Ad/Pr Case 9 Reaction: PAUL SORIANO

Director Paul Soriano is indeed a very talented and promising director.  He began his career in the industry as a director of events and concerts. He later expanded into TV commercials and now ventured in the field of making full length movies.

“Thelma” is Soriano’s second film after 2009’s “A Journey Home.” Both inspirational stories, this one is about a barrio woman (played by actress Maja Salvador) who came from a not well-heeled family beset with challenges. She discovers her gift of running then persevered and trained hard as a runner in order to better her life and that of her family.

In preparation for the movie, the young director immersed himself in the world of runners and interviewed a lot of them in order to come up with the best story. And so ‘Thelma’ is “the film” for every athlete. It mirrored all the hardships and obstacles an athlete faces in the long run of bringing the Philippines into the world stage.

And on an interview with the adoboLive he had explained how his work on ads influences his film making. He explained how thankful he was to advertising for he was able to bring his discipline into the world of movies. The director even made his actors follow certain rules such as no using of cellphones on the set and no reviewing of performances in order to save time.

Also, the “Thelma” tagline goes, “Some people run away from their problems. She ran to fix them.” Just how successful commercials attracted their target audiences, the movie has a very mind retaining tag line. It will make you get hooked, thus, you end up watching the movie. In this, the director has really applied his knowledge in advertisement.

03-04-12 

Ad/Pr Case 10 Reaction: Here, there, and DPWHere: Agency creatives fuel meme

Department of Public Works and Highways (DPWH) is a government agency assigned for the planning, design, construction and maintenance of major infrastructures, such as national highways, flood control and water resources development system, and other public works, and is responsible for ascertaining that all government infrastructure project implementation plans and designs are consistent with current standards and guidelines. And likewise, it is highly expected that people throne on responsibility should act apt, with integrity and utmost honesty. Thus, it’s a must for them to show the people that they are off to fulfilling their duties.

But it is sad to say that DPWH has tried in making a fool out of Filipinos. A photo release of the DPWH posted on DPWH Facebook account was meant to show their officials; DPWH Undersecretary Romeo Momo, DPWH NCR Director Rey Tagudando, and DPWH South Manila District Engineer Mikunug Macud making presence on the clean up drive and conducting field inspection after the aftermath of Typhoon ‘Pedring’.  The photo stormed criticisms in cyberspace for having been allegedly fabricated.

Just to look good in public, they have resorted to hilarious acts.  Perhaps they have expected people to get proud with their trickery but they were proven wrong, really wrong. Instead of gaining praises from citizens, they ended up becoming the main characters in online comedy. The three officials are photo shopped onto all imaginable places and pictures, just like the three of them being placed on the last summer portrait and so on.

It is true that this controversy has tainted the image of the Department for this is a clear manifestation the Department has the backbone to mislead people and who knows they can resort into a more unimaginable deceptions or worse they HAVE ALREADY BEEN deceiving Filipino people for so many years.

However, DPWH released an explanation on why and what really happened. They clarified that the three gentlemen were really at the place and that what they did is just to show different angle of the scenario. They have apologized and admitted their fault. It is really sad the department made such act but what was sadder is the fact that there are Filipino people using the incident as a ground of being ashamed as Filipino. It’s too rude of a reaction, isn’t it? There were also statements despising the three gentlemen and the Department itself and the most attention catcher are the various memes by netizens and advertising groups, just like what I have said awhile ago. This may be somewhat entertaining but I think it’s too way of a punishment for them. As Public servants, they still deserve to be treated with revere.

03-04-12

credits to: Adobo Magazine, Issue 31, January-February 2012

Ad/Pr Case 11 Reaction: It’s TRU: Bench, Nike and Adidas are top brands for Filipino teens

For so many years, the word imported has almost become synonymous with durability and of being high quality here in the Philippines may it be on clothing, furniture, accessories and so on. And so it is really a ‘WOW’ to know that Filipino teens consider local brands as same level with imported brands. According to “The TRU Study: 2011 Philippines Teen Edition”, Bench, which is a locally produced brand has gotten the top spot on the preference list of brands by Filipino teens followed by Nike, Adidas, Jag Jeans, Jollibee, Lee, Levi’s, Avon, Natasha and Nokia.

And I guess it is the effective advertisement strategies that brought Bench onto the top. It’s a known to everyone that Bench promote their products through foreign artists as endorsers just like Nicole Sherzinger of the Pussycat Dolls, Bruno Mars, and Lucy Hale as the newest endorser of Bench clothing line. This strategy has helped the clothing line to build an image same as to foreign brands because of the foreign endorsers. Making Filipino teens feel that by patronizing their product, they are somewhat becoming like Nicole, Bruno, and Lucy in some ways. Making them feel foreign, just like what people usually want to feel when buying imported products.

However, the study also revealed a sad part. It shows that 60% of teens surveyed believe that it is important to use branded products. Well then how about those products made without bearing any brand but just the name of the locality where products were produced? Just like Marikina products and other native products? I guess the issue of buy Filipino first is still “an issue”.

03-04-12

credits to: Adobo Magazine, Issue 31, January-February 2012

Ad/Pr Case 12 Reaction: Multiply marks milestone with shopping party

Multiply is truly a popular networking site to Filipinos, especially to youths. Anyone can share photos, videos, music, create their own blog, leave comments to a friend; it also serves as a way of communicating with other people. It simply has a lot of features that justly entices its users. And the recently uprising attribute of multiply is its utility as a portal for online retailing/shopping. Everyone can shop virtually through multiply as much as everyone can become entrepreneur by posting their products, leading multiply to be labeled as e-commerce site.

Over 16 million multiply users; about 5 million of them are based in the Philippines. Philippines indeed is the home of Multiply. It’s also Filipinos creative mind’s idea to use Multiply as a virtual retail shop which then helped the management to realize the potentials of e-commerce through Multiply. And so it’s just justifiable for the management to throw a party here in the Philippines. It’s really good though, because what brings them on the lime light are their consumers undoubtedly.

03-04-12

credits to: Adobo Magazine, Issue 31, January-February 2012

i so love this <3

smart-lass:

heyfunniest:

Need to laugh? This blog is perfect for you!!

what a laugh  

jinipen:

(via stingingbees)

Philippine Association of National Advertisers (PANA) is a recognized and respected organization which has a total of 300 strong companies. Its mission is to deliver effective, truthful and responsible marketing communications to uphold success of their member advertisers and is now an organization striving for an advancement of marketing communication to global standards. Some of their most considered standards in advertising are relevance, significance and importance.  And it is good to know that there is an organization taking considerations with these matters. On a time where lots of media advertisements flood the way, it would be an epic failure if all of those advertisements banner nothing but a non-sense and useless messages to the public.

At the present time, I as a media consumer came to notice that not all the advertisements have relevance, significance and importance to audiences. I’m entitled for my opinion and so I have to spill my observations, and some of it was the idea that number of commercials in Philippine television promote nothing but their product and their product only. There are also TV commercials which inflicts negative impact to their audiences. Some are instigating gender stereotyping and has gender insensitivity; there are some which promotes bad practices like a commercial with a line “masarap ang bawal” and the likes. Fortunately, there are still some which take responsibility by having the essence of relevance, significance and importance. I just hope that those irrelevant advertisements would not outnumber those few that has relevance to viewers.

credits to: Adobo Magazine, Issue 31, January-February 2011

AD/PR Case 8: The Phenomenal Cheesy Campaign

The Greenwich is undeniably at the peak of its success outweighing the other Pizza chains in the Philippines because of its Extreme Cheese campaign bearing its much known line ‘Sobrang Cheesy’ which became part of Pinoy-lingo. Their campaign touches the emotions of viewers by relating their product to one of the most valued aspects in every individual’s lives, and that is Friendship, reinforcing friendship within a group of people with various personalities through an aesthetic enjoyment in savaging the tastiness of their product pizza. Moreover, the Extreme Cheesy campaign surely created buzz out of television viewers and most especially among the youngsters. This strategic marketing has stimulated the attention of audience by means of imposing addiction through language discourse find within the advertisement. The creation of the line “Sobrang Cheesy” became the key point in placing their product to the retention of television viewers. Thus, made them lead the market.

This can be further justified by the theory of Speech Act Wittgenstein and Austin. The theory suggests that the meaning of language depends on its actual use. It explains that Speech is not just used to designate something, it actually does something. And without the speaker’s intention, it is impossible to understand the words as a speech act. Moreover, one of the four types of speech act was the perlocutionary act that is used to elicit some behavioral response from the listeners. (http://www.scribd.com)

On the case of the Extreme Cheese commercial, they have used the line “Sobrang Cheesy” by the actor John Llyod Cruz for their main intention of promoting their cheese flavor pizza. Through that, they have caused a behavioral change to viewers and that is the increase in their consumption of the advertised product and in parallel to that, the Pizza sales also increases.

I, as a viewer and a consumer likewise, have to commend the Extreme Cheese campaign since I myself have been hooked to the said commercial. Even though I am not a pizza fanatic, still I found the commercial themes very addicting, the very fact idea that Filipinos are sweet people and people of high value for friendship. 

credits to: Adobo Magazine, Issue 31, January-February 2011

President Noynoy is gaining hostility for partying while people of Cagayan de Oro are in the midst of mayhem and hundreds of people are killed by the tropical storm “Sendong”. 

The controversy started when the singer-actress Valerie Conception tweeted “Done w/ work.. Tnx for having me.. It was nice to see Pres. P-Noy laughing at my jokes & enjoying my performance..ü #Malacañang #PSGNight”. This tweet has sparked lots of negative criticisms and violent reactions from Filipino citizens, accusing P-Noy of having misplaced priorities. He partied along with his Presidential Security Group members and disregarding the plight of our Kababayans in Cagayan De Oro with close to 600 casualties. The situation got worst by the inconsistent statement of the Malacañang spokesperson.  Their inconsistency heightens the angriness of the people.          

It’s not the first time that the President has been out of visibility during relief operations, but this time, the recent upheaval has ravaged not only hundreds of lives but also the name of the “King of State” President Benigno Aquino III. Why so? I, as a Filipino, also have an opinion about the issue and I could say that it was a clear scuffle for the executive wing and for the President particularly.  Not on the part that he partied at times when our fellow men are in disaster and not making immediate appearance to the place of calamity but rather because he failed to give what our fellow men really need, and it was him supposed to be communicating with the victims, giving them the reassurance that everything’s going to be alright, that the government is in control of the situation and that the government will be by their side lending hands for help. Whatever happens, communication really has the power to ease disturbance, and as a leader it is his duty to do so- to communicate with his people. I have nothing against his partying with the PSGs, if he passed by to show solidarity to people protecting his life at all times, it’s one of his duties anyway and he only stayed for 30 minutes. Nevertheless, if I were to be asked, it would be better if the Executive wing would not underestimate the power of communication. The President should have render immediate yet clear statement. It would be a lot better if the President speaks for himself in situations like this rather that letting the designated spokesperson do the job. And it could make a lot of difference if they re-define their approach to communicating with people who consigned them into throne. For them to gain favorable response they have to be true to their every word. They need to have certainty in their statements because every Filipino has their eyes set on them and most of all; it is their fairly duty to render truthful service.