Effects of Incorrect Use of English Language in TV Comercials

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COLLEGE OF EDUCATION AND LIBERAL ARTS
ABSTRACT
GOZARIN, NICO A., LAKINDANUM, LYKA R., LLORENTE, RODELLE C., and
RENDON, JEANNELYN MAE D. Adamson University, College of Education and
Liberal Arts, Department of Communication, March 2014. The Effects of Incorrect Use
of English Language in Philippine Television Commercials on the Language
Proficiency of Filipino Teenagers. Adviser: Prof. Glenn Irwin C. Reynon.
This study determined the effects of incorrect use of English language in Philippine
television commercials on the English language proficiency of Filipino teenagers.
It aimed to: 1) To determine the effects of incorrect use of English language in
Philippine television commercials on Filipino teenagers English language proficiency; 2)
To identify the incorrect practice of English language in Philippine television
commercials.; and 3) To acquaint teenagers on Philippine television commercials
incorrect use of English language.
The study used quantitative research method. Quantitative because researchers
conducted surveys to determine the television viewership pattern, how familiar people are
in Philippine television commercials that have incorrect use of English language and its
effects to the English language proficiency of the audience specifically Filipino
teenagers. The researchers prepared a questionnaire in line to the surveys. The research
methodologies employed is the quantitative approach.
DEPARTMENT OF COMMUNICATION 1
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The researchers formulate a survey questionnaire for chosen respondents as their
primary data gathering tool. Questions were created through various researches online and
walk in research on libraries. The researchers gathered data by conducting a survey on
chosen high school students of the Basic Education Department at Adamson University.
Thus, these researches helped them plan questions for the data gathering.
Results showed that majority of the respondents frequently watch television. In this
line of argument, the researchers found it very evident that the youth of today has been
influenced a lot by media. The way they act, think and even say words are of much
influence from the programs they watch on television. That is of course the result of the
time they spend in front of the television than being busy studying or doing household
chores.
In terms of the familiarity in Philippine Television Commercials, along with
watching television shows, the majority of the respondents tend to watch commercials as
well. We gave example of commercials and most of them said that they are familiar with
those commercials. Thus, the commercials in the television nowadays are very effective in
getting the attention of the mass especially the students. They apply impact in their
commercials like jargons so that people will remember their commercial and product.
Incorrect use of the language plays a big part because it is no doubt that being
creative means having to bend, twist and distort not just images but the language itself. But
in one way or another, the commercials try to achieve its purpose, it provides
information about the product they are selling and sometimes injects moral lessons as part
of their marketing strategy so that even if the people are in their homes, the consumers will
still have a chance to know what is in the market today.
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According to our data gathered, we asked the respondents if they apply in their
conversation the phrases from the commercials they have seen and heard. More than a half
of the respondents or fifty-two percent (52%) agreed that they adapt the words/ phrase or
statement of a television commercial and use it in a daily conversation, while forty-two
percent (42%) said they do not.
In conclusion, the teenagers are frequently watch television. One way or another it
suggests that television commercials can easily be influence the way they think, act and
even in saying words. Seventy-nine percent (79%) of the respondents age 12-17 indicated
watching television very often. Teenagers got familiar with the television commercials
inserted between the gaps of the shows they are watching. Thus, commercials are very
effective in getting the attention of the mass audience especially teenagers. Teenagers are
influenced by television commercials and adapt it. More likely, teenagers used the words
or phrase they have watched in a TV commercials using Taglish (Tagalog-English) in a
normal conversation.
Recommending that advertisers should be careful in producing a particular
television commercial. It must have good values, no shortcuts, misspelled words, etc.
because if it has, it can greatly affect the viewers especially teenagers. Then, parents have
an important role in the lives of their children. In watching television, they have to guide
them so that if the latter have questions regarding the programs or commercials, the
former can answer it whether it is right or wrong. Last, the viewers especially the
respondents of this study who are teenagers should be aware of those television
commercials which have incorrect use of English language. They have to analyze what
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they are watching on television, if it is right or wrong. They must also understand that not
all television commercials are good influence in their lives.
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Acknowledgement
For the making and completion of this thesis the researchers would like to gratify
the following:
God Almighty, for his guidance, provision blessings and intellect to the researchers
in the conduct of the study.
The research would not be possible without the help of the following participants:
Dr. Neliza Casela, (PAKILAGAY NG NAMES NUNG TATLONG TEACHER SA BED)
and the high school students of the Adamson University Basic Education.
The researchers classmates especially the AMC Block 403 for helping and
contributing some information needed in the research.
To Mr. Apolinar Amador for accommodating the researchers during their
overnights.
Prof. Glenn Irwin Reynon, the adviser, for his continuous and undying support and
guidance and for his effort to impart his knowledge and expertise to the researchers from
the very beginning until the end.
And for the researchers respective family and guardians for all the love and support
given to them during those hard days of their research; emotionally and financially.
Thank you very much!
Dedication
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The researchers heartily dedicate this humble work to their families who despite
of many problems are still there to support and help.
And most especially, this research is for God who standby the researchers side all
the time.
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Table of Contents
Abstract i
Acknowledgement ii
Dedication iii
1.1 The Problem and Its Background 9
1.1 Introduction 9
1.2 Theoretical Framework 11
1.3 Conceptual Framework 13
1.4 The Problem and Objectives
1.4.1 Statement of the Problem 14
1.4.2 General Objective 14
1.4.3 Specific Objectives 14
1.5 Scope and Delimitation 16
1.6 Significance of the Study 17
1.7 Definition of Terms 19
1.2 Review of Literature 20
2.1 Research Literature 20
2.1.1 Television Commercials and Interpersonal Influences on Teenagers 20
2.1.2 Popular Television Commercials on Teenagers 21
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2.1.3 Advertising Repetition 22
2.1.4 Pester Power 23
2.1.5 Interactive Media 23
2.1.6 Media Literacy 24
2.1.7 Age, Media Literacy and Influence of Advertising 26
2.1.8 Television Commercials/ Advertising 32
2.1.9 Teenagers 32
2.1.10 Teens are watching more TV, not less, report says 34
1.3 Methodology 37
3.1 Research Design 37
3.2 Research Locus 37
3.3 Sample/Selection 38
3.4 Data Gathering Instrument 39
1.4 Results and Discussions 40
1.5 Summary, Conclusions, Implications and Recommendations 59
5.1 Summary Findings 59
5.2 Conclusion 64
5.3 Implications 65
5.4 Recommendations 66
5.5 Appendices 68
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Chapter 1
The Problem and Its Background
1.1 Introduction
This study addresses the effects of incorrect use of English language in Philippine
television commercials on the language proficiency of Filipino teenagers. According to Joe
Flint of Los Angeles Times, teens spend their time staring at small screens but still it is
television screen that gets most of their attention. Consumption of television by teens has
stubbornly continued to grow, even as new devices have permeated their lives, a Sanford
C. Bernstein analyst says in 'Why the Internet Won't Kill TV.' Watching television is not
bad because it is for entertainment but some contents of it somewhat influence the life of
the audience particularly teenagers. There are so many commercials on Philippine
television but do all of them use correct English language?
Advertisers in the Philippines use different kinds of language in their television
commercials such as Tagalog, English, Taglish, Enggalog, etc. Do these have good effects
on the audience specifically teenagers? It is fine if they use straight Tagalog or English but
it is a different thing if they use Taglish or Enggalog. This may cause Filipino teenagers
English language proficiency at risk.
Taglish, Enggalog, wrong spelling and grammar particularly in English on
Philippine television commercials can highly affect teenagers English language
proficiency. Commercials in Philippine television can persuade the audience through
creativity that leads to the mixing of English and Filipino language. Others will make it
wrong spelling or grammar for a change. It is a kind of strategy in order to have a brand
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recall. Teenagers may be able to acquire all these things and it is not healthy at all because
it can affect their English language proficiency.
Nowadays, TV commercials have great influence upon our daily lives, though
false or factitious or grossly exaggerated, advertisements are not liked by most of the
audience. Sixty-four percent of consumers believe television advertising still has the
greatest impact on them according to a survey published by YouGov and Deloitte (Jian-
quan Ouyang, Hua Nie, Min Zhang, Zezhouli, Yongzhou Li, 2011). Filipino teenagers
watch television because it serves as their entertainment. From there, they are exposed to
different kinds of television commercials in the Philippines. These television
advertisements have a huge impact in their daily lives especially in English language
learning.
Filipinos are educated in the proper use of English language. In relation to this, they
must determine what is right and what is wrong in the English language used in Philippine
television commercials.
The researchers can be a big help by addressing these incorrect usage of English
language in Philippine television commercials. It is important to know these mistakes
because people would all end up doing the same mistakes when they grow up if they do
not observe. In terms of the government, these events would serve as their guide to know
what our countrys stance when it comes to education (Esguerra, 2011).
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1.2 Theoretical Framework
Hypodermic Needle Theory
The theory defines a direct influence via mass media. The hypodermic needle theory
implied mass media had a direct, immediate and powerful effect on its audiences. The
theory suggests that the mass media could influence a very large group of people directly
and uniformly by shooting or injecting those with appropriate messages designed to trigger
a desired response (Katz and Lazarsfeld, 1955).
The hypodermic needle model suggests that media messages are injected straight
into a passive audience which is immediately influenced by the message. They express the
view that the media is a dangerous means of communicating an idea because the receiver
or audience is powerless to resist the impact of the message. There is no escape from the
effect of the message in these models. The population is seen as a sitting duck. People are
seen as passive and are seen as having a lot media material "shot" at them. People end up
thinking what they are told because there is no other source of information (Lazarsfeld,
Berelson and Gaudet; 1944, 1968).
Television is just so persuasive in the language used to deliver message to viewers.
For this reason, the language may be acquired by the viewer when repeatedly watched or
heard. This theory explains the direct, immediate and powerful effect of mass media
particularly television on viewers especially teenagers. If teenagers have watched
television commercials which have incorrect use of English language, they may be able to
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adapt it because according to this theory the media is a dangerous means of communicating
an idea because the receiver or audience is powerless to resist the impact of the message.
Therefore, there is a high percentage that teenagers could adapt the incorrect English
language found in television commercials for they are powerless to resist the impact of it.
The Hypodermic Needle Theory elucidates how television became a vital tool on its effect
and influence to the minds of teenagers.
Incorrect Use of
English Language
Television Teenagers
Commercials
Figure 1: Theoretical Framework Diagram
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1.3 Conceptual Framework
The researchers apply a framework that would show the direct effect of mass media
to the audience particularly the teenagers. Also, the primary variable in this framework is
the presence of incorrect use of English Language in Philippine television commercials
which can directly affect the audience. The researchers used the Hypodermic Needle
Theory because it best describes the direct effect of mass media/television to audience
specifically teenagers.
Teenagers who are

watching television
The presence of incorrect

use of English Language
in Philippine Television
Commercials
Its effects to the English

Language proficiency of
Filipino teenagers
Figure 2: Conceptual Framework Diagram
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1.4.1 Statement of the Problem
It has been a habit to anyone who has television to tune in to their favorite
shows most of the time, what they see on television are commercials and those
commercials really do countless efforts just to grab attention. They create a lot of
comical and nonsensical words and most of it have incorrect use of English
language that may help them get their specific market. When they do this, people
who watch it specifically teenagers tend to imitate what they hear or see on
television. Hence, the researchers sought to find the answer to the question: What
are the effects of incorrect use of English language in Philippine television
commercials on the English language proficiency of Filipino teenagers?
1.4.2 General Objective
Generally, the purpose of this study is to determine the effects of incorrect
use of English language in Philippine television commercials on the English
language proficiency of Filipino teenagers.
1.4.3 Specific Objectives
The study specifically aimed to:
1. To determine the effects of incorrect use of English language in Philippine
television commercials on Filipino teenagers English language proficiency.
2. To identify the incorrect practice of English language in Philippine
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3. To acquaint teenagers on Philippine television commercials incorrect use
of English language.
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1.5 Scope and Delimitation
This study focused on Philippine television commercials specifically those which
have incorrect use of English Language and the effects of it among high school students of
Adamson University and respective key informants. It also focused on how television
commercials influence the audience, the teenagers in particular. The researchers prudently
considered the factors that this study is apt to the high school student as the relevant subject
of this study.
The researchers decided to choose the high school students of Adamson University
ages 12-17 because they would be excellent representatives of private high school in Metro
Manila. Being in a private high school is not that difficult because the population is smaller
than in public high schools. So this means that if a student is in a private high school, he/she
has more time watching the television because he/she already knows his/her lessons well.
Unlike in public high schools, students must review their lessons everyday and they do not
have time watching television. Also, students in private high schools have television in
their respective houses.
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1.6 Significance of the Study
Television as one of medias most influencing medium of communication is very
vital in injecting messages to audience. English language in TV commercials maybe use
incorrectly and may affect the English proficiency of the audience specifically teenagers.
Hence, their message will not be delivered and received correctly by other people. Incorrect
use of English language induces a poor insight of an individual. They need to be more
conscious of the things that influence them especially through media. These mistakes can
influence a person and he/she maybe able to adapt it.
Most of the Filipinos are educated in using the correct usage of English language.
So, they must already know and identify what is right and what is wrong in the language
being used in Philippine television commercials. If they are exposed to television
commercials that have incorrect usage of English language, better correct it.
This study is for the Filipino teenagers to identify the incorrect practice of English
language present in Philippine television commercials for them to be more conscious of
what they watch. They will become aware of those incorrect languages and will never try
to adapt it in their daily lives. This will help them in improving their English language
proficiency.
This study will benefit the students for them to be aware of those incorrect use of
language in Philippine television commercials. This will also help them to become better
persons by correcting those things. English language proficiency is the key to express
confidently their thoughts and ideas verbally or even through writing. If they are proficient
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in English, then conversation using the language will not end up with confusions and
misunderstanding.
Advertisers will also be aware of what is the problem with regards to the language
used in their television commercials and its effects on the audience. Because the
consumption acts in viewing a television commercial can also be a stage in a process of
communication called decoding which may affect the audience mental strategies.
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1.7 Definition of Terms
Advertising Repetition effective frequent advertising message in product commercials.
Audience people who watch and observe certain things.
Interactive Media a multimedia system in which related items of information are
connected and can be presented together.
Interpersonal Influences direct societal force exerted on a person or group by another
person or group in the form of difficulty or pressure or promises of rewards or public
sanction.
Language is a way of human communication, it could be spoken or written. It consists
of the use of words in a structured and conventional way.
Media Literacy a choice of competencies that enable people to analyze, evaluate, and
create messages.
Philippine Television Commercials television commercials that are produced and aired
in the Philippines.
Pester Power capacity of children and teenagers in affecting their parents marketing
decisions.
Teenager an individual ages 13 to 19.
Television an electronic device used to transmit programs containing images, sounds and
videos to the audience.
Chapter II
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Review of Literature
2.1 Research Literature
2.1.1 Television Commercials and Interpersonal Influences on Teenagers
Previous research on the effects of communications has focused either on the
youth's consumer behavior and socialization or on second-order consequences. The first
type of research usually deals with the effects of interpersonal communication and
advertising on the youth's consumption-related cognitions, attitudes, and behaviors (e.g.,
Adler 1977). The second deals with subsequent effects of these communications on others
and their behaviors. For example, research has examined the effects of advertising on the
child's product requests from parents and parental yielding as a result of these requests
(Adler 1977; Henderson et al. 1980; Ward and Wackman 1972). Considerably less
attention has been devoted to the examination of second-order consequences of commercial
communications on family decision making. The limited research on the effects of second-
order consequences of commercial communications focuses on the outcomes of parental
denial (e.g., parent-child conflict, child's disappointment) rather than on family decision-
making processes.
Although critics charge advertising with creating "selling agents" within the home
by persuading the child to request products s/he sees advertised, little evidence exists to
support the contention that such second-order influence extends to household consumer
decisions. Studies of household decision making are usually confined to spousal influence
(e.g., Kollat and Blackwell 1983). Although some studies have investigated the influence
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of children in household decisions (e.g., Szybillo et al. 1977), such influence has not been
investigated as a second-order consequence of the child's exposure to persuasive
communications and other influences outside the home. Studies of advertising effects on
the child's requests and parental yielding, on the other hand, are mostly confined to
products consumed by the child rather than products consumed by the entire family (e.g.,
Henderson et al. 1980; Ward and Wackman 1972).
2.1.2 Popular Television Commercials on Teenagers
Televised portrayals of variables that are related to educational and occupational
aspirations and educational motivation have the potential to influence viewers' attitudes,
expectations, and behaviors in these domains. In order to test this premise, a study assessed
messages about these variables and about drug use in the prime-time television programs
on ABC, CBS, and NBC most popular with children (aged 6-11) and teenagers (12-17) in
the United States. Fifty-one programs for children and teens, selected on the basis of
Nielsen ratings of the top 20 prime-time programs in November 1985 and November 1986,
were analyzed with a mixture of quantitative and qualitative content analysis and elements
of audience research. Results showed programs can be placed in two categories: (1)
programs in which the producers seemed to be making a conscious effort to include some
content of special interest to, and with potential benefit for, children and teens, including,
but not limited to, messages concerning educational and
vocational motivations and aspirations and achievement; and (2) programs in which there
is little if any focus on learning in the broad sense or education in the narrow sense.
Programs in both categories have considerable sex stereotyping, contain little information
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about occupations and schools, and focus on middle and upper socio-economic status and
materialism. (Williams, TannisMacBeth, 1988)
2.1.3 Advertising Repetition
Research on effects of repetition on childrens understanding of advertising
directed to them is equivocal and has not been substantively updated since the 1970s, with
most of it conducted over 25 years ago in the United States. Early research demonstrated
that children apply relatively low levels of attention to television advertisements,
suggesting that the necessary antecedent to an effect of advertising watching the
commercial is not always present. Further, memory of products advertised tends to be poor
among children, indicating that repeated exposures are necessary to communicate
advertising messages to children. Recent research has shown that recall of information can
be high for children with just one exposure and that additional exposure to advertisements
increases comprehension. Repetition appears to be necessary to communicate an
advertising message to children and may be necessary for children to obtain all the
information they need to recall and understand the content in an advertisement. As to the
effect of repetition on preferences and behaviour, early researchers argued that repetition
improves recall accuracy and may affect attitudes and preferences but does not affect
planned behavior.
2.1.4 Pester Power
Children who are exposed to television advertising are exposed to new ideas about
products that interest them. Findings about pester power are often made in the context of
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the broader marketing mix, thus conclusions about the effect of television advertising
specifically on pester power are not necessarily able to be drawn. Nevertheless, a fairly
clear associative, but not causal, link between television advertising and pester power is
indicated. Pester power appears to be enhanced when advertising is part of a larger
marketing mix, including in-store displays and labelling, and has the potential to interact
with the use of characters and premium appeals.
2.1.5 Interactive Media
There is an increasing range of media channels available to children today, with
interactivity, including advertising and marketing in new media venues, having the
potential to blur the distinction between commercial and non-commercial content. A
review of industry activity indicates that advertisers are using interactive media, such as
internet games on food product websites, to appeal to children. Children tend to be
receptive to new technology in a way that older generations may not be, so it is reasonable
to expect advertisers to develop campaigns for new media and to measure their
effectiveness. However, as distinct from childrens sophistication in adopting and using
new media, studies indicate that their cognitive capacity to process advertising messages
remains unchanged in the new media environment. Given the apparent popularity of
interactive websites for children, childrens sophistication with new
technology and the goal-directed and initiative-based approach of interactive media
audiences, interactive marketing in new media environments may be highly effective. On
the other hand, interactive media may also be used effectively for non-commercial
purposes (education and information) with children as well as for commercial purposes.
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2.1.6 Media Literacy
Media literacy education includes a range of formal and informal lessons designed
to help audiences understand both the techniques used by media producers to create media
messages, including television advertising, and the intent of those messages to inform,
entertain and persuade. Research shows that, where schools implement media literacy
curriculum, this has a modest effect in equipping children with skills to understand
commercial messages. However, additional support from parents and other members of the
community is generally needed if media literacy is to have a greater effect. While parents,
in particular, appear to be influential in demonstrating appropriate media habits and
demonstrating more robust understanding of media functions, it appears that they require
media literacy to be able to assist their children. Furthermore, one study suggests that
formal media literacy may be more useful for challenged learners, but that children who
are more capable will gain little additional benefit. This corresponds with the findings of
cognitive development research which indicates that, compared with cognitive
development, media literacy has only a limited effect on childrens understanding of
commercial messages in the media. Including television advertising,
and the intent of those messages to inform, entertain and persuade.
Research shows that, where schools implement media literacy curriculum, this has
a modest effect in equipping children with skills to understand commercial messages.
However, additional support from parents and other members of the community is
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generally needed if media literacy is to have a greater effect. While parents, in particular,
appear to be influential in demonstrating appropriate media habits and demonstrating more
robust understanding of media functions, it appears that they require media literacy to be
able to assist their children. Furthermore, one study suggests that formal media literacy
may be more useful for challenged learners, but that children who are more capable will
gain little additional benefit. This corresponds with the findings of cognitive development
research which indicates that, compared with cognitive development, media literacy has
only a limited effect on childrens understanding of commercial messages in the media.
The formal operational stage formulates into adulthood by allowing young people to
function cognitively much like adults, for example, to think abstractly and make inferences;
to think in terms of probabilities and grades rather than absolutes; and to begin processing
information on everything from morality to sexuality and social conditions. The
implications for the role of television advertising at this stage are similar to those for adult
viewers. In the period between ages 11 and 14, older children and younger adolescents
demonstrate higher levels of cognitive processing and these, more than the assistance of
training or the intervention of others, contribute to higher order understanding of the role
and function of advertising messages (Robertson & Rossiter, 1974). For example, the
specific tactics and techniques used by professional
communicators are better understood and this is combined with more sophisticated
scepticism and thinking about the role of advertising in contemporary society (Boush,
Friestad, and Rose, 1994).
Children in the formal operational stage may not always detect persuasive intent in
advertising. A longitudinal qualitative study of the formal features used in advertisements
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(such as repetition, testimonials, music and imagery) and childrens understanding of
advertisements, indicated that many students missed the intent and sponsor behind many
messages (Fox, 1995). Of 150 students in grades six to 12, only five said they recognized.
Commercial source or business behind a Pepsi soft drink commercial that Pepsi had
stylistically designed to look like a public service announcement (Fox, 1995). The
implication of this research is that even though cognitive development predicts
understanding about the intent of advertising and the formal features commonly used to
convey it, commercial designers and producers may use other tactics that confuse or
challenge the growing sophistication of older children and adolescents.
2.1.7 Age, Media Literacy and Influence of Advertising
The age-related development of higher levels of understanding of the function of
advertising and ability to think critically about its intent and appeals has lead to the policy
conclusion that younger children are necessarily more influenced by advertising than are
older children.
Studies such as Brucks, Armstrong and Goldberg (1988) and Fox (1995) support
the view that development by older children of cognitive defences to advertising does not
mean they are not influenced by advertising. Early research on the content of television
advertising directed to children indicated that language in advertising, while used to
promote products, may be purposefully constructed to confuse younger children at lower
levels of cognitive development (Bloome and Ripich, 1979). More recently, Livingstone
and Helsper (2004) reviewed research on the formal features of television advertisements
directed to children. They noted that different age groups responded to different formal
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stimuli in commercials. For example, colours and characters tended to attract and affect
younger children, and message text attracted older children. This research indicates that
advertising may be created Television advertising.
Advertisements may lead to misconceptions among children about the nutritional
value of certain foods. An early study found that children who view advertising tend to
make erroneous claims about the nutritional values of different foods (Ross, Campbell,
Huston Stein & Wright, 1981). An analysis of childrens television programming in the US
revealed that 49 per cent of food advertisements had implicit messages that the food was
nutritious or healthy (Kotz and Story, 1994).
A later US cultivation analysis confirmed a strong presence of advertisements for
sugared foods and examined the effects of the advertisements on childrens nutritional
awareness (Signorielli and Staples, 1997). It established a relationship in a survey study
between the amount of television viewed and a preference for unhealthy foods. The authors
argued that children learn acceptable behavior through watching television and the obesity-
promoting theme of television continues to be prevalent in advertisements and accepted by
viewers, particularly children. Consequently, children can become confused and consider
unhealthy foods to actually be healthy.
Early studies cited in the Hastings review (Gorn and Goldberg, 1982; Gorn and
Goldberg 1980b, as cited in Hastings et al., 2003) were reported as finding that exposure
to either confectionery advertisements, fruit advertisements or dietary public service
announcements had no impact, either positive or negative, on childrens attitudes towards
snack food consumption (p. 17). However, other early studies demonstrated correlational
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relationships between advertising exposure and reduced inhibitions for eating HFSS foods
(Dawson, Jeffrey & Walsh, 1988).
Borzekowski and Robinson (2001, cited in Hastings et al., 2003) conducted a
randomised control trial with preschoolers of two to six years of age. Children viewed a
popular cartoon either with or without embedded advertisements. Children were
subsequently asked to identify their preference for similar pairs of food products, one of
which appeared in the advertisement. It was found that children who were exposed to the
advertisements were more likely to choose the advertised product than those who were not
exposed to the advertisements. It took only one or two exposures to the 10 to 30 second
advertisement to influence the childrens preferences. The greatest preference differences
were for products that had two advertisements rather than one.
The Hastings review reported that the Norton study (Norton et al., 2000, as cited in
Hastings et al., 2003) found that television advertising was significantly associated with
preferences for a small number of foods, and that this occurred independently of other
motivational factors influencing food preferences but that [i]t was not possible,
from the results presented, to judge the strength of influence of advertising relative to the
other influences examined (p. 18). As the Norton study suggests, factors other than
television advertising influence childrens food preferences. Young (2003b)
identified a number of cultural influences on childrens food preferences besides television
advertisements and argued that children have their food preferences set before they are able
to understand the content and motivation behind food advertising. Thus, non-media social
influence on food habits, as well as the early influence of family and friends who determine
the products young children will consume, is more direct causal factors of obesity (2003a).
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Australian Communications and Media Authority 35 Television Advertising to
Children
As to the influence of food advertising on childrens behaviour, one early US
experiment demonstrated that healthy food commercials over a four-week period increased
childrens selections of healthy foods, but only when accompanied by the positive
comments of adults in conjunction with the advertising message (Galst, 1980). A later
correlational study found that children tend to request food they remembered from
advertisements. Hitchings and Moynihan (1998) asked children to recall as many food
advertisements as possible, and those results were correlated with their purchase requests
and food consumption. Out of the 10 most commonly remembered food advertisements,
four were also among the 10 most commonly requested food products.
As to actual consumption behaviour, research is equivocal. In concluding that
there is modest evidence of an effect of food promotion on consumption behaviour,
Hastings et al. (2003) stated that effects were sometimes inconsistent and were not found
in all the studies, but were found in sufficient studies to suggest that food promotion can,
in some contexts, influence childrens food consumption behaviour (p. 16). The Hastings
review presents two sets of studies, which found that exposure to television advertisements
had a significant effect on childrens consumption behaviour (Gorn & Goldberg 1982/Gorn
& Goldberg, 1980b; Jeffrey et al., 1982 Study 2/Fox 1981, as cited in Hastings et al., 2003)
and three studies that found small associations of varying degrees of strength between
exposure to television advertising (as measured by television viewing) and frequency of
snacking or consumption of specific foods (Atkin, 1975b; Ritchey & Olson, 1983; Bolton,
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1983, as cited in Hastings et al., 2003). A further two studies found that no effect could be
concluded (Dawson et al., 1988; Jeffrey et al., 1982 Study 1, as cited in Hastings et al.,
2003) and a further four studies produced results that were inconclusive (Galst, 1980;
Peterson et al., 1984; Cantor, 1981; Gorn & Goldberg, 1980a, as cited in Hastings et al.,
2003). An American study by Bolton (1983, as cited in Hastings et al., 2003) identified in
the Hastings review as strong is reported to have found that food advertising exposure had
a small but significant impact on childrens snacking frequency, nutrient efficiency, and,
indirectly, calorific intake and that [t]he effect occurred independently of parental
snacking frequency, childs age, parental diet supervision and childs missed meals (p.
17.). The Hastings review noted that [f]ood advertising exposure would seem to explain
less the variance in childrens snacking
frequency than parents snacking frequency (p. 17).25 As to television advertising and
obesity, an international comparative ecological study (Lobstein & Dibb, 2005) found a
statistically significant association, but not a causal connection, between the proportion of
children overweight and the numbers of advertisements per hour on childrens television
(r = 0.81, P < 0.005). They also found a weaker, negative association between the
proportion of children overweight and the number of advertisements encouraging healthier
diets (r = -0.56, P < 0.10). This study used US, European and Australian demographic
evidence to correlate the number of television advertisements per hour of childrens
television with the proportion of the child population documented as overweight (the study
did not measure the degree of exposure to television). The authors stated that although the
size of the correlation coefficients implies that advertising could explain up to half of the
variation between the different countries overweight prevalence figures, considerable
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variation is not accounted for, and it leaves base levels unexplained. It noted that even in
countries with low levels of obesogenic television advertising, levels of overweight are
higher than they were one to two decades earlier, indicating that additional factors must
also bear responsibility. 25 See also Livingstone &Helsper, 2004 p. 23; Ofcom, 2006,
Annex 9, p. 13.
Australian Communications and Media Authority 36 Television Advertising to
Children
A literature review on the effects of commercial television on child health in the
US (Bar-on, 2000) reviewed research for pro- and anti-social behaviours with a particular
focus on eating. According to the qualitative review, the author found evidence from
content analyses that frequent references were made to food or the consumption of food on
both commercials and programs, leading Bar-on to examine correlational and clinical
research that indicated an association between exposure to television advertising and
childrens health. This is consistent with correlational research by Halford and colleagues
(Halford, Gillespie, Brown, Pontin & Dovey, 2004) who found that obese children were
more likely than lean and overweight children in the US to recognise food commercials
generally. They found no difference among the children of these three weight groups on
non-food television advertisements they recognized.
2.1.8 Television Commercials/ Advertising
Television advertising effects are often assessed either at the individual level or at
the interpersonal or group level. With respect to the first type, one finds studies of TV
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advertising effects on perception, attitudes, and actual behavior of the viewer. TV
advertising effects have also been studied in terms of how they may affect the behavior of
individuals other than those exposed to advertisements. For example, research has
examined television advertising effects in a two-step flow of communication/influence;
and more recently, research on children and adolescents examined children's influence
attempts as well as parental mediating role of television advertising (e.g., Adler 1977;
Moschis and Moore 1982).
2.1.9 Teenagers
Previous research on the effects of communications has focused either on the
youth's consumer behavior and socialization or on second-order consequences. The first
type of research usually deals with the effects of interpersonal communication and
advertising on the youth's consumption-related cognitions, attitudes, and behaviors (e.g.,
Adler 1977).
When consumer behavior of the youth is approached from a socialization
perspective, the emphasis is placed upon sources of consumer information- often known
as "socialization agents" influencing the development of the individual's values, norms,
and behaviors. Such development or learning often occurs in various social settings defined
by the person's socio-demographic environment. (Advances in Consumer Research
Volume 13, 1986)
Teenage is the most vital and delicate stage of human life. During teenage
youngsters try to follow new fashion, culture and style which is being presented in different
programs and advertisements on television. They have strong urge and inclination to adopt
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something new and extra ordinary different from their surroundings. (Bulgarian Journal of
Science and Education Policy (BJSEP), Volume7, Number 1, 2013) Now, even the
language that TV commercials used are easily adopt by the teenagers.
A Recent study by (Pediatrics, 2011) states that Children and adolescents view
400 00 advertisements per year on TV alone. This is happening despite the fact that there
is a law that limits advertising on childrens programming to 10.5 minutes per hour on
weekends and 12 minutes per hour during weekdays. However, much of childrens viewing
occurs during prime time, which features nearly 16 minutes per hour of advertising.
The mental impacts of these advertisements on television on teens are often split
into an individual level and a group level (Friedkin, 1998). The mental impact effects on
the individual level are the influence mainly practiced on parents and teens communication
and influence amongst each other about products or services. However, the mental effects
on the group level are perception, attitude and actual behavior of the viewer (Moschis &
Mitchell, 1986).
2.1.10 Teens are watching more TV, not less, report says
'Consumption of television by teens has stubbornly continued to grow, even as new
devices have permeated their lives,' a Sanford C. Bernstein analyst says in 'Why the Internet
Won't Kill TV.'
The perception of today's teenagers is that of antsy kids bouncing back and forth
between their computer screens and cellphones as they update their Facebook statuses and
look at videos on Hulu and YouTube while texting their friends. (Flint, 2012)
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The reality is that for all the time teens spend staring at small screens, it's still the
television screen that gets most of their attention. (Flint, 2012)
"There is a popularized notion of the typical teenager constantly digitally
connected.... In fact, teens consume the vast, vast majority of their video content via
traditional television," according to Sanford C. Bernstein & Co. senior analyst Todd
Juenger in a new report titled "Why the Internet Won't Kill TV."
Juenger, who follows traditional media companies including CBS and Time
Warner, scrutinized data from Nielsen to show that "consumption of television by teens
has stubbornly continued to grow, even as new devices have permeated their lives."
Currently, teens watch almost four hours of television a day. Although that is about
two hours less than most adults, it is up from the roughly three hours they spent in front of
the television in 2004. Adults have always watched more television than teens even
though it is generally assumed that kids, not their hard-working parents, are wasting their
time in front of the boob tube. (Flint, 2012)
This is not to say that teens are not embracing new platforms, but rather that those
platforms are in addition to television. Teens on average watch only three minutes of video
a day via computer or cellphone, which is less than 3% of their overall video consumption.
(Flint, 2012)
Advertisers spend about $60 billion a year on television. There is concern inside
the TV industry that, as consumers migrate to new media, the commercial dollars will
follow. But Juenger noted that, while newspapers have certainly taken a hit from the
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Internet in terms of both advertising and circulation, television viewing has not. (Flint,
2012)
Teen viewing habits are a concern because networks and advertisers need to
establish a relationship with consumers early. Research shows that as people grow older
they watch more television. But there is concern that the emergence of new platforms
will lead to a dramatic shift in consumption down the road. (Flint, 2012)
The new research suggests that's not happening. Teen TV viewing is increasing at
the rate of 2.5% a year. (Flint, 2012)
"So far teens are following historical patterns, and in fact, their usage of traditional
TV is increasing," Juenger said.
Juenger said that even if there were indications of teens taking their eyes off the
television, it would take at least two decades "before it significantly impacts the size of
valuable TV audiences for advertisers."
As for why there is a perception of teens spending less time in front of the
television, Juenger blames self-reported surveys.
"It feels cool and hip to be doing the new thing," he said in an interview. "People
would probably be embarrassed to admit they watch four hours of television a day." (Flint,
2012)
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Chapter III
Methodology
3.1 Research Design
The study employed the descriptive research design using a survey among high
school students of Adamson University as correspondents. The researchers prepared a
questionnaire in line to the surveys. The research methodologies employed is the
quantitative approach. Quantitative because researchers conducted surveys to determine
the television viewership pattern, how familiar people are in Philippine television
commercials that have incorrect use of English language and its effects to the English
language proficiency of the audience specifically Filipino teenagers.
3.2 Research Locus
The researchers conducted the survey in the high school building of Adamson
University located at 900 San Marcelino Street, Ermita, Manila. The Basic Education
Department of Adamson University recently celebrated its thirty years. The researchers
picked random high school students who take the survey as key informants of the research.
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3.3 Sample/Selection
The researchers used a non-probability sampling method particularly, the cluster
sampling technique. Non-probability because the researchers are currently connected to the
chosen institution and selected the Adamson University- Basic Education Department high
school students as their respondents. Cluster because the respondents were selected from
all year level of the Basic Education Department (High School Department). The
researchers conducted an assessment on the whole population of the high school students
at Adamson University, they received a response from its principal and administrative
staffs an estimated populace of 1147 high school students. The respondents represented
30% of the high school enrollees.
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3.4 Data Gathering Instrument
The researchers formulate a survey questionnaire for chosen respondents for their
primary data gathering tools. Questions were created through various researches online and
walk in research on libraries. The researchers went to the Adamson University LM Library
to search for possible articles and related literatures for the given research. Thus, these
researches helped them plan questions for the data gathering.
The research instruments will be given to the respondents particularly high school
students of Adamson University. The researchers gathered data by conducting a survey on
chosen high school students of the Basic Education Department at Adamson University.
Moreover, the researchers went to the Adamson University LM Library and online research
at EBSCO to formulate a survey questionnaire.
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Chapter IV
Results and Discussions
This chapter discusses the results of the survey done and the researchers analysis
and interpretations on the data gathered and information collected as well as their
implications. Furthermore, this portion shows how the researchers were able to meet both
the general and specific objectives of their study.
A. Survey Results
I. Profile of Respondents
The researchers choose 350 respondents among high school students of Adamson
University Basic Education Department. The age bracket of the following respondents
ranges from 12 to 17 years of age. The respondents were more on males than females as
seen in the demographics found in the last page of the survey questionnaire.
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II. TV Viewership Patterns
Viewing Habits
Table 1 illustrates that 99 percent of the total number of respondents watch
television and only one percent (1%) of the respondents does not. This is probably because
television is considered as one of the most powerful medium it terms of disseminating
information to the audience, especially among teenagers.
Table 1. Respondents Viewing Habit (n=350)
YEAR
LEVELS
Total
RESPONSE 1st Yr. 2nd Yr. 3rd Yr. 4th Yr.
(n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
Yes 87 100 85 98 86 99 87 100 345 99
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No 3 2 2 1 5 1
Frequency of Viewing
More than one-third, 79% of the respondents indicated watching TV very often,
13% mentioned seldom and only eight percent said not often. It can be observed in
the data that there is a high percentage of TV viewership among the respondents.
Table 2. Respondents Frequency of TV viewing (n=350)
YEAR
LEVELS
1st Yr. 2nd Yr. 3rd Yr. 4th Yr. Total
ITEM (n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
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Very often (5 to
7 67 77 78 89 72 82 59 68 276 79
days a week)
Seldom (3 to 4 14 16 6 7 10 11 15 17. 45 13
days a week)
Not often (1 to 2 6 7 4 4 6 7 13 15 29 8
days a week)
III. Familiarity of TV Commercials
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Respondents Familiarity in Philippine Television Commercials
Eighty two percent of the respondents were familiar of the Downy Rub-ada-
bango commercial, 75% on Head and Shoulders Paglambing na Di Awkward (PDA)
commercial, 63% on LBC Spell Remittance commercial, 88% on Macdonalds Love
ko to commercial, and 54% on Vitamilk Soymilk: Fills Good and Nourishes Even
Better commercial.
Table 3. Respondents Familiarity in some Philippine Television Commercials
(n=350)
YEAR
LEVELS
ITEM (n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
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Downy
Rub-ada-bango 65 75 81 92 79 90 61 70 286 82
Head and
Shoulders
Paglambingna
Di Awkward
(PDA) 72 83 62 70 67 76 63 72 264 75
LBC
Spell
Remittance 47 54 56 64 59 67 60 69 222 63
McDonalds 76 87 78 89 81 92 72 83 307 88
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Love ko to"
Vitamilk
Soymilk:
Fills Good and
Nourishes Even
Better 54 62 47 53 39 44 49 56 189 54
Most Watched TV Commercials
There are 350 respondents on this research. Most of the respondents watch
television in noontime and in the evening. The programs that they watch during weekdays
are Eat Bulaga, Showtime, Carmela, Rhodora X, Got to Believe, Honesto, 24 oras, TV
Patrol, PBA and Bubble Gang (every Firiday only). During weekends, they watch Celebrity
Bluff, Kapuso Mo Jessica Soho, Pepito Manaloto, Gandang Gabi Vice and ASAP. This
means that those television commercials which are aired during the airtime of the programs
above are the most watched TV commercials.
Reasons for watching TV Commercials
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Most of the respondents watch TV Commercials on a certain time in television
programs because of the following reasons:
To gain information from the advertisement they watch, particularly the products
being endorsed.
To be confer and inform viewers the dos and donts of a certain product.
To be conscious or aware of the products uses and effects.
To get information from these TV commercials that are beneficial to all different
product users and to know information that could harm an individual.
To be entertained most of the time by the taglines, jingles and even product layout
and sometimes to kill time.
Based on their reasons, we can imply that television commercials by the use of television
to remain be one of the most influential mediums of communication.
Incorrect use of English Language in Philippine Television Commercials
Aside from Philippine television commercials above that have incorrect use of
English language, some respondents gave other TV commercials that also have this kind
of problem. These are Ariel Proudly Kuripot, Chippy Can I make hingi?, Palmolive
Touch Lambing Soft Skin, Rejoice Habang hair, and Globe Go lang ng go.
IV. Influence of TV Commercials
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Influence of Television Commercials
Fifty three percent of the respondents are said to be influenced by the television
commercial of Downy Rub-ada-bango, 56% on Head and Shoulders Paglambing na Di
Awkward (PDA), 44% on LBC Spell Remittance, 67% on McDonalds Love ko to
and 47% on Vitamilk Soymilk: Fills Good and Nourishes Even Better commercial.
The respondents are most influenced by the television commercial of McDonalds Love
ko to.
Table 4. Influence of Television Commercials (n=350)
YEAR
LEVELS
ITEM (n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
Downy 59 68 51 58 41 47 34 39 185 53
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Rub-ada-bango
Head and
Shoulders
Paglambingna
Di Awkward
(PDA) 47 54 55 62 50 57 45 52 197 56
LBC
Spell
Remittance 31 36 43 49 45 51 36 41 155 44
McDonalds
Love ko to" 53 61 67 76 64 72 52 60 236 67
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Vitamilk
Soymilk:
Fills Good and
Nourishes Even
Better 38 44 50 57 43 49 26 30 157 45
Other Philippine television commercials that influence the respondents of this study
are: McDonalds Kumusta crush mo?, Palmolive Magaan ang feeling, Globe Go lang
ng go, Rejoice Haba ng hair, etc.
V. Adapting something from TV Commercials
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Adapting a word/phrase/statement of a TV Commercial
More than a half of the respondents agreed that they adapt the word/ phrase/
statement of a television commercial and use it in a daily conversation, while 42% said
they do not.
Table 5. Adapting a word/phrase/statement of a TV Commercial (n=350)
YEAR
LEVELS
Total
(n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
Yes 47 54 61 69 53 60 42 48 203 58
No 40 46 27 31 35 40 45 52 147 42
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Most of the Philippine television commercial word/statement/phrase that the
respondents adapt are McDonalds Love ko to, Hooray for Today, Kumusta crush mo,
Palmolive Touch lambing soft skin, Rejoice Habang Hair, Downy Rub-ada-bango,
Globe Go lang ng go, Lucky Me I like mornings, Biogesic Ingat, Head and
Shoulders PDA, Nescafe Nangingibabaw, Rebisco Ang sarap ng filling mo.
VI. Language in Philippine TV Commercials
Language in Philippine television commercials that the Respondents adapt
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Forty five percent of the respondents said that they observed television
commercials using Taglish (Tagalong-English), 20% are using pure English, 18%
pure Tagalog and 17% are using Enggalog (English-Tagalog).
Table 6. Language in Philippine Television Commercials (n=350)
YEAR LEVELS
ITEM (n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
Tagalog 21 24 13 15 17 19 12 14 63 18
English 11 13 25 28 21 24 14 16 71 20
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Taglish 33 38 36 43 45 51 44 51 158 45
Enggalog 22 25 14 16 5 6 17 20 58 17
Language in TV Commercials
TV commercials provide a host of pedagogical possibilities for any language class.
One 30-second ad brings authentic linguistic and cultural content that can be integrated
into various communicative activities. A commercial is not just a 30-second ad, its a story,
a scene, a cast of characters, a dialogue, an array of emotions and even a bit of humor of
the real dynamics of communication (Phil McCasland, 2009). The technology is basic
technological tool but the content delivered through appropriate commercials will bring
language to life for your students. They will naturally react to the situation while
empathizing with the characters and experiencing an emotional and often entertaining side
of languages. Students are also motivated to improvise and adapt the content while using
the specific context as a framework for such co-creating and expanding. This technique
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borrows much from the methodology of using films in language education where listening
and observing serve as foundational skills that naturally lead to discussion, critical
thinking, role play, and writing activities.
V. Effects of Philippine TV commercials to Respondents
Effects of Philippine television commercials to Respondents
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More than a half, 64% of the respondents said that they were influenced and
affected by the language used in a television commercial while 36% said that they were
not.
Table 7. Effects of Philippine Television Commercials to Respondents (n=350)
YEAR
LEVELS
Total
(n=87) (n=88) (n=88) (n=87)
F P F P F P F P F P
Yes 46 53 65 74 58 66 55 63 224 64
No 41 47 23 26 30 34 32 37 126 36
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Effects of TV Commercials to Consumers
The issue in creating a commercial is whether it will be successful or not. Some of
the concerns that the creators and producers of commercials have are whether the
commercial is likeable, memorable and most importantly, whether it will prompt
consumers to purchase what is advertised. With the development of the advertising
business, various methods for studying the advertising effects have been created, stemming
from psychological and sociological research. The tally of the research address that
audience do regularly watch TV and its commercials. Thus, with this result the
commercials taglines, jingles and other messages are comprehend directly to the audience
which affects their psychological act. The object of the study is attention, excitability,
memo ability and processing of a TV commercial during its viewing.
Chapter V
Summary, Conclusions, Implications
and Recommendations
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The results of the survey were organized based on the respondents replies
regarding the effects of incorrect use of English language in Philippine television
commercials on the language proficiency of Filipino teenagers high school students of
Adamson University. Furthermore, the answers of the students corresponds the 30% of the
high school students.
The researchers analyzed this phenomenon in accordance with the following
objectives:
To determine the effects of incorrect use of English language in Philippine
television commercials on Filipino teenagers English language proficiency.
To identify the incorrect practice of English language in Philippine
To acquaint teenagers on Philippine television commercials incorrect use
of English language.
Hence, the researchers interpreted and analyzed the data gathered from the
respondents. They incorporated the results of the survey and gathered it for data analyzing.
These are the findings of study according to its respective objectives:
5.1 Summary Findings
TV Viewership and Frequency of Viewing
Majority of the respondents frequently watch television. During weekdays,
the respondents watch television after classes and prefer to watch a lot on a Friday
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basis and they spend at least two to three hours of watching, specifically 6-9 in the
evening. They prefer to know the latest news through watching news programs like
24-Oras and TV Patrol. Furthermore, the respondents also watch entertaining shows
like teleseryes and telenovelas (e.g. Got to Believe, Honesto, Carmela, Rhodora X,
etc.). On the other hand, during weekends, the respondents spend at least eight hours
of watching television, from morning until late night.
According to Joe Flint of Los Angeles Times, the reality is that for all the
time teens spend staring at small screens, it's still the television screen that gets most
of their attention.
"There is a popularized notion of the typical teenager constantly digitally
connected.... In fact, teens consume the vast, vast majority of their video content via
traditional television," according to Sanford C. Bernstein & Co. senior analyst Todd
Juenger in a new report titled "Why the Internet Won't Kill TV."
Juenger, who follows traditional media companies including CBS and Time
Warner, scrutinized data from Nielsen to show that "consumption of television by
teens has stubbornly continued to grow, even as new devices have permeated their
lives."
Currently, teens watch almost four hours of television a day. Although that
is about two hours less than most adults, it is up from the roughly three hours they
spent in front of the television in 2004. (Flint, 2012)
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This is not to say that teens are not embracing new platforms, but rather that
those platforms are in addition to television. Teens on average watch only three
minutes of video a day via computer or cellphone, which is less than 3% of their
overall video consumption. (Flint, 2012)
Teen viewing habits are a concern because networks and advertisers need to
establish a relationship with consumers early. Research shows that as people grow
older they watch more television. But there is concern that the emergence of new
platforms will lead to a dramatic shift in consumption down the road. (Flint, 2012)
The new research suggests that's not happening. Teen TV viewing is
increasing at the rate of 2.5% a year. (Flint, 2012)
"So far teens are following historical patterns, and in fact, their usage of
traditional TV is increasing," Juenger said.
"It feels cool and hip to be doing the new thing," he said in an interview.
"People would probably be embarrassed to admit they watch four hours of television
a day." (Flint, 2012)
In this line of argument, the researchers found it very evident that the youth
of today has been influenced a lot by media. The way they act, think and even say
words are of much influence from the programs they watch on television. That is of
course the result of the time they spend in front of the television than being busy
studying or doing household chores.
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Familiarity in Philippine Television Commercials
Along with watching television shows, the majority of the respondents tend to
watch commercials as well. We gave example of commercials and most of them said
that they are familiar with those commercials. Eighty two percent of the respondents
were familiar of the Downy Rub-ada-bango commercial, 75% on Head and Shoulders
Paglambing na Di Awkward (PDA) commercial, 63% on LBC Spell Remittance
commercial, 88% on Macdonalds Love ko to commercial, and 54% on Vitamilk
Soymilk: Fills Good and Nourishes Even Better commercial.
Thus, the commercials in the television nowadays are very effective in getting the
attention of the mass especially the students. They apply impact in their commercials
like jargons so that people will remember their commercial and product.
Incorrect Use of English Language in Philippine Television Commercials
It is no doubt that being creative means having to bend, twist and distort not just
images but the language itself. Aside from Philippine television commercials above that
have incorrect use of English language, some respondents gave other commercials that
also have this kind of problem. These are Ariel Proudly Kuripot, Chippy Can I make
hingi?, Palmolive Touch lambing soft skin, Rejoice Habang hair, and Globe Go
lang ng go.
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In one way or another, the commercials tries to achieve its purpose, it provides
information about the product they are selling and sometimes injects moral lessons as
part of their marketing strategy so that even if the people are in their homes, the
consumers will still have a chance to know what is in the market today.
Influence of Television Commercials
According to our data gathered, we asked the respondents if they apply in their
conversation the phrases from the commercials they have seen and heard. More than a half
of the respondents or fifty-two percent (52%) agreed that they adapt the words/ phrase/
statement of a television commercial and use it in a daily conversation, while 42% said
they do not.
When asked what is the language being used in TV commercials that they adapt,
forty five percent of the respondents said that they observed television commercials using
Taglish (Tagalong-English), 20% are using pure English, 18% pure Tagalog and 17% are
using Engalog (English-Tagalog). And most of the creative jargons in the Philippines are
with the mix of Tagalog and English to create one new word. They sometimes use Taglish
as an expression or within a sentence.
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5.2. Conclusion
Teenagers are frequently watch television. One way or another it suggests that
television commercials can easily be influence the way they think, act and even in saying
words.
79% of the respondents age 12-17 indicated watching television very often.
Teenagers got familiar with the television commercials inserted between the gaps
of the shows they are watching.
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Thus, commercials are very effective in getting the attention of the mass audience
especially teenagers.
Teenagers are influenced by television commercials and adapt it.
More likely, teenagers used the words or phrase they have watched in a TV
commercials using Taglish (Tagalog-English) in a normal conversation.
5.3 Implications
The survey and the answers of the respondents which are the high school students
of Adamson University agreed that they were influenced by television commercials they
have watch between every gap of television programs.
Hence, they more likely adapt the words or phrase they have watched that the
television commercial used.
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5.4 Recommendations
Philippine Television Commercials which are shown on television going digital
and its number of channels and the programs aired has increased tremendously. Millions
of audiences of various categories such as adults, children, youth and families watch these
programs. Advertisements aired during these programs are targeted to reach these varied
audiences and are the main revenue earners for TV broadcasters. While TV broadcasters
have the task of scheduling hundreds of commercials during the various breaks of
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programs, it is important that the ads shown during any ad break have a good impact on
the viewers. Thus, companies who air product commercials must also observed proper
language used no to word shortcuts and even misspelling of words. Moreover, these
commercials are obliged to also contain good values to the viewers especially the era of
teenagers. Most likely, teenagers have an immense impact to these commercials. Also
companies must consider proper messages being used in the commercials. Since, television
is the most common medium of communication; these TV commercials must also contain
good and educational traits and qualities, by this simple way of airing and viewing
teenagers are not just educated in school but also at home in a simple way of watching TV
commercials.
From all those things cited above, advertisers should be careful in producing a
particular television commercial. It must have good values, no shortcuts, misspelled words,
etc. because if it has, it can greatly affect the viewers especially teenagers.
Then, parents have an important role in the lives of their children. In watching
television, they have to guide them so that if the latter have questions regarding the
programs or commercials, the former can answer it whether it is right or wrong.
Last, the viewers especially the respondents of this study who are teenagers should
be aware of those television commercials which have incorrect use of English language.
They have to analyze what they are watching on television, if it is right or wrong. They
must also understand that not all television commercials are good influence in their lives.
Effects of Philippine Television Commercials to Respondents
ADAMSON UNIVERSITY
There may be various effects of watching television commercials to any teenager
of any age. Some of them may take it to their proficiency using their language and adapt it
afterwards marking it as part of their new vocabulary, some may not be affected as to
what the others have happened. Because when we asked the respondents if watching
television commercial affects their language proficiency, more than a half, sixty-four
percent (64%) of the respondents said that they were influenced and affected by the
language used in a television commercial while thirty-six percent (36%) said that they were
not.
5.5 Appendices
Survey Questionnaire
Adamson University
900 San Marcelino Street, Ermita, 1000 Manila
Department of Communication
ADAMSON UNIVERSITY
We, Jeannelyn Mae D. Rendon, Nico A. Gozarin, Lyka R. Lakindanum and Rodelle C.
Llorente, fourth year Mass Communication students are conducting a research on The Effects of
Incorrect Use of English Language in Philippine Television Commercials on the Language
Proficiency of Filipino Teenagers. You are selected as one of the respondents of our study. Thus,
your honest response to the questionnaire is of great value. Please fill out each item without leaving
any of those blanks. Thank you for your kind cooperation.
Please read the questions below. You may also write your comments and suggestions on the
space provided after each question.
PART I: Viewership Pattern
1. Do you watch television?
( ) Yes ( ) No
2. If yes, in your estimate, how often do you watch television?
( ) Very often [ 5 to 7 days a week ] ( ) Not often [ 1 to 2 days a week ]
( ) Seldom [ 3 to 4 days a week ]
3. During weekdays, what day/s do you watch television?
( ) Monday ( ) Wednesday ( ) Friday
( ) Tuesday ( ) Thursday
4. During weekdays, what time do you watch television? You can check more than
one.
( ) 6:00 am 9:00 am ( ) 3:00 pm 6:00 pm
ADAMSON UNIVERSITY
( ) 9:00 am 12:00 pm ( ) 6:00 pm 9:00 pm
( ) 12:00 pm 3:00 pm ( ) Others, please specify _______________
5. During weekends, what day/s do you watch television?
( ) Saturday ( ) Sunday
6. During weekends, what time do you watch television? You can check more than
one.
( ) 6:00 am 9:00 am ( ) 3:00 pm 6:00 pm
( ) 9:00 am 12:00 pm ( ) 6:00 pm 9:00 pm
( ) 12:00 pm 3:00 pm ( ) Others, please specify _______________
7. What channel do you usually watch on television?
( ) GMA 7 ( ) TV5
( ) ABS-CBN ( ) Others, please specify _______________
8. What particular show/s do you watch on television?
__________________________________________________________________
__________________________________________________________________
Part II: How familiar you are in TV Commercials
9. Put a check if you are familiar with the TV commercials below. You can check
more than one.
( ) Downy Rub-ada-bango
( ) Head and Shoulders Paglambing na Di Awkward (PDA)
ADAMSON UNIVERSITY
( ) LBC Spell Remittance
( ) McDonalds Love ko to"
( ) Vitamilk Soymilk: Fills Good and Nourishes Even Better
10. Put a check on the TV commercial/s which you think has incorrect use of English
Language.
11. Can you give some other examples of TV commercials which you think have
something wrong with the language used specifically in English?
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
Part III: Influence of TV Commercials
12. What TV commercial/s cited in part II somewhat influence your life as a person
and as a student? You can check more than one.
ADAMSON UNIVERSITY
( ) Others, please specify ____________________________
13. Did you find yourself talking to others using a word/phrase/statement from a TV
commercial/s?
( ) Yes ( ) No
14. If yes, what is that particular TV commercial/s word/phrase/statement?
__________________________________________________________________
__________________________________________________________________
15. What is the language being used in TV commercials that you adapt?
( ) Tagalog ( ) Taglish (Tagalog and English)
( ) English ( ) Enggalog (English and Tagalog)
( ) Others, please specify ____________________________
16. Do you think these TV commercials affect your proficiency in English Language?
( ) Yes ( ) No
Part IV: Demographics (Optional)
Name:
Age:
Year Level:
Nationality:
Sex:
ADAMSON UNIVERSITY
References:
College Thesis of Prof. Glenn Irwin C. Reynon
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6487
http://saeedalmhairi.wordpress.com/2013/02/19/impact-of-tv-advertisements-on-teens/
http://www.yale.edu/ynhti/curriculum/units/1984/5/84.05.03.x.html
http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Hypod
ermic_Needle_Theory/
http://articles.latimes.com/2012/mar/09/business/la-fi-ct-teen-tv-study-20120309
http://francescoesguerra.wordpress.com/author/francescoesguerra/

Effects of Incorrect Use of English Language in TV Comercials

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ADAMSON UNIVERSITY

COLLEGE OF EDUCATION AND LIBERAL ARTS

RENDON, JEANNELYN MAE D. Adamson University, College of Education and

of English Language in Philippine Television Commercials on the Language

Proficiency of Filipino Teenagers. Adviser: Prof. Glenn Irwin C. Reynon.

television commercials on the English language proficiency of Filipino teenagers.

It aimed to: 1) To determine the effects of incorrect use of English language in

Philippine television commercials on Filipino teenagers English language proficiency; 2)

To identify the incorrect practice of English language in Philippine television

commercials.; and 3) To acquaint teenagers on Philippine television commercials

incorrect use of English language.

The study used quantitative research method. Quantitative because researchers

effects to the English language proficiency of the audience specifically Filipino

methodologies employed is the quantitative approach.

The researchers formulate a survey questionnaire for chosen respondents as their

walk in research on libraries. The researchers gathered data by conducting a survey on

In terms of the familiarity in Philippine Television Commercials, along with

still have a chance to know what is in the market today.

statement of a television commercial and use it in a daily conversation, while forty-two

percent (42%) said they do not.

or phrase they have watched in a TV commercials using Taglish (Tagalog-English) in a

Recommending that advertisers should be careful in producing a particular

all television commercials are good influence in their lives.

in the conduct of the study.

Dr. Neliza Casela, (PAKILAGAY NG NAMES NUNG TATLONG TEACHER SA BED)

contributing some information needed in the research.

To Mr. Apolinar Amador for accommodating the researchers during their

the very beginning until the end.

Thank you very much!

of many problems are still there to support and help.

1.1 The Problem and Its Background 9

1.2 Theoretical Framework 11

1.3 Conceptual Framework 13

1.4 The Problem and Objectives

1.4.1 Statement of the Problem 14

1.4.2 General Objective 14

1.4.3 Specific Objectives 14

1.5 Scope and Delimitation 16

1.6 Significance of the Study 17

1.7 Definition of Terms 19

1.2 Review of Literature 20

2.1 Research Literature 20

2.1.1 Television Commercials and Interpersonal Influences on Teenagers 20

2.1.2 Popular Television Commercials on Teenagers 21

2.1.3 Advertising Repetition 22

2.1.4 Pester Power 23

2.1.5 Interactive Media 23

2.1.6 Media Literacy 24

2.1.7 Age, Media Literacy and Influence of Advertising 26

2.1.8 Television Commercials/ Advertising 32

3.1 Research Design 37

3.2 Research Locus 37

3.4 Data Gathering Instrument 39

1.4 Results and Discussions 40

1.5 Summary, Conclusions, Implications and Recommendations 59

5.1 Summary Findings 59

The Problem and Its Background

television commercials on the language proficiency of Filipino teenagers. According to Joe

the audience particularly teenagers. There are so many commercials on Philippine

television but do all of them use correct English language?

Advertisers in the Philippines use different kinds of language in their television

English language proficiency at risk.

Taglish, Enggalog, wrong spelling and grammar particularly in English on