LIBERATION. CHALLENGES. PEOPLE. CHANGES. MONEY.

Philippines has always been a conservative country that has its own original identity and practices. Some of the few notable observations I had, that will serve as examples on what images, themes and stereotypes prevalent in Philippine TV and films are these follows.

But before my notable observations, I would like to reflect on what I feel about the documentary-film or a TALK from Jean Kilbourne’s Killing Us Softly: Advertising’s Image of Women Documentary. I had fun while watching the documentary-film, not because of the pleasure brought by sensitive images or the double meanings but because of the background talk Kilbourne had, while showing those photos and other videos. I precisely agreed on everything that she said the deterioration and the unlikely image of vulnerable women nowadays as they were being use as a LIKELY image by a lot of advertisements/advertisers.

Women are being used as a sex object that can arouse someone’s desire and attention anytime they may see an ad with this kind of treatment, foreign and western advertisers are the people who use this kind of technique.

Here in the Philippines, I am happy enough that there is a regulating board that will scan and study first the advertisements that were about to come up and penetrate the tri-media, with their largest exposures. PANA or Philippine Association of National Advertisers is the body that responsible for this kind of work, and I am happy to see advertisements that though creatively done and a witty one, still, it is an ethical advertisement. There might have been some issues questioning the credibility and the quality of the screening PANA had in some advertisements, but for me, its good enough, compare to the western advertisements shown in some imported magazines, Philippine advertisements may sometime be foul and revealing but far different and still wholesome and creative from imported ads.

Based on my observation- my biggest observation in ads, Philippine advertisers often use matinee and famous good-looking MALE endorsers in laundry soaps and detergent, like Piolo Pascual in Speed, Vic Sotto in Tide, Michael V. in JOY dishwashing liquid, Ogie Alcasid in Bonux and many other endorsers that seem to be ironic, thinking that the task of household chores are only for women, way back before. But now, advertisers are using these male/masculine endorsers. This may signify a glaring reality here in the country, the there is really an equality among women and men.

Another remark I noticed is the use of graphics and skits as a form of advertisements of some products, like Mc Donald’s- most of the time and also Coca Cola. For me, this signifies the creativity of the Philippine advertisers nowadays, because they were able to catch attention from the market with the use of these IMAGINARY graphics and interpretation.

Though, there might be issues concerning in the down graded quality of our ads here in the Philippines, still I am happy and hopeful in whatever flow our ads have right now, as it compares in the ads as shown in Kilbourne’s film-documentary.

As for my observation with regards to the Philippine television and films, I can see that there is an immergence of the portrayal of the real-life situations and entertainment. Film makers and TV programs producers are creative enough to catch the viewers’ attention not just to entertain but to convey realities/realization and real-life examples that most of the viewers can relate and reflect after watching- mostly in films, while Philippine TV specifically, is being more bold and aggressive when it comes to competition, and battle of new ideas.

With the innovations of technologies and the inevitable liberation that is now taking place, I am glad that we are able to grow more and improve more. I just hope that these changes and the upcoming challenges in our industry will bring more positive changes and improvements to us. That at the end of the day, it’s not always sale and competition on ratings but on what the people or viewers can get on the ads, films and TV shows.