pvelantemedialogs-blog

[pvelantemedialogs-blog]

Through Thick and Thin

As Barbara Bush (1992) once said, “family means putting your arms around each other and being there” made a huge impact on the idea of society towards family relations. She continued to support her family despite the challenges and difficulties life inevitably handed over them and at the same time, disregarded the pressure and stress the society is continuously put on her as the First Lady of the country, United States of America. Consequently, ceaseless news about family members killing each other because of poverty, conflicts and the like can be considered as the epitome of technology’s effect on human behavior. It is very evident nowadays how families all over the world tend to overpower each other because of the various anxieties and problems they have that usually result to detrimental consequences that can affect a person’s life in all aspects. This is one of the many reasons why there have been numerous cases of abusive relationships, alcohol and drugs over usage and emotional and mental traumas in different parts of the globe since people tend to neglect the true meaning of family. Contrariwise, media has gradually adapted to this idea and started thinking of new ideas and perspectives to reintroduce to the people, especially here in the country, how relationships can help their well-being because of the kind of support, guidance and love they get from each other. It has used so many symbolisms and taglines to emphasize its messages so that it can capture great attention to the families who are almost broken and are looking for ways to reconnect to each other. Similarly, media came up with techniques wherein people can realize how the smallest of things can make an enormous difference in their family relationships.

(1) Jollibee is very much known not only here in the Philippines but also in the different parts of the world because of the quality of food and service they give to their customers. They are also very notable with the seasonal commercials they release since they are well-known for their creative and heartwarming techniques to capture the attention of their target audience. Likewise, they have recently changed their commercial perspective to something that can be relatable to the viewers so that they can gradually appreciate how Jollibee can create an impact especially to family-oriented customers. This poster of Jollibee was formulated and paid by the members and employees of the multinational food chain company called Jollibee Foods Corporation (JFC) located in Pasig City, Philippines. (2) Similarly, the target audiences of the simple yet very appealing photo ad are the Filipinos coming from different social classes, age groups and professions that are continuously searching for new ways to bond with their family members to be able to grow closer to one another. It seeks to get the interest of these people in order to emphasize the idea that small things like eating in a simple fast food chain, such as Jollibee, can already make a family stronger as one. The creators chose this kind of viewers since family separations are very apparent nowadays and through their meek commercial advocacy, they long to bring them together and make them realize how important a family is.

(3) The photo released by Jollibee shows a 5-member family eating their best-selling food that describes how the parents and their children are having fun and feeling very cheerful of what they are feasting on. It also displays the children’s delighted facial reactions while they are eating with their parents. Lastly, the expressions of the parents are very distinct because they exhibit the kind of expression wherein they seem gratified with the response of their daughters. (4) Subsequently, the message the picture tries to describe is how a Filipino family can easily find happiness in the smallest ways and events such as eating together outside because of the distinctive perspective that Filipinos are very family-oriented and hospitable. It is also apparent that the Jollibee chicken symbolizes togetherness because it brings happiness and satisfaction to the family members that can be a bridge towards a stronger relationship. The very obvious smiles on their faces also signify Jollibee is not only a fast food chain but also a place where families can join together. Lastly, the photo speaks a lot about how families should not always depend on luxurious materials to be happy because with the little happenings that they encounter or achieve, they can already find simple joys that will make them a better family as well as individuals.

(5) Correspondingly, there were several positive values and lifestyle presented in the photo ad but there was one focal idea that was manifested and that is how Filipinos greatly value the importance of a family in their lives to be able to go through life’s challenges. It also emphasized the true meaning of simplicity since Jollibee used their own products as well as ordinary people to relay to the general public the message they want to impart on them. The lifestyle of being humble and modest was also acknowledged because the family in the photo ad was able to bond with their daughters without spending too much money since they believed that genuine contentment could be guaranteed as long as they are complete as a family. (6) Although the photo ad speaks about numerous positive impressions, it still contained logical fallacies namely, misleading analogy and hasty generalizations. First off, the poster is trying to illustrate to their target audience that whenever restaurants or fast food chains are showed, they can always be associated with family time because of their similarities, which is completely deceptive (misleading analogy). Eating in a certain place is different from family moments because both ideas can stand alone like for example, restaurants can be used for other purposes such as dates and other event while family bonding time can also be linked to watching movies, going on road trips and the like. Next, it uses hasty generalizations saying that Jollibee can make people happy and contented straightaway which is not always true because they lack pieces of evidence or proof that Filipinos have felt this kind of result. Likewise, it used pathos as its rhetorical appeal to capture the interest and emotions of the general masses since it displayed the illustration of a happy family feasting over a simple meal.

(7) As mentioned previously, there were positive messages described in the photo ad such as the concept of simplicity, humility, contentment and strong family ties that are emphasized on how the family grows closer together with the help of the little things in life. But there also negative messages showed through the hidden meanings of the picture like the idea that families should eat together in order to stay together even if not everyone in the country can afford such meal because of the continuous regression of the economy. (8) However, it empowers more people to appreciate Filipino goods and services to not only develop nationalism within them but to also help their economy boost faster. The ad also empowers everyone coming from different parts of the world to find joys and satisfaction with the little blessings of life because not all people have enough privilege to have what they have. Fortunately, the ad does not disempower anyone because of its pure intention to give emphasis on the importance of family relationships.

(9) Conversely, the photo was not able to highlight the advantages of getting together with the whole family, which can be the reason why some of their viewers do not appreciate their advocacy. To be able to determine the said benefits, one must research on reliable Psychological studies that say a lot about how effective family bonding is. At the same time, he/she must try to do several activities with his/her family to personally determine how they can have a huge impact on his/her daily behavior in a good way. (10) Generally, the photo ad made me realize how important family bonding moments are because they can truly make me a better individual since I am surrounded by people who love and support me through thick and thin. It also made me appreciate the value of simplicity since I know I need it as of he moment because of the presence of the continuous advancement of technology that often enable me to isolate myself from the people who care about me the most.

[pvelantemedialogs-blog]

Fame and Power Intertwined

Social networking sites have become the virtual form of a personal diary for many people over the years. It has become a habit that they post whatever they have in mind at any time of the say in each and every account they have. There are times that these circumstances are acceptable in the society because they are considered to be a freeway for people to express their thoughts and feelings liberally. But little do they know that numerous politicians have observed their every move and action and intervened with their so-called safe haven. Although social media and politics seem to be contrasting each other, it is very evident nowadays that because of the continuous development of technology, they use it in order to reach out to their supporters and gather more allies for a stronger and limitless fame and power. At the same time, the use of prominent sites can be of great help to them especially during campaign period. They continuously seek to let the cybernetics know their plan of action as well as their genuine passion to serve the entire country. Even if they know that only 36% of the Philippine population can have an easy access to the Internet, they still manage to release a huge amount of money to pay for ads, posters and the like because of their constant concept that sites like Facebook and Twitter are a very powerful tool to penetrate the minds of all the users around the country (Remo, 2013). Fortunately, there are politicians that use their social media privileges effectively but others use further ways to attract attention which is through the use of celebrities that are well known in social networking sites. However, this technique can only have a bad impression to their target audience as their fame and power are intertwined.

(1) The campaign idea of Noynoy Aquino, the current president of the Philippines, managed to create an appealing poster that was meant for the Filipinos to know his plan of action immediately upon reading the simple yet knowledgeable tagline. He, together with his crew and financial supporters, made the campaign advertisement for Aquino’s target voters so that he can win as the new president of the Philippine government above all other candidates he is facing against. (2) With his infamous sister beside him in the image, it is obvious that his target audience was the masses or commoners of the society since Kris Aquino is known for being a significantly successful personality that is adored by many.  Aquino was also striving to capture the attention of the ordinary Filipino people who are continuously searching for change in the condition of the government that is why the poster is made to be very alluring or likeable for them. This idea was also for the people in all parts of this island to have a sense of hope despite the never-ending turmoil occurring within and among government officials. Lastly, his target audience was not primarily focused on the masses only but also the citizens coming from different ethnicities, classes and professions so that he can let them realize that he can be a great and efficient leader for the country.

(3) President Aquino’s campaign poster shows a picture of him and her sister, Kris Aquino doing a ‘thumbs up’ gesture with their eager and blissful expressions. It is also evident in the photo that he used a main color, yellow, so that he can be known for the symbolism of hope and at the same, let the viewers recognize him every time that specific color is being featured in a campaign. The very enticing tagline, “Kuya Noynoy is the real deal!” can also be a factor that made the Filipino voters become more attached to him because of the idea that he can truly make a change in the economic and politic aspect of the country. (4) Likewise, it is apparent that Noynoy’s concept of using Kris Aquino as his main endorser throughout the campaigning represents how he believes that her sister’s fame and signature impression can be a major key for him to attract attention. However, Kris is not that likeable for some Filipinos because of her judgmental and exasperating attitude which can already have a negative effect on their perspective on Noynoy’s ability to lead and govern. Subsequently, the tagline also illustrates how Aquino is planning to precede his proposals as a president unlike other candidates running.

(5) Although the poster seemed to be directly portraying the messages it wants to impart on its target viewers, it also presented the kind of lifestyle wherein the Filipino citizens should exercise and maximize their right to vote for the efficient and responsible leaders that can truly make a change in the country. It illustrated the value of determination to the audience in terms of choosing the right and genuine leaders amidst the enticements they do to get their attention. Other than that, it showed the lifestyle of Filipinos where they are easily attracted to different celebrities and personalities that are part of the latest trend. Thus, it gave Aquino an idea to let his sister help him with his campaign in order to gain more followers and supporters as he enter his presidential term. It mirrors how the Filipinos are very attached to social media since some of them think about their decision on who to vote depending on who the celebrity endorser the candidate has in store for them. (6) Conversely, the campaign poster showed one prominent fallacy and that is testimonials. Using Kris Aquino as an endorser for Noynoy Aquino is a weak declaration of his efficiency as a leader because she herself has not entered the political industry yet. Since she is Noynoy’s sister, she will obviously say that he is the ‘real deal’ because of the given fact that they are related thus, giving her the chance to become biased and narrow-minded in one way or another. Also, she is not a credible critique on how leaders should work and act because she works in the entertainment industry, which is not closely associated with politics. On the other hand, ethos was the rhetorical appeal used by the poster because as mentioned earlier, the makers of the campaign wanted to let Kris Aquino be an authority regarding Noynoy’s capacities as a person and as leader as well.

(7) In the poster, the phrase 'the real deal' can be translated as Noynoy being depicted as someone who can be relied on. It shows that Noynoy wants to help the Filipino people and its country develop into a better one. No negative message is presented because politicians don't put anything negative that will offend other people in fear of losing support. However, it shows how Filipinos can be easily attracted and persuaded through the use of social media personalities. (8) Similarly, it empowers Noynoy, his political party, and his numerous supporters. The poster's job is to advertise Noynoy as a good politician and with the image of Kris Aquino included, its use is also boosted because she has numerous fans and supporters as well. On the other hand, it is apparent that it disempowers the people, especially the masses, because they are not properly informed of the shortcomings of Noynoy since it focuses too much on his image as a president and also his relationship with a celebrity. The media maker is probably awarded with people casting their votes for Noynoy because of the effectiveness of the poster.

(9) Likewise, the campaign poster conveys the message that Noynoy Aquino is reliable. However, this is not completely true because as observed in the past, the Aquino administration has not brought any impressive developments to our country. Surely, it promotes anti-corruption laws and swears to protect the people's taxes but the Filipino people need more than that. In order to read more about the failures of the Aquino administration, newspapers and online articles may be consulted. (10) Generally, the use of social media in politics made me become more aware on the idea that Filipinos must be educated enough to pick the true leaders not for their fame and power but for their passion and determination to make a change in this developing country. It also made me recognize how politicians can be very shallow and irrelevant when it comes to promoting themselves since they use other famous celebrities to do it for them. In the next election, I will surely think profoundly on the candidates I will vote for in order to make amends through my small yet powerful actions.

Reference:

Remo, M. V. (2013, Oct 18). Nscb says ph internet penetration rate at 36%. Philippine daily inquirer. Retrieved from http://technology.inquirer.net/30571/nscb-says-ph-internet-penetration-rate-up-36

[pvelantemedialogs-blog]

The Great Irony of A Disheveled Society (An Analysis on Culture: The Real Culprit)

Creative, colorful and captivating – these are the three Cs that people all over the world describe the Filipino culture in a nutshell. They often express their appreciation and love for the country’s uniqueness and splendor through their way of documenting their experiences such as images, blogs and the like. Despite the various circumstances that have been occurring in the Philippine economy and government, foreign tourists chose to focus more on what makes the country a beautiful place to live in because of the noteworthy tourist spots found in every corner of the island as well as the kind of lifestyle and values Filipinos show their visitors. Avid sightseers tend to cherish everything they see, hear and taste since they have this vast amusement towards the exceptional idea of the Filipino culture. Contrariwise, Filipinos do not feel and think the same way. Most of them are appalled with their own rituals, ceremonies, traditions and beliefs because they often base these with what the prominent countries are trying to impart on them. They frequently incline on the idea that the government’s current condition is affecting the once-eminent tourism in the country therefore, they predictably do not accept what is handed over to them knowing that the officials will only take advantage of them. This is the great irony that is present in the disheveled society of the Filipinos – foreigners love the culture but the inhabitants do not. Presumably, media has a great effect on how the citizens view their own country because of what they normally see on commercials, movies, television series and others. Time has passed and there are already Filipino activists that have voiced out their profound contemplations on why the country turned out this way.

(1) Teodoro C. Benigno is a famous Filipino news writer that wrote a startling column in Philippine Star last March 11, 2002 that sought to give emphasis on how Filipinos can be blinkered with how they imagine their own culture. He aimed to present his country’s current reality and how it affects its day-to-day economic and political activities. He especially wanted to convey overpowering statements and opinions to the government officials so that they may realize how their sense of urgency must be enthused immediately for the betterment of their own constituents. (2) It is very evident that Benigno wanted to capture the attention of his readers coming from different age groups, professions and ethnicities because he wanted to motivate and instill in them how one’s culture is very significant amidst the never-ending problems the country is tremendously facing. He aspired to make the Philippine government officials his main target audience so that he can inculcate to them how their greedy and selfish actions can immensely affect the situation of the society. Given the opportunity to cite James Fallows’ views on the Filipino culture, he made sure he related the inevitable occurrences observed by him [Fallows] with the past events that made the Philippine history wide-ranging compared to others.  

(3) Upon reading the well-intentioned article, it was very evident how Benigno used the existing condition of the government by enumerating the leaders involved with the way the Filipinos think about themselves. Similarly, a big portion of his essay mentioned James Fallows, an American writer who critiqued the Filipinos’ nationalism emphasizing that, “indeed we have a damaged culture, more damaged than what we think” (Benigno, 2002). He also stated the various differences in the Filipino setting with regards to who was governing the entire country like F. Marcos, F. Ramos, C. Aquino and so on. It was revealed as well how the country’s economy is becoming way behind other countries that were once known to be very poor and lowly because of how the governments situates its citizens to be strong and able enough to compete in the global setting. (4) The two shrewd writers, Benigno and Fallows, made use of comparisons and specific examples to be able to symbolize what they are trying to illustrate inside the minds of their readers. The names of the government officials represent how anyone, even those holding high positions, can be a hindrance for a total and steadfast nationalistic being. It emphasize on the fact that there is no exemption when it comes to the continuous regression of the country’s economy and cultural behavior because everyone can be considered as a culprit due to the egocentric acts that are very dominant nowadays. Another hidden message that was unspecified in the article was the idea that foreigners truly love the Philippine culture and traditions but the citizens themselves do not since they, the Filipinos, lost hope for their own country because of how the government and the people around them act and take advantage of their riches. (5) Likewise, it was apparent that the kind of lifestyle present in the authors’ opinion column was how Filipinos act towards their own nation. It was evident that they tend to be reprehensible with their own nationality because of the numerous issues and controversies that have happened in the country that made the people around the world change their perspective towards us.

(6) Alternatively, there are two logical fallacies that were committed by the writers namely, ad hominem and hasty generalizations. First off, it was evident that both Benigno and Fallows attacked the elected presidents of the Philippine government instead of focusing on what they have done for the country. They emphasized on the idea that these former presidents damaged their country’s culture in one way or another with their selfish acts to gain power and money above all. An example of this is when they mentioned how Ferdinand Marcos was becoming proud of what he had done for the economy when in fact, he stole and used so much money that the whole country ended up having a huge amount of debt in IMF. At the same time, hasty generalizations were committed because they kept claiming that the government is the main reason for the continuous damage of the country even if there are other factors affecting it like poverty, calamities and the behavior of the citizens themselves. Lastly, the two authors used logos as their rhetorical appeal because they accentuated on different truthful facts and statistics that will make the readers picture the presidential regimes stated and the like.

 (7) In the article, the only positive message presented is the description of individual Filipinos as being brave, kind, and noble-spirited like the Japanese. Perhaps the author is showing the reader that there is hope for our dying country if we learn how to set aside our differences and help one another. Meanwhile, two negative messages in the article struck me because they are still true until now. These messages are: "It's every man for himself. A war of one against all", and "The Philippines has long banished itself from the Knowledge Society, the only catapult to national progress." These statements show that the Philippines is going backwards because we have not outgrown our selfish ways (i.e. corrupt politicians) and because of these, our country is still struggling to achieve development (i.e. overcrowded public school classrooms, lack of school materials). (8) Consequently, the article's aim is to criticize the state of the Philippines and the behavior of the Filipinos. It doesn't empower anyone but it disempowers the Filipinos who think that the Philippines is a progressive country. The article wants to awaken the Filipinos so that they may take action and save their country from further misery. The media maker or the author is a Filipino and is perhaps a concerned citizen who wants to see his country become a better place.

(9) For me, the article failed to mention Filipino citizens, ordinary or not, who are working hard to change the damaging habits of their countrymen. I'm sure that during the time the article was written, there were Filipinos who were already aware of the decline of the country and started taking action. In order to clarify this claim, I would suggest reading other newspaper articles about people or groups who helped other Filipinos published the same time this article was made. Another way would be directly interviewing those who actively tried to make a difference during this turbulent period. (10) Overall, the article made me realize a lot of things that I am unable to see in the current condition of the society. It made me understand how having a nationalistic perspective can truly benefit the country because as damaged as we are right now, there will always be enough room for improvement thus, small changes can start within every individual. Although the government has a huge impact on the Filipinos, it is never too late to try to fight for our rights and opinions since these can enable these leaders to have a sudden change of heart and mind. The Filipinos are also the real culprits in this issue because they elected these leaders despite their known egocentricity thus, they must be educated and informed enough to vote properly and wisely for the genuine leaders and to not easily give in to the inducements they will try to offer them. Hopefully, this disheveled society will eventually become well-ordered and peaceful enough for the generations to come.

  Reference:

Benigno, T. C. (2002, March 02). Culture: The real culprit. The philippine star. Retrieved

from http://www.philstar.com/opinion/153449/culture-real-culprit

[pvelantemedialogs-blog]

The Incessant Irresoluble Differences

The world-famous hero Mahatma Gandhi’s statement “I believe in the fundamental truth of all great religions of the world” was undoubtedly an eye-opener. Seeing every society in the world at present seems to be bothering a lot of people knowing that there are endless discriminations among various cultures, religions, ethnicities and communities. But these will not be made possible without the persistent presence of media that circulate all over the world. Media has transparently broadcasted the benefits and detriments of having a specific religion through movies or television series, commercials and print ads from dissenting organizations. Likewise, there are also several media references that encourage people to make the right decisions regarding their faith. It is quite evident nowadays that there are some religious associations that use media in order to spread their word missions and invite people from different parts of the world to join them which is often a good thing because in this way, their target addressees may know where they really belong. However, there are greater instances wherein media and religion have incessant irresoluble differences that frequently result to endless dispute between people and their faiths.

(1) The Center for Inquiry (CFI), a New York-based institution, composes of people with a vast belief on freelance thinking that is greatly dependent on reasoning alone. This usually comprises of “humanists, skeptics, freethinkers, and atheists all working together at the public policy and grassroots levels to advance science and secularism” (Living Without Religion, 2013). Living Without Religion is an emerging project established by the said organization that aims to encourage people all around the world that having a specific religious belief does not necessarily follow that one will live a life to the fullest according to his/her will but rather, being a nonbeliever can still make him/her happy and fulfilled with his/her life. It seeks to let others realize that there are more important things to focus on than rely on God in all the occurrences that life has to offer. (2) Nonetheless, the members of CFI intend to catch the attention and interest of devoted believers of different faiths so that they may emphasize to them their true purpose of spreading their mission. Their target audiences are those in different races, professions and age groups as long as they belong in a specific religious group. Conversely, they also want the nonbelievers to join their project so that they may train them in grasping the idea that it is okay to not have a religion and that there are millions of people out there who can prove to them that having no religious belief can still live a peaceful and happy life.

(3) The print ad being distributed by CFI all over the Internet shows a peculiarly grinning African-American woman on the left side of the poster. The other half presents the entire meaning and purpose for the ad since it emphasizes on the maid idea stating, “millions of Americans are living happily without religion.” It also tells the viewers and readers of the ad to go to their website in order to learn more about the advantages, effects and benefits of having no religion at all compared to having one. (4) On the other hand, the images/texts showed illustrate a deeper meaning behind what people normally see. It represents the idea that being a nonbeliever necessarily follows that a person can become instantly happy with his/her life. The woman, although smiling, seemed unsure with the facial expression she made. This can explain that even if the organization’s ways and techniques of attracting new skeptics in their group can be very enthralling, it can also make a person become uncertain of the decision he/she had made because of the possible superfluous circumstances that may happen in the future. The woman in the ad can also signify that the American nonbelievers are not the only ones who can be happy because of their chosen belief but also the people around the world who are still struggling to find themselves and know their true belonging. (5) Then again, it is also very evident in the photo that the kind of lifestyle people must have in order to become truly happy with their respective lives is to not have any religious belief at all since according to the view of the project of CFI, this can only hinder a person from doing the things he/she aspire to do because of the endless set of rules given by his/her religion. It also shows the value of mistrust towards God because the creators of Living Without Religion believes that He is not the only reason for one’s happiness and achievement in life and there are more than a million of people who can prove that with or without God, they can see their real purpose in the world.

(6) Upon checking and looking at the website seen in the poster, the makers of CFI used ethos and pathos in order to highlight the special and relevant points to their target audience. For ethos, they presented statistics, specifically a pie graph, to emphasize the number of Americans that are nonbelievers. They showed that one out of five Americans chose this kind of lifestyle yet they remained happy and contented with their life. The graph also revealed that 20% or 63 million of people around the world are unaffiliated with any religious group because they believe that not having a specific faith can only make their lives easier and more comfortable. Another statistics they displayed is the fact that 6% of people in the world are either agnostics/atheists while 14% chose to not have any religion at all since they know that they can still survive without any label or certain faith. The second rhetorical appeal used is pathos which is manifested in the website through the stories of nonbelievers that were shared online. Their stories seemed to be very heartwarming which leads to the idea that CFI wanted their viewers to realize their mission with the help of sympathy and profound recognition from them of the benefits of being a nonbeliever. Logical fallacies namely, hasty generalizations and questionable authority were also evident because the poster and website immediately asserted the fact that nonbelievers are completely happy with their chosen lifestyle having proven by those who are not considered as authorities of religious and non-religious affairs.

(7) It is certain that the organization has imparted positive messages to their target audience for them to realize and acknowledge what it is like to be a nonbeliever. It claims that having no religion at all can help a person find him/herself easier without the set of rules and limitations his/her religion dictates. It also tells people that religion is not the mere basis of one’s happiness in life but rather, there are greater things to move forward with in order to find his/her true purpose in the world. On the other hand, it retrieves several negative messages from those who have profound faith in their respective religions because they do not believe in CFI’s idea and belief that having a specific religion can only lead to further loneliness and misery because of the kind of upbringing it exposes to its people. It is also not right for them to automatically claim that if there are a lot of people who are already happy without having a religion then others should consider this decision as well, which is fallacious because of the presence of hasty generalization. (8) Subsequently, CFI empowered those who are truly perplexed with the kind of life they have to consider going away from their chosen faith and try to live anew. It disempowered the people who are very devoted to their religion because they may concede that this group is trying to convert people to not having a religion at all instead of telling them to listen to what they truly believe in.

(9) In general, the poster only showed the positive side of not being in a certain religious group that is why it lacks the idea on what may/will happen next. It was not able to specify the kind of life that can really happen once this decision is made which was not told so that people can only look at it advantages and benefits. To be able to know the untold story of the organization’s claim, one must try to interview, make a survey or research on the Internet about those who enduringly followed and joined the project thus, he/she can find out what life is like without God.

(10) Overall, the poster made me realize how important religion is in my life regardless of their idea of joining their campaign and being a nonbeliever. It made me become more aware that religion is an eternal guide for me to be able to know and distinguish what is right from wrong so that I may grow into a more mature individual. Being happy is not only based on one’s religion but there various opportunities and blessings that can make a person truly happy that is why having enough faith in myself and in people around me can help me understand what it is like to live a fruitful life. 

[pvelantemedialogs-blog]

Is necessity always a necessity? Or is it a mere want coming from our consciousness declaring what it desires? Because of the continuous development of technology and media, people now have the ability to become more aware and knowledgeable on existing products that can make their life easier. As a result, they have this inevitable tendency to always look and purchase merchandises that are either new in the trend or simply what they wish to have. Consumerism, which refers to a person’s continuous buying of different kinds of products that are sometimes unnecessary already, is very evident in the growing societies of the world. It is most common among teenagers who are widely exposed to media because during this kind of phase in their life, they tend to search for the trending styles in order to keep up with their ever-changing environment. They often aspire to acquire the various items they see on TV, movie screens or billboards because they can see that their favorite actors and actresses use them thus, they want to experience the same luxurious feeling and treatment they get in one way or another. Although this instance may be unrealistic for the traditional people, it is quite desolate to imagine that the youth, who people say is the hope of the future, are becoming much more drawn and attached to technology and its ceaseless development as media presents lavish kinds of lifestyle that blind them to the reality of the world.

            (1) Crazy, Stupid, Love is a 2011 romantic-comedy film produced by Warner Bros. that focuses on a man, named Cal Weaver, in his late 40s who is struggling to keep his marriage strong and alive with the help of a young and on-the-go guy, Jacob Palmer. Cal loved his wife Emily deeply and would do anything to keep her in his life but failed to do so as time passed since she had an affair with her co-worker which resulted to her filing a divorce that made him feel miserable and vulnerable. Jacob, then, comforts Carl’s nightly bar depression by taking him to several clothes, shoes and accessories shops so that he can restore the confidence and self-esteem that he had lost during his long-term relationship with Emily. (2) Looking at the very pressing and interesting storyline of the hit movie, it surely captured the attention of people of all ages, ethnicities and professions as it directed their timeless fascination for teenage love and marriage. The producers of the movie also aimed to use various techniques of appeal in order to divert the awareness of their viewers on the good and bad effects of consumerism in their everyday lives.

            (3) From the screenshots taken from then movie’s official trailer, it can be perceived that Jacob went to designer shops to help Cal get his confidence and wife back to him. He also assisted him on what type and size of suit he must wear and what brands he must buy more often in order to have an appealing look that can make women fall for him. As a result, Cal was able to feel better about himself, both inside and outside, as he goes to the bar every night to try socializing with other women just like Jacob so that he can forget about the upcoming divorce once in a while. (4) However, it was certain that the producers of the film focused on how consumerism can be of great help as well as of great hindrance in a person’s daily encountering. They showed how buying new things can make a distressed person feel finer and more optimistic because of the kind of retail therapy he/she gets. This kind of therapy can remind him/her that good things can still happen despite the series of unfortunate events that made him/her detest the world’s cruelty. On the other hand, they also portrayed how buying can lead to overbuying thus, making their viewers think that it is okay to purchase things even if they are not relevant anymore since they can help them to forget and surpass their problems and get in with the latest trends. It is absolutely wrong to illustrate that consumerism can solve anything because on the meaning itself, it can be a source of greater problems one can face such as financial stability and the like. (5) Similarly, the creators of the movie presented that having a very extravagant lifestyle can help one disregard his/her setbacks because he/she may have the thinking that “money can solve anything” which is incorrect because money can also ruin one’s life. They also showed the kind of routine where buying unnecessary things can help a person get what he/she wants such as attention, power and fame. Lastly, despite the adverse lifestyles the movie exhibited, it presented how one must do anything in order to fight for his/her love even if it means sacrificing what you have like money because nothing is more horrible than losing one’s true love.

            (6) Going through the techniques done by the creators of the film to get more positive reactions from their target audiences, they used ethos and pathos to be able to give emphasis on the ideas they are trying to stress out. Ethos was evident with one of the main characters, Jacob, because he somehow served as an authority who is very knowledgeable and experienced with men’s fashion. He was also an icon for Cal since women get easily attracted to him through his lofty appeal that is why he [Cal] tried to live in a stately lifestyle to be able to gain his confidence and self-esteem once again and prove to his wife that he can still be her ideal man. Pathos was manifested when the reasons for Cal’s sudden personality change were emphasized. These reasons made a huge impact on the sympathy of the viewers towards Cal’s on-going divorce even though he still wanted to fight for Emily but he believed that it was already too late. They also felt very unhappy when they found out that Emily had an affair outside her marriage just because she felt less contented in Cal’s presence which enabled them to feel that it is okay for him to dress up whatever and whenever he wants to get his wife back. Subsequently, logical fallacies were also exhibited within the film namely, questionable authority and appeal to pity. Jacob was illustrated throughout the movie as the key for Carl to fix his marriage once again but he was obviously not in authority to be the person advising Carl what to do since he had never settled down with any woman nor was he consistent to one. He was the one who encouraged Cal to buy new things in order for him to get Emily’s love back even if he merely knew fashion and avid consumerism. Appeal to pity was also presented so that the viewers will side Carl’s decision to buy unnecessary belongings because he needed them to get Emily back.

            (7) On a lighter note, there were several positive messages claimed by the film that made it a hit in the theaters. It showed how the advancement of technology were properly utilized by Jacob so that he can derive a plan for Carl to get himself back to phase. There were scenes that illustrated how buying new things can be of great help to a person’s self-esteem but what makes it strike the awareness of the audience is the idea that overbuying is okay when in reality, it can only increase the number of problems one can have instead of assuring a retail therapy for him/her. (8) Similarly, this type of consumerism empowered those who are wealthy enough to buy the items they want even if they are already too irrelevant and too much for them to handle. It also disempowered those who have less in life because they might think that just because they do not have enough money to buy their desires, they can no longer solve their own problems because they dependent too much on money.

            (9) As mentioned several times before, consumerism was greatly manifested by Cal and Jacob in the film and the viewers must be keen enough to realize that most of the time, this kind of lifestyle can regress their usual habits because of the sudden change. They must be able to control themselves and know their limitations so that financial problems will no longer add to their list. (10) Overall, the film’s presentation of consumerism made me realize how important it is to set my priorities once in a while to avoid the ultimate struggle which is to distinguish my wants over necessities. It made me realize that it is okay to fight for whatever I want as long as I know my own limitations and boundaries since I am the only one who can steer my own life.

[pvelantemedialogs-blog]

An Appalling Misrepresentation

Is it always necessary for women to be considered as men’s devoted followers? This question clings to my mind as I see TV ads, commercials and posters that promote sexism among the media-dependent world. They often present how men are more superior than women because of their physique, strength and power, authoritative behavior and rank in the society but these characteristics are frequently misconstrued by people as an idea that separates both genders from their everyday responsibility and role. Because of this, a huge division and societal order were eventually made between two sexes. During the early 50s, sexist commercials were very evident yet very appealing to most viewers because of how women are pictured as desperate, revealing and reliant on the attention of men to be able to get what they want. Men, on the other hand, treat women as slaves, fanatics and lost individuals that need great men in order to survive because without them, women will be nothing in the eyes of the society. As time passed, things did not change. There are still numerous advertisements that use the baring bodies of women to be able to capture since they believe that through this, their audience will be able to understand their product much better.

(1) The Muriel Cigar Company located in San Antonio, Texas released a commercial on their main cigar product named Tipalet. It aimed to catch the attention of avid smokers on the uniqueness of their product when it comes to taste, flavors and aroma through the use of the representation of a man and woman. (2) Since the commercial poster presented 2 kinds of people smoking, the target audiences of the product are those who are fond of smoking any time of the day and probably those who belong in the age range of 20 to 30 years and both women and men. It sought to encourage smokers to use Tipalet in order to be socially accepted because as seen in the poster, it was quite expensive compared to other cigarettes therefore, those in high classes in the society were their main targets to be able to gain profit.

(3) At the first glance, the picture looked very appealing because of the color, endorsers and the way the product was presented through alluring words. It shows a good-looking man and a sexy woman and the man blows a huge smoke of cigarette on her face and the woman looks very deceived and turned on by how he treats her. What made the poster more attractive was the tagline stating, “blow in her face and she’ll follow you anywhere.” (4) Looking at the ad in another perspective, it showed how men can do anything to get the attention and interest of women even if they do bad habits that are dangerous for both of them. It also presented how women can be easily persuaded. This misrepresentation of them [women] resulted to the society’s growing idea that they can be effortlessly be turned to slaves by men because of how much they get attracted to many things undoubtedly. (5) Consequently, the smoking lifestyle is very much evident on the advertisement. It promotes the interest of the viewers to continue doing their smoking habit in order to get what they want and forget about their problems once in a while. Lastly, it presented an extravagant kind of lifestyle because basing it on the price of the cigarette box, it calls for those who are willing to pay a high amount of price just to smoke Tipalet. (6) Similarly, the picture used the ethos rhetorical appeal for their viewers to be more attracted to the cigar product. The tagline is a suitable evidence that they used ethos because it mirrored how the man, which is probably an expert on smoking, can bring an alluring woman to his side just because of the type and flavor of his cigarette. Even though it used a creative technique, fallacies like card stacking and hasty generalizations were manifested. First, the ad did not include the relevant fact that smoking is dangerous so that the people can only focus on the good effects of Tipalet, which makes it incomplete. Second, they overgeneralized the fact that women can be easily attracted to men who smoke even if there are more women who prefer clean men who do not engage in any kind of addictive activity.

(7) The picture advertises the product as a girl magnet. It said that if you use this cigarette, girls will follow you. A positive message that this picture showed is that it helps in boosting a man's self-esteem when it comes to attracting the opposite sex. However, there are more negative messages in this picture. First, smoking cigarettes causes lung cancer and early death. Second, the picture suggested that you blow smoke into a girl's face. This made the latter a second-hand smoker and once again causes lung cancer. Lastly, it emphasized on the idea that men can do anything to get women even if it means smoking to their face. (8) It empowered men who are eager to do anything just to attract a woman. On the other hand, it disempowered women because it makes them look like a toy who will obey a man with every puff of his cigarette. For the media maker's case, the advertisement will be believed by some because nowadays smoking is considered cool and attractive. In one way or another, the sales of the product will grow because of the way the current generation thinks.

(9) Behind the appealing advertisement is an appalling misrepresentation. It was never mentioned in any part of the poster that smoking is dangerous to one’s health. It was emphasized that once smoking becomes a regular habit, like for example, a person smokes at least 3 sticks a day, it can have a huge impact on his/her lungs because it can lead to lung cancer and other deadly illnesses. It was also untold that second-hand smoking is more dangerous than any other type of smoking. The “blow in her face and she’ll follow you anywhere” line is an ambiguous statement because it can also mean that once a person blows smoke on other’s face then he/she can acquire the second-hand smoking disease which is very harmful and lethal. To be able to become more aware on the effects of smoking, one must research about them thoroughly on the internet where he/she can encounter several experiences from people all over the world on what have happened to them after they gave smoking a chance. It is more advisable to go to a specialist particularly a doctor because they can give accurate information on the possibilities of having lung cancer or second-hand smoking diseases.

(10) Overall, the sexist poster rang a bell to me on how smoking is very likeable in the society nowadays and how different cigar companies use different techniques in order to get more clients and customers even if it meant disempowering a group of people. It made me realize that smoking has more bad effects than good effects on one’s health and individuality. It also gave me an understanding and awareness that some men use various vices to get the women they want because they know that they are easy-catches. They [men] have this belief within themselves that they are more superior than women therefore, they can do anything to boss them around whenever, wherever and however they want. These circumstances are only part of the small portion of the society’s lack of discipline and tolerance and hopefully, as time passes, things will get better for the sake of the future generations to come.

[pvelantemedialogs-blog]

Conceal Your Color

Are people nowadays really concern whether they are black or white? In the modern world, color is a very big deal because it often mirrors one’s status in the society. This idea was further developed by media’s wide arena of attractions. It widely depicts racism in various ways that often lead to misapprehension by observant viewers. There are some commercials that portray black people to be inferior compared to the white ones while some show this in the most obscure yet offensive way to be able to capture the attention of their target audience. But as reality hits, none of these matters as long as the big companies are able to sell their products and gain a huge profit. Today, this never-ending issue is still apparent in the prevailing society. Although there have been warnings and reminders to obstruct the idea of racism, media continues to hype up this social issue in order to attract more viewers, sell more goods and to achieve what they have proposed in mind. They often reveal to the public through movies, TV shows and the like how there is still a division between the white and black race in a certain community and how this type of system can work better that having an egalitarian one. Little do they know that as they progress, the self-worth of people regresses.

            (1) A product named Fairy Soap, owned by The N.K. Fairbank Company situated in Chicago during the 1950s, released an indistinctly abusive commercial poster. The ad purposely showed two kids of different ethnicities in order to emphasize how the cleaning product works well on people’s skin. The said company also presented it in a humorous yet very racy manner to be able to highlight well its effectiveness on the consumers. (2) As seen in the picture, the soap is for little kids probably ranging from 6 to 10 years of age. The commercial aimed for the awareness of parents particularly the mothers who tend to buy different kinds of baby products for their children’s necessary embellishments. It was also intended for both the black and white groups of people of dissimilar social classes as illustrated by the image exhibiting two kids from different ethnicities because practically-speaking, soap, as a cleaning product, is open to anyone in the public. Although it may seem appealing at the first glance, sources claimed that it was later on given lesser attention by mothers around the world for the hidden message it depicted.

(3) The revealing advertisement displayed a white girl asking a black girl why her mother doesn’t use Fairy Soap on her. It is very evident that the dark-skinned kid, who was looking at the girl with a furious stare, was wearing dirty and old clothes and was barefoot while the other was wearing clean and dainty outfit with socks and boots. Lastly, the entirety of the commercial is focused on the Fairy soap thus, the white-skinned kid is the one holding it as if handing it over to the other kid, which was then followed by the hard-hitting question, “why doesn’t your mama wash you with Fairy Soap?” (4) Consequently, the message described within the photo is very profound and is still present in our modern-day era. It proved how the African-Americans were considered to be filthy and destitute back then and how racism and discrimination were ordinary yet very dominant among these people. It also pointed out how societal class and power can also affect the daily communication and interaction of the youth that is similar to what the ad was illustrating. It seems fitting to say that these kids try to watch, observe and emulate the adult beings around them as they consider white as the superior ones over the black.

(5) On a lighter note, there were positive values presented in the poster that depicted the kind of lifestyle people had in the past such as the value of being concerned to other people no matter what race they belong to. The value of togetherness was also evident in one way or another since the two differently colored kids have dissimilar classes in the society, there were still able to manage to talk to each other. Lastly, the sensitivity of white people towards black people were also portrayed by the two kids since the fair-skinned girl took the initiative to help her fellow kid, despite her lowly-looking atmosphere, use a product that was originally meant for them [the white] in order for her to improve her physical appearance. (6) Alongside these, there were several rhetorical appeals emphasized by the picture namely, pathos, logic and bandwagon. First, it used pathos in order to get the emotional attention of their target audience to stress on the idea that kids, like those in the poster, have the ability to look out for each other despite their young age and behind the hidden message they portray. This kind of appeal also made the viewers pity on the dark-skinned kid as the other kid indirectly mistaken her color for being dirty. Second, it used logic to be able to let the people realize that the soap is very effective that it can make “dirty” black people be like “clean” white people. As unethical as it may sound but this is how the commercial approached its audience in order to highlight the creativity and efficiency of its product. Lastly, it used the bandwagon fallacy as seen on the line given by the white girl stating, “why doesn’t your mama wash you with Fairy Soap?” as if it was already being use by everyone and the dark-skinned kid must use it so that she will not look dirty and poor.

(7) Despite the negative messages mentioned above that were presented by the commercial poster, it also revealed positive messages such as the freedom of communication of kids despite their unlike societal classes. During the past, it was certain that the white and black people cannot interact with each other to keep the superiority and inferiority status in the society that make the division between two races clear and in order. In addition, it also illustrated the idea of kids being thoughtful with each other amidst their vast differences. They tend to show their friendship in different ways even if they are not aware that what they are doing means something else to adults. (8) Subsequently, these positive messages empowered mothers to use the product endorsed by the advertisement because of its manner of presentation. They were able to strengthen the effectiveness of the soap because of the comparison presented such as the white girl who was using the soap as very clean and neat. But the black people, on the other hand, were disempowered for they were portrayed as the grimy and underprivileged group who cannot afford the product.

(9) Basing on the perspective of the avid spectators, the ad seemed to be very witty and attractive although, they had little information that there is an underlying racism that was seen in order to emphasize the quality of the product. This untold story enhanced the eminence of the poster because of the text it portrayed rather than looking further into the subtext. (10) Nonetheless, the commercial made me realize that there is direct racism and discrimination led by media despite their conscious and observant viewers. I also became more aware on how it [media] can use children and ethnicity to induce sympathy and patronage from their target audience thus, gaining high profit. As time passes, hopefully, these indirect prejudices between ethnicities must be ceased in order to avoid the possibility of having a racial warfare. 

[pvelantemedialogs-blog]

True beauty and media’s ideal body image have always been misleading to avid consumers around the world. Oftentimes, they are the feature of evening news and documentaries wherein a teen girl attempts to commit suicide because of the constant bullying she receives for her weight or when another girl becomes bulimic to look like her favorite actress. These are only some of the incidents that show how much media can have a huge impact to their target audience especially those who long for a change in their lifestyle. But is media always centered on the ideal perspective? For a media literate individual, this is not always the case. Although TV commercials and print ads may be very deceiving, one must always be conscious and aware enough of their advantages and disadvantages to be able to make the right decision whether to abide by them or not. Like for example, commercials that advertise a soft drink showing a good-looking and sexy model promoting that it can be a part of one’s healthy diet because it contains less or zero sugar than other soft drinks when in reality, it still includes a big amount of sugar and is more prone to serious illnesses. These kinds of circumstances must be keenly observed by consumers to avoid the possible side effects of the product. In this media log entry, readers must be able to understand how media shows body image in a commercial done by a well-known product with the name of Dove.

(1) Dove, a product owned by Unilever, an up-and-coming company, released a heartwarming and attention-grabbing commercial focusing on what women nowadays see themselves in front of the mirror and what other people think about them. It seeks to let women know that they are beautiful despite the flaws they see with their own body. (2) The advertisement targeted the interest of women of different ethnicities, classes and professions whose age ranges from 30-40 years old. It is crafty for Dove to choose this age group of women because it is in this stage where they usually find the smallest of imperfections on their body especially on their face since they know that these are the effects of are getting old. As mentioned by a 40-year-old blonde woman, she thought that she was starting to have crow’s feet due to her age while another woman mentioned that as she grew older, the more freckles appeared on her face. 

(3) In the commercial, a painter was asked to draw the exact descriptions given by the person behind the wall. During the first part of the ad, women were requested to describe themselves based on what they see and know about their own physical attributes. Some of them said they have thin cheeks causing their cheekbones to be more prominent, while others believed that they have freckles and wrinkles due to their age. The second part of the commercial presented a different kind of perspective for these women. Each person was asked to describe another person based on what they saw while they conversed with each other. There were women who complimented the eyes, cheekbones, lips and the like on the person they were paired with and others mentioned the special features of their partners that make them unique and attractive. (4) Behind these lie hidden messages that made the commercial very appealing to the audience. They gave emphasis on the negative perception of women with their own image, disregarding the idea that the people around them focus more on what makes them alluring. Women nowadays tend to always look at their flaws as they grow older rather than to find the true beauty that nurtures within them as time passes. They are empowered through the ad to remember the praises given by the people who were once strangers to them because these will encourage them to acknowledge the fact that age is not inversely proportional with beauty (as a person ages, his/her beauty and confidence lower down) thus, they must feel more fulfilled with their life at present. (5) The commercial also presented to their target audience the importance of staying true to oneself and being able to know his/her strengths and weaknesses. Even though almost everyone is occupied with various works and distractions, they must be able to have time for themselves in order to enhance their capabilities and talents. The kind of lifestyle Dove is trying to portray is where women must know their own beauty before looking at others’ since this is the major key to knowing oneself before anything else.

(6) Even though the commercial looked very likeable by the viewers, it showed two (2) fallacies that truly persuaded them. It exhibited an appeal to emotions since the scenes where they tried to convince the audience that their subject women felt bad about themselves although none of them said so. The painter in the ad said that those women consider themselves unattractive as they grow old to let them, the viewers, pity and sympathize with them. The second fallacy that was evident is oversimplification. Similar to the first fallacy, Dove concentrated on the surface of the general theme of the advertisement rather than emphasizing on the deeper meaning behind this everyday issue of women. They simply showed what women and think about themselves and each other without showing enough evidence and reasons that they, in their age, are not confident enough anymore. They also wanted people to realize that only Dove can help women feel good about themselves but in reality, there are more significant factors that can help them stay true and fulfilled. On the other hand, they used the pathos rhetorical appeal to be able to convince their spectators even more through the use of an emotional and mental experiment. This sketching experiment presented several reasons and message discreetly why people must have a happier and healthier lifestyle. This type of persuasion resulted to the empathizing feeling of the viewers that made Dove a credible and sincere product for them.

(7) There were both positive and negative messages imparted by the commercial mentioned above. It revealed that true beauty doesn’t necessarily appear in the outer being of an individual but rather, having confidence, benevolence and courage are more than enough to become beautiful. Dove also took the initiative to come up with brilliant ideas such as crafting an effective plot twist to catch the attention of their target audience. This plot twist is when the subject women were paired with other people and these people, later on, described the physical attributes of the person they have just met. Conversely, it conveyed negative messages such as requesting the women to describe themselves even if the said activity made them uncomfortable because the topic of appearance is very sensitive to them. (8) Nonetheless, the excellent execution of the positive points empowered more women to be happy with what they have since this is the only key that will help them find their inner beauty. Luckily, no group of people was disempowered by the commercial since the product’s target market is the group of women of certain age.

(9) There were definitely untold stories in the ad. Dove was not able to present the reasons and factors why women undergo this down stage in their life since these pieces of information can be of great help for their viewers to have a wider knowledge on the future ahead of them. To be able to do this, the staff should have made a well-defined survey with their subjects for a more effective advertisement. (10) As one of its watchers, viewing it at first was quite imprecise because of lack of clarity from the narrator. The genuine and uplifting dialogue of each person helped me distinguish the underlying motive of the entirety of the TV spot.