GROUP 5 PERFORMANCE TASK (DECONSTRUCTING MEDIA MESSAGES)

JOLLISAVERS MEALS TV AD

1. The Jollisavers Meals TV AD is owned and created by Jollibee to persuade people

to avail their offered value meals.

2. The target audience are average middle-class employees or customers that have
low budget, specifically those who are living paycheck to paycheck as the ad
contains three workers trying to find tasty but cheap food.

3. The message contains catchy taglines such as “Hindi lahat ng masarap, mahal”,
close up shots of the meals offered, repetitive lines, a lively voice over, logo of the
Jollibee Savers Meal and a dramaticized scene to put emphasis on the message.

4. The hidden or unstated message is that Jollibee itself is affordable and

approachable. The advertisement they created continuously show and emphasize
the prices of the products showing people how affordable it is and they chose a
scene that a lot of people will really relate to thus creating an image that they are for
the people.

5. The message itself is not glamorous as it is trying to appeal to people that they are
affordable. The man presented in the advertisement can be seen worrying about the
prices of the food multiple times solely from the fact that he heard the word
“masarap”.

6. The values represented by the commercial are hope, promise and joy. The man is
presented with hope and promise that the prices are cheap and affordable, thus
creating joy. It is also the same for the customers, this message created by Jollibee
is giving assurance to the people that they are offering really affordable products, as
 this is targeted to people with low budget, it will give them hope that there is really
cheap but good food thus resulting to the main advocacy of the company, giving joy
to people.

7. The positive message presented is that we can easily access a food chain offering
good meals without having to spend a lot and go beyond our budget. But the
negative message of the advertisement is that the man refusing the offer at first
represents many of the customers that are skeptical about good food having a low
price.

8. The groups of people that this message empowers are the ones who are working
and/or have a tight budget. The message really sells to those who need to cut down
on expenses as they are the ones who are mainly represented in the advertisement.
The groups that the message disempowers are the ones who cannot even afford to
buy the necessities in their everyday life, thus won't be able to afford even the said
saver’s meals. Hence, the media makers takes advantage of the current status of
the people to create a convincing and marketable advertisement.

9. The part of the story that is not being told is the story of the main character. We do
not know the full story on why he does not want to spend and eat good food. Maybe
in his shoes, good food means expensive and maybe he has a lot of financial
responsibilities, thus his budget does not allow him to spend a fortune because we
can see that his co-workers who most probably have the same salary as him can
easily afford the offered meals.
 BEHIND THE SCENE AT MCDONALD’S PHOTOSHOOT

1. McDonald’s Canada owned and created this message to rebuild the buyer’s
trust regarding the quality of their products.
2. The target audience of this message are the general customers of the company,
not only its Canada branch as it is where the message was created but to
everyone who is doubting and questioning the company’s credibility and how true
they are to what they advertise as we can see that the video was mainly
answering Isabel’s question "Why does your food look different in the advertising
than what is in the store?".
3. The message was mainly addressing a complaint thus the marketing director
showed step by step how they create advertisement shots from buying in the
actual store to showing where and how staff work behind the scenes, they
presented reasons on why the actual product is different from the picture and it
was explained thoroughly in the video. The logo of the company was also shown
throughout the whole video and at the end, a link of where you can send
questions was also shown.
4. The “subtext” or the unstated meaning of the video is that McDonalds really
cares for its customers. It is shown that McDonalds gives a lot of effort in
explaining and answering the concerns and questions that the customers
frequently ask about. The video is also a great tool to engage and connect with
your customers/audience.
5. The lifestyle presented is glamorized. The products are being created and shown
to be the most perfect and appetizing. It is showing a sophisticated method on
how to make things look more beautiful and desirable.
6. The values presented are care and concern. The video itself is created to
thoroughly explain and answer queries of it’s valuable customers shows as an
 example that McDonalds takes the concerns and questions of their customers
seriously and cares for them greatly.
7. The positive message presented is that we can clearly see and critique the
methods on how our favorite foods are advertised and presented to the general
public. It also means that McDonalds are willing to engage and connect with its
customers. However, the negative message is that everything we see on
advertisements is fabricated. Everything is made perfect so that it looks more
appetizing and engaging for the customer.
8. The groups of people that this message empowers are the ones who are
interested in behind the scenes scenarios and people who generally love to
watch how something is made. The groups that the message disempowers are
the ones who are not that interested in such things, such as a basic and common
customer who only wants to see the advertisement for what it is. The media
makers use the interests of some people to create these types of videos and
improve their products based on the review that they’ll receive.
9. The part of the story that is not being told in the message is that how are people
still drawn and keep going back to McDonalds even though most of them rant
about how crappy actual burgers appear and some insult the fast food joint every
day. Is it because there aren't any other places to get affordable, delectable
food? Is it as a result of our enjoyment of delicious, calorie-dense food? Or is it
because the fast food restaurant company appeals to those who have fond
memories of eating there as children and continue to do so as adults? But
overall, the message didn’t show the company’s qualities that outweigh the false
and fabricated advertising issues of McDonalds.