Strong family ties and tradition: Coke Philippines TV ads through the years

Abstract

This is an analytical research study designed to recognize the timeline of Coca-Cola Philippines television advertisements. Specifically, the study answered the following objectives: (1) select old and new Coca-Cola Philippines TV advertisements in terms of availability on the internet; (2) identify the themes, values and setting in the old and new Coca-Cola Philippines TV advertisements selected; and (3) analyze the themes, and themes present, and setting of the selected old and new Coca-Cola Philippines TV advertisements. Applying the theory, Diffusion of Innovations, a table was prepared with corresponding years and titles in order to gather data. It was found that majority of Coca-Cola Philippines television advertisements from 1954 - 2017 portrayed the themes youth, romanticism, the Filipino merienda culture, Pinoy trends, neighborhood, Filipino food culture and motherhood, while displaying most values of friendship, family togetherness, and Christmas spirituality, and often exhibiting typical Filipino community/homes setting under extremely hot or sunny afternoons during merienda time.