Effects Of Commercials

Effects of Commercials: Where do we go from here? by the Titus Brandsma Center-Media Program

Squirettes of Mary and the Daughters of Mary Immaculate, Int’l. St. Joseph the Workers Parish Tondo, Manila 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 nonpersonal 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?

3. Iba ang may pinagsamahan! (Itaas Mo!)

1. Making great things possible!

2. Simply Amazing

Guess What Ad?

6. Let’s Talk

4. Mas Malayo ang Mararating!

5. Wais na Misis!

Sample of other types of ads

Advertising Media Periodicals – – –

Newspapers Magazines Trade journals

Broadcast Advertising – –

radio television

Assembly Advertising – –

Motion pictures and slides Education lectures

Direct Advertising – – – – – – – –

Direct mail Letters Pamphlets Folders Handbills Handouts Shopping bags Tags, labels, booklets, wrappers, containers

Point-of-sale Advertising – –

Window displays Handouts

Advertising Media Signs (Outdoor Advertising) – Billboards and electronic signs – Posters, including those on delivery trucks (transit ads) – Streetcar, train, bus and jeepney ads – Skywriting

Special Publications – Telephone directories – Yearbooks – Handbooks – Menus

• 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 a ch e on th r e bl o 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.

& y t i c i l p i t g l n u i k m . n i 1 h t l a c i t i cr

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.