So io-Cultural Appropriaio of Se -Sell Bill oard Ads:
A Muli odal Stud o the Gra
ar
of Se uall I pli it Ad erisi g Te t a d I ages
A Resear h Prese taio of Mr. Gregg Llore
The I lue e of Orga izaio al Jusi e
o Jo Saisfa io I A Hotel Sei g
A Resear h Prese taio of Dr. Leahliz eth Sia
A stra t
A stra t
I the Philippi es, se -sell ad e isi g ads – pa i ula l ill oa ds – ha e ee
o t o e sial gi e the t adiio al a d ultu al se si iliies of the o
u it to hi h
these ads a e e hi ited. This pape a al zed the g a
a of isual la guage of
Be h s
u de ga e t ill oa ds featu i g the Vol a o Philippi e ‘ug Tea
as odels. Usi g the uli odal f a e o k of Ga the K ess a d Theo Va Leeu e
K ess & Va Leeu e ,
, so e uli odal esea he s i so ial a d isual
se ioi s, the esults of FGD s a d ke i fo a t i te ie s, this pape illust ates ho
ga
a i isual la guage is o pai le ith M.A.K. Hallida s s ste i fu io al
li guisi s Hallida ,
; a d a e esse ial se ioi esou e i esta lishi g the
ea i g pote ials of isual desig s that a afe t the t adiio al alues a d ultu al
se si iliies of thei ta get audie e. The stud o ludes that – i the st aii aio of
ea i g- aki g f o dis ou se to dist i uio – the ea i g pote ials i ill oa d
ads a e pa i ipated upo
oth desig e a d ie e . Thus, the pape e o
e ds
that desig e s o se e p ope isual g a
a i o de to app op iate thei ads to the
se si ilit of the audie e.
This paper as prese ted duri g the resear h prese taio , O Ma hia ellia is i Philippi e
preside , usto er eha ior i ser i e failures, sari-sari store o ers’ u i g eha iors, jo
saisfa io i hotel sei g, a d so io- ultural appropriaio of se -sell ill oard ads, o
Ja uar
at the UP Ce u Audio-Visual Roo
.
‘E“EA‘CH BULLETIN
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of
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Pe ei ed o ga izaio al jusi e i the o kpla e is a p i a fa to afe i g
e plo ee jo saisfa io a d te u e. This pape e a i ed the elaio ship
et ee o ga izaio al jusi e a d jo saisfa io of a age s, supe iso s,
a d staf i a hotel sei g situated i o e of the ajo iies outside Met o
Ma ila, Philippi es, a el Met opolita Ce u. “pe ii all , it looked i to the
i lue e of the th ee di e sio s of o ga izaio al jusi e dist i ui e,
p o edu al, a d i te a io al o the hotel e plo ees le el of saisfa io ith
thei jo s ith ega ds to fai ess of a age /supe iso to staf elaio ships,
pa , a d s hedule a o g othe s . A Like t s ale, su e i st u e t as
ad i iste ed to sele t espo de ts f o thi tee depa t e ts of i e hotels i
Met opolita Ce u, Philippi es: F o t Oi e, Food & Be e age, Housekeepi g,
“ales & Ma kei g, Hu a ‘esou es, Mai te a e, Kit he , Fi a e,
But he , E gi ee i g, Ad i ist aio , “e u it , a d the E e ui e Oi e.
“t u tu al E uaio Modeli g “EM as applied fo data a al sis. The esults
e ealed that dist i ui e a d i te a io al jusi e posii el afe ts e plo ees'
jo saisfa io , hile p o edu al jusi e does ot ha e a sig ii a t i pa t.
This paper as prese ted duri g the resear h prese taio , O Ma hia ellia is i Philippi e
preside , usto er eha ior i ser i e failures, sari-sari store o ers’ u i g eha iors, jo
saisfa io i hotel sei g, a d so io- ultural appropriaio of se -sell ill oard ads, o
Ja uar
at the UP Ce u Audio-Visual Roo
.
‘E“EA‘CH BULLETIN
Page
of
Ja ua -Ma h