Documente Academic
Documente Profesional
Documente Cultură
An undergraduate research submitted to the Department of Media Studies Faculty of Arts and Letters
in partial fulfillment of the requirements for the degree Bachelor of Arts (AB) in Communication Arts
De Chavez, Donnalyn Gloriani, Arabella Kristine Santos, Arvin Sebastian, Renz Marrion See, Mark Jonathan
March 1, 2011
ABSTRACT
Advertisers are sought by clients to help them sell products. Clients spend huge amounts of money to advertisers for them to find a way with words and images to make the product seem more attractive and desirable. On the other hand, consumers, after realizing that they have been deceived by these advertisements, will most likely drop the brand and find another. The researchers used the Persuasion Theory as the theoretical framework of this study. Also, the researchers distinguished the truth between the advertisers and the consumers to serve as a guide to show advertiser-consumer relationship. By studying the pre-production stage, production itself, and post-production of television commercials of shampoos, the researchers were able to understand what happens behind the scenes of the said product commercials. With the help of interviews with practitioners of the field, the researchers were able to gather substantive information. With this, the consumers will then be aware of the idea that advertisements do not always show the product as what they seem to be in reality.
CHAPTER I
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INTRODUCTION
Rationale
The researchers are focusing on the advertisers about the truth in advertising with regards to pre-production, production, and post production. The consumers are the reason why commercials are produced and strategically placed in advertising spots while the advertisers goal is to sell. But what is evident now is that commercials become untruthful and in the end, consumers make a huge mistake on buying a product that do not deliver results as promised. Consumers do not want to be fooled or misled. For them, it is not how commercials can get their attention by using
exaggerated words, ideas and images, but the truthful results that they would achieve when they use the products upon purchase. Some advertisers only show what is favorable on their part without considering the consumers need for truth. Watching the television is the most common leisure people could have. Most televisions are viewed at home because it is where people are at ease. It is an irrefutable fact that the television is a very powerful medium. The combination of sight and sound is a very effective way to communicate to people. And because of its effective sensual impact, advertisers see this medium as another space for commercials. Advertisers use television commercials to inform the people of their product or service. Consumers are exposed to a vast number of commercial messages each dayanywhere from 500 to 3,000, depending on how one defines a message and how
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much the individual chooses to use the media [television] on a given day (Bergh and Katz, 1999, pp.70-71). Advertising surrounds the consumer whether he wishes it or not (Weibacher, 1979, p. 564). Advertising is, collectively, seen by many as an environment pollutant (Weilbacher, 1979, p.583). From the fact that advertising is all around us comes the assertion that it pollutes our mental environment (Weilbacher, 1979, p. 571); to the point that consumers are most of the time misled. And this phenomenon results to frustrated expectations of consumers to the product being advertised. Since the consumers are being surrounded by many advertisements, there have been some complaints. One of the major complaints against advertising is that many advertisements are misleading or untruthful and deceive consumers (Weilbacher, 1979, p.541). Nowadays, some ads are becoming more deceptive. Advertisers want to attract and sell, not to inform and sell. To increase sales, advertisers tend to do everything misrepresentation, deception, liesunless actionable (Baker, 1968, p.14).
Here is a typical copy for a deodorant soap: You havent got a worry in the world when you start the day with [this soap]. Because it wipes out skin bacteria that cause odor. All day long. Scientists advise that this is not possible and, of course so do makers of deodorant sticks, sprays, creams, and whatnots. Some users, after a hectic day, said, not true about deodorant soaps. Others said that they didnt know, because one is not usually aware of odor on oneself which is why the advertisers go away with such claims. Give an advertiser an inch and he will drive through a yard of iffy promises (Baker, 1968, p.15).
Advertisers should have a reasonable basis for making a claim about product performance and may be required to provide evidence to support their claims. However, deception can occur more subtly as a result of how consumers perceive the advertisement and its impact on their beliefs (Weilbacher, 1979, p.541). Deception results in overspending, conspicuous consumption, and the inculcation of unrealistic and frustrating expectations (Gordon and Kittross, 1999, p. 254). Consumers expect advertisers to adhere to the threshold requirement of truth that is, that they not knowingly disseminate inaccurate information (Day, 2003, p.96). Many believe that advertising should be primarily informative in nature and should not be permitted to use puffery or embellish messages (Weilbacher, 1979, p.542). There is an existing Code of Ethics for Advertising in the Philippines that advertisers adhere. The research will determine the actual process of television commercial production, and identify if advertisers have faults in the dissatisfaction of its consumers.
Definition of Terms
1.
commercial, outdoor signs, posters) through which the advertising information or message is disseminated.
2.
business purpose, usually intended to promote commercial transactions or to enhance a business general standing in the marketplace or the community
4.
including those in the form of single proprietorship, partnership, or corporations which is established and operated for the purpose of counseling on, creating, producing and/or implementing advertising programs for and on behalf of advertisers in various forms of media
5.
the commercial with specific time elapsed between the two situations.
6. 7.
Client the product owner who searches for advertisers Consumer the person or persons who are the actual or intended
the advertisers company, product or service, with an identified competitor, product or service.
9.
10. 11.
Copy - is the text of an ad or the words that people say in a commercial Deception giving false claims or misleading information in addition to
End result Presentation the effect of the product to the model. Exaggeration overstatement of the truth or actual Guarantee express or implied assurance of a product or a service Message the information the advertisers want to convey. Misleading Advertisement a deceptive advertising practice in which
the advertising fails to mention or identify a potentially negative aspect of an advertised service.
17.
Pre-production the preparation stage of the production process Product an item or commodity, including services which shall mean the
television commercial.)
22.
Sell to offer or exchange a product or service to, or with members of, the
interest
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24.
Status Cue sign for social position Television commercial form of advertising in which products, services,
recommends a person or thing as worthy or desirable using a reliable testimony by a person who experienced a product or service.
28.
CHAPTER II
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(Weilbacher, 1979, p.542). This is their attempt to put their best foot forward and not dwell on the companys shortcomings. They employ selective truth to construct their messages, and there is nothing inherently unethical about this. Advertisers are under no ethical obligation to provide balance in their public proclamations. They come to the marketplace with a bias, and there is nothing wrong with that (Day, 2003, p.96). The advertisers think that by doing so, they might have an advantage in the highly competitive market. However, when advertisers exclude important information that could mislead consumers and actually affects a consumers purchasing decision, such ads are deceptive and raise more serious ethical concerns (Day, 2003, p. 97).
for just one reasonbecause so many advertisers who originally promised no ironing were indeed fooling (Baker, 1968, p.14). This example shows that when consumers, after investing so much money and time, does not get what they expect from a brand, they will find another. They will also be hesitant in purchasing that same brand again. All the consumers want is the truth and accuracy and truthfulness of an advertisement. A product must be shown exactly as the consumer buys it in all material respects. You cannot have a product specially selected or constructed for use in advertising. (Roman, 2003, p.200) Consumers do not want to be fooled. For them, it is not how advertisement can get their attention by using exaggerated words and ideas, but the truth that they would achieve when they buy the products.
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cant sustain and perform. Understating is presenting a quality with restraint in order for effect and purchase to happen. The truthfulness standards should still apply when advertising is aimed not at product quality, but simply seeks to get the attention of the reader or viewer in order to create awareness of the particular product. This distinction between emphasis on product quality and mere attention-getting efforts seems to lack a clear dividing line, and strikes a somewhat irrelevant when one considers the basic persuasive and pervasive nature of advertising. (Gordon, Kittross, 1999, p. 241) Faking and fooling the public is not essential. Producing effective advertising is simple but that too often advertisers make it complicated and phony. (Baker, 1968, p. 192)
Code of Ethics
The Code of Ethics for Advertising of the Philippines says that Advertising being an effective and efficient tool for communication with the public is an activity having substantial impact on the society. Engaging in such activity, especially in its creative aspect, entails a responsibility not only to the members of the industry and the business sector but, at the same time, also the community which is exposed to and is affected by advertisements.
A. Testimonials
A testimonial is expressing admiration or appreciation. It is also something that recommends a person or thing as worthy or desirable using a reliable testimony by a
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person who experienced a product or service. This person could be an ordinary individual, or an expert in a certain field. And lastly, a testimonial serves as evidence to the trustworthiness of the product or service. A testimonial is mostly seen on shampoo television commercials. Talents, models, and endorsers state what they have experienced once they have used or tried the said hair product. It is also used for the consumers to easily believe what they see. Also, a testimonial is very effective in catching the viewers attention especially if the testimonial is being delivered by a popular personality. The advertiser must substantiate testimonial by producing the original written and signed evidence supporting the endorsement. Testimonial claims should be genuine and truthful and should be categorically stated as the personal experience or opinion of the endorser and should be clearly presented as part of a testimonial statement. Also, testimonials based solely on subjective judgment are allowed provided that they are not presented as statements of fact. However, when such testimonials also include specific claims regarding product performance, the said testimonials a.) Should be consistent with actual product performance which should be fully substantiated; b.) Should also reflect the endorsers own personal experience in using product, and c.) Should be clearly presented as the experience or opinion of the endorser be the use of such qualifiers as for example. In my experience, In my opinion, Para sa akin, I think. Substantiations must be submitted along with the endorsers signed testimony. (Philippine Mass Media Laws and Regulations, Code of Ethics for Advertising, Article 4 Section 7)
B.
comparisons. These are the elements in commercials in which two images, the before
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and after-use of the users body (a part of the body that the product is applied or used on or to), in this case: the hair is shown. Technically, the purpose of the said comparison is to show the truthful and factual effectiveness of the product after usage. Before and After situations must reflect truthful and factual comparisons. Comparisons of the antecedent situation with the subsequent situation must not be exaggerated or misleading. Advertisements comparing before and after situations should cite with prominence the specific time elapsed between the two situations. (Philippine Mass Media Laws and Regulations, Code of Ethics for Advertising, Article 4 Section 10)
C.
truthful information on products and services, specific claims must also be accurate, readable, and truthful (Philippine Mass Media Law and Regulations, Code of Ethics for Advertising, Code of Ethics for Advertising, Article 4 Section 5). To be informative is not just telling the whole story about the product. Everything about it that the rational consumer needs to know in order to make a fully informed and rational purchase decision is important. To be informative is to tell the whole story without embellishment, hyperbole, or puffery. It is because almost everyone will concede that advertising as we now know it is unlikely to take this literal course (Weilbacher, 1979, p. 569). This will help promote truthful and informative advertising for the benefit of consumers and public in general. For advertising materials that require the presence of qualifiers in reference to claims, such should be prominently
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readable and last for at least two (2) seconds. (Philippine Mass Media Laws and Regulations, Code of Ethics for Advertising, Article 4 Section 5.3.1)
D.
Guarantee
Guarantee shall mean an express or implied assurance in respect of specific
properties or characteristics of a product or service upon which the consumer may be expected to rely (Philippine Mass Media Law and Regulations, Code of Ethics for Advertising, Article III-15). With this, advertisers are expected to give to the consumers the results that they have shown on the advertisements.
Professionals dictate the meaning of beauty. Such professionals are fashion designers, actors and actresses. As a result, it becomes a part of culture that individuals follow and consider as patterns.
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apparently sustained interpretations. This research is focused on the message. The message wherein, according to the model below is persuasive. The purpose is shortterm change of approach, buying intention, and brand preference through providing arguments. Below is a schematic diagram of the persuasive process. Represented schematically, such a model of the persuasion looks something like this:
The society dictates how an individual should perceive reality. It has a set of standards. Advertisers use these standards and convert them into persuasive messages to meet the needs of the consumers. In effect, consumers, assuming that the product will answer their needs based on the advertisements, will then buy the products being advertised. Advertisers are the ones who persuade these consumers to continue to purchase these products. Advertisers know this as a generally accepted fact. And they use this as an advantage in order to persuade the consumers from buying, including the things they dont even need or want to persuade them from needing or wanting something consumers actually dont need or want. They practice this advantage by
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presenting only the positive attributes of the product (or service) they are advertising because these are the needs and wants of the consumer what they are looking for; while the negative attributes are concealed because it is not beneficial to the consumers, which is against to their so-called advantage. Both advertising and the techniques of public relations have been accused of being essentially dishonest in purpose, subliminal in method, appealing to mans affective or emotive reactions, taking advantage of human anxiety and altogether a deleterious influence in the character. (Steinberg, 1970, p. 235).
Conceptual Framework
Television advertising captures a high-level consumers attention and
participation. To fully get a grasp of the case study, the researchers decided to focus on shampoo television commercials. The researchers divided the truth into two; truth for the consumers and truth for the advertisers. The model below indicates how the advertisers and consumers differ from looking at the truth.
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The schematic diagram above shows the relationship between the truth for advertisers and the truth for consumers. They have different concepts, or understanding of truth. The consumers want both the positive and the negative attributes of the product but the advertisers only present the positive attributes in their advertisements. But then, the consumers want the whole truth, rather than just the positive ones. The advertisers limit what to show to the consumers.
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CHAPTER IV METHODOLOGY
Research Design
In the attempt to further discuss the study, the researchers will conduct a qualitative research. The qualitative research is said to be the most appropriate method or strategy to use in the said study since it deals with information such as descriptions and processes, and needs interviews. This kind of research employs different knowledge claims strategies of inquiry, and methods of data collection analysis. Different knowledge claims would fall in the researchers one-on-one interview with reliable sources. The researchers also considered qualitative research as the research design for the fact that a qualitative research takes place in a specific locationa setting in the likes of a home or office where the researchers will conduct the said interview. Questions will be outlined, and will serve as a guide for interviewers. Further questions that the researchers will ask may vary depending on the answer of the interviewee. Furthermore, the researchers used this kind of research design since
qualitative research is basically interpretative. This means that the researchers should make an interpretation of the data they have gathered. The data that will be gathered are also based from the jobs they are doing since only a few sources from books are available regarding the topic.
Sources of Data
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The researchers acquired the information compiled in this study through observations on various shampoo commercials and in-depth interviews with different some practitioners, advertisers and advertising agencies in the industry. The interviewees included in the study are credible figures in their respective areas (Executive Producers, Production Managers, Production Assistants, Online Editors and Line Producers) will serve as the researchers primary sources. Primary sources were asked by the researchers about the study with regards to advertisements they most likely made or thought of.
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information that may identify the informant or the company he/ she is working for. Also, the researchers should not invade their privacy and not deceive them on the research. The data gathered will then be used to support the stand of the researchers.
Studying the process of shampoo television advertisement production to answer the dissatisfaction of the consumers on shampoo covers a wide array of topics and points to be considered. Thus, there are some limitations in this study, which would be important to be recognized and explained. To be very specific, our study will focus on finding out what happens in the production process of shampoo commercials, 1. Manner on how testimonials were gathered and presented; 2. The talents hair qualifications and presentation after the use of the product; 3. Truthfulness of the products guarantees; 4. If there are other products used or treatments the talents hair undergoes before the shampoo commercial is shot, edited and aired. This study focuses on the issue that whether or not some advertisers intentionally deceive the consumers in producing shampoo commercials. With that, this research has to first examine where and how the message is altered.
CHAPTER V
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PRESENTATION OF DATA
Informants Background
A total of five informants were interviewed: a Production Assistant, an Online Editor, a Production Manager, a Line Producer and an Executive Producer. Informant number one is a Production Assistant. He has been in the Production business for five years now. He has been a part of numerous shampoo television commercials. The researchers chose him since a Production Assistant is very flexible when it comes to being a part of producing a project. Being observant and attentive of every process of the project, he is one of the most credible sources the researchers considered. Informant number two is an Online Editor. He has been in the Post-Production industry for about nine years. He was behind numerous leading shampoo television commercials here in the Philippines. The researchers chose him since an Online Editor is very knowledgeable about the tricks that are done to a talents hair in every shampoo television commercial. Informant number three is a Production Manager. He has been in the Production business for about ten years. In his long career in Production, he has handled various shampoo television commercials. The researchers chose him since a Production Manager is not just familiar, but well aware of each process that involves production.
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Informant number four is a Line Producer. She has been in the position for three years, and was a Production Assistant and a Production Manager for five years. In her eight years of experience in the business, she has handled a number of television commercials, including shampoos from leading manufacturing companies. Having seen the changes of the whole production process and technological advancements, she is considered as one of the most credible informants by the researchers. Informant number five is an Executive Producer for ten years. During his ten years in the production, he has been a Production Manager and a Line Producer as well. He has done many television commercials for different products specially hair products. With ten years of experience, he is an expert when it comes to producing shampoo television commercials.
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Pre-production basically comprises all the necessary preparations prior the shoot, including Brainstorming to come up with or to compromise with the necessary details and information needed for the production like hair color and hair treatment that will be used for the talents hair. Hair tests are also conducted; Blue and Black are the standard color of the hair for a shampoo television commercial. And according to Informant number four, when the television commercial comes out on video, you will see that the hair is black. But seeing it with the naked eye, you will see that it is not completely black. Pre-production also involves Casting, wherein the caster chooses the talent in the shampoo commercial; in this process, the caster considers a lot of factors such as thickness, and other necessary hair properties that will dramatically affect the production of the commercial. After all of these necessary processes in Pre-production are completed, they move on to the Production process wherein the Production team, Advertising agency, and Client work together to concretize everything they have conceptualized during preproduction. During the Production, according to Informant number one, the production team uses other elements that will treat the talents hair properly, such as lighting, to focus more on the hair and not the model; likewise, this technique enhances the hair of the model for it to appear more beautiful on television screens. Informant number one also added that shooting a shampoo commercial should be done in a studio instead of an outdoor location since outdoor locations may harm the talents hair. Informant number three also stated that the clothes of the talent is preferably strap-free, this is to prevent any entanglements in the hair during the shoot, likewise, it lessens the possibility that
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the clothes of the talent will affect how the hair sways so clothes with collar are also not ideal. After the Production, the Production team, Advertising agency, and Client proceed to post-production, wherein the shots are all neatly arranged to come up with the shampoo commercial and undergo enhancements to achieve that appealing look seen on television screens. The Post-production process involves Offline editing, Agency and Client Interlock, Color Grading, and Online Editing. In Offline Editing, the shots are organized according to the storyboard discussed during Pre-production. The output of this process is the backbone of the whole commercial; this is what is seen on television, except that it still has no enhancements. After this, an Agency and Client Interlock will happen, wherein the Advertising agency and Client shall criticize the Offline edited material for revisions. If there are none or the revisions are done, the Offline edited material will undergo the next process Color Grading. In this process in Post-production, the Offline edited materials color will be enhanced, and also the hair including its highlights. After Color Grading, Online Editing follows, the final Post-production process, and the most meticulous as well. In this stage, the edited material (which has already undergone Offline editing, Agency and Client Interlock, and Color Grading) is further enhanced. Frame by frame, the online editor cleans the hair to prevent any dirt be seen and to remove all flyaway hairs. This frame by frame cleaning is called Rotoscope, according to Informant number two. Once the Agency and Client approves the online edited material, it will now be aired on television networks.
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The researchers showed a schematic diagram of the persuasion process wherein the influence of society defining reality, in this context, the standards of being beautiful, one of which is acquiring attractive hair, is emblazoned by the some advertisers. In this definition, consumers are convinced to believe in messages that conform to their perception of reality. The information gathered from the informants that were classified into categories (Major Processes of Television Shampoo Commercials, Deception and Substitution, Guarantees, Claims and Testimonials, and Before-and-After Comparisons), were verified to support the claims of the researchers. Informants said that what they show in shampoo commercials is what they think the consumers need. The advertisers find ways in order to persuade the consumers so they create shampoo commercials that meet the standards of societys concepts of beautiful hair. Consumers are convinced to buy the product because its advertisements conform to the norms of societys impression of a beautiful hair. The researchers also showed a schematic diagram of the relationship between the truth for advertisers and the truth for consumers. Wherein, some advertisers only show the positive aspects of their product, while the consumers want both the positive and negative aspects. Informants admitted that the production team, advertising agency, and client present only information that is to their advantage. They do not show the audience or consumers the flaws of their shampoo product. They want to attract and sell, not to inform and sell (Baker, 1968, p.14).
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But using selective truth is not unethical; the problem comes in with the wants of the consumers; the consumers want both the positive and negative aspects of the shampoo product while some advertisers show only the positive aspects. Furthermore, using enhancements and treatments such as hair color, hair treatment, use of lights, offline and online editing in the whole production process of the shampoo commercials are deceptive, since there are no disclaimers that the hair underwent a series of enhancements and treatments. Because of this, consumers experience dissatisfaction with the shampoo product for not having the expected results that the shampoo commercials promised.
Conclusion
By putting together our data from informants, theoretical framework, and conceptual framework, the researchers can conclude that advertisers conform to the societys standards that is why exaggerated and deceptive messages in advertisements become persuasive. The information that was collected duly answered the studys objectives that some advertisers neglect the consumers need for truth. Some advertisers intentionally deceive a consumer because copywriters and not endorsers themselves make their own testimonial. As explained in the data analysis, some advertisers edit testimonials, claims, and guarantees for it to be more believable. By using hair treatments and not telling to the consumer that the hair undergone such, it is clear that it is an intentional deception. The Before and After comparison is the most deceptive among all deceptive commercials because according to the informants, the
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shots are interchanged to recreate the feel of a destroyed hair for the antecedent and the perfect hair for the subsequent.
Consumers are convinced to buy the advertised product despite of their want of both the positive and negative aspects of it, because of the persuasive message that conform to societys standards. Due to this, consumers experience dissatisfaction.
Recommendation
The Advertising Code of the Philippines should be strictly implemented in producing television commercials. It should also contain the proper production process for it to serve as a guide or reminder to people who are responsible for advertisements. The production house should not only rely to their clients demands. Instead, they should also be familiar with the Ad Codes demands as well. In line to this, the Ad Code should clearly indicate the fines and penalties upon its violation. Amendments in some parts of the Ad Code are recommended, such as the sections regarding testimonials, before and after comparisons, specific claims and accuracy. Texts in bold are the amended parts of the said sections, such are as follows:
Testimonials
The advertiser must substantiate testimonial by producing the original written and signed evidence supporting the endorsement. Testimonial claims should be genuine and truthful and should be categorically stated as the personal experience or opinion of the endorser and should be clearly presented as part of a testimonial statement. Copyrighters should not be allowed to alter the testimonials said by the endorser. Endorsers
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statements on products should remain as is and not be altered in any way. Also, testimonials based solely on subjective judgment are allowed provided that they are not presented as statements of fact. However, when such testimonials also include specific claims regarding product performance, the said testimonials a.) Should be consistent with actual product performance which should be fully substantiated; b.) Should also reflect the endorsers own personal experience in using product accompanied by data or any evidence that the said statements are actually theirs, and c.) Should be clearly presented as the experience or opinion of the endorser be the use of such qualifiers as for example. In my experience, In my opinion, Para sa akin, I think. Substantiations must be submitted along with the endorsers signed testimony. (Philippine Mass Media Laws and Regulations, Code of Ethics for Advertising, Article 4 Section 7)
Regulations, Code of Ethics for Advertising, Article 4 Section 5.3.1) Follow-up research is also recommended. This can help improve the common deceptive practices of some advertisers and production houses.
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