Southridge Private High School

Antipolo City

School Year 2009 – 2010

“Teenagers’ TV Viewing Habits of Teenagers that Highly Influence their Choice and Perceptions”

A Research Paper Submitted in Partial Fulfillment of the Course Requirements in

Mathematics IV and English IV

Submitted by:

P-Jay Lowelyn Bauno

Jose Luis Villalon

IV – Love

Submitted to:

Ms. Christianne F. Vitug

English Instructor

Mr. Danny T. Carubio

Math Instructor

Submitted on:

January 15, 2010

 Table of Contents

Page

Acknowledgement ii

Dedication iii

I. Introduction

A. Background of the Study …….………………………………………………………………....

B. Statement of the Problem ………………………………………………………………………
C. Hypothesis ……………………………………………………………………………………….
D. Significance of the Study ……………………………………………………………………….
E. Scope and Delimitations ………………………………………………………………………..
F. Definition of Terms ………………………………………………………………………………

II. Review of Literature

A. Foreign Literature ……………………………………………………………………………….

B. Local Literature ……………………………………………………………………………….....
C. Synthesis …………………………………………………………………………………………

III. Research Methodology

A. Research Design ………………………………………………………………………………..

B. Respondents of the Study ………………………………………………………………………
C. Research Instruments …………………………………………………………………………..
D. Data Gathering Procedures …………………………………………………………………….
E. Statistical Treatment of Data ……………………………………………………………………

IV. Presentation, Analysis and Interpretation of Data…………………………………………….…

V. Findings, Conclusion and Recommendation

A. Findings …………………………………………………….…………………………….……..
B. Conclusion ………………………………………………………….…………………………….
C. Recommendation ……………………………………………….……………………………….

References

Appendices
 ii

Acknowledgement

The researchers would like to express their simple gratitude to the people who helped them in making this
study.

Thanks to Ms. Christianne Vitug, the researchers’ English Instructor, for giving them the opportunity to conduct
a study like as a preparation for college, and also for the support and guidance of their Math Instructor, Mr.
Danny Carubio. The help and support of IV-Love, friends, respondents and parents in doing the study were
highly appreciated by the researchers.

This project would not be accomplished without the blessing and help of God, who is always there to
accompany anyone in facing a hard and deserving task.

Thank you!
 Dedication

The researchers would like to dedicate this study to the society, most especially to the readers that would
benefit from this study. For the future researchers who will have the same requirement, they can use this study
as a reference.
 Chapter I

Introduction to the Study

A. Background of the Study

The researchers chose to study how commercials affect the choices and perception of people. Nowadays,
it is apparent that many people base their consumption of products on the advertisements on television.
Some of the advertisements used special effects to attract people.

Media is one of the most common ways of communication in the world, according from the article entitled
“Media’s Influence on Teenagers”. The statements of the article have some of the most possible effects of
Media through teenagers with positive qualities, but it has great concerns on its negative side that we must
prevent. To sum it up, Media influences people in various ways- positively and negatively.

B. Statement of the Problem

The researchers aim to:

1. To identify the common media usually encountered by teenagers on TV everyday

2. To determine which commercial highly influences the choices of teenagers
3. To determine the students’ reaction to the effectiveness of the commercial in terms of proving
demonstration
4. To describe the extent of the media’s influence on the choices and perceptions of High School
students
5. To assess and evaluate the reactions and opinions of parents, peers, school and community
regarding this issue

C. Hypothesis

Commercials highly influence the choice and perceptions of teenagers. People have been influenced to
buy a certain product because of its features which are shown through commercials. One of the key
objectives of this research study is to know the direct or indirect effects of commercials/advertisements on
the social life of teenagers.

D. Significance of the Study

The researchers conducted this study in order for the people to realize that commercials, in negative side,
can manipulate the people’s beliefs to buy their defective products. Parents and teenagers will be able to
have a smart basis on how to judge a certain commercial for their own consumptions. The media can also
help the people to update their knowledge through their beliefs of the products.
E. Scope and Delimitations

The research study took approximately three months to finish. Within those three months, the researchers
already cited a topic, developed the thesis statement and objectives, formulated questions and conducted
surveys. The survey questionnaire was approved by the researchers’ English instructor, Ms. Christianne
Vitug, on the 10th of December 2009. The researchers used primary sources which were the surveys and
interviews.

The coverage of the study was all about on how commercials influence the choice and perception of people.
The study was conducted to know how teenagers respond to the effectiveness of commercials and how it
affects their social life.

Media has a huge boundary that affects the daily living of every people, but the researchers only focused
their study on one of the branches of media which is commercial and how it affects the choice of teenagers.
Teenagers are most likely affected through common situations that the media provides.

F. Definition of Terms

Some terms used in the study are defined below:

1. Commercial – occupied with or engaged in commerce or work impended for commerce

2. Perception – awareness of the elements of environment through physical sensation
3. Choice – care in selecting
4. Peers - one belonging to the same societal group especially based on age, grade or status
5. Society – companionship or association with one’s fellows
6. Technology – the practical application of knowledge especially in a particular area
7. Media – a medium of cultivation, conveyance or expression
8. Advertisement – a public notice
9. Communication – an act or instance of transmitting
 Chapter III

Research Methodology

A. Research design

The research paper was considered qualitative research design in terms of the results that rose because it
shows consistency, relevance and validity of the data gathered. It is also a quantitative research design
since the researchers used survey which includes counting numbers of respondents and tallies of answers.
The researchers used descriptive method where data was summarized in a way that the readers would
understand and benefit.

B. Respondents of the Study

The total population of the students who are the respondents of the survey is two-hundred (208). The survey
was conducted on December 16, 2009 at Southridge Private High School with a pleasant approval of the
school’s principal, Mrs. Corazon Z. Delos Reyes.

List of the Respondents:

 28 students from Michaelangelo

 15 students from Da Vinci
 25 students from Einstein
 16 students from Edison
 15 students from Newton
 15 students from Shakespeare
 21 students from Longfellow
 9 students from Milton
 26 students from Wisdom
 26 students from Love
 12 students from Faith

There are 98 males and 110 females’ respondents.

C. Research Instruments

The researchers used both primary and secondary sources for the collection of data. Survey questions were
formulated and conducted for the respondents. The questionnaires contained eight items whose answer
responds to the objectives of the study. Each question emphasizes the positive and negative effects of
commercials to the viewers --- whether it is attractive or not, and the degree of importance they give to
television ads. The researchers formulated a questionnaire to conduct an interview for the applicants who
are parents and teenagers.
 Online references were used by the researchers to support the study. For instance, articles posted online
given by Ms. Christianne Vitug, were studied by the researchers and analyzed it and it therefore helped in
the study.

D. Data Gathering Procedures

For the data gathering, the researchers conducted a survey for the respondents. After collecting the data,
statistical treatment was used to know the frequency of each choice and ranked them accordingly. Statistical
tables were done to present the gathered data, where different results corresponded to each questions in
the survey.

Online articles were analyzed and summarized as secondary sources to expand and beef up the study,
which can improve the people’s beliefs.

E. Statistical Treatment of Data

The research study has qualitative data that requires a statistical computation for the analysis of the results.
The formula used by the researchers for the percentage is shown below:

P = (f/N) * 100

Where:

P – Percentage

f – Frequency

N – Total no. of frequency

When the researchers got the percentage of some data, it was also ranked according from the choices with
most frequency answer down to the least. The formula used is shown below:

1+ 2
Rank =
2
 Chapter IV

Presentation, Analysis, Interpretation of Data

The gathered data was presented in this chapter using the statistical tables.

Problem 1: What is the profile of the respondents?

Table 1 Frequency and Percentage of the Respondents

Sections Male Female Total

f % f % f %
Michaelangelo 12 5.77 16 7.69 28 13.46
Da Vinci 8 3.85 7 3.37 15 7.21
Edison 7 3.37 18 8.65 25 12.02
Einstein 11 5.29 5 2.40 16 7.69
Newton 10 4.81 5 2.40 15 7.21
Shakespeare 5 2.40 10 4.81 15 7.21
Longfellow 10 4.81 11 5.29 21 10.10
Milton 4 1.92 5 2.40 9 4.33
Wisdom 11 5.29 15 7.21 26 12.5
Love 11 5.29 15 7.21 26 12.5
Faith 9 4.33 3 1.44 12 5.77
Total 98 47.13 110 52.87 N=208 100

Table 1 show that there were 208 respondents on the conducted survey from Southridge Private High School.
Section Michaelangelo comprises the largest number of the respondents while section Milton has the least
number.

Problem 2: Do you always watch TV?

Table 2.1 Frequency and Percentage Distribution of the male and female respondents’ choice if they always
watch TV
 Choices Male Female Total
f % f % f %
Yes 69 33.17 99 47.60 168 80.77
No 29 13.94 11 5.29 40 19.23
Total 98 47.11 110 52.89 N=208 100
Note: If the respondents’ answered “Yes” in this question, they will proceed to problem 3. If “No”, the respondents will proceed to problem 9.

Table 2.1 shows that majority watch television which is a total of 168 respondents. Our interviewees supported
this result; they claimed that they are watching television as their pastime. While, some of the respondents
much prefer doing activities such as playing online games, hanging out with friends and sport activities.

Problem 3: Do you enjoy watching commercials?

Table 2.2 Frequency and Percentage Distribution of the respondents’ choice if they enjoy watching
commercials

Choices Male Female Total

f % f % f %
Yes 30 17.86 37 22.02 67 39.88
No 39 23.21 62 36.90 101 60.12
Total 69 41.07 99 58.92 168 100
Note: The total respondents in this question were those who answered “Yes” in problem 2 which is 168.

Table 2.2 shows that most of the respondents are not enjoying watching commercials since they prefer
watching Movies, Music Videos and Anime.

Problem 4: What do you like to watch?

Table 3 Frequency, Percentage and Rank Distribution of the respondents’ choice on what they want to watch

Choices Male Female Total Rank

f % f % f %
Commercials 1 0.26 4 1.04 5 1.30 10
News Updates 10 2.59 13 3.37 23 5.96 7
 Soap Opera 1 0.26 12 3.11 13 3.37 9
Entertainment 19 4.92 31 8.03 50 12.95 4.5
Documentary 6 1.55 11 2.85 17 4.40 8
Films
Movies 25 6.48 45 11.66 70 18.13 1
Music Videos 19 4.92 42 10.88 61 15.80 3
Anime 28 7.25 37 9.59 65 16.84 2
Cartoons 18 4.66 32 8.29 50 12.95 4.5
Sitcom 12 3.11 20 5.18 32 8.29 6
Note: In this question, the total respondents were 101 and multiple answers were considered.

Table 3 shows that most of the respondents are enjoying watching movies and it was followed by music videos
and anime. It is the top three answers among all choices that the researchers provided because it entertains
them most.

Problem 5: Why do you enjoy watching commercials?

Table 3.1 Frequency and Percentage Distribution of features of commercials

Choices Male Female Total

f % f % f %
Commercials are
entertaining in 20 25.64 17 21.79 37 47.44
terms of funny
antics.
Commercials
updates people of 13 16.67 21 26.92 34 43.59
what are new.
 Commercials
enable people to
compare different
products to 4 5.13 3 3.85 7 8.97
eventually choose
one best for them.
Note: There were 67 respondents in this question. Multiple answers were considered.

Table 3.1 show that most of the respondents are enjoying watching commercials because of the funny antics
that the endorsers do. Next to it is because they are updated to the latest trend. The parent that we have
interviewed claims that they were influenced to buy products due to the effects of commercials. From these
results we then conclude that viewers considered the entertainments given by the commercials, and would like
to always be updated on what is new.

Problem 6: What advertisements do attract you most?

Table 3.2 Frequency, Percentage and Rank Distribution of most commercials that involved products

Advertisements Male Female Total Rank

f % f % F %
Cosmetic 0 0 5 4.76 5 4.76 5
products

Cell phone 6 5.71 9 8.57 15 14.29 3.5

Telecoms
Hygienic 7 6.67 8 7.62 15 14.29 3.5
products
 Food products 25 23.81 24 22.86 49 46.67 1
Beverages 8 7.62 12 11.43 20 19.05 2
products
Others 1 0.95 0 0 1 0.95 6
Note: There were 67 respondents in this question. Multiple answers were considered.

Table 3.2 shows that majority of the respondents liked food products commercials. For instance, Jollibee,
Mcdonalds, Mang Inasal etc. through commercials the respondents were fascinated to buy their products since
the true aim of strategies on what the media made is to make the people crave for their products and also for
explaining such good strategy to show on how they uniquely create their products. One of the respondents
answered “foreign commercial gaming” in our option “others” because that’s what attracted him most. Our
interviewee, Mr. Mark Jason Javier claimed that commercials about food products attracted him most, because
some of the food chains advertised their latest affordable value meals.

Problem 7: What are the effects of watching commercials on you?

Table 3.3 Frequency and Percentage Distribution of teenagers’ social life

Choices Male Female Total

f % f % f %
I imitate
celebrities 9 11.54 8 10.26 17 21.79
through
commercials.
I use these
unique
expressions
 which I got from 18 23.08 17 21.79 35 44.87
commercials.
I tend to buy
the endorsed 10 12.82 15 19.23 25 32.05
products.

Others 1 1.28 0 0 1 1.28

Note: There were 67 respondents in this question. Multiple answers were considered.

Table 3.3 shows that most of the respondents like to imitate dialogs, expressions and actions as a part on how
they socialize strategically to their friends, peers and other such people while one of the respondents didn’t
affect by any of these commercials as what he stated in option “others”. Our interviewees claimed that they
tend to buy the endorsed products; Mrs. Corazon F. Macaventa tends to buy the products which are being
advertised since she is also an applicant and relates the conditions to the other teenagers’ parents due to
guidance in their child/children.

Problem 8: In your opinion, what are the factors that make these commercials attractive?

Table 3.4 Frequency, Percentage and Rank Distribution of commercials’ effectiveness

Factors Male Female Total Rank

f % f % f %
Products are
tested and 13 14.13 13 14.13 26 28.26 2
proven by
departments.
Products are
manufactured
 by famous 9 9.78 8 8.70 17 18.48 3
companies.
Celebrities
endorse these 11 11.96 16 17.39 27 29.35 1
products.
Products are
prescribed by 4 4.35 2 2.17 6 6.52 5
other
applicants.
Special effects
are superb. 9 9.78 7 7.61 16 17.39 4
Note: There were 67 respondents in this question. Multiple answers were considered.

Table 3.4 shows that most of the respondents answered that the products endorsed by the celebrities are one
of the factors why commercials are attractive. Most teenagers like to have the commercials endorsed by their
idolized people such as celebrities, which concludes them making commercials attractive to the viewers. These
results were supported by one of our interviewees, Ms. Rosanne Camille C. Lucas, that she was attracted by
commercials through its endorsers.

Problem 9: What activities do you do instead of watching TV?

Table 4 Frequency, Percentage and Rank Distribution of Respondents’ activities

Activities Male Female Total Rank

f % f % f %
Online games 20 40 4 8 24 48 1
Hanging out
with 8 16 5 10 13 26 2
friends/peers
 Studying 0 0 1 2 1 2 5
Hobbies 4 8 2 4 6 12 3.5
Others 5 10 1 2 6 12 3.5
Note: There were 40 respondents in this question. Multiple answers were considered.

Table 4 shows that majority of the respondents preferred to play online games and hang out with friends/peers
than to watch television. Aside from the given options some of the respondents stated that playing PSP games,
Badminton, texting and sleeping are what they much prefer to do than to watch television.

Chapter V
Findings, Conclusion, Recommendations

A. Findings
The researchers were able to respond to the objectives of the study using surveys and interviews. The
results of the gathered quantitative data are as follows:
1. There are 47.13% or 98 male and 52.87% or 110 female respondents.
2. Most of the respondents claimed that always watching TV is a habit while some much prefer to do
other activities.
3. Most of the respondents much preferred to play online games than to watch television.
4. Majority of the respondents didn’t appreciate the commercial ads and much prefers to watch other
shows on television.
 5. The top three shows on TV that the Southridgians prefer to watch the Movies, Anime, and Music
Videos.
6. Commercials about food products are most influential for the respondents.
7. The respondents base what they buy from what they see in commercials for example, if it’s
scientifically proven or medically tested by the departments.
8. Some of the respondents tend to buy the endorsed products because of the influential celebrities
featured in the commercials.
9. Dialogs, expressions and actions are being imitated by some of the respondents in their social life.
10. Products that are shown in commercials help them in a way that it influences them, based on the
person that we have interviewed.
B. Conclusion

Based on the gathered data, the researchers conclude that commercial influences the choice and
perception of some of the respondents. Commercials are well appreciated by some of the respondents
due to its special effects such as implementing unique expressions, dialogs and actions. Most of the
respondents based their consumptions on the quality of endorsed products, if it is medically proven or
scientifically proven by the departments. Therefore, the researchers’ thesis statement has proven since
some of the respondents’ consumptions were affected due to commercials.

C. Recommendations

Countermeasures such as effective interviews from famous organizations should be conducted,

familiarizing more commercials that are “IN” to the teenagers’ social techniques. The teenagers should
have a smart basis on how to judge certain commercial as a choosing. People should be wise and be
observant on choosing an endorsed product through commercials especially food products. People
could also base their consumption on the testimonials of some applicants who already tried and tested
the product endorsed by commercial. For the future researchers, we recommend you to conduct further
this study by conducting a survey with a larger unit of population and interview more people concern in
this study.
 References

A. Online Resources

“Commercial”. Merriam-Webster. 15 January 2010.

http://www.merriam-webster.com/dictionary/commercial

“perceptions”. Merriam-Webster. 15 January 2010.

http://www.merriam-webster.com/dictionary/perceptions

“choice”. Merriam-Webster. 15 January 2010.

http://www.merriam-webster.com/dictionary/choice

“peer”. Merriam-Webster. 15 January 2010.

http://www.merriam-webster.com/dictionary/peer

“society”. Merriam-Webster. 15 January 2010.

http://www.meriam-webster.com/dictionary/society

“technology”. Merriam-Webster. 15 January 2010.

http://www.meriam-webster.com/dictionary/technology

“media”. Merriam-Webster. 15 January 2010.

http://www.meriam-webster.com/dictionary/media

“advertisement”. Merriam-Webster. 15 January 2010.

http://www.meriam-webster.com/dictionary/advertisement

“communication”. Merriam-Webster. 15 January 2010.

http://www.meriam-webster.com/dictionary/communication

"Generation M: Media in the Lives of 8-18 Year-olds". YouthWorker Journal. Jul/Aug 2005. Hopenet. 18 March.
2010. http://www.hopenet.net.ph/000129.shtml

B. Interview

Mrs. Corazon F. Macaventa (parent, interview)

Ms. Rosanne Camille C. Lucas (teenager, interview)

Mr. Mark Jason Javier (teenager, interview)

Appendices

A. Sample Survey Form

Dear Respondents,

Greetings!

We are P-Jay Bauno and Luis Villalon, of IV-Love. As a part of the requirements of our English and Math
subjects, we are conducting a survey about the T.V viewing habits of Southridgians. In line with this, we would
like to ask you to fill up this survey form. It would take so much of your time and your answers will held with
almost respect and confidentially. Thank you.
Name (optional): Age:

Gender:

1. Do you always watch TV?

_ Yes (If yes, pls. proceed to #2)

_ No (If no, pls. proceed to #8)

2. Do you enjoy watching commercials?

_ Yes

_ No

* If yes, please proceed to #’s 4-7. If no, proceed to #3 and then stop answering. Thank you.

3. What do you like to watch? (Pls. check all that apply)

_ Commercials
_ News updates
_ Soap Opera
_ Entertainment
_ Documentary films
_ Movies
_ Music Videos
_ Anime
_ Cartoons
_ Sitcom (Comedy series)

4. Why do you enjoy watching commercials?

_ Commercials are entertaining in terms of funny antics.

_ Commercials updates people of what are new.

_ Commercials enables people to compare different products to eventually choose one best for
them.

Others (pls. specify): ____________________________

5. What advertisements do attract you most?

_ Cosmetic products (Avon cosmetics, Facial care products, etc.)

_ Cell phone telecoms (Globe, Smart, Sun cellular, etc.)

_ Hygienic products (Soap, Shampoo, Deodorant, toothpaste)

_ Food products (Snacks, Fast food chains, etc.)

_ Beverages products (Water, Juices, Health beverages, liquor)

Others (pls. specify): _______________________________

6. What are the effects of watching commercials on you?

_ I imitate celebrities through commercials.
 _ I use these unique expressions which I got from commercials.

_ I tend to buy the endorsed products.

Others (pls. specify): _______________________________

7. In your opinion, what are the factors that make these commercials attractive?
_ Products are tested and proven by departments.

_ Products are manufactured by famous companies.

_ Celebrities endorse these products.

_ Products are prescribed by other applicants.

_ Special effects are superb.

* Thank you for answering this survey. The preceding question is for those who answered NO in question #1.
Thank you

8. What activities do you do instead of watching TV?

_Online gaming

_ Hanging out with friends/peers

_ Studying

_ Hobbies

Others (pls. specify): _______________________

B. Letters

Letter for the principal, Mrs. Corazon Delos Reyes, of Southridge Private High School.
C. Interview Questionnaire

For parents:
1. Are you fond of watching TV with your kids?
2. Are you aware of the effects of media to your child/children?
3. Do you, especially your kids, base your consumption of various products on those TV ads you have
watched?
4. Are you aware of the products your children usually buy?
5. If yes, please site some examples in what ways do those commercials affect you and your children
in patronizing such products. Give at least two.
 6. After consuming such products, what has been tae suit then? Were you and your kids satisfied and
still using the products? If not, what made you so? What are the inconveniences do they have?
Kindly specify if there is any.

For teenagers:

1. Are you fond of watching TV?

2. Are you aware of the effects of media to you?
3. Do you base your consumption of various products on those TV ads you have watched?
4. Are you aware of the products you usually buy?
5. If yes, please site some examples in what ways do those commercials affect you in patronizing
such products. Give at least two.
6. After consuming such products, what has been tae suit then? Were you and your kids satisfied and
still using the products? If not, what made you so? What are the inconveniences do they have?
Kindly specify if there is any.

D. Interview Tanscripts

Interview with Mrs. Corazon F. Macaventa on January 16, 2010.

Q: Are you fond of watching TV with your kids?

A: Yes

Q: Are you aware of the effects of media to your child/children?

A: Yes, I am, and as I can see it somehow helps my children in deciding for the products they ought to buy.
Q: Do you, especially your kids, base your consumption of various products on those TV ads you have
watched?

A: Most of the time, yes

Q: Are you aware of the products your children usually buy?

A: Yes, of course, I make it a point to ask them.

Q: If yes, please site some examples in what ways do those commercials affect you and your children in
patronizing such products. Give at least two.

A: First, it makes us believe that the effectiveness of that particular product is realistic. Second, in a way that
we were being aware of the differences in cost or amount of each product.

Q: After consuming such products, what has been tae suit then? Were you and your kids satisfied and still
using the products? If not, what made you so? What are the inconveniences do they have? Kindly specify if
there is any.

A: Yes, we are satisfied, it’s helpful.

Interview with Ms. Rosanne Camille C. Lucas on February 8, 2010.

Q: Are you fond of watching TV?

A: Yes

Q: Are you aware of the effects of media to you?

A: Yes

Q: Do you base your consumption of various products on those TV ads you have watched?

A: Sometimes

Q: Are you aware of the products you usually buy?

A: Yes

Q: If yes, please site some examples in what ways do those commercials affect you in patronizing such
products. Give at least two.

A: First, thru endorsers. Second, thru common interests.

Q: After consuming such products, what has been tae suit then? Were you and your kids satisfied and still
using the products? If not, what made you so? What are the inconveniences do they have? Kindly specify if
there is any.

A: Yes, I am satisfied and still using the product.

Interview with Mr. Mark Jason Javier on February 8, 2010.

Q: Are you fond of watching TV?

A: Yes, I am.

Q: Are you aware of the effects of media to you?

A: Yes… Sometimes

Q: Do you base your consumption of various products on those TV ads you have watched?

A: In some instances, fast food chains commercials and mobile networks.

Q: Are you aware of the products you usually buy?

A: Yes

Q: If yes, please site some examples in what ways do those commercials affect you in patronizing such
products. Give at least two.

A: In the case of choosing such fast food chain where I prefer to eat, I usually based on the latest affordable
value meals they advertise. In choosing and eventually buying a sim or load for my mobile phone that can give
me a promo very satisfactory based on what they promote in commercials.

Q: After consuming such products, what has been tae suit then? Were you and your kids satisfied and still
using the products? If not, what made you so? What are the inconveniences do they have? Kindly specify if
there is any.

A: Yes. It gives satisfaction to me, I guess, consequently I’m still patronizing such food chain and some other
products.