A multimodal critical discourse analysis of selected TV advertisement of p-pop BINI / Raphael Valdez, Shena Lañada, and Wenalyn Villa,

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Dissertation note: Undergraduate Theses (ABELS) - English Language Studies. Camarines Sur Polytechnic Colleges, 2025. Abstract: This study employs Multimodal Critical Discourse Analysis (MCDA) to examine how selected television advertisements featuring the P-pop girl group BINI construct cultural meanings and influence consumer perception. Using Kress and van Leeuwen’s Visual Social Semiotics and Saussure’s Semiotic Theory, the study analyzes five advertisements from various sectors food, personal care, and e-commerce.Findings reveal that BINI is consistently portrayed as youthful, empowered, and culturally relevant, reinforcing ideals of modern femininity, national pride, and lifestyle aspiration. Visual elements such as gaze, proximity, and composition work alongside music and language to create emotionally resonant brand messages. These advertisements function not only as commercial tools but also as cultural texts that reflect and reinforce societal norms within the context of Philippine popular culture. The study concludes that BINI’s multimodal advertisements help shape consumer identity, social values, and P-pop’s role in contemporary media.
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Undergraduate Theses (ABELS) - English Language Studies. Camarines Sur Polytechnic Colleges, 2025.

Includes bibliographic references.

This study employs Multimodal Critical Discourse Analysis (MCDA) to examine how selected television advertisements featuring the P-pop girl group BINI construct cultural meanings and influence consumer perception. Using Kress and van Leeuwen’s Visual Social Semiotics and Saussure’s Semiotic Theory, the study analyzes five advertisements from various sectors food, personal care, and e-commerce.Findings reveal that BINI is consistently portrayed as youthful, empowered, and culturally relevant, reinforcing ideals of modern femininity, national pride, and lifestyle aspiration. Visual elements such as gaze, proximity, and composition work alongside music and language to create emotionally resonant brand messages. These advertisements function not only as commercial tools but also as cultural texts that reflect and reinforce societal norms within the context of Philippine popular culture. The study concludes that BINI’s multimodal advertisements help shape consumer identity, social values, and P-pop’s role in contemporary media.

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