
Ibuhos ang saya, hangang lahat ay mahawa. (drink coke and walk through the
alley) Buksan mo ang iyong sarili, wag pigilin ang tawa. Hatakin ang barkada,
(wave to a friend) game kahit san magpunta. Bagong trip bat di subukan,
sumama ka, wag magpaiwan. Kilalanin ang kapit-bahay, batiin ang kaaway. Pag
nadapa, bumangon lang, pag may tumawa, tawa lang. kung manalo di
Masaya(playing billiard). Kung matalo may next time pa. kung mahal mo, pakita
mo. Walang mawawala sayo. Ang pangarap (hanged to a cloud), wag bitawan.
Sige lang, (man on a jet Packed) subukan mo. Sama-sama. (guys on parachute)
Salu-salo. Buhay Coke, (fat guy playing drums) buksan mo. Sama-sama, salusalo. Buhay Coke. Buksan mo! (band playing)
Buhay Coke buksan mo
Coke Summer Saya

(People sitting in circle)
(sweating)
Girl1: haay! Ang init!
Boy1: Surprise !!!
People: Ha???
Boy1: dapat sulitin natin ang summer!
(drinks Coke, settings changed to inside of a train)
Girl1: pauso tayo!
(girls voice on background. Singing) (everyones dancing/partying)
Tuloy lang ang saya! Tuloy lang ang ligaya ! (settings changed into a beach)
Limutin na ang lungkot
Boy2: adventure tayo!
Limutin na ang inis. Bastat habang kasama niyo ako! Tuloy ang happiness. Tuloy
ang happiness!
Boy1: party tayo!
Umpisahan na ang best summer niyo! Go to
facebook.com/Presidentforhappiness
100 taon Coca-Cola tuloy ang happiness
COKE LANG SYEMPRE
Bangkok
(Man snapped and make a C symbol)
Man: Coke
New York
Paris
Tokyo
Manila
(man snapped and make a C symbol)
Man: Coke! Dude ano sayo?
(man smiled and formed a smiley symbol and everyone stopped)
(made his smiley symbol into a C symbol)
Man2: Coke lang syempre!
(everyone came back to life and continues to party.)
Magsmile sa buhay, magCoke lang syempre!

Thesis Done

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Thesis Done

Загружено:

Авторское право:

Доступные форматы

P O LY T E C H N I C U N I V E R S I T Y O F T H E P H I L I P P I N E S

A CORPUS-BASED ANALYSIS OF THE PERSUASIVE FUNCTION

Communication may happen verbally or nonverbally. According to Van Hook (in

Background of the Study

advertisements, particularly television Commercials is a great way on how they

involvement of arguing with others makes it more effective because people

Community) your job then is to provide details to make it convincing.

Ecological Model of Communication by Davis Foulger (2004)

describes the relationships of the variables in the model.

of consuming other peoples messages.

a function of their communication.

would like to say.

Coca-Cola Brrr by Moymoy Palaboy

based on the data

features and extra

A Schematic table of the Research Procedure

Characterization of the verbal aspects of the 12 commercials in order to

persuade their audiences.

1. Verbal aspects of the Coca-Cola advertisements

Duration of the video

The setting of this commercial is inside the school premises.

All the pictures above delineates a series of movements, first picture

First picture shows a group of bystanders-bored and suffering aridity due

The setting of this commercial is in the street.

Coca-cola emphasizes the importance of giving in this commercial. The

Giving someone without expecting something in return will make you

The setting of this video is in a party.

Using C symbols to represent its brand as Coca-cola and U symbols as a

This commercial of Coca-Cola is set in a sari-sari store and is in

The picture above shows a unanimous facial expression. It shows smiling,

The facial expression is also unanimous. It shows both smiling and

The setting is along the streets. This commercial is released during

The setting of the commercial is in a sari-sari store which is popular in the

The facial expression shown in the commercial is smiling. It simply implies

Coca-Cola featuring Sandwich

Expression of the young lady shown in the commercial seems to be a

Verbal aspects of the 12 television commercials of Coca-Cola

Dadalhin ang ligaya

Ako ang magbubukas

Ako ang gumagawa

bubuksan ang ligaya.

Kung san mas masaya

Doon lagi ako magpupunta

Ako ang magbibigay

Para sa sakto ang baon,

Para sasakto ang baon,

Para sa iba't-ibang uhaw,

Para sa I love you, 'nay,

Para sa happiness ng bawat

Para sa bawa't araw na

Coca-cola sino ang napasaya mo today

In a sari-sari store, everyone seems excited because Julia, Joseph and

Coke Summer Saya

Вам также может понравиться