BIDA ANG SAYA TO BIDA ANG SAWI: THE SIGNS AND CODES FORMATION AND CULTURAL INFLUENCES OF 2017 JOLLIBEE COMMERCIAL

This study is qualitative in nature that employed content analysis and narrative analysis. The study utilized Semiotics and Cultural Approach in identifying the signs and codes, weaving them into the symbolic pattern, and reflecting it with Filipino values present in the commercials_ The results show that the identification and enumeration of signifier and signified relies heavily on a specific event with regards on how occasions are usually celebrated in accordance to Filipino culture. Hence, with Barthes's cultural approach, the signs withhold meanings that contribute to the entirety of the narratives, the denotation means lesser and its weight does not compensate for the message the commercial conveys, but the connotation. Along with how it is portrayed through technical features, the signs give loads of heaviness as the narrative unfolds. For instance, all of the commercials use the signs as a medium of expression of their love, thus, utilizing signifiers such as roses that signify deep love and passion, a burger with sticky notes that signifies appreciation with attached love and care, and a wedding that signifies change. As the signs and codes add weight to the narratives, the Jollibee commercials deliberate their purpose on celebrating variations of the not-typical love story of familial love, admiration, and unconditional love as a pattern that brings light to how the Philippine culture evolved over time to give way to the new cultural trends such us 'hugot'.