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CHAPTER 1

INTRODUCTION

1.1 Chapter Introduction

A summary of the research proposal to be conducted including the introduction,
background of the study, statement of problems, objectives of the study, research

questions, scope of the study, the importance of the study and the definition of terms /

operations of the study. The contents of this chapter are as follows:

1.2 Background Research

The history of advertising can be traced to ancient civilizations. It became a major force

in capitalist economies in the mid-19th century, based primarily on newspapers and magazines.
In the 20th century, advertising grew rapidly with new technologies such as direct

mail, radio, television, the internet and mobile devices. In the 20th century, the media was
dominated by print, radio, and television, attracting a broad swath of the public, affording

them the opportunity to read, listen, and watch the world around them in a way that they

previously had not been able to do.

Beginning in 1989, the World Wide Web, (W3C.org) was invented, and it devised a virtual
medium of software laid on top of the internet's physical wiring structure, which has since

enabled the public to message, tweet, send and receive emails, photos and videos; and to

interact with user sites such as Twitter, Facebook and many others. Apart from imparting
knowledge and connecting the world, media serves another role: It spreads awareness about

products and services, broadcasting the benefits of specific products and services, via

advertising.

There are two types of media in advertising which is television commercial (TVC) and Web.
TVC is the acronym for television commercial — a form of advertising that promotes

products, services, ideas, individuals or organizations via the television medium. The

duration of TVCs greatly vary but they usually fall between 10 seconds to 3 minutes-long.
Regardless of the length of the TVC, it is important to keep in mind that the message

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