DEAR READER: AN ERA'S ERA

Taylor Alison Swift has been a global hit since 2010

Her broad artistic ability and wide range of talents set her apart from other artists in the industry. Besides singing and creating lyrical masterpieces, Swift can also be seen in movies and commercials throughout her career. In a recent 30-second commercial from Capital One, she can be seen sporting her different eras while promoting the travel credit card of Capital One. The advertisement showcases various benefits of using a celebrity to availing the travel credit card, such as 2x miles of travel and 10x miles on hotels for every purchase. The ad’s intended audience revolves around people who often travel for leisure or business and even the fans of Taylor Swift. Truthfully, the company did a fantastic job promoting their product since Taylor Swift has a global influence on different generations, and the release date of the commercial was timely since Taylor Swift also had rumors of her era’s tour at that time.

There are two sides to the coin regarding whether the product is good. The product is suitable for those who availed or plan to avail of this because a credit card can have various benefits that make life easier when used wisely. With the product advertised, it can benefit its users from travel benefits. However, When a credit card is not used wisely, it can lead to a huge liability that can bring people into debt. Additionally, for people who do not often travel, having a travel credit card is not the best decision since you cannot maximize its benefits. Generally, availing of this credit card is really up to the person’s interest— whether they use it for good and for what it is made of or make it a burden for them.

The advertisement uses celebrity endorsements as a primary vehicle for promoting their product. However, this ad does not directly imply that the celebrity, Taylor Swift uses the Capital One credit card. She only advertises the company and the product through the appearance of all her eras. In conclusion, this ad is effective, especially for people who recognize Taylor Swift and her impact. Additionally, this ad does not only benefit Capital One. It also benefits Taylor Swift because this was aired on October 2022, when news and rumors circulated about her “Eras Tour” concert and her re-release of her albums. With this in mind, I believe this is the reason why the ad became controversial on different social media platforms— because it caters to multiple generations: older generations for the credit card and Taylor Swift for the younger ones. Additionally, the uniqueness of the ad also tops other advertisements in the industry, which is why it is remarkable.

References Used

About Us | Capital One Philippines. (n.d.). https://capitalonecareers.com.ph/about.php#:~:text=Capital%20One%20is%20a20diversified,widely%20recognized%20brands%20in%20America.

Ray, M. (2023, April 24). Taylor Swift | Biography, Albums, Songs, & Facts. Encyclopedia Britannica. https://www.britannica.com/biography/Taylor-Swift#:~:text=Taylor%20Swift%20was%20born%20in,the%20next%20year%2C%20in%202004.

Sama-sama sa Distansya

In March 2020, the world came to a halt due to the pandemic. Most of our regular day-to-day activities became restricted. Things like traveling and socializing are strictly prohibited because it puts people at risk of contracting the virus. We are stuck in our own homes; thus, the only way we can communicate with our friends and distant family members is through the Internet. Thanks to internet service providers, we were able to make this possible. On April 17, 2020, Globe Telecom Inc. posted an advertisement on their youtube channel titled "Sama-sama sa Distansya" which showcases all of these. It is perfectly summarized by the dialogue, "Diyan ka muna, at dito ako, magkalayo dahil close tayo." We need to keep our loved ones safe from infection by voluntarily separating ourselves from them. Fortunately for most of us, we have access to an internet connection, so we still have a way to communicate with our loved ones regardless of distance.           

It also shows that being distant is not a hindrance to our creativity, and we can still showcase our talents and abilities even in an online setting. Since it was posted during the pandemic, this advertisement is catered to those who are distant from their loved ones due to travel restrictions or their professions, like nurses and other frontliners. The product/service that Globe Telecom Inc. offers is beneficial in connecting families, friends, and the world in general since internet service providers are the ones who connect all of us during the pandemic. They focused on helping connect our society amid the pandemic; thus, this advertisement has no media manipulation.

We're never lost if we can find each other

Facebook's ad titled "We're never lost if we can find each other," released on April 1, 2020, is all about connecting people and promoting the use of Facebook's platform to stay connected with loved ones. It features people from all over the world using Facebook's various features that, include Facebook posts and video calls to communicate and stay connected amidst the pandemic. The message is clear: no matter how far apart we are physically, we can still stay connected and find each other through Facebook. The advertisement aims to cater to individuals who are looking for ways to stay connected with their loved ones during the COVID-19 pandemic. The ad targets people of all ages and backgrounds, which implies that Facebook is a platform that can be used by anyone regardless of age or location as well as individuals who are looking for ways to stay updated on the latest news and events. The products advertised to the target audience may not necessarily be good for them, as excessive use of social media platforms can have negative effects on one's mental health. However, the ad does not encourage the overuse of the platform and only encourages people to use it to stay connected with their loved ones. As observed, it does not show any indications or intentions of manipulation. Instead, it captures viewers' attention by using emotional storytelling and a relatable message. The ad shows how people from all over the world are using Facebook to stay connected during the pandemic, which is a relevant and relatable topic for many individuals during those times. According to a study by Abbas et al. (2021), social media usage has increased significantly during the pandemic, it was discovered by the researchers a significant increase on the use of social media was observed since the pandemic began. Another study published in the JMIR Publications in pediatrics and parenting, found that social media use can have positive effects on mental health, such as reducing symptoms of depression and anxiety (Vaingankar et al., 2022). With this in mind, the overuse of social media platforms can have negative effects on mental health, while the video advertisement promotes the use of Facebook as a platform to stay connected with loved ones during the pandemic. This advertisement serves as an effective tool for promoting social connectivity during unprecedented times due to its effectiveness in non-contact interactions.

References:

Abbas, J., Wang, D., Su, Z., & Ziapour, A. (2021). The role of social media in the advent of COVID-19 pandemic: Crisis management, mental health challenges and implications. Risk Management and Healthcare Policy, 2021(14), 1917–1932. https://www.dovepress.com/the-role-of-social-media-in-the-advent-of-covid-19-pandemic-crisis-man-peer-reviewed-fulltext-article-RMHP

McGill, B. (2020, April 1). Facebook COVID-19 film delivers the message that “we’re never lost if we can find each other.” Branding in Asia Magazine. https://www.brandinginasia.com/facebook-covid-19-film-delivers-the-message-that-were-never-lost-if-we-can-find-each-other/

Vaingankar, J. A., Dam, R. M. van, Samari, E., Chang, S., Seow, E., Chua, Y. C., Luo, N., Verma, S., & Subramaniam, M. (2022). Social media–driven routes to positive mental health among youth: Qualitative enquiry and concept mapping study. JMIR Pediatrics and Parenting, 5(1), e32758. https://doi.org/10.2196/32758

A Message from the Future

Jollibee has ranked as the top family-friendly fast food business in the Philippines for several decades and has grown to become a second home for many Filipino families who share simple yet memorable moments and the significance of family. The advertisement entitled "A Message from the Future" was about a young boy asking his grandfather about how things were in earlier times. The grandfather then fills the youngster in on the COVID-19 pandemic's beginnings and the difficulties that everyone must contend with. The causes of the pandemic virus are displayed, including losing a job, having to close businesses, losing something, or, worse yet, losing a loved one. The storyline depicts a family—a woman who was infected by the virus and their two children. It also shows how the father's struggles to care for his ill wife and their two children as well as his loss of faith due to the worry that their family will no longer be as they were when they were happy.  Hence, the target audiences for this particular advertisement are the people, which focuses on a family's struggles to overcome challenges brought on by the pandemic and how everyone should value the importance of family.  The product advertisement is unquestionably beneficial for the intended audience because it indicates, "We learned to save each other, and we found joy," and shows a delighted family enjoying a family chicken bucket meal from Jollibee. This then demonstrates that people may still find happiness despite a pandemic, change, and difficulties, especially in Family, where the target audience should be able to relate on an emotional level since the advertisement was also broadcast during the month of Thanksgiving, and it successfully captured the attention of the viewers. The advertising taught everyone to be grateful for the blessings we have or have received from God. Furthermore, the advertisement accurately portrays a family's struggle to overcome the challenges that they have encountered during the COVID-19 pandemic. With this, there is no evidence of media manipulation in it. Because the advertisement by Jollibee Studios' purpose was to convey a crucial lesson to the people that they should take anything for granted because we can never predict what will happen in the future. Your loved one could be standing right in front of you one moment before disappearing the next.

Care from Afar

For many years, parents in the Philippines have used Vicks products because they perceive it as an essential tool for parenting and a way to help themselves when their children are ill with conditions like the common cold, influenza, headaches, fever, and more. The plot demonstrates how the daughter and the mother spend their time together through video call as the mother plays a song on her piano while the tearful daughter listens and longs to embrace and be with her mom but cannot do so because of the pandemic. Vicks Philippines' "Care from Afar" advertising highlights the unrivaled love that a mother has for her child. It is not limited or subject to rules, and it has the audacity to disregard everything that stands in its way to care for its child. Thus, a mother’s concern and affection for her children find them whenever and wherever they are, even throughout this period of separation, especially during the outbreak of the epidemic. Moreover, given that the actresses in the advertising are women, its target audiences are moms and those who have stepped up to be mother figures to their younger siblings. It also aims to convey to moms how appreciative and glad we are as children to receive a mother's unconditional love, regardless of the distance or proximity that we are from them. The products advertised for the targeted audience were undoubtedly great for them since it shows that even in the midst of a pandemic, a mother would still find ways to show how much she cares for her child or children, and because of the narrative of the advertisement, the target audience ought to be able emotionally connect to it. Subsequently, the advertisement simply depicts a mother and her daughter being separated during the pandemic, and considering moms have used Vicks to treat their children's illnesses for millennia, there is no evidence of media manipulation in the video. And with that, the Vicks Philippines advertisement has captivated the interest of viewers in the Philippines as the commercial was broadcast on Mother's Day and mainly because its story revolves around how a mother would find methods to spend her moments with her children even through simple things.

Jollibee Studios. (2021, May 15). A Message from the Future [Youtube Video] In Youtube. https://www.youtube.com/watch?v=e-N8K0xRaeY&ab_channel=JollibeeStudios

VicksPhilippines. (2020, May 11). Care from Afar. [Youtube Video] In Youtube. https://www.youtube.com/watch?v=-yBlS3nseZk&ab_channel=VicksPhilippines

Rising above adversity

Encouragement and Hope for a Brighter Tomorrow

Alyssa B. Garcia | IS215

JOURNALING ADVERTISEMENT

INTRODUCTION

The COVID-19 pandemic has had a significant impact on people's personal, social, and economic spheres worldwide. Fear of contracting the virus has caused isolation and disrupted daily routines and activities, leading to the closure of businesses and the shift toward online learning in many schools. Despite the pandemic's widespread consequences, local advertisements have continued to provide hope and encouragement to their audiences. These advertisements employ creative and impactful communication strategies while still promoting their products. By highlighting positive messages and fostering a sense of community support, these ads play a critical role in helping people cope with adversity. They teach people how to remain optimistic and resilient despite facing challenging circumstances.

Here are two local advertisements from the Philippines that show resilience, strength, and hope despite the effects of the Covid-19 Pandemic worldwide.

Sama-sama sa Distansya | #SafeAtHome

April 17, 2020 by globeph "Being apart makes us stronger, together, #SafeAtHome."

The "Sama-sama sa Distansya, #SafeAtHome" advertisement created by Globe PH is all about the COVID-19 Pandemic and how it separated people from their loved ones to be safe from the infection. Through the first minute of the advertisement, the advertisement uses poetic narration to convey the message that staying apart from loved ones during the pandemic is a difficult but necessary step to keep everyone safe. "Titiisin kita, kasi kailangan. Mahirap tanggapin, pero dapat gawin" is a line from the advertisement which implies that, although being far away from each other is one of the many ways to avoid the virus, it may still be an emotionally challenging need. The overall tone of the advertisement seems to be one of empathy and understanding towards the difficult situation that people are facing during the pandemic, while also emphasizing the importance of following health protocols to protect oneself and others. The advertisement does not end on a sad note. But instead, after the first minute and twenty-six seconds of the video, the advertisement begins to focus on the positive side of staying indoors. At home, we can stay connected with our loved ones through technology and the internet. The lines "Dito tayo gumawa ng paraan. Dito bumalik ang tawanan " and "sa distansya tayo nagtulungan" are examples of how the advertisement shifts its tone to focus on the positive side of the situation. It conveys the message that, through challenging times, people can still find ways to adapt to the current situation no matter how challenging. It encourages people to be resilient and to find creative ways to stay connected and support each other despite physical distance. Overall, the advertisement aims to inspire hope and resilience in viewers and encourage them to continue following health protocols and staying safe during these challenging times. 

The advertisement is aimed at the public, particularly those affected by the COVID-19 pandemic and the necessary health protocols put in place to control the spread of the virus. It is intended to be a message of encouragement and hope during a grim time, emphasizing the importance of following health protocols while also finding ways to stay connected with loved ones and maintain a positive attitude. Globe is a telecommunications company that provides integrated telecommunications services (Www.linkedin.com). The services which Globe can provide were advertised in the video. These services can be a great alternative for their customers to stay connected with their loved ones despite the inability to meet face-to-face because of the pandemic.  

Based on what was observed, the advertisement does not use any media manipulation or exaggeration. The advertisement was straightforward in its message and captured my attention because of the simple yet meaningful poetry to convey encouragement and hope during the COVID-19 Pandemic. 

Jollibee, Sarap Kasama ang Pamilya

November 21, 2020 by Jollibee Studios "Despite all the challenges we faces this year, being with our family is one of the things we are most grateful for this Christmas"

The "Jollibee, Sarap Kasama ang Pamilya" is an advertisement created by Jollibee Studios. The advertisement is narrated through a song and from the viewpoint of a child who is saddened by the effects of the health protocols for COVID-19 pandemic on his family and himself. At the beginning of the advertisement, the child is seen wondering when life staying indoors every day will end as he observes his surroundings. He asks when a life where people wear face masks that hide their smiles will end, when his grandparents can go out again, and when he can play outside once more. But as the song progresses, it switches to a more positive tone. The child realizes that even though life may not be the same as before, there are still things to be grateful for, such as being able to spend more time with his family. The child switches from wondering when a life where he can't play outside end to wondering when a life would end where he happily plays inside his big brother's room with his brother. He is also enthusiastic about spending time with his parents and grandparents. The child begins to appreciate the little things that make life enjoyable, like eating Jollibee meals together as a family. The advertisement highlights the importance of cherishing family time, even in difficult times, and how Jollibee can bring families together through their delicious food. 

The intended audience of the advertisement are the families who are affected by the COVID-19 Pandemic. It can also be intended for any children watching the advertisement to encourage them to be grateful and happy despite the health protocols that were set to avoid the virus. In general, it targets those who may be feeling down and discouraged because of the pandemic. It is intended for those who wonder when a life affected by the pandemic would end. In the Philippines, Jollibee is the largest fast-food chain (Jollibee Foods Corporation, 2022). Like any fast-food chain, consuming food such as fried chicken, fries, or burgers should be taken in moderation because of the unnecessary fats and calories inside. Regularly consuming these foods can place you at a higher risk of developing heart disease which may be a severe case (INQUIRER.net). The Jollibee products are not necessarily good for the audience, but it could serve as a little reward or treat sometimes, and they should have a proper diet every day.  

From my observations, there are no forms of media manipulation that were used. The advertisement captured my attention because of the use of a child's perspective in the narration and the catchy song also helps to make the ad more memorable and relatable. The advertisement focuses on the idea of spending quality time with your loved ones despite the pandemic and the health protocols. It does not manipulate the audience into buying their products but instead showcases that eating Jollibee products together as a family could be another way to spend time with each other. 

REFERENCES:

Globe Telecom Inc Company Profile - Globe Telecom Inc Overview. www.linkedin.com. https://www.globaldata.com/company-profile/globe-telecom-inc/#:~:text=Globe%20Telecom%20Inc%20(Globe%20Telecom.

INQUIRER.net. (January 20, 2021). Consuming fried food, even in moderation, is harmful to our hearts, says study. INQUIRER.net. https://technology.inquirer.net/107360/consuming-fried-food-even-in-moderation-is-harmful-to-our-hearts-says-study.

Jollibee Foods Corporation. (March 9, 2022). About Jollibee. Jollibee.com.ph. https://www.jollibee.com.ph/about/.

COM01 PT6 - Journaling Your Response to Advertising

Advertising messages are developed to captivate audiences and leave long-lasting impressions. Due to the current pandemic, many businesses have shifted their emphasis to social distancing and safety in these unknown times. The Globe advertisement campaign, which emphasizes being connected even if we are physically apart, is one such advertisement that stands out.

When it comes to the COVID-19 virus, we cannot afford to be relaxed. Staying apart from one another is the only way to stop it from spreading, but this reasoning does not imply that we should completely cut ourselves off from the outside world. Thanks to technology nowadays, we can still communicate with our loved ones and obtain necessary services without running the risk of contracting the virus.

The message is effectively conveyed through Globe's campaign. People of all ages are shown in the advertisement staying safe by isolating themselves. Despite their physical separation, they are still in contact via their Globe network, whether through a phone conversation, email, or video chat. Ultimately, the advertisement emphasizes the value of technology in today's society and how it may aid us in surviving these trying times.

The Globe campaign serves as a great example of how companies may use their position to improve the state of our society. In addition to offering a technological fix, they have endeavored to educate individuals about the importance of keeping to themselves to stay safe rather than just marketing their goods. Ads like Globe's remind us that we are all in this together as the world struggles to contain the outbreak.

In conclusion, the Globe advertisement serves as a great reminder that everyone may still be found connection and hope even in the face of hopelessness. It highlights the necessity of avoiding one another physically while maintaining virtual relations to combat feelings of loneliness and isolation. 

Each of us has suffered dramatically as a result of the ongoing pandemic. The loss of life, the loss of employment, and the loss of mental tranquility have made us all appreciate what we previously took for granted. Nevertheless, despite all of the confusion and difficult circumstances that we have all been going through, people have discovered ways to stick together and maintain motivation.

One such case is the Jollibee commercial that aired amidst the pandemic, which demonstrates how the epidemic has honed family bonds via the sharing of meals. Despite the difficult times that we are all going through, the advertisement beautifully emphasizes the value of family and keeping in touch with each other during these times.

The beginning of the advertisement demonstrates how the pandemic has eliminated the everyday joys that we all used to enjoy, such as outdoor picnics, big gatherings, and family holidays. But despite everything, the love of family is the only thing that never changes.

The next scene in the video depicts a family choosing to order Jollibee takeouts and have a family meal after deciding they are sick of spending the day inside. The image shows a family gathered around the dinner table, enjoying one another's company while chowing down on delectable Jollibee fare.

The commercial does a great job of explaining how eating a meal with one's family may help us get through these difficult times. It exemplifies how even little things, like a family dinner, may help our lives feel more regular amidst the spread of the COVID-19 virus.

In conclusion, Jollibee's most recent commercial is a touching depiction of how the pandemic has made us respect family more. It exemplifies how sharing meals with our loved ones can help us get through difficult times and strengthen our bonds with them.

References:

Globe. (2020). Sama-sama sa Distansya | #SafeAtHome [YouTube Video]. YouTube. https://www.youtube.com/watch?v=AZNnrEKbyJ4‌

Jollibee Studios. (2021). A Message from the Future [YouTube Video]. YouTube. https://www.youtube.com/watch?v=e-N8K0xRaeY

As a way of gathering the attention of the viewers to a certain product, big companies produce entertaining advertisements that have a creative way of introducing new or existing products to contest the popularity of the merchandise in the big market. However, some advertisements are not always true and entertaining to the audience. Like the main topic of this blog, it is about the controversial advertisement of JS Unitrade merchandise incorporated regarding their EQ diaper brand using real historical events depicting the arrival of the Spaniards to the Philippines.

This advertisement had mixed opinions about the way of introducing EQ diapers, whose quality is better than the product diaper of Magellan. Instead of showing the real story that happened in the past, EQ diaper added a manipulated scene explaining why Magellan was denied entry to the Philippines because of the low-quality diaper offered in the advertisement. It was creative but mockery about the historical event. According to the article by Matus C.L. (2013), Mayor Paz Radaza of Lapu-Lapu City demanded an apology from the producer of a brand of disposable diapers for pulling out their television advertisement that mocked the historic Battle of Mactan. In addition, "the victory of Datu Lapu-Lapu and his men serves as a fountain of pride for us Oponganons. As a people, we must always preserve and respect our culture and heritage. As a people, we must always be proud of our history," she said.

Which is why advertisements relating to historical events are heavily criticized by historians and other people because they give a distortion to the history and add bad influence to young children viewing the falsely advertised history on television in exchange for the popularity of their selling product or merchandise. At the end of the controversial advertisement, the JS Unitrade Merchandise incorporated holder of EQ diapers took down their advertisement due to many petitioners’ votes.

Reference link:

Matus, C. L. (2013, April 12). Diaper ad slammed for ‘distorting history’ | Inquirer News. INQUIRER.net. https://newsinfo.inquirer.net/389735/diaper-ad-slammed-for-distorting-history Commercial Link video: https://www.youtube.com/watch?v=jWTjD7QTE5A #COM01 #StopHistoryDistortion

COM01 PT6 - Cochise's Blog

The video advertisement is about Nestle Philippines' new Nesfruta product line, Nesfruta Buko. Namely, Nesfruta Buko and Nesfruta Mangosteen, although the ad emphasized more on the Buko flavor since the Mangosteen flavor was only introduced at the end of the advertisement. In the ad, Nesfruta Buko was described as made with real fruit juice, rich in one hundred percent vitamin C, and contains no artificial colors. The advertisement's target audience is most likely people looking for a refreshing drink without artificial colors and having real fruit juice. It also targets parents who are looking for a new and nutritious drink for their children, as it can be seen in the video that Nestle claimed that the juice was rich in one hundred percent vitamin C based on RENI for kids seven to nine years of age. At first glance, Nesfruta Buko juice seems like an innocent product that only wants to provide consumers an option for a drink that is made with real fruit juice. But according to Anne (2020), drinks like Nesfruta Buko contain sweeteners, and because they are 200–20,000 times sweeter than conventional table sugar, their strong flavor can draw us in and leave us craving more sweetness. Artificial sweeteners in flavored water enhancers and other food/drink products may influence our brains to prefer intensely sweet flavors if they are consumed frequently; this can lead to an increased risk of heart disease, stroke, and overall death (Pros and Cons of Artificial Sweeteners, 2023). Furthermore, the forms of media manipulation present in the advertisement are hoaxes and celebrity endorsement. Although not entirely a hoax, the claims in the advertisement state that Nesfruta Buko is made with real fruit juice. It is then followed with the claim of one hundred percent vitamin C; this can lead to a correlation that the drink is made with one hundred percent fruit juice. In addition, the presence of Kiko Matos makes this advertisement fall under celebrity endorsement. Overall, the commercial ad effectively promoted the product it was about. Until now, the catchy song in the ad is still imprinted on people's minds because it is very catchy. The song in the advertisement has also been used in memes due to one of the actors and the sound effects, further extending the advertisement's audience reach.

REFERENCES:

Anne. (2020, August 12). Are Flavored Water Enhancers Healthy? FANNEtastic Food. https://www.fannetasticfood.com/are-flavored-water-enhancers-healthy/

Is NESTLÉ NESFRUTA a pure juice? (n.d.). Nestlé. Retrieved May 1, 2023, from https://www.nestle.pk/ask-nestle/is-nestl%C3%89-nesfruta-a-pure-juice

Nestlé Philippines. (2017, February 20). NESFRUTA Buko? Why Not, Coconut! | NESFRUTA | Nestlé PH. Www.youtube.com. https://www.youtube.com/watch?v=J7E2QnjBgh0

Pros and cons of artificial sweeteners. (2023, January 23). Mayo Clinic. https://www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/in-depth/artificial-sweeteners/art-20046936#:~:text=Some%20research%20on%20long-term

Com01

Together from Distance

We were required to keep our distance from one another when the pandemic began due to the Covid-19 virus. The pandemic has kept us inside to prevent getting infected and spreading the virus. We might have felt isolated and alone as this happened and experienced a disconnection from our loved ones. Several of these significantly impacted our daily lives, which was tough for all of us. The Globe advertising said that even when people are separated physically, we can still communicate with one another and be together virtually. 

The ad caters to all citizens, especially family and friends. The commercial demonstrated how difficult it was for people to deal with the sudden separation from their loved ones brought on by the pandemic. Even though we aren't able to be with our loved ones in person, technology has made it possible for us to maintain a virtual connection. The ability to connect was made possible by the service offered by Globe Philippines. Additionally, like in the advertisement, I had to stay away from my parents because they were at risk of contracting Covid-19. I used the internet to contact my parents, which was one of the things that allowed me to deal with this situation.  

In conclusion, the ad explained that we should be away from one another and how it impacted our routines in our daily life. It hooks the audience that we can still be connected even if we are distant. The separation could also bring our relationship with our family stronger. They also have managed to show the viewers how to cope with the situation. 

References:

Globe. (2020). Sama-sama sa Distansya | #SafeAtHome [Video]. YouTube. https://youtu.be/AZNnrEKbyJ4

Delivery Heroes

McDonald's is known for its commercials that every consumer can relate to. They constantly show that they understand how and why their customers choose their brand.  It’s this deep understanding of their audience tastes, motivations and behaviors that truly sets them apart (Mehta, 2023). Before the pandemic started, mcdonalds had a lot of popular commercials, so it's no wonder why they continue to make beautiful commercials that are still relatable even during the pandemic.

In the advertisement of McDonald's this pandemic is dedicated to paying tribute to their delivery riders of their products. It was shown how they sacrificed so that our orders could only be delivered during the peak of the pandemic. They go through a lot every day, like the weather. Furthermore, the advertisement caters to the consumers of their product and the delivery partners. As a tribute to the drivers that delivered their products, they gave each rider a free breakfast for every McDo they delivered. As a sign of their gratitude for their hard work for delivering their products, that really helped the delivery riders. 

In conclusion, the advertisement did not show any manipulation because they only wanted to thank their delivery riders. Showing their gratitude for how important delivery riders are to them. Without them it might be really hard for us to get our needs from other places during the peak of the pandemic. They make it convenient for us consumers to buy products that will be delivered in front of our doors.   

References:

Mehta, R. (2023). What’s makes McDonald’s advertising so good? School of Marketing. https://www.schoolofmarketing.co/the-marketing-education-guy/whats-makes-mcdonalds-advertising-so-good/#:~:text=Understanding%20their%20customers%20in%20context,truly%20sets%20them%20a%20part.

Mcdo Philippines. (2021) Thank you, Heroes of Delivery. [Video]. Youtube. https://youtu.be/MK3xmh_XY60

COM01 PT6 - Journaling Your Response to Advertising

Advertisement 1: "Lazada 11-11" by Lazada Philippines The ad is all about Lazada's 11-11 sale back in November 2020, promoting their annual online shopping festival. It was to promote their variety of massive discounts, deals, and promotions across a wide range of products and categories at the time. The intended audience of the ad was online shoppers in Southeast Asia. It targeted both existing and new customers of Lazada and those who were looking for holiday gifts. What was promoted in the ad was the discounts, deals, and promotions of the products in Lazada. This was good for those who wanted to get goods and such at cheaper prices. Though, people should still exercise caution and do their own research before making a purchase to not get scammed or such. There was a form of media manipulation present in the ad, and I'm sure that most people already know what I would mean by that. If you don't, it is called celebrity endorsement. The ad had Lee Min Ho, a famous South Korean actor, and Kathryn Bernardo, a famous Filipino actress, be part of promoting Lazada 11-11. Celebrity endorsements create impressions that a product is of good quality since the celebrity who endorsed it claims to actually use it. In this case, simply having these two famous celebrities look like they buy products from Lazada was enough to go viral back then.

Advertisement 2: "Shopee 11-11" by Shopee Philippines This ad is very similar to the first ad I mentioned above. Shopee's ad for their 11-11 sale also promoted their massive discounts, deals, and promotions of the products in their web/app. It also aired back in October 2020, in competition with Lazada's ad. The ad's target demographic was Southeast Asian online shoppers. It targeted both existing and new Shopee consumers, as well as those searching for holiday presents. The advertisement promoted the discounts, deals, and promotions available on Shopee. This was advantageous for people seeking lower-cost goods. People should still exercise care and conduct their own research before purchasing to avoid being scammed. The ad also used the same strategy as Lazada's. Kris Aquino, a famous Filipino actress and host, could be seen promoting Shopee's 11-11 sale in the ad. Celebrity endorsements were, therefore, also present in this case.

References: Lazada Philippines. (October, 2020). Join our Lazada Queen Kathryn Bernardo and our Regional Brand Ambassador Lee Min Ho for #Lazada1111 [Video]. YouTube. https://www.youtube.com/watch?v=HsNJFXXn5mQ Shopee Philippines. (October, 2020). Shopee 11.11 Big Christmas Sale with Shopee's New Brand Ambassador: Kris Aquino! [Video]. Youtube. https://www.youtube.com/watch?v=ydvYD18hQSs

PT6 ni Yra sa COM01

Video #1: Jollibee, Sarap Kasama ang Pamilya by Jollibee

The advertisement that Jollibee aired during the early days of covid was a very heartwarming and wholesome advertisement, wherein a child was present thinking of what to do during the lockdown season here in the Philippines, then remembered that he has a family that he can spend time with during those hard days. As the ad plays, we can see that Jollibee is always present in all scenes, showing that anytime anywhere, Jollibee will be there.

As the viewers watch the advertisement, a catchy song is at present during the whole duration of it. The ad entices those who feel bored during the lockdown inside the country without knowing that family can significantly impact what you think. Since family and Jollibee bring happiness, it will never let you down when you feel uncomfortable during hardship. The ad aims at people who want to enjoy the family bond; as said, the family was present throughout the ad, which shows that having time with your fam will lighten up the mood.

The product is excellent since its food, Jollibee, is known to have a great-tasting chicken from the Philippines, and as you bite, it does bring happiness (except if it's hot). For the viewers that have watched the ad, it will attract them to eat at Jollibee with the fam, definitely yes, yes.

I do not think that false advertisements are at present since Jollibee is such a wonderful place to eat with your family or friends; spending time eating the crispy Chickenjoy while getting your lips red with the sweet spaghetti sauce, and also having family time will put a smile on your face which is so true, and that's pretty much it for this ad by Jollibee Philippines it was so great.

Video #2: We feel good, when you feel safe at McDonald's by McDonald's

This ad starts with a couple at the side of a slope looking at an incredible view beside the mountain. The music kicks in as the couple rides the motorcycle having a lovely time going to McDonald's. As they went inside the McDonald's, they showed how cautious the restaurant is about how customers react to their service. Showing vaccination cards, sanitizing, and observing social distancing as they go thru the quarantine standards inside McDonald's,

The ad aims at those who are very cautious during quarantine that wants to go out and eat outside; I know it's so great to have your jowa joining you eating at Mcdo, but I still don't have one, unfortunately, maybe soon. But it can also be for those who want to enjoy the great taste of McDo with their special someone. It is also significant for those who want to see how great McDonald's customer satisfaction is.

Yes, it is very much the same as how I see McDonald's today; they care for their customers and sanitize their stuff (seen in Guadalupe). But the job does well in seeking those who are covid cautious enough to step out and eat at their restaurant.

This commercial has no false advertisement, as McDonald's is just your typical fast-food restaurant chain serving the same menu in every corner of our country. So it is very likely that they want to show how great they can serve people who eat in their restaurant.

Advertisment Journaling

By Andrea Julianne C. Ceniza May 2, 2023 | In partial fulfillment of COM01

Emotion is frequently used in advertisements to appeal to audiences. Advertisers elicit sensations of joy, grief, excitement, or nostalgia with graphics, music, and tales, producing a lasting and profound experience. An advertisement's primary purpose is to encourage people to perform a specific action, such as purchasing a product, visiting a website, or supporting a cause. Advertisers frequently utilize a variety of strategies to attain this goal, such as appealing to emotions, delivering information, using comedy, or establishing a sense of urgency.

Kwentong Jollibee Mother’s Day Special: Pangako (Promise)

The advertisement depicted a mother and child's loving bond throughout their lives and was created in honor of Mother's Day. There was an implicit growing apart as they both grew older. The pair, like historical events, faced pandemic-related difficulties. The commercial was posted on YouTube for countries to see. However, it was primarily aimed at Filipinos as Jollibee is a renowned fast-food chain in the Philippines. It also leveraged emotion to attract viewers by depicting the mother and son's heartwarming bond, especially in light of the pandemic. Since the early 2000s, Jollibee has been known for its heartfelt commercials. They combine nostalgia and emotion to connect with viewers while advertising their Filipino-style meals. Despite the pandemic, Jollibee was still able to provide quality food service and still managed to attract local citizens. The advertisement successfully captured viewers' attention by reminding them of their mothers. The emotions conveyed in the advertisement were the standout feature that distinguished it for viewers.

Advertising is directing public attention to something, usually a product or service. The term "advertising," sometimes known as "ads," refers to a wide range of content—from text to interactive video—that has become an essential app store component. Advertisers use visuals, music, and tales to evoke emotions such as happiness, sadness, excitement, or nostalgia to give an engaging and memorable experience. Advertising seeks to develop a deep emotional connection with viewers by appealing to their emotions, which increases brand loyalty and purchase intent.

IKEA: Making Home Count by TBWA

Ingvar Kamprad created the home furnishings company IKEA in Sweden in 1943. He started by selling helpful products to his neighbors while riding his bicycle. According to IKEA, children and the family are the most influential people in the world. In line with what we have always attempted to accomplish as a home goods company, the mission of the IKEA Foundation is to improve everyday living for as many people as they can worldwide.

IKEA Singapore created a video to thank everyone for helping curb the coronavirus spread by remaining at home. Making Home Count features footage the creative team at TBWA Singapore captures while working from home during a lockdown. Making Home Count encourages individuals to make the most of their time at home with their families by stressing the small moments we should not take for granted, such as embracing, playing, and taking breaks from work.

It demonstrates the importance of a house during a lockdown, the value of living each moment to the utmost in a challenging era, and ensuring that everyone is there for one another when it matters. Moreover, each exhibition setting is a home fully supplied with IKEA furnishings. A good video campaign must have the Four Ps: purpose, story, people, and location. It emphasizes the importance of maintaining the house cheerful and comfortable during a lockdown. The story is merely a glimpse of the joyous moments that families worldwide are experiencing in the face of a global problem.

Campaigns during the pandemic have been assessed to benefit from the battle against loneliness and sadness. When it comes to individuals, young families make up the majority of the relevant character types. A subset of society is most inclined to purchase IKEA goods. Finally, the location is known as "the home," like most entries on this list. It humanizes, envelops, and makes the campaign COVID-friendly.

REFERENCES:

Jollibee. (May 2021). Jollibee: A Message From the Future by BBH Singapore https://www.thedrum.com/creative-works/project/bbh-singapore-jollibee-message-the-future#:~:text='A%20Message%20from%20the%20Future,people%20through%20it%20all%20%2D%20family.

IKEA Foundation. (2020, November 27). About - IKEA Foundation. https://ikeafoundation.org/about/

IKEA Singapore. (2020, April 3). Making Home Count [Video]. YouTube. https://www.youtube.com/watch?v=uw7s50HEWJA

Kartoffel Films. (2021, May 20). 5 Great Video Campaigns During the Covid-19 Pandemic | Kartoffel Films - Video Production Company London. Kartoffel Films - Video Production Company London. https://kartoffelfilms.com/blog/5-great-video-campaigns-during-the-covid-19-pandemic/ TBWA. (n.d.). https://www.tbwa.com.sg/work/making-home-count#:~:text=IKEA%20Singapore%20launched%20a%20film,while%20at%20home%20during%20lockdown.

Care from Afar

Many people say that love is the greatest force in the universe, but nothing is comparable to the love of a mother and her child. From the moment of conception, a mother nourishes her child, nurturing them with warmth and tenderness and loving them like no other. She shields them from the world's harshness and, with each passing day, like a rose's soft petals. And as the child ventures out into the world, the mother's love remains a guiding force, a compass that points them toward their true north. Even as the child grows and matures, their bond remains steadfast and true.

Posted on May 11, 2020, a commercial by VicksPhillippines showcased this type of love. The plot of this commercial shows how a mother and her child spend their time together even from afar, hence the title of the commercial, Care from Afar. This also symbolizes how Vicks vapor rub is comparable to mother care since most Filipino mothers used Vicks vapor rub on their children when they were younger, especially when they have a fever since Vicks vapor rub effectively alleviates a fever. Thus, even in the midst of the pandemic, where majority of our day-to-day lives are restricted, a mother's care will always find a way to be received by their children, despite the distance separating them. This commercial's target audience is people who want to show care for their loved ones regardless of distance, just like the mother in this commercial. The products advertised to the target audience are superb in their intended purpose. Once again, as seen in the commercial, the mother still found a way to care for her child even if they are separated by a great distance. This commercial advertises their product by creating a story that is very relatable to many people. There is no media manipulation since the scenes in this commercial depict a real-life scenario relatable to all of us.

They have perfectly depicted the connection between a mother and her child in this commercial. They also have captured the true essence and description of how much a mother loves her children. As written below in the description, "A mother's love knows no bounds. Even in this time of separation, her care reaches you wherever you are. Just like the mom in this video, who closes the distance with her simple yet meaningful act of care."

Sama-sama sa Distansya

The video advertisement entitled "Sama-sama sa Distansya" made by Globe PH released on April 17, 2020, showcases the importance of social distancing amidst the COVID-19 pandemic. It begins with a message from a woman narrating regarding emphasizing the significance of staying at home and being responsible for our actions during the peak of the pandemic crisis. The female narrator talks about how things are given distance, how hardships are felt during the time of suffering , and that we can find happiness on simple moments just as well. The ad then transitions to different scenes showing how people can still connect with each other while maintaining a safe distance. The intended audience for this advertisement is primarily the Filipino people, especially those who have access to Globe's products and services. The message is directed towards the general public to raise awareness of the importance of social distancing in curbing the spread of the virus. This includes individuals who are working from home, students studying online, and families staying indoors to prevent the virus from spreading. The promotion of any Globe's products or services was not implied. Instead, it focuses on the message of social responsibility and how everyone can contribute to flattening the curve of COVID-19. There are no forms of media manipulation present in the ad. It is a straightforward message that aims to educate and inform the public about the importance of social distancing. The ad's ability to capture the attention of viewers lies in its simplicity and relevance to the current situation. The use of real-life scenarios and relatable situations makes the message more compelling— adds credibility to the campaign. The ad explicitly gives the importance of social responsibility and solidarity during the pandemic with the unequal impact of COVID-19 on marginalized communities and the need for collective action to address these disparities (Stok et al.,2021), all the while with its unique presentation on social distancing as a way of contributing to the common good and preventing the spread of the virus.

References: 

Globe. (2020, April 18). Heartwarming globe digital film shares message of hope and connection amid isolation. Globe Newsroom. https://www.globe.com.ph/about-us/newsroom/corporate/connection-amid-isolation.html#gref 

Stok, F. M., Bal, M., Yerkes, M. A., & de Wit, J. B. F. (2021). Social inequality and solidarity in times of COVID-19. International Journal of Environmental Research and Public Health, 18(12), 6339. https://doi.org/10.3390/ijerph18126339

Com01 - PT6

The advertisement "Mountain Dew Bangis Ng Tropa" is promoting a variant of the Mountain Dew soft drink. The ad is targeted toward young adults who are looking for an energy drink to fuel their activities and socializing with friends.

The ad's intended audience is people between the ages of 18 and 35 who enjoy outdoor activities, gaming, and socializing with friends. The ad is shown to appeal to the ad's adventurous and energetic nature.

Whether the product is good for the target audience depends on the consumption of the consumer and the drink's specific ingredients and nutritional content. Generally, energy drinks are high in sugar and caffeine, which can have negative health consequences if consumed excessively. However, moderate consumption of such beverages is unlikely to harm most people.

The ad features 2 famous people in the Philippines, Cong TV, and James Reid. They can be confident and trust the product, even if the video advertisement eventually sells it.

As for media manipulation in the ads, the company featured famous figures in the Philippines and used Celebrity Endorsement to capture viewers' attention and unrealistic scenarios. For example, the ad used exaggerated scenarios to make the product seem more appealing than it actually is.

The advertisement "BIDA Solusyon sa COVID-19!" is about how the audience will be safe from COVID-19. The ad features precautions that should be followed and tips on how they would avoid contracting COVID.

The intended audience of the ad is people who are concerned about their health and safety during the COVID-19 pandemic. This could include individuals of all ages. As for media manipulation in the ads, the company used Celebrity Endorsement to capture viewers' attention and used a Superhero comic book scenario to make the ad easily understandable especially for younger audiences.

PT 6 - Journaling Your Response to Advertising (COM01)

Sama-sama sa Distansya

The name of this video advertisement is “Sama-sama sa Distansya”, from Globe telecommunication company and can be found on the YouTube channel globeph. This advertisement is all about encouragement, to encourage those who slowly feel lonely from the isolation of their own homes, to long to see their family, friends, and people they care for as we distance themselves to prevent the further spread of Covid-19.  The video shows scenes of locations being empty as the country is placed under lockdown, scenes where we see people struggle to cope with the distancing as they long to see the people they care about again, reassuring that it is for the best, and yet despite the distance they can still be close to the people we love.  Through the use of the internet and social media, people are able to communicate with the people they love, their families, friends, and many more. Through the use of the internet, many activities were shown in video advertisements such as TikTok, calls, and many more which brings laughter, and fun and brings them closer than ever. The intended audience is those who struggle in the pandemic lockdown, and those that want to go out and have fun, travel, and see someone. Instead, they have to wait a long time inside that is now turning into a cage for them. There were no products advertised other than a hashtag and a link to Globe Telecom, it is likely that this advertisement is just something to encourage those struggling in the pandemic, boosting their morale and hope while living in terrible times. As for Media Manipulation, there seems to be none since this video is all about giving hope to those struggling in the pandemic lockdown, that despite the distance they can still connect with each other on the internet, social media, or any forms of online communication that would help us help take the feeling of our loneliness and despair throughout the pandemic.

Nyahahakbxjbcjhishdishlsab@!!!! Basta RC Cola!

The name of this video advertisement is “Nyahahakbxjbcjhishdishlsab@!!!! Basta RC Cola!”, found on the RC Cola Philippines YouTube channel. The video is about a boy who questions his mother if he was adopted or not after returning from school after being teased by his classmate about whether he is adopted or not. The mother reassures his son that he is not adopted but doesn’t believe it, he then proceeds to take off his shirt to reveal 4 glasses stuck on his back and questions why he has 4 glasses on his back. The mother broke into tears tells her son that it was time to tell the truth, as she removes her scarf and reaches for her head, she begins to pull it off to reveal an RC Cola. The mother begins to place the ice on the 4 glasses on the back of the boy which he shivers as ice fell from his body. The mother removes the cap on the RC Cola and begins to pour it on the glasses in which the scenes shift to the RC Cola products as the music ends. In the last scene, the audience gets to see the whole family enjoying RC Cola from the boys’ backs. The advertisement is a weird but humorous video, with twist after twist that is enough to leave the audience laughing. The intended audience is those who live in the Philippines as the language used in the advertisement is Tagalog. It’s difficult to say whether the products advertised were necessarily good for them or not since the advertisement is meant to be a humorous advertisement that gives you an interest in trying RC Cola, although it is bad for the health like any other soft drink, it’s not bad to try once in a while. As for Media Manipulation, there seems to be none as the only thing capturing the viewers’ attention in watching this advertisement is the twist and funny moments it presents in the video.