02176nam a2200301 i 4500 CSPC 20260219095220.0 260219s2025 ph a b 000 0 eng d CSPC eng CSPC rda UTH ABELS V145m 2025 Valdez, Raphael, author., A multimodal critical discourse analysis of selected TV advertisement of p-pop BINI / Raphael Valdez, Shena Lañada, and Wenalyn Villa, 109 leaves. rdacontent text rdamedia unmediated rdacarrier volume 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. Lañada, Shena, author., Villa, Wenalyn author., Diga, Reu Amor, adviser., Pontillas, Marlon S., chair, panelist., Fajardo, Dan Fereth, panelist., Malaya, Janessa, panelist., ddc 0 UM V145m ABELS UTH 2025 0 0 ddc 0 0 CSPC CSPC UTH 2026-02-19 0 UTH ABELS V145m 2025 007216UM 2026-02-19 09:52:39 1-1 2026-02-19 UM 31852 31852