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Advertisement 2: Alagang Ramdam ng Bawat Pilipino | Lactum 3+

Mother's Day is a special occasion that honors the love and sacrifices of mothers everywhere, and this advertisement celebrates this sentiment. The ad targets parents with growing toddlers and adolescents, highlighting the daily routines and sacrifices that mothers make for their children.

To support this message, the advertisement provides examples of the sacrifices that mothers make, such as working long hours or putting their own needs aside to prioritize their children's well-being. It also emphasizes the loving and nurturing characteristics that mothers possess, which make them such important figures in their families and communities. Statistics and studies have shown the positive impact that mothers have on their children's development and the wider society.

In addition to celebrating mothers, the advertisement promotes a product that can benefit both mothers and children. It explains how the product supports children's growth and development, and how it can make it easier for busy mothers to provide for their children's needs. The advertisement also acknowledges the cultural significance of Mother's Day in the Philippines and how the holiday is celebrated. It highlights how the ad aligns with the values and beliefs of Filipino culture, emphasizing the importance of family and community.

The company's decision to target Filipino citizens (Mothers, adults, & children) of all ages and environments by highlighting the importance of mothers in Filipino culture is a shrewd marketing strategy. As a nation that is known for its strong family ties, Filipinos hold their mothers in high regard, and the company may have recognized this cultural value as a key selling point. 

The advertised products benefit young, growing kids, as the brand prioritizes their health, which supports the statement that the product is necessarily good for the target market. By promoting this message in the ad, parents will likely feel a stronger emotional connection to the brand, making them more motivated to purchase their products. This emotional connection is essential as it can lead to brand loyalty and repeat purchases, which is vital for the company's success in the long term. Overall, the ad's message of promoting children's health can be a compelling factor in parents' purchasing decisions.

There are no forms of Media Manipulation present in the ad. However, the company's advertisement utilized emotional appeals that resonate with Filipino audiences, such as sentimental music, heartwarming stories, and images of mothers and children bonding. There was no misinformation or distortion of information present, which are possible forms of media manipulation. The advertisement managed to capture the attention of its target audience by imploring their sentimental and emotional side.

References:

National Academies Press (US). (2016, November 21). Parenting Knowledge, Attitudes, and Practices. Parenting Matters - NCBI Bookshelf. https://www.ncbi.nlm.nih.gov/books/NBK402020/

Dones, H. A. (2020). Historical Facts: Mother’s Day in the Philippines. The Pinoy Legacy. https://thepinoylegacy.com/historical-facts-mothers-day-in-the-philippines/

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Advertisement 1: Jollibee, Sarap Kasama ang Pamilya

Jollibee is a popular fast-food chain in the Philippines, known for its delicious fried chicken and burgers. Amid the pandemic, Jollibee released an advertisement that aimed to provide hope and positivity to Filipino citizens during these difficult times. The ad opens with visuals of citizens wearing facemasks and face shields, and everyone stuck at home while a child's voice narrates his frustration with being indoors. The ad then shifts to a more positive perspective as the child realizes the joy of spending time with his family at home. He realizes he doesn't need to go outside to have fun when he can play with his older brother and grandparents.

The child's happiness is further amplified when he learns that his parents work from home, allowing him to spend more time with them. The advertisement climaxes when the family sits down to enjoy a Jollibee bucket meal together. The meal represents a sense of togetherness and joy, despite the challenges that the family is facing.

While Jollibee's chicken bucket meal may not be the healthiest option for its target audience due to its high calorie and sodium content, it can still be a good product for its intended purpose. Jollibee aims to bring joy and harmony to families during difficult times, and sharing a meal can undoubtedly contribute to that goal. However, being aware of the potential health risks associated with consuming this meal and practising moderation is vital.

The advertisement did not rely on overt forms of media manipulation to capture viewers' attention. Instead, it used emotional appeal to create a powerful and relatable message. By showing how the pandemic has affected families' daily lives, the advertisement was able to tap into viewers' feelings of isolation and longing for connection. This relatable scenario effectively engages viewers and draws them into the message.

Moreover, the advertisement's emphasis on family bonding and togetherness struck a chord with many viewers, particularly during a time when people are spending more time at home. While some advertisements rely on Media Manipulation to increase their views, this advertisement stood out by using genuine emotional appeal to connect with viewers. By presenting a heartfelt and relatable message, the ad effectively promoted the product in a way that resonated with its target audience.

References:

Kikaysikat. (2017). Jollibee Calories and Nutrition Facts. KIKAYSIKAT. https://www.kikaysikat.com/jollibee-calories-and-nutrition-facts.html

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i like how he lets me talk about my books. he asks for the title if he’s interested and asks for my final thoughts once i’m done

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love with every stranger the stranger the better

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The Dragon Flies Off with the Empress, from The Violet Fairy Book by Henry Justice Ford (1901)

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girls…this loneliness is getting really hard to romanticize

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Hogwarts, photo by electriceternity

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A hidden-message ring, from the 1830s.

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•Ήσουν ο προορισμός στο τέλος του δρόμου •

#skg #thessaloniki

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the only eye makeup ever

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The Annunciation (1594) detail by Dutch painter Hendrick Goltzius

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@clinqy’s archive

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Parco Durazzo Pallavincini, built between 1840-1846 in Pegli, a town to the west of Genoa, Italy.

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the ocean was really dark and i was confused so naturally i took pictures of it !!!

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Emma Atterholm, Fil Rouge 2016