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Lance Kerwin S.

Duco April 29, 2017

Commercial Ad Evaluation

One of the many advertisements or commercial ads that really touched my heart and I could
relate much was the Kaya Nya, Kaya Mo commercial ad with a hash tag #TuloyPaRin released in
Facebook by McDonald’s Philippines on March 28, 2017 with a total time of 1 minute and 18
seconds garnering 15, 282, 475 views 38,000 comments, 597,000 likes, 66,000 sad emojis, 65,000
heart emojis, 14,000 laugh out loud emojis, 2,800 shocked emojis, and 1,100 angry emojis. As for
myself, I clicked the like button.

I would like to evaluate the commercial ad basing on myself first. For me, it was very
effective. The reason is that aside from the very reason that I am fond of eating Jollibee fast food
(which for me is closely related to McDonalds), I recently experienced a break up with my
girlfriend which happened last February of 2017. Hence, I could very much relate to the
commercial ad.

Drawing on Evolutionary Theory, John Bowlby, the original proponent of the Attachment
Theory, said that crying and searching were adaptive mechanisms to separation from someone
who provides care and protection.1 This brings me to my evaluation of the commercial ad. Basing
on the recently discussed theory, I am inclined to conclude that the commercial ad is effective in
the sense that it used basic human emotions to successfully stir the emotions of the viewers. Using
the basic human emotion such as crying and searching (as in the commercial ad where the guy
tried to stand and come over the table where the girl was and got a little emotional when he saw
another guy entering the scene bringing food and seating in front of the girl) will most likely tie a
connection between the theme of the ad and the interest of the viewer.

Furthermore, the theory further suggests that human are like other mammalian infants who
are not able to feed themselves, and that they depend on the care of the adult.2 In relation to the
commercial ad, the ad successfully relates basic human emotions to food. The ad is very much in

1
Attachment Theory. (n.d.). Retrieved April 28, 2017, from http://psychology.iresearchnet.com/social-psychology/social-psychology-
theories/attachment-theory/
2
Id.
line with the theory of attachment where food is suggested to be inseparable with attachment to
the care of an adult who is a fellow human being.

The theory further suggests that attachment plays a role throughout the life of the person,
and is not limited to the infant-caregiver relationship and that the romantic love is a subject of
attachment behavioral system.3 This further strengthens my positive evaluation of the commercial
ad as being successful in making a connection between food and human emotions by creating a
basic theme in life which is of “love and heartbreak”.

The commercial ad further brings me to another social psychology theory that is the Self-
Affirmation Theory. Self-Affirmation Theory suggests that people have a basic motivation to
maintain self-integrity, and that having self-integrity means that one sees himself as living up to
the specified concept of goodness, virtue, and agency of a culture. 4 Social psychologist Tony
Greenwald described the self as dictatorial in it desire to interpret the world in a way that is
agreeable to its needs.5 In line with this theory, the commercial ad was successful in using it by
giving the viewers the outlet to affirm themselves of their “moving on from a breakup” selves
(since in the commercial ad, the ad ended with a happy poise on the part of the guy and a happy
woman who has found a new boyfriend).

Self-Affirmation Theory further suggests that when self- integrity is threatened, people do
not have to defensively rationalize or distort the reality.6 Instead, reestablish self- integrity through
affirmations from another unrelated domain.7 This brings me to the idea assumption that this theory
was used in the commercial ad in a positive way by presenting the company’s food product as an
outlet for the heartache and accompany the healing of the broken heart.

The commercial ad also used the Learning Theory. However, it is uncertain if the ad was
able to use the theory successfully or not considering that this paper does not survey the percentage
of customer increase from the time the commercial ad was shown. Learning Theory provides that
a repeated exposure to a stimulus may either decrease one’s initial reaction over time, or can
change one’s interest for the presented stimulus.8

In relation to the Learning Theory, the commercial ad may result in either decrease in the
interest of the viewers over the McDonalds food products overtime or may increase the interest
after repeated presentations of the ad.

This further brings me to the Classical Conditioning Theory of Ivan Pavlov. Classical
Conditioning Theory involves learning a new behavior through association, as where two stimuli
are linked together in order to create a new learned response.9

3
Id.
4
Self-Affirmation Theory. (n.d.). Retrieved April 28, 2017, from http://psychology.iresearchnet.com/social-psychology/social-psychology-
theories/self-affirmation-theory/
5
Id.
6
Id.
7
Id.
8
Learning Theory. (n.d.). Retrieved April 29, 2017, from http://psychology.iresearchnet.com/social-psychology/social-psychology-
theories/learning-theory/
9
McLeod, S. (2014). Classical Conditioning. Retrieved April 29, 2017, from https://www.simplypsychology.org/classical-conditioning.html
In relation to the commercial ad, it used Classical Conditioning through the association of
food and “moving on from a break up”. That may be the reason for the ad garnering 15, 282, 475
views 38,000 comments, 597,000 likes, 66,000 sad emojis, 65,000 heart emojis, 14,000 laugh out
loud emojis, 2,800 shocked emojis, and 1,100 angry emojis.

Lastly, Reasoned Action Theory affirms the commercial ad’s way of making the viewers
perform something that they have positive attitudes for. This theory suggests that people are
inclined to perform behaviors that they have positive attitudes and avoid behaviors for which they
have negative attitudes.10 The commercial ad intends to affirm the viewer’s inclination to make
food as the outlet for heartaches and accompany the “moving on” phase for an eventual recovery
of the broken heart.

10
Reasoned Action Theory. (n.d.). Retrieved April 29, 2017, from http://psychology.iresearchnet.com/social-psychology/social-psychology-
theories/reasoned-action-theory/

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