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PT6

ADVERTISEMENT #1: M&M's - Meet the Parents (2022, USA)

M&M's are undoubtedly one of the most popular sweets in the world, and their advertisement is no exception. The ad features a daughter introducing her boyfriend, Jake, to her family and relatives. In the ad, the yellow M&M asks Jake about the flower design on his shoes, to which he responds by revealing that he is a botanist. This is followed by the brown M&M mentioning that the resting dad's face at the back is also a plant guy, creating a connection between the two. Jake is then asked to prune plants and rewarded with M&M's.

The target audience of the advertisement is the general public. It was posted on YouTube on June 4, 2022, during the ongoing COVID-19 epidemic. The question of whether eating sweets is healthy for the targeted audience arises. The answer is not necessarily because eating too many sweets can lead to diabetes, which can be fatal if not treated. However, eating sweets in moderation can benefit brain function and provide a fuel source, sometimes referred to as a 'sugar rush.' (Wein, 2017)

There is no evidence of media manipulation in this advertisement. The only technique used was baiting. The daughter introduced her boyfriend, and the family looked him in the face because of his flower tattoos. However, the yellow M&M suddenly pointed at his feet, revealing the flower design on his shoes, and explained why. This technique is used to bait the audience and connect Jake and the M&M's, making the advertisement more engaging and memorable.

In conclusion, M&M's advertisement featuring a daughter introducing her botanist boyfriend to her family and relatives is a clever and engaging ad that appeals to the general public. While eating sweets in moderation can be beneficial, it is essential to remember the health risks associated with overconsumption. Overall, there is no evidence of media manipulation in the ad, and the bait effectively engages the audience.

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ADVERTISEMENT #2: Harina is Shaking sa Newest Film for Julie’s 40th Year Anniversary!

Julie's Bakeshop has been producing delicious and affordable bread for almost four decades, catering to the Filipino market. However, their recent video advertisement may have stirred up some controversy. The video features a man shaming a group of elderly women, commonly known as 'Titas,' for working out, despite not being in great shape himself. Julie, the brand's representative, intervenes and transforms the man into a pandesal, which the older adults consume while he continues insulting them.

The intended audience for the video is the general public, with a specific target audience of those who engage in body shaming or 'Tita shamers.' The video was released on April 5, 2021, during the ongoing COVID-19 pandemic. Pandesal, the product advertised, is suitable for the target audience as it is considered a healthy option. It has low sodium, making it an ideal choice for individuals with kidney disease. It is also beneficial for anemic patients and pregnant women as it is low in iron, which is necessary for developing hemoglobin to carry oxygen in the blood.

However, the video uses a form of media manipulation by depicting the man turning into a pandesal, which is not the case in reality. Additionally, it portrays the brand's ingredients and product-making process, which needs to be more accurate. It is important to note that Julie's Bakeshop does not use human ingredients or harm any human in producing their products. The hashtag #StopTitaShaming is used to bring attention to body shaming and its negative effects on individuals.

In conclusion, while Julie's Bakeshop has been producing affordable and delicious bread for almost four decades, their advertisement may have stirred up controversy due to its depiction of body shaming and misinformation in the ingredients  of their product. Pandesal, the product advertised, is considered a healthy option, making it suitable for the target audience. However, it is crucial to remain critical of media messages and understand the limitations of advertising.

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REFERENCES

The Hall of Advertising. (2022). M&M's - Meet the Parents (2022, USA) [Video]. Youtube. https://www.youtube.com/watch?v=CRf7xa2xoes

Julie's Bakeshop. (2021, April 5). Harina is Shaking sa Newest Film for Julie’s 40th Year Anniversary! [Video]. Youtubbe. https://www.youtube.com/watch?v=0cF6juQVO7w

Wein, H. Ph.D, et.al. (2017). Sweet Stuff. NIH News in Health. https://newsinhealth.nih.gov/2014/10/sweet-stuff#:~:text=Our%20bodies%20need%20one%20type,pediatrician%20and%20expert%20on%20sweeteners.

Julie's Bakeshop. (2022). About Us - Julie's Bakeshop. Julie’s Bakeshop. https://www.juliesbakeshop.com.ph/about-us/#:~:text=Julia%20Gandionco%20and%20her%20husband,the%20now%20famous%2C%20Julie's%20Bakeshop.