Is It Really More Fun in the Philippines?

With the Philippines being a country rich in breath-taking natural landscapes, seascapes, and “urbanscapes,” and consequently flocked to by various travellers from all across the globe, it is not unthinkable that the tourism business has a large contribution to the nation’s economic growth. But regardless of the Philippines’ picturesque views, it is not fully equipped to attract tourists on its own. This country’s tourism, like many others, is fueled by its advertising and marketing.

Continue reading Is It Really More Fun in the Philippines?

#BeautifulStory

Pond’s released a series of commercial featuring “Pond’s Girls” celebrities Toni Gonzaga and Heart Evangelista sharing their “beautiful story”. The ads were released this 2014.

In both ads, the setting is in a studio. There are studio lights, cameras, and the presence of make up artists and assistants. They are both sitting in a comfortable couch, sharing about their life. There are two screens behind them that show some old pictures and clips of the actresses.

The ads suggest that general meaning that women should be beautiful and have a glowing skin to be successful and happy. Both of the ads has a narrative on how their life was transformed and infer that meaning that Pond’s has been their long-time companion for the stories that they are sharing encapsulates a long duration or period of their life. Continue reading #BeautifulStory

I Do?: The Harvest Moon Bachelorettes’ Representation in the Discourse of Romance and Relationships

Harvest Moon: Back to Nature is a role-playing game (RPG) which features the journey of a young man as he rejuvenates the farm of his deceased grandfather. Harvest Moon was produced by Victor Interactive Software and was released in 2000. The game and was made available in different gaming consoles such as the PlayStation and GameBoy. Critics praised Harvest Moon for its fresh take on role playing games. Harvest Moon deviated from the usual RPGs which featured world-changing journeys of heroes and heroines alike. Dubbed as “a different type of RPG”, Harvest Moon gave its players a non-linear experience of managing a farm and at the same time ensuring that relationships with the people of Mineral Town are maintained properly. Continue reading I Do?: The Harvest Moon Bachelorettes’ Representation in the Discourse of Romance and Relationships

MyPhone Commercials from a Critical Lens

In the advent of new technology, the world becomes smaller each passing day – connecting each and every one of us through all means possible. Technologies from the big and progressive nations such as America, China, Japan and Korea lead the different advancements that continue to grow. But technology invented and developed by Filipinos joined the world market and proves that a Third World Country is capable of such advancement. Continue reading MyPhone Commercials from a Critical Lens

Postcolonial Analysis Series of TV/Online Ads – Coca-Cola: America is Beautiful

These advertisements features different people from differrent races singing a song titles “America is Beautiful”. The advertisement, that lasts longer than a minute features singer of different races, singing the song in different languages. Some include, Hindi, Senegalese-French, Hebrew, Mandarin, Keres, Arabic, Filipino and English. The playlist named #AmericaIsBeautiful features the girls from different races singing the song in their native languages. Although there is indeed an attempt to include various people from different races around the world, it is ironic that the song is indeed glorification of America. Continue reading Postcolonial Analysis Series of TV/Online Ads – Coca-Cola: America is Beautiful

Selling Imperfection: Analysis on the Inglorious Fruits and Vegetables Campaign

Earlier this year, the third largest supermarket chain in France Intermarche released a global campaign to sell the non-calibrated and “imperfect” fruits and vegetables that industries usually throw away due to their unpresentable appearance. In a declared attempt to address food waste, Intermarche renamed these underdogs to “Inglorious Fruits and Vegetables” and advertised them in print, billboards, TV, radio, PR, Intermarche’s catalogues and social media. The Inglorious Fruits and Vegetables were sold 30% cheaper than regular produce. The supermarket chain then had a 300% increase of mentions on social networks during the first week, 1.2 tons average sale per store during the first two days, and an additional 24% of overall store traffic. Continue reading Selling Imperfection: Analysis on the Inglorious Fruits and Vegetables Campaign

Whipping the Reasons behind the Labels: A Discourse Analysis of Pantene’s #WhipIt Campaign

Last March this year, Pantene released an ad campaign on labels featuring the stories of Denise Laurel and Kris Aquino. There are two types of videos for each, one that is shortened as TV commercial and the full story uploaded on YouTube.

[1] TV COMMERCIAL:

“Sayang daw ako ‘cause I’m a single mother,” Denise opens as a sad, mellow tune plays. Continue reading Whipping the Reasons behind the Labels: A Discourse Analysis of Pantene’s #WhipIt Campaign

Capitalism In The Time Of The Postmodern Website

The content of the website Facebook depends mostly on user-generated media. Throughout time, however, it has become more of a link sharing website for people who want to share external content with friends. In this manner, the nature of the website is somewhat postmodern in that people can insert their own perspectives as a preface to the body of the text they are referencing and are able to provide their own interpretation of whatever it is they have shared. Continue reading Capitalism In The Time Of The Postmodern Website