When it comes to advertising their products, Jollibee won’t be the last thing that you will remember because of the awesome dance moves of the Jollibee mascot swaying with it’s original and lively beat. This way of attracting attentions of not only children but still “children in heart” individuals becomes Jollibee as one of the leading fast food chain in the Philippines.
Recently, there has been a lot of feeds talking about the latest commercial of Jollibee. But this time, there is no mascot dancing with its iconic moves but featuring stories of ordinary people where everyone can relate. One commercial that has been the topic of the latest trends is entitled the “Vow”. This story was about a guy who meets “the one” and instantly has fallen head over heels for her. He promised that he would make her happy no matter what. But in the end, Jollibee put a twist that people weren’t expecting, and it would make your heart break and make you feel so emotional. And would make you believe that people are capable of loving someone but not getting anything in return. This is just one of the commercial videos of Jollibee that actually touches the heart of the Filipino. They also released the commercial on the Valentine’s Day to share love stories and hope for those people who are experiencing the same.
In short, Jollibee never fails to touch the lives of people by providing creative and attractive advertising techniques that people would really fall for. But in this generation wherein advertisements and commercial can actually deceive people and make them believe about things that are far away from their current life, what is really the hidden stories behind those marketing techniques and how it affects the sale and popularity of the product or the company.
Advertising is a powerful source in shaping consumer preferences and for ordinary consumer, if advertising does not work immediately repetition will ensure its ultimate effectiveness. It is one of the marketing strategies of companies to create value in terms of promoting it to the lay people so the target individuals will be interested about it. When we are talking about local ad like this, we are merely pinpointing the topic of Marketing, in that case, marketing and capitalism. Capitalism is a system that aims to make a profit through buying and selling of goods and services. This system results in certain economic inequalities – particularly where the wealthy becoming more powerful as they control the means of production and dominate the people forced to work for them and purchase their goods. Consequently, advertising as a tool of the capitalist regime to legitimize and reinforce its socio-political arrangements. Advertising does this by presenting consumption as an answer to all material and social needs.
Therefore, what’s really behind the commercial of Jollibee and other products in the Philippines is letting consumers see through the product and services they offered but only to know that it is actually for the benefits of the capitalists in the country.
Works cited
- Fowles, J. (1996). Advertising's fifteen basic appeals. Mass communication and society, 19(4), 643-661.
- Foxall, G. R. (2005). Understanding consumer choice. Palgrave Macmillan.
- Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
- Laczniak, G. R., & Murphy, P. E. (2018). Ethics in marketing. Routledge.
- Lee, C., & Lee, K. (2017). The effects of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 25, 50-58.
- Levitt, T. (1980). Marketing success through differentiation—of anything. Harvard business review, 58(1), 83-91.
- Schor, J. B. (2004). Born to buy: The commercialized child and the new consumer culture. Simon and Schuster.
- Solomon, M. R., Russell-Bennett, R., & Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
- Thaler, R. H., & Sunstein, C. R. (2009). Nudge: Improving decisions about health, wealth, and happiness. Penguin.
- Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.
