Effects of

Commercials:
Where do we go
from here?

by the
Squirettes of Mary and the
Titus Brandsma Daughters of Mary Immaculate, Int’l.
Center-Media St. Joseph the Workers Parish
Tondo, Manila
Program October 16, 2004
THE
Source: Advertising Revised Edition – Gregorio S. Miranda
 The Early Beginnings of Ads
• First Advertisement – Thebes, Upper Egypt (in the
form of a poster on a sheet of papyrus which
announced a reward for the return of a runaway
slave.)
• Advertising Signs (Babylon, Athens, Egypt and Rome
where symbols were used to tell a particular shop or
product)
• Town criers and barkers – “one voice’ sales
presentation” (peddlers describing his wares to the
buyers
• Barkers – common sight in our public markets and
loading zones of jeepneys and buses.
Latin word:

toward to
turn
“any paid form of non-
personal presentation
and promotion of
ideas, goods, or
services by an
identified sponsor.”
•oral or visual

•paid form of
presentation

•Identified
sponsor

•Non-personal
 of
•Products are available in such wide
varieties; advertising
•New products are offered in such
great numbers;
•Existing products must be called to
the attention of new consumers who
are added to the market as a result of
expansion of incomes, population
explosion, and changes in tastes.
the

ttract audience

nterest

esire

ction
wareness

omprehension

onviction

ction
 headline

copy

body

call to action!
Guess What Ad? 1. Making great
things possible!

3. Iba ang may 2. Simply Amazing

pinagsamahan!
(Itaas Mo!)
 Guess What Ad? 4. Mas Malayo
ang Mararating!

6. Let’s Talk
5. Wais na Misis!
Sample of
other types of
ads
 Advertising Media
Periodicals Direct Advertising
– Newspapers – Direct mail
– – Letters
Magazines
– Pamphlets
– Trade journals
– Folders
– Handbills
Broadcast Advertising – Handouts
– radio – Shopping bags
– television – Tags, labels, booklets,
wrappers, containers
Assembly Advertising
– Motion pictures and Point-of-sale Advertising
slides – Window displays
– Education lectures – Handouts
 Advertising Media
Signs (Outdoor Special Publications
Advertising) – Telephone
– Billboards and
directories
electronic signs
– Posters, including – Yearbooks
those on delivery – Handbooks
trucks (transit ads)
– Menus
– Streetcar, train, bus
and jeepney ads
– Skywriting
• Advertisements are “constructed
realities”.

• Advertisements use powerful techniques to

sell the products (use of slogans, jingles,
layout and design – plain folks technique,
“makamasa”, testimonial power).

• Advertising is a business enterprise. (media

values vs. family values – p.17 Advertising)

• Advertisements promote values, ideologies,

beliefs.
 Observations
• The youth is the primary target of the media
especially the ads because the youth is one who
has the most purchasing power aside from those
of course working.
• Vulnerable to following a trend especially in
fashion.
• Can be easily manipulated by the media if not
cautious.
• Lacks training in media literacy education.
• Passive audience.
1.Benefits of
Advertising
2.Harm Done by
Advertising
3.Ethical and
Moral
Principles of
Advertising
Benefits of Advertising
 Economic
 Political
 Culture
 Moral and
Religious
Harm Done by
Advertising
 Economic
 Political
 Cultural
 Moral and
Religious Harms
Moral and Ethical
Principles
 Truthfulness in
Advertising
 Dignity of the
Human Person
 Advertising and
Social
Responsibility
VALUES
VALUES
VALUES
VALUES
Last Part
CHALLENGES TO US:
If Christians want
to be light and salt
of the earth in the
arena of media,
what can we do?
the n
ew te
on th a ch e
e bl o r
ck
Media is the strongest
man-made
force that can
influence
people.
 It has the power to
condition people with
false needs and
mistaken life models.
 Media has been
the principal
mediator of reality
for man.
Media from means
(Paul VI)

… to culture (John Paul II)

It is not enough to use
the media simply to
spread the Christian
message. It is necessary
to integrate that
message into the new
culture created by
modern communication. John Paul II
Media Culture:
1.The Medium is the
Message.
 self-directed

… from instruction to construction

 Learning is
interactive.
 fast-paced
an MTV and internet style of interacting
with information
2. PERCEPTIBILITY
& REPUTATION
MANAGEMENT
3. The wider the
audience,
the more
attractive the
manner of
presentation.
Media dilutes the
innocence of
childhood.
 i t y &
i p l i c
u l t k i n g
1 . m t h i n
i c a l
cr i t
 Teach the youth to
DECONSTRUCT MEDIA…
to
distinguish
reel from
real…
to put into
proper
context
the myths
of media…
 But it is not
enough to
deconstruct
media…
ORIGINAL CONSTRUCTION
empowers the audience to
create their own
messages…
2. advocacy ad or social marketing

“ the world’s greatest teaching system ”

 Profit can
go with
principles.
 value
beyond
use
diesel

Work hard. Push it.

Move it.
 Advocacy
advertising
has the power
to help us
manage our
society.