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

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

Dove Self-Esteem Project Advertisements

Dove is one of the world’s leading beauty brands under the Unilever Company. Dove initially sold female-oriented products before eventually branching out to the male market with their own line of products in later years.

In 2004, Dove created the Self-Esteem Project which was done to “help the next generation of women grow up feeling happy and confident about the way they look”. Kudos to the advertising and marketing teams of Dove because they have delivered streamlined and on-point commercials and continue to do so today. Their commercials adhere to the goal and to the foundation of the project, and it has remained unchanged even after a decade. Continue reading Dove Self-Esteem Project Advertisements

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

Love (Money) Makes the World Go Round: A short criticism of selected TV commercials of PSBank

Recent television commercials of PSBank feature Luis Manzano and Anne Curtis as endorsers. For this paper, three of these commercials will be critiqued. The first one features Luis who is on a date in a restaurant. The advertisement opens with a montage of Luis performing romantic gestures in front of his date. Here is how the conversation goes:

Continue reading Love (Money) Makes the World Go Round: A short criticism of selected TV commercials of PSBank