Content Analysis of the Liberal Party’s Television Advertisements for Benigno “Noynoy” Aquino Hi in the May 2010 Presidential Elections

Abstract

The researcher aims to describe the Liberal Party’s message regarding Benigno “Noynoy” Aquino Ill's run for presidency in the May 2010 elections sent via television commerciais. in this study, the researcher seeks to define the advertisement based on the central and cultural ideas of the advertisements both in the audio and visual aspects of the advertisements. These are done in a a general context defiened as the background of the elections.The exploratory study made use of a predominantly qualitative while supported by quantitative data. 13 commercials aired by the Liberal Party are analyzedin the study. Results showed that the advertisements made use of Acclaim, Attack, and Assure terms supplemented with Social, and Political terms. Imagery and the core message of the advertisement showed the Liberal Party’s attempt to integrate their cause with the EDSA Revolution specifically in the Aquino campaign. Historical Data shows positive results as Aquino was constantly in first place in pre election opinion polls.