DELA CRUZ, Maria Julia P. COMM 10 - Z “Para kanino ka bumabangon?”: A Semiotic Analysis on Nescafé Philippines’ Commercial I. Introduction In today’s world of rampant visual messaging, the advertising industry often transcends the domain of mere product promotion, intricately incorporating semiotics— signs and symbols that deeply resonate with mass aspirations, cultural identity, and values. Nescafé’s “Babangon Tayo” commercial serves as a potent reminder of such a phenomenon; an advertisement that goes beyond just a simple promotion of coffee as it employs a vibrant use in its semiotic landscape, one that aims to tap into the Filipino soul of resilience and collective hope. The commercial was first aired in March 2020, released by Nescafé Philippines under the title “Babangon Tayo” (We Will Rise Up). The timing of the advertisement was very significant as it coincides with a period ridden with hardships, uncertainties, and troubles not only in the Philippines, but also globally: the initial worldwide spread and impact of the COVID-19 pandemic. As observed, the commercial’s release was a strategic move for Nescafé, not only positioning itself as a brand for simple commodities, but also as a source of comfort and communal strength for the Filipino people during a time of crisis. Semiology or Semiotics as a discipline first originated in the works of Swiss linguist Ferdinand de Sassure who provided the theoretical framework for understanding meaning in the context of its creation through communication involving signs and symbols. Sassure conceptualized this “sign” as a dyadic entity that consisted of the signifier (physical form) and the signified (representation of the concept) (Krampen 1987). In line with this, American scientist and philosopher Charles Sanders Peirce categorized these signs into symbols, indices, and icons that are based on their relationship to the subject (Atkin 2010). Because of this, the study of semiotics turned to a systematic approach in the process of decoding texts. Roland Barthes, a French philosopher and essayist, took this a step further, developing ideas of innocuous elements like images and songs as being strategically utilized to construct persuasive messages that will be linked to cultural values and codes, extending the field of semiology towards connotations and myths that revealed supposedly deeper meanings (Barthes, Lavers and Smith 1967).