Bagong Bayan si Tatay: Representation of Overseas Filipino Workers in Selected Television Commercials

This study looked into the influences television advertisements in the youths perception regarding Overseas Filipino Workers. This is a descriptive type of research, which employed content analysis and focus group discussion to gather data. The study was conducted in Manuel S. Enverga University Foundation in Lucena City. Six youth, residing in Lucena City were asked to participate in the focus group discussion and three BS Mass Communication students of MSEUF were asked to code the advertisements. It was discovered that television advertisements doesdirectly affect the perception of the youth when it comes to identifying Overseas Filipino Workers. However, it was revealed that these advertisements creates consciousness and awareness in the mind of the audiences with regard to OFWs. The study also discloses that OFWs are portrayed as new heroes in the advertisements which increases audience respect towards them and gives a clearer reflection of how the society revolves. It must be recommended to advertisers to be more realistic and sensitive with the portrayal of Overseas FilipioWorker fathers intheir advertisements because although these issues are minimally portrayed, they had great impacts among the subjects. Therefore, there is a need to justify the portrayals of OFWs since the frequency of being exposed on media content has relevance on the retain-ability of content.