Valdez, Raphael, <br/><br/>
A multimodal critical discourse analysis of selected TV advertisement of p-pop BINI /  
Raphael Valdez, Shena Lañada, and Wenalyn Villa, 
 - 109 leaves. 
<br/><br/>Undergraduate Theses (ABELS) - English Language Studies. 
<br/><br/>Includes bibliographic references. 
<br/><br/> 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.