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Running Head: VALUE ADS
Value Ads
The Presentation of Filipino Values in Philippine Television
Advertisements and its Impact on Consumers
Visha Phoebe T. Calventas
Irish R. Dominado
Ma. Khristine A. Fullante
College of Arts and Communication
University of the Philippines Baguio

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CHAPTER I
INTRODUCTION
Value Ads
The Presentation of Filipino Values in the Philippine Television
Advertisements and its Impact on the Consumers
The grassroots of advertising can be traced as far back as
the Biblical times. In the book of Genesis of the Old Testament
was stated the undying story of deception and betrayal. The
story happened one day when Eve was strolling around the Garden
of Eden. Suddenly, a serpent approached handing her an apple.
Eve refused to accept the fruit saying that she was told by her
creator to eat anything from the garden except the fruit from
that particular tree. But the serpent, who was believed to be a
disciple of Lucifer, was very persistent; until Eve finally gave
in to the temptation and accepted the fruit. Eve then called
Adam and told him about the fruit and together, they ate the
apple and committed the original sin.
Lucifer, the one who sent the serpent to tempt Eve to eat
the apple is the advertiser. The serpent who gave Eve the fruit
may be considered as the advertising agency because it was the
medium used by Lucifer to sell his product, the apple. Just like
what any other advertising agency does, the serpent did

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everything to persuade Eve to eat the fruit. Eve played the role
of the middleperson because upon taking the fruit, she also
persuaded Adam to eat it. Adam and Eve, who both ate the apple,
were the consumers.
The story of the original sin shows how advertising works.
Make no mistake, advertising works. Advertising works on a whole
variety of people and in surprisingly immediate ways (Goddard,
2002, p.2).
Advertising is paid communication by a company or
organization that wants its information disseminated.
Similar to what the serpent did, advertising agencies use
different strategies to effectively promote the products they
endorse. Promotions are often done in the market, in crowded
places, and through the use of media.
In order to convey messages to large audiences, advertising
greatly uses the mass media. It is important that advertisements
are aired in a medium that is accessible to the audiences to
ensure faster information dissemination.
Mass media include the print media, such as newspapers and
magazines, and electronic media, such as radio, television and
internet. Among these media, television is considered to have
the widest reach and impact. This is because almost every family
has a television set at home. Every person, regardless of
gender, educational attainment and income, watches television.

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Several characteristics peculiar to television make it a
very powerful venue for advertising. The interaction of sound
and sight offers a tremendous creative flexibility and makes
possible dramatic, lifelike presentations of products and
services (Belch & Belch, 1995, p.101).
The emerging television programs reflect the kind of
programs that appeal to the Filipinos. Survey polls show the
ratings of different television programs and the results confirm
that viewers patronize morning talk shows, afternoon dramas and
most especially, primetime telenovelas simply because they
derive entertainment from them.
Many telenovelas have become hits because Filipinos are
fond of watching programs that they can relate to. Oftentimes,
viewers can see themselves in the shoes of the characters and
eventually, the fiction turns to real story in their perception.
This is the reason why many advertisements contain the
element of drama. Many advertisements contain daily, real-life
scenes that reflect those portrayed in the telenovelas
themselves. Selling a product or service through dramatic
narration of one’s experiences not only catches the attention of
the viewers and touches not only their sight and hearing but
also their hearts.
The Filipinos’ love for telenovelas reflects a cultural
attitude toward values presented in the mass media. The

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Philippines, as a cultural community, is attracted to media
content that reflect culture and cultural values.
This study laid on the television as a medium for
advertisers to build a deeper connection between the consumers
and the product or service endorsed.
The core of values is already evident through the Bible
passage, “the original sin.” Eve did not eat the fruit alone and
she asked her husband that they eat together. This shows the
thoughtfulness of every wife. When Eve went to Adam and asked
him to eat the apple, and Adam complied, it showed what any
other husband does, that is to take in whatever his wife serves
for him.
The word “value” comes from the Latin root valere which
means to be “strong and vigorous.” It refers to a quality which
proceeds from a high degree of physical energy. To be valere is
to have vigor, power to do a specific thing which gives rise to
an urgent demand to have it (Andres, 1989, p.15).
Values are things, ideas, or goals which are important to
life- anything which enables life to be understood, evaluated,
and directed. Values are ideals and principles by which man
lives (Andres, 1989, p.15). It is a conviction that controls
behavior or moves people to act (Corpuz, p.1).
Journalists, historians and social and cultural theorists
concur- advertisements mirror dominant values, attitudes and

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habits and are thus prime source material for divining the
spirit or pattern of the age (Mcfall, 2004, p.2).
Advertisers capitalize on this cultural mindset. They have
infused values in television commercials. These values are
incorporated in commercials not only to arrest audience
attention but ultimately, to persuade the audience to try or buy
the product or service being advertised.
STATEMENT OF THE PROBLEM
This study raised the main question, how are Filipino
values presented in Philippine television advertisements and
what is the impact of the presentation on the consumers?
This research answered the following specific problems:
1. How frequent are the advertisements that present
Filipino values aired on prime time?
2. What are the Filipino values presented in the
television advertisements and what is the nature of
these values?
3. What are the effects of Filipino values-themed
commercials on the viewers and consumers?

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OBJECTIVES OF THE STUDY
This study aimed to research on how Filipino values are
presented in Philippine television commercials.
Specifically, the study aimed to:
1. determine the frequency with which advertisements that
show Filipino values are aimed on primetime;
2. identify the Filipino values presented in television
commercials and determine the nature of these values;
3. identify the effects of Filipino values-themed
commercials to the viewers as consumers.
HYPOTHESES OF THE STUDY
This study hypothesized that the commercials aired in
Philippine television present Filipino values. Advertisers use
such technique so that the viewers who are values-oriented can
relate to the commercials. Viewers usually perceive the
exaggerated scenes on the television as part of the real life
thus, giving their trust on the products or services endorsed.
It is further assumed that value-laden commercials are able to
attract greater buyers, thus, resulting in greater sales.

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SIGNIFICANCE OF THE STUDY
This study may be a catalyst for viewers and consumers to
be critical regarding the messages projected by the
advertisements that present Filipino values. Through this study,
consumers may be able to evaluate the effects of such
commercials in their daily lives. This research may also help
the consumers assess the products first before buying and using
them.
Furthermore, this study may help communicators or
researchers in understanding several concepts involved in
advertising. It may help predict the response of consumers on
products endorsed.
This study may also be used as a reference in studying
other areas regarding the topic.
SCOPE AND LIMITATION
This research used textual analysis to study how Filipino
values are presented in several commercials. The study utilized
commercials aimed during primetime. The commercials analyzed were
Nestle Milo Energy Drink, EQ Dry Diaper, Biogesic, Globe
Telecommunication, Tide Scrubber Detergent Bar, Colgate Triple
Action Toothpaste, Talk ‘n Text Telecommunication, Dunkin Donuts,
Coca-Cola Coke, Modess Sanitary Napkin, Del Monte Spaghetti
Sauce, Knorr Pork Cubes, Aji Ginisa Mix, Fita Biscuits, Bioflu,
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Johnson’s Baby Cologne, Lucky Me Instant Noodles, Rebisco
Biscuits, Poten Cee, Presto Creams Cookies, Maggi Sinigang Mix,
Alaxan FR, Mister Donut, Off Lotion, Dolfenal, Calpol, Dolan,
Bactidol, Honda, Nestle Nido Milk, Gardenia Loaf Bread, Sun
Cellular Telecommuniation, Eden Meltsarap Cheese and Cheeze Wiz
Sandwich Spread.
The researchers conducted a focus group discussion with
parents and elementary schoolchildren who watch television
during primetime.
The findings of this study were based mainly on the
researchers’ analyses of the data gathered. The analyses were
verified from the results of the focus group discussion.
The study was conducted from July 2008-October 2008.

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OPERATIONAL DEFINITION OF TERMS
Advertisement a specific message that someone or some
organization has placed to persuade an
audience
Advertising campaign a series of coordinated
advertisements and other promotional
efforts that communicate a reasonably
cohesive and integrated theme
Client the company or organization that pays
for advertising
Filipino a natural-born citizen of the
Philippines
Value ideals and principles by which man
lives
Commercial an advertisement aired through the
television
Consumer viewer who buys and uses the products
Seen in the commercials
Endorsement the act of promoting a particular
product or service
Advertiser does the promoting of a product or a
service
Respondents residents of Barangay Engineer’s Hill

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who are randomly selected to participate in
the focus group discussion and in answering
the questionnaires provided by the
researchers
Persuasion the act wherein consumers are convinced
to buy and use the product endorsed
Feedback consumers’ reaction or response towards
commercials that present Filipino values

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CHAPTER II
RELATED STUDIES
On Filipino Values
Andres (1989) in Positive Filipino Values, defined values
as the goals of man’s striving. They render meaning to one’s
existence and complete man’s personality as an individual and as
a member of the community.
According to Edgar Shefield Brightman’s Personalistic Value
Theory, value means “whatever is actually liked, prized,
esteemed, desired, approved, or enjoyed by anyone at anytime. It
is the actual experience of enjoying a desired object or
activity. Hence, value is an existing realization of desire”
(Andres, 1989, p.15).
Values are our ideas of right and wrong, good and bad, to
which we are committed and which influence our everyday behavior
and decisions. Many of these values are internalized through
time, from childhood to adulthood, and they surface every time
we have a decision to make. Values are things that are chosen
from a number of options and alternatives and treasured because
they are good, virtuous and worthy (Andres, 1989, p.15).
The diverse Filipino culture includes values- values that
are distinctively Filipino and values that bear foreign
influence.
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The Filipino’s strong and dynamic identity can be seen
through the traits, traditions, passions and attitudes of the
people even if diversity is visible.
The basic tenets of Filipino psychology are accommodative
surface values, core value or “kapwa”, pivotal interpersonal
value, linking socio-personal value, and societal values
(Filipino Psychology, 2008).
Accommodative surface values includes “bahala na” , “lakas
ng loob” and “pakikibaka” (Filipino Psychology, 2008).
The bahala na or fatalistic passiveness is a negative value
that is common among Filipinos. The phrase bahala na means come
what may. It is accepting whatever may come or happen and not
doing anything beforehand. This is so because Filipinos are
optimists; they believe that they will be able to surpass
anything that may happen.
“Lakas ng loob” is emotional strength. When Filipinos are
caught in awkward situations they usually surface this trait to
do what they have to.
“Pakikibaka” also means struggle; that is, struggling or
fighting for the right thing.
Core value or “kapwa” is the core construct of Filipino
psychology which includes civility or “pakikitungo”, act of

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mixing or “pakikisalamuha”, act of joining or “pakikilahok”,
conformity or “pakikibagay” and being united with the group or
“pakikisama.” Act of mutual trust or “pakikipagpalagayang-loob”,
act of joining others or “pakikisangkot” and being one with
others or “pakikipagkaisa” are also the domains in this tenet
“Pakikiramdam” and “kagandahang-loob” are pivotal
interpersonal value and linking socio-personal value
respectively (Filipino Psychology, 2008).
“Karangalan”, “katarungan” and “kalayaan” are societal
values evident in Filipinos (Filipino Psychology, 2008)
Filipinos are known for their hospitality. They show a
friendly and warmly welcoming attitude towards visitors. A
noticeable feature among Filipino families is their being
accommodating to visitors. Almost in every house, there are
spare appliances, utensils and other stuff which are stored and
are used only for visitors. Even if the ones being used by the
families are already old, they will not make use of those that
are stored. This is so because Filipinos think that visitors
will only say positive things on them if they will be treated
well.
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In the Filipino family, much value is given to seniority.
This is seen in how younger Filipinos respect elders. In
correlation to this, the older brothers and sisters have
authority over the younger ones and they cannot be treated
disrespectfully. This value attribute is visible in family
businesses where giving way to elder members of the family to
take over a position is common. Because of this, ability, skill
or education is set aside or is not expressed because of
courteousness (paggalang) to the seniors. A younger family
member’s judgment and opinion is silenced in deference to the
older brother or sister.
The constant use of “po” and “opo” in talking to elders is
another Filipino sign of showing respect. This is another major
trait incomparable to other races,
Another noticeable value in the Philippines is the close
ties among Filipino families. The Filipino family is consanguine
in that it revolves around the principle of kinship. It
recognizes relationship with relatives far remote and takes them
into the household as family members if called upon to do so.
Moreover, the size of the family is extended by the
“compadre” system. The Compadre or Comadre is known to the
child, who is then considered as “inaanak” as “Ninong”
(Godfather) or “Ninang” (Godmother). On the other hand, their

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children are “kapatid sa binyag” of the baptized child. This
means that through the religious rite of baptism the compadre or
comadre becomes somewhat the second parent who could take care
of the child when the parents are already gone. The
“kinakapatid” then assumes the role of second brother or sister.
Other Filipinos traits include loyalty, debt of gratitude
(“utang na loob”), comradeship or being cooperative
(“pakikisama”), “bayanihan”, and “amor propio.” These values are
highly regarded for Filipino’s good relationship towards other
people.
Filipinos highly regard values. From generation to
generation, values are passed, although not all the values
learned by every Filipino are native to their culture. There are
values acquired from the colonizers who stayed in the
Philippines for a very long time.
With the emergence of various products sold in the market,
nowadays values are not only practiced but also ‘commercialized.’
The Filipino-Value Formation
Carl Rogers, an eminent psychologist, says that every
person has within him a “natural wisdom” from the moment of his
conception to the day of his birth and thereafter. However, his
family, neighbors, teachers, schoolmates, the government, and

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the church soon “robe” him with their kind of wisdom. He thus
begins to look for himself and his needs through the eyes of
others. But this is not to say that he is completely directed or
driven from without for basically he is still inner-directed in
that he thinks and feels and develops his own set of values
(Andres, 1989, p.16).
The influence of outside factors being strong, there is an
equally strong need to strengthen the individual, so that he can
withstand the imposition of values by others. For sometime,
Western values which have been imposed upon the Filipinos by
colonizing powers held sway resulting in the Filipino’s lack of
self-identity (Andres, 1989, p.16).
There are definitely many sound ideas and values that are
truly Filipino. These are what parents and teachers should
cultivate and inculcate in the minds of the children, if
Filipinos must transcend Western values. It is when the large
majority have internalized the ideas and values that they begin
to institutionalize their interrelated values (Andres, 1989,
p.16).
Filipino value-formation in children is important for it
guides the children’s behavior, and enables them to live
meaningfully in their own country as they cope with behavior
dictated by values of “pakikisama”, “hiya”, “utang na loob”,
“amor propio” and the like (Andres, 1989, p.16).

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The stages of value-formation are identical with those of
moral development. This is so, because of man’s morality is
colored by his cultural sense of what is right, moral or
virtuous. Basically, man’s conscience and morality are dependent
on the accepted standards and values of society (Andres, 1989,
p.16).
Stage I- Childhood: The Preconditional Stage.

During this stage, children comply with the
values of their parents, teachers, and priests
who assert power- “makuha ka sa tingin.”
Stage II- Youth: The Conventional Stage. During
this stage, the adolescents identify themselves
with their peers, idols, teachers and their
values because of interpersonal concordance.
Stage III- Adulthood: The Post-conventional or
Principled Stage. During this stage, people
internalize the values by which they live. This
is the 747 stage whereon they fly for themselves
without fear (Andres, 1989, p.17).
.
Filipino parents have the tendency to teach values by using
authority; limiting choices; setting unquestionable dogmas,
rules and regulations; and appealing to conscience and emotions.
They should realize, however, that values cannot be imposed upon
children. Values are learned by “value-ing”. Parents should
dedicate time to enlighten their children on the positive and
negative polarities of Filipino values (Andres, 1989, p.18).
Values are true values if people act upon them with
pattern, consistency and repetition because they have been
freely chosen by them after consideration of the consequences of

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each alternative. True values are not dictated upon the person.
It is only after the child has seen and understood the
implications of his choice can a true value-formation take place
(Andres, 1989, p.18).
For the impatient youth of today, negative practices foster
a deep sense of frustration. They are aware that certain
cultural values ensure a meaningful continuity between past and
present. However, they would like to reorient such values
towards a positive direction. Such positive reorientation of
Filipino values coupled with agitation for relevance and
pertinence can result in the emergence of an integrated Filipino
value system, new enough to be attained in the present time yet
traditional enough to preserve the Filipino’s sense of well
being and self identity.
The Filipinos’ sense of values is very strong. Values are
taught by parents during the early years. A child is taught how
to respect elders, to share with others and to help in the
household chores. This learning is further enhanced in the
elementary and high school education. Subjects like Values
Education, Religion and Home economics foster different values
to a child. The importance of values in the Filipino life can be
seen in these circumstances.
Nonetheless, values are not always good. There are bad
sides to other values. The traits that Filipinos inherited from

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foreigners like the “manana habit” and the “bahala na” are
examples of bad traits. These traits had been imbibed on most
Filipinos resulting to tardiness.
The Magic of Advertising

Advertising is one of the biggest industries striving to
make a difference in human life. After decades and decades of
good and effective advertising, advertisements are still one of
the best ways to communicate with people.
Advertising means different things to different people. It
is a business, an art, an institution, and a cultural
phenomenon. To a CEO of a multinational corporation, advertising
is an essential marketing tool that helps create brand awareness
and loyalty and stimulates demand. To a retail shop owner,
advertising is a way to bring people into the store. To the art
director in an advertising agency, advertising is the creative
expression of a concept. To a media planner, advertising is the
way a firm uses the mass media to communicate to current and
potential customers. To scholars and museum curators,
advertising is an important cultural artifact, text and
historical record.
Advertising is defined as any paid form of non-personal
communication about an organization, product, service or idea by
an identified sponsor. The non-personal component means

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advertising involves mass media that can transmit a message to
large groups of individuals often at the same time (Belch &
Belch, 1995, p.98).
Furthermore, advertising is characterized as an
increasingly, pervasive, persuasive, symbolic medium because of
its connection to the historical evolution of capitalist
economics (Mcfall, 2004, p.33).
In order to capture the viewer’s attention, advertising
agencies use different techniques. These include the use of
catchy slogan, humor, jingles and lifelike drama.
Advertising is used for several reasons. Primarily, it is
used in projecting an image for the product or service.
Advertising is also used for to increase the sales of a product.
Advertisements make people aware that a product exists and in
one way or another triggers a certain response from the
audience. Advertising tends to be repetitive so that it rings on
the minds of people.
Large companies allot a large percentage of their budget or
income in order to advertise their product. But if the ad spot
is effective, there may be a positive return of the cost of
advertisements.
Persuasiveness and Pervasiveness in Advertising
Advertising’s magic lies on its ability to attract, amuse
and persuade consumers to buy the advertised product. Liz Mcfall

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(2004), in her book Advertising: a Cultural Economy, discussed
the persuasiveness of advertising. Mcfall goes on to
differentiate informative advertisements and persuasive
advertisements.
Advertising is characterized as an evolving medium which
increasingly colonizes everyday life through an inescapable
presence and irresistibly persuasive messages (Mcfall, 2004,
p.59)
Persuasiveness is used as an index of advertising’s power
to stimulate demand, to manipulate behavior and to manufacture
meaning. Persuasive advertising is image laden, rhetorical and
emotional while informative advertising simply announces the
details and availability of products. Persuasive advertisements
manipulate the relationships between people and objects to
maximize appeal. This manipulation and appeal differentiates the
persuasive advertisements from info-based advertisements
(Mcfall, 2004, p.35, 45).
Pervasiveness is the frequency of advertisements.
Advertising’s increased everyday presence is necessary to its
growing potency. These two factors; persuasiveness and
pervasiveness explain how advertising gets between people and
objects (Mcfall, 2004, p.36).
Leiss et al says that advertising agencies in the twentieth
century have concentrated less on the communication of

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information about products and more on the transformation of
consumer attitudes towards products. This shift to persuasive
advertising is comprised of four stages. The stage one is the
stage of product symbols where product involved advertisements
made rudimentary associations between products and desirable
qualities. Personalization followed this stage where use of
television and new research techniques enables advertising
targeted at the psychological make-up consumers. The last stage,
market segmentation stage, takes a multimedia approach to
targeting different consumer groups. These phases and the use of
different media techniques contributed to the persuasiveness of
advertising.
According to Mcfall, advertising has done fundamental and
probably irrevocable in the relationship of people and objects.
Advertising has masked the true nature of subjects and objects
and in doing so, produced a different sort of society.
Advertising is understood as a tool of a particular economic
system. It provides exchange value to products and instills
appearance unrelated to the product. It also produces the
commodity self- an objectified body split into separate portions
with a product to match. Advertising can also control sensual
appeal through appearances (Mcfall, 2004, p.38).
Leiss, Kline and Jhally also defined advertising as a
privileged form of discourse that has taken on the role

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traditionally performed by institutions like the church, the
state and the broader community. Advertising defines the
relationship between people and object and therefore is an
integral part in the modern culture which appropriates and
transforms symbols and ideas (Mcfall, 2004, p.39).
Issues in Advertising
Advertisements can either be effective or ineffective. The
main purpose of advertising is to elicit a response from the
consumers. Advertising can either be too good or annoying for it
to be effective.
However, the practices of advertising and advertisements
themselves have garnered many complaints. The role of
advertising in society has been debated for centuries.
Advertising is claimed by its practitioners to be largely
responsible for much of what is good in life and is criticized
by its opponents as being responsible for the bad (Media
Advertising, p.300).
A variety of specific criticisms have been leveled against
advertising. It is said that advertising is deceptive. Deception
is said to occur when an advertisement falsely represents a
product and consumers believe the false representation.
The difficulty of determining just what constitutes
deception, along with the fact that the advertisers have the
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right to make subjective claims about their products and use
puffery which refers to exaggerated, subjective claims that
cannot be proven true or false tend to complicate the
issue(Arens, 2002, p.55). Sometimes, advertisers tend to overdo
their right to claim something. These exaggerated claims are the
no.1, the best and the only. The problem with deceptive
advertising is that advertising is so powerful that consumers
tend to believe it. Consumers are very receptive to what mass
media can offer and oftentimes, selection is not present.
Some critics argue that advertising should not use puffery
or embellished messages and should be informative in nature
(Belch & Belch, 1995, p.683). As noted earlier, consumers are
very receptive but other critics say that consumers can protect
themselves against deception and untruthful claims posed by the
advertisements.
Deception in advertising is a complicated issue because of
the fact that advertising provides incomplete information about
a product endorsed. Advertising is based towards the producer
therefore; it only highlights the characteristics of the
products that are good.
Television as a Medium
Advertisers utilize mass media to attract and persuade
consumers to buy their product. Far from radio and print media,
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television is rated as the most influential, persuasive and
exciting medium. As William and Arens (2002) put it:
“No other medium today has the unique creative abilities

of TV: the combination of sight sound and motion; the
opportunity to demonstrate the product; the potential to
use special effects; the empathy of the viewer; and the
believability of seeing it happen right before your eyes.”
Advertising is a mass-mediated communication; it occurs,
not face-to-face, but through a medium such as radio,
television, magazines or internet.
Advertising greatly uses the mass media because it aims to
convey messages to large audiences. It is important that
advertisements are aired in a medium that is accessible to the
audiences to ensure faster information dissemination. Greater
reach contributes to greater persuasive ability of the
advertisement.
Among the different mass media, television is considered to
have the widest reach and impact. This is because almost every
family has a television set at home. Further, every person,
regardless of gender, educational attainment and income, is
inclined to watch television.
Several characteristics peculiar to television make it a
very powerful venue for advertising. The interaction of sound
and sight offers a tremendous creative flexibility and makes

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possible dramatic, lifelike presentations of products and
services (Belch & Belch, 1995, p. 101).
Television presents the whole picture rather than
presenting only a part of it.
Belch and Belch (1995) also wrote that television is
basically intrusive in that the commercials impose themselves on
viewers as they watch their favorite programs. Advertisements
are aired between gaps.
Television has become a part of Filipino consciousness.
Originally, through watching television, one is able to improve
communication and dissemination of information, but in the long
run, negative effects of television can no longer be ignored.
According to Rudolf Steiner, television has become a vehicle of
continued westernization of habits, values, and thinking. Thus,
it is important that to know what does television does to people
(Tan, 1994).
It’s the Prime Time
Primetime is the most glamorous segment of television.
Primetime consists of the audiences, the advertisers and the
good shows. Stations battle for the top spot to attract more
advertisers. Advertisers will buy television advertising as long
as it delivers their message in a way and at a cost that cannot
be equaled by other advertising media (Russell, 1988, p.142).

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Primetime is used in the study as the sampling time for the
advertisements. Advertisements bombard the primetime block. The
primetime offers more audiences, more advertisements and more
profit to both parties.
Semiotic Analysis
In Advertising: A Cultural Economy, Mcfall discussed
semiotic as a method in decoding signs in advertisements.
Semiotic offers both an explanation of the relationship between
meaning and reality and a method at getting at the meaning of
texts (McFall, 2004, p.9).
Semiotics concerns the study of formal relations between
different elements that are understood to produce meaning. The
most basic element is the sign, which is the “associative total”
of two further elements: the signifier or material object and
the signified, it’s meaning. A sign is always a subject plus
meaning, as the separation of signifier and signified is purely
an analytical device (Mcfall, 2004, p.12)
Meanings in signs works at two levels in the first
instance; the first level is denotative, the second,
connotative. Denotation refers to literal objective meaning and
connotation goes beyond literal meaning and draws upon cultural
codes (Mcfall, 2004, p.12).

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There are different meanings embedded in advertisements. In
the semiotic account, there are two different sorts of meaning.
Formal meaning, which is communicated through the relational
functionality of the sign and there is historical meaning which
is suppressed through the action of the former (Mcfall, 2004,
p.15).
Advertisements also contain messages. According to Barthes,
there are different kinds of messages in advertisements;
linguistic, non-coded iconic message, coded iconic message.
Linguistic message has denotational and connotational elements
and has two functions; anchorage and relay. Relay has a
narrative function to carry the story forward and anchorage
represses the proliferation of multiple and desirable meanings.
In the second type of message, the message appears without a
code and analogical. Its function is revealed through its
relation to the third message. The third message operates at the
level of connotation while the second operates at denotation
(Mcfall, 2006, p.16).
Williamson in his book Decoding Advertisements explains
four simultaneous stage in meaning exchange between
advertisements and subjects. He termed this process the vicious
circle. In the first stage, meaning is created through
recognition of myth and then attributes this to the product.
Subjects take on meanings from the product in the second stage

Value Ads 30
and the next stage is where individuals recognize themselves as
particular sorts of subjects. The fourth stage is where these
individuals create themselves (Williamson in Mcfall, 2004, p.19).
Although semiotics is widely recognized as a method for
analyzing advertisements, there are several critiques about it.
Some criticisms in semiotics are the status of the interpreter
and the location of meaning. Location meaning in advertising
does not offer any easy solutions in the semiotic problem of
attributing meanings externally to relations between elements
but conducting analysis individually. Advertisers steer meanings
but cannot guarantee interpretations that will either ratify
preferred meanings or produce aberrant meanings (Mcfall, 2004,
p.24-25).
CHAPTER III
FRAMEWORK AND RESEARCH METHODOLOGY
THEORETICAL FRAMEWORK
The researchers looked into how advertisers integrated
Filipino culture of being values laden into television
commercials. This study also aimed to look into how these
commercials affect the consumers.

Value Ads 31
Cultural Studies Theory and Encoding and Decoding Theory
were utilized in studying the commercials with Filipino values
and the impact of the presentation on the viewers and consumers.
The chief aim of Cultural Studies Theory is to expose the
way ideologies of powerful groups are unwittingly perpetuated
and the ways they can be resisted to disrupt the system of power
that disfranchise certain groups (Littlejohn, 2002, p.219).
Cultural Studies Theory involves investigations of the ways
culture is produced through a struggle among ideologies
(Littlejohn, 20002, p.216).
Cultural Studies is distinctly reformist in orientation.
Cultural studies scholars believe that changes will occur in two
ways: by identifying contradictions in society, the resolution
of which will lead to positive as opposed to oppressive, charge,
and by providing interpretations that will help people
understand domination and the kinds of charge that would be
desirable (Littlejohn, 2002, p.217).
The study of mass communication is central in the theory
for the media are perceived as powerful tools of the dominant
ideology (Littlejohn, 2002, p.217). Media also have the
potential of raising the consciousness of the people.
Two definitions have been employed in defining culture in
cultural studies. First is that a culture consists of ideology,
which includes ideas, values, beliefs and understandings that

Value Ads 32
are common to members of society and that guide the activities
in customs that occur in the society. Second is that culture
refers to the actual, concrete practices characteristics of a
society (Wood, 1997, p.331).
Concrete practices include cultural rituals that stand out
such as marriage, christening, funerals and holidays.
Cultural studies’ main concern is the link between the
actions of a society’s institutions such as media and the
culture (Littlejohn, 2002, p.217). Furthermore, scholars see the
two dimensions of culture as interrelated and inseparable. They
believe that daily and occasional practices reflect and uphold
the ideology of a culture and conversely, the ideology of a
culture reflects and guides what individual members think, feel,
believe and do (Wood, 1997, p.331).
The concept of ideological domination is central to
cultural studies. Stuart Hall referred to ideologies as a code
of meaning that shapes how the group of people sees the world.
The dominant ideology of a culture is the one that has the
greatest power and adherence of the greatest number of people at
a given moment in the life of a culture. The dominant ideology
maintains its domination by virtue of the support of social
institutions (Wood, 1997, p.332).
Cultural studies views culture and ideology as highly
fluxed – always in flux and subject to change. Stuart Hall

Value Ads 33
refers to the ongoing battle for ideological control as a
theater of struggle. Hall argues that cultures must understand
as situated in particular historical circumstances (Wood, 1997,
p.334). Hall said that racial oppression may not be necessarily
the same as today as ten years ago.
Hall believed that there are numerous interlinked causes of
any cultural ideology as practice. They refer to this concept as
overdetermination.
Overdetermination indicates that aspects of social life are
determined by multiple causes rather than resulting from any
single cause (Wood, 1997, p.336).
Another concept in cultural studies is articulation. It is
the process of having the realities reinforced from many
sources. However, not all ideologies are in equal footing
because of articulation.
The media has a special role in affecting pop culture
through the dissemination of information (Littlejohn, 2002,
p.218). The media are extremely important because they directly
present a way of viewing reality.
Media are particularly powerful in representing the
ideology of privileged groups as normal, right and natural
(Wood, 1997, p.334).
The theory also asserts that audiences may use their own
categories to decode the message and they often reinterpret

Value Ads 34
media messages in ways never intended by the source. This
interpretation of messages always occurs on the theater of
struggle (Littlejohn, 2002, p.218).
Overdetermination
Ideologies Culture
TV/coded
TV/coded
Decoding
Value Ads 35
Perceived Reality
Consumers
Articulation
Figure 1. Theoretical Framework of Cultural Studies Theory
Producers
Encoding
Value Ads 36
Product
Codes
Decoding
Dominant Reading
Oppositional Reading
Negotiated Reading
Viewers
Figure 2. Theoretical framework of Encoding and Decoding
Theory
Stuart Hall’s Encoding and Decoding Theory was also used in
the research.
Hall states that production practices in television
translate into a message, a sign-vehicle which is organized by
means of a set of codes within the syntagmatic chains of
discourse.
Value Ads 37
Hall said that products are circulated in a phenomenal
form. Phenomenal form is the transmission of symbolic vehicle
that requires some material substratum. The transmission process
requires some material instruments as well as a set of social
relations.
Hall defined encoding as the process by which a text is
constructed by its producers while decoding is the process by
which the audience reads, understands and interprets a text.
Hall states that texts are polysemic which means that texts
may be read differently by different people, depending on their
identity, cultural knowledge and opinions. Encoding can also
depend through people’s field of experiences.
The Encoding and Decoding Theory highlights the importance
of active interpretation within relevant codes. Hall rejected
textual determination, noting that decoding do not follow
inevitably from encodings. Hall’s theory gave a significant role
to the decoder.
Hall referred to various phases in the theory as moments.
There are several linked but distinctive moments- production,
circulation, distribution, reproduction, as part of
communication.
John Corner defined the moment of encoding as the
institutional practices and organizational conditions and
practices of production. Corner defined the moment of decoding

Value Ads 38
as the moment of reception by the reader, hearer or viewer which
is regarded as closer to a form of construction than to the
positivity suggested by reception.
The theory primarily deals with codes. Mass media codes
offer their readers social identities which some may adapt as
their own. But decoding is likely to be different from the
encoders’ intended meaning.
Hall exemplified several codes. Hall asserted that code
displaces the meaning of single episodes from category to
another. Hall states that the television sign is a complex
connotative sign. That is, it is made up of two types of
discourse, visual and oral. It is also an iconic sign. Codes
make discourses intelligible. The visual codes take on active
ideologies dimension at the level of connotation where already
coded signs intersect with deep semantic codes. Advertising
discourse illustrates this point. Every sign connotes a quality,
situation, value or preference which is present as an implied
meaning.
These codes are the means by which power in ideology is
made to signify in particular discourses. The denotative level
of the television sign is fixed by complex codes while the
connotative level is open to active transformations which
exploit its polysemic values.

Value Ads 39
Any culture tends to impose its classification of the
social and the culture and the political world on citizens.
Hall argues that mass media texts tend to be closed text
and because they are broadcast to heterogeneous audiences
diverse decoding of such text are unavoidable.
Hall stressed the role of social positioning in the
interpretation of mass media texts by different social groups.
Hall suggested three hypothetical interpretative codes
(positions for the reader of a text). These three codes are
dominant reading, negotiated reading and oppositional reading. A
reading may not have been the result of any conscious intention
on the part of the reader. In such a stance, the codes seem
natural and transparent.
Negotiated reading is where the reader partly shares the
texts code and broadly accepts the preferred reading but
sometimes resists and modifies it in a way which reflects his
own positions, experiences and interests.
Oppositional reading is where the reader whose social
situation places them in a directly oppositional relation to the
dominant code, understands the preferred readings but does not
share the texts code and reflects this reading, bringing to bear
an alternative frame of reference.
These codes are based on the assumption that the latent
meaning of the text is encoded in the dominant code. With

Value Ads 40
regards to Cultural Studies Theory, Hall argues that the
dominant ideology is typically inscribed as the preferred
reading in the media text.
CONCEPTUAL FRAMEWORK
Several concepts from Cultural Studies and Encoding and
Decoding theories were used in creating a framework that is
utilized in the analyzing the problems.
The concept of decoding from the Encoding and Decoding
Theory was utilized. John Corner defined decoding as the moment
of reception by the reader. Furthermore, decoding is likely to

Value Ads 41
be different from the encoders’ intended meaning. Decoding was
used in the study to look into how the respondents perceive the
sample commercials and how they interpret the messages.
The codes named by Hall were also used. Television signs
and visual codes are the main subject of this research.
According to Hall, television signs are complex connotative
signs. These signs are made up of the visual and oral discourse.
The visual codes take on active ideological means by which power
and ideology are made to signify particular discourses.
Moreover, Hall’s three hypothetical interpretative codes
were used. Hall stressed that social positioning is important in
the interpretation of mass media texts by social groups. The
three codes are dominant reading, negotiated reading and
oppositional reading.
Dominant reading is where the readers fully accept the
preferred reading. Negotiated reading is where the dominant
reading is widely accepted but sometimes negated. Oppositional
reading is where the reader has a direct oppositional relation
to the preferred reading.

Value Ads 42
Culture
Ideologies Values
TV/coded
TV/coded
Decoding
Value Ads 43
Oppositional Reading
Negotiated Reading
Dominant Reading
Categories
Consumers
Articulation
Figure 3. Conceptual Framework
OPERATIONAL FRAMEWORK
Advertisements basically aim to promote products for them
to be sold in the market. Producers have designed many ways to
sell their products to the people. Different promotional
strategies have been used to convey messages to consumers. One
emerging strategy in advertising today is the integration of
culture in advertisements.
Value Ads 44
One part of culture is the values which is given high
importance. Philippines as a country with a rich culture is
prone to be attracted to advertisements that promote certain
aspects of its culture- that is the Filipino values.
Filipino consumers on the other hand have different
perceptions and interpretations on the messages brought to them
by the advertisements.
This study analyzed the values presented in the
advertisements during primetime. The study utilized the Cultural
Studies Theory and the Encoding and Decoding Theory of Stuart
Hall.
Working in these theoretical frameworks, the researchers
believed that culture is embedded into the advertisements by the
messages and values that they promote. Producers select the
messages that they wish to convey.
These messages and values are then decoded by the
consumers. According to Cultural Studies Theory, consumers have
their own categories in decoding the messages presented in the
advertisements. These categories are enhanced by cultural
experiences.
Sometimes, consumers may vary in decoding messages. The
meanings produced by consumers based on the advertisements were
used to verify the analysis of the researchers.

Value Ads 45
The responses of the consumers to the advertisements fall
on the categories of dominant reading, oppositional reading and
negotiated reading.
The research analyzed whether the consumers agree to,
negate or oppose the messages in the commercials.
Culture
Values Messages
TV/coded
TV/coded
Value Ads 46
Messages from commercials are

decoded by consumers
commercials present values.

Consumers do not believe that
opinions.
on the commercials but have their own
Consumer accepts the society’s perception
society looks into the commercials
Consumers conform to how the
commercials
consumer’s perception regarding the
opinions, field of experiences affect
Personal beliefs, opinions, other people’s
Consumers
Articulation
Figure 4. Operational Framework
Design Method
The researchers used qualitative method of research in
order to analyze the contents of commercials that present
Filipino values. Semiotic analysis was utilized in analyzing the
commercials and its messages.

Value Ads 47
Relevant data to further support and explain the claims and
issues were also obtained from consumers and viewers through
focus group discussion.
Monitoring of television commercials that show Filipino
values were also done for a week to find out how frequent these
advertisements are aired on primetime.
Variables of the Study
In this research, commercials presenting Filipino values
are the independent variables. Among these commercials are Nestle
Milo Energy Drink, EQ Dry Diaper, Biogesic, Globe
Telecommunication, Tide Scrubber Detergent Bar, Colgate Triple
Action Toothpaste, Talk ‘n Text Telecommunication, Dunkin Donuts,
Coca-Cola Coke, Modess Sanitary Napkin, Del Monte Spaghetti
Sauce, Knorr Pork Cubes, Aji Ginisa Mix, Fita Biscuits, Bioflu,
Johnson’s Baby Cologne, Lucky Me Instant Noodles, Rebisco
Biscuits, Poten Cee, Presto Creams Cookies, Maggi Sinigang Mix,
Alaxan FR, Mister Donut, Off Lotion, Dolfenal, Calpol, Dolan,
Bactidol, Honda, Nestle Nido Milk, Gardenia Loaf Bread, Sun
Cellular Telecommuniation, Eden Meltsarap Cheese and Cheeze Wiz
Sandwich Spread.
The dependent variables are the presentation of the
Filipino values through commercials as perceived by consumers and
viewers.
Value Ads 48
Viewers’ perception depended on the way advertisements’
messages have been delivered and the flow of commercials as a
whole.
There are also other factors that may affect consumers’
perception on the commercials. Among these factors are the
consumers’ personal biases and beliefs, family or friends’
opinion and economical and cultural aspects. These intervening
variables may affect feedback execution of consumers.
The viewers’ perception were measured based on their
responses during the focus group discussion. The results were
analyzed in order to support the initial claims on endorsements.
Participants of the Study
The respondents were selected using the purposive or
judgmental sampling method. The following standards were applied
to meet the suitable qualities of a respondent.
First, he/she has a television at home or in boarding house
and watches television as well as his/her child/children during
prime time. Second, he/she and his/her child/children have
watched the sample advertisements that present Filipino values.
Lastly, he/she and his/her child are willing to answer the
questions and to undergo an interview.
Research Instrument
Value Ads 49
The researchers conducted a focus group discussion with the
respondents to obtain more data regarding the commercials. This
enabled the researchers to know how respondents understood the
messages conveyed by the commercials.
The factors that influenced the viewers to watch the TV
advertisements and to purchase the endorsed products were raised
in the discussion. This determined the elements that consumers
liked or disliked in the commercials.
The researchers also asked the consumers’ perception toward
the commercials, whether these are positive or negative. This
indicated consumers’ involvement toward the commercials. It
detected the buying behavior of respondents whether to purchase
the products being endorsed.
Data Gathering Procedure
Initial monitoring of television shows and advertisements
were done in order to identify which television advertisements
contained Filipino values. An analysis of these commercials was

Value Ads 50
conducted to determine the values presented in these
commercials.
For textual analysis, the researchers provided a
description and an interpretation for each advertisement that
presents Filipino values. Description and interpretation were
based solely on how the commercial has been constructed and
delivered to consumers.
The researchers conducted a discussion with six parents
together with their children. The results of the discussion were
used to validate the analyses by the researchers.
CHAPTER IV
RESULTS AND DISCUSSION
Values on Commercials
Value Ads 51
Advertisements are full of signs and symbols and have their
own meanings to convey. Companies package their advertisements
in a way that will effectively send their messages to the
consumers. These messages can then function both to reflect and
to construct cultural values (Goddard, 2002, p.4). Consumers in
turn, decipher these symbols and interpret them according to
their certain biases and categories.
Most commercials aired today present different strategies.
This research investigated one strategy; the use of culture in
promoting products. Specifically, the analysis looked into the
Filipino culture, values and traditions presented in the
advertisements.
This study analyzed the advertisements aired within a week
in the primetime television in the Philippines. Commercials in
the primetime block were recorded. In this study, the primetime
standard started with the evening news and ends with the late
night news. Out of all the seventy commercials shown during
primetime, thirty were eyed to contain Filipino values.
For every commercial break, five commercials with values
were shown. These commercials are then categorized and analyzed
for the purpose of the study.
Most of the commercials aired on primetime are highly
embedded with Filipino traditions, particularly family ties,

Value Ads 52
community values, positive values and the role of parents in the
family.
The researchers determined which commercials presented
values. Furthermore, the researchers also recorded the frequency
of the commercials recorded from August 11 – August 17, 2008
during primetime. This one-week footage of commercial shows that
the product of Nestle Milo Energy Drink which promotes the
Beijing Olympic was aired the most. This is so because the
period of recording the sample commercials was done during the
Beijing Olympics.
The data gathered showed that the commercials related to
Beijing Olympics were frequently aired during primetime.
It was also noticeable that new products and services were
aired more frequent compared to those products that only
requires recall.
Communication networks such as Globe Telecommunication,
Talk ‘N Text and Touch Mobile repeatedly aired their commercials
during primetime. This is due to the new services its own
network is offering.
It has been observed that some of the commercials were not
shown everyday. This includes the commercials of old products
which do not need any more promotion but recall. There were also
Value Ads 53
those commercials that are longer that was why they are aired
only once in a while as oppose to commercials that are short
running and are aired frequently.
PRODUCTS Mon Tue Wed Thur Fri Sat Sun TOTAL

Milo 3 4 2 2 2 2 3 18
Touch Mobile 3 2 3 3 2 1 2 16
EQ Dry 1 2 1 0 2 3 2 11
Value Ads 54
Biogesic 1 2 2 2 3 0 1 11
Globe 2 2 3 1 1 2 1 11
Tide Scrubber 2 1 1 2 1 2 1 11
Colgate Triple
Action
2 0 2 1 2 1 2 10
Talk n Text 1 2 3 1 0 1 2 10
Dunkin Donuts 2 0 2 1 1 2 1 9
Coca-Cola 1 1 0 2 1 0 3 8
Modess 0 1 2 2 1 1 1 8
Del Monte Spaghetti
Sauce
1 1 0 0 1 2 2 8
Knorr Pork Cubes 1 2 1 0 2 1 1 8
Aji Ginisa Mix 1 1 2 1 1 0 2 8
Fita 2 1 2 1 0 0 1 7
Bioflu 1 0 2 2 1 0 1 7
Johnson’s Baby
Cologne
1 1 1 1 1 1 1 7
Lucky Me 1 1 0 1 1 0 1 5
Rebisco 0 1 1 0 0 1 1 4
Potencee 0 2 0 1 0 1 0 4
Presto Creams 0 1 2 0 0 1 0 4
Maggi Sinigang 0 1 0 0 0 1 2 4
Alaxan FR 0 0 1 1 1 1 0 4
Mister Donut 1 1 0 0 1 0 1 4
Off 1 0 1 1 1 0 0 4
Dolfenal 1 1 1 0 0 0 1 4
Calpol 1 0 0 0 0 1 1 3
Dolan 0 0 1 1 0 0 1 3
Bactidol 0 0 0 0 1 1 1 3
Honda 0 0 0 0 1 1 1 3
Nido 0 1 1 1 0 0 0 3
Gardenia 1 0 0 1 0 1 0 3
Sun Cellular 0 1 0 1 0 1 0 3
Eden Meltsarap 1 0 0 0 0 0 1 2
Cheeze wiz 1 0 0 0 0 0 1 2
Table 1. Frequency Count of Primetime Commercials from August 11
to August 17, 2008
Most commercials aired today present different strategies.
This research investigated one strategy, which is the use of

Value Ads 55
culture in promoting products. Specifically, the analysis looked
into the Filipino culture, values and traditions presented in
the advertisements.
Most of the commercials aired on primetime are highly
embedded with Filipino traditions, particularly family ties,
community values, positive values and the role of parents in the
family.
Table 2 shows the classification of the primetime
commercials according to Filipino values. It can be seen that
some products have more than one Filipino value presented in
just one commercial. This means that advertising agencies
maximize their ads in grabbing the attention of the consumers.
In these commercials, positive values were given much attention;
however, negative Filipino vales were also observed.
FILIPINO COMMERCIALS FILIPINO COMMERCIALS

VALUES VALUES
Strong Family • Lucky Me Parenthood • Colgate
Ties • Knorr Pork Cubes Toothpaste
Value Ads 56
• Touch Mobile • Bioflu

• Del Monte • Lactum milk
Spaghetti Sauce • EQ Dry diaper
• Globe • Calpol
• Rebisco Biscuits • Apebon
• Coca-Cola
“Pakikisama” • Globe Responsible • Bioflu
or • Rebisco Biscuits • Touch Mobile
Companionship • Maggi Sinigang (TM)
Resourcefulness • Knorr Pork Cubes Cooperation • Touch Mobile

• Del Monte (TM)
Spaghetti Sauce • Bioflu
Hardworking • Touch Mobile (TM) Optimistic • Coca-Cola
Supportiveness • Globe “Bahala Na” • Coca-Cola

of Filipinos • Milo
Fondness of • Globe Hospitality • Maggi Sinigang
the Filipinos • Rebisco
for • Maggi Sinigang
celebrations
Friendliness • Rebisco Concern for • Biogesic
• Touch Mobile (TM) Others
• The Mister Donut
Unity in • Rebisco Selfishness • Mister Donut
Diversity • Touch Mobile (TM) • Tide Scrubber
• Talk n’ Text
Humility • Touch Mobile (TM)
Table 2. Classification of Primetime Commercial According to
Filipino Values Presented.
How Advertisers Present their Products
The commercials of the rival telecommunication companies,
Globe Telecommunications and Smart Telecommunications and their

Value Ads 57
subsidiaries and affiliates often offer consumers ways to get
the best services in a cheap price.
Many products in the market nowadays target children and
thus, use them as endorsers. The companies that belong to this
group are milk, fast food chains, instant noodles, toothpaste.
The situations, however, usually reflect Filipino values and
traditions.
Biscuit and pastry companies on the other hand often show
life’s sweet moments and the togetherness of the family of
course while eating the products.
Health drinks and coffee commercials typically present
commercials with lovers, partners or friends as endorsers.
Teenagers are the usual endorsers of Soft drinks companies
because the commercials portray a world that is cool and a life
that is fun.
Food seasonings and other spices and ingredients used in
cooking always present their product in a kitchen or meal scene.
The commercials usually show the roles of a mother in the
family.
Medicine companies on the other hand persuade the consumers
by presenting how their products can help bring back the
circulation of everyday’s activities.
Nestle Milo Energy Drink

Value Ads 58
The 2008 Beijing Olympics provided advertisers a theme to
use in their advertisements. Milo, being one of the products
advocating sports, came out with several advertisements related
to the Olympics. One of the most frequent commercial aired
features the prominent swimmer Miguel Molina.
The ad shows how Filipinos are very supportive to the
athletes who already brought pride to the country. Furthermore,
the ad showed how Filipinos become united when it comes to a
common goal. The support becomes the inspiration of the athlete
to win in competitions.
An example of this unity is whenever boxing champ Manny
Pacquiao has a game. Despite differences, Filipinos all over the
world watch the games of Pacquiao and unites in praying for the
ring idol. It had been found out that during Pacquiao fights
crimes and traffics are lessened, thus proving how Filipinos
unite to witness Pacquiao’s competitions.
Texts also appeared as the story continues. “Unity,
inspiration, heart.” This means that in unity, the common goal
will be achieved. And with the support from the Filipino people,
athletes will be inspired to win the target. If one wants to
achieve something, he/she must have the heart to do so.
The advertisement speaks simply of the determination, unity
and passion as the keys to victory.

Value Ads 59
Touch Mobile
Touch Mobile (TM) services present an advertisement
featuring a distinct Filipino tradition- the “bayanihan.”
Actors Cesar Montano, Dingdong Dantes and actress Diana
Zubiri starred in the commercial. In the TV advertisement,
Montano and Dantes are portrayed as laborers. A scene on the
commercial shows a group of men carrying woods and a big basin
used by the fishermen.
Montano and Dantes were shown helping the laborers. The
advertisement highlighted the service of TM which is unlimited
texting. The rationale is that people can text other people
whenever they need help. Thus, the group of men carrying a house
texted other people to help them in doing the task.

Value Ads 60
“Bayanihan” is an endangered trait of the Filipino. It is
now rarely mentioned in discussions and stories. However, the TM
advertisement revived this tradition. The advertisement
highlighted the fact that Filipinos are willing to help others
in times of needs.
Being helpful and being cooperative are only two of the
values taught to every child while he/she is still young.
Helping others was once a way of life by the Filipinos.
Birthday parties and wedding ceremonies are put together by
neighbors, “ninangs”, relatives and even distant friends. People
help each other because they depend on each other. However, this
kind of set-up is now rarely seen. The world is fast changing
and with the advent of gadgets and new technology, less people
go out to interact with others. The world had created an
individualistic atmosphere.
Value Ads 61
The downfall of the “bayanihan” is the person’s being too
dependent. Being helpful is easily abused by others. Other
people may ask help even if they will only do a simple task.
Filipinos tend to depend on others and this may result to
laziness.
The commercial presented a scene wherein a text message can
bring you so many people to help you. This is one advantage of
unlimited texting.
The value of being helpful is presented in a much
exaggerated manner in the TM commercial. It is possible to ask
for help from so many people and they all respond but the
possibility is very slim. The exaggeration of the value was done
to achieve the goal of the advertisement. More than anything
else, the TM commercial promoted the worth of its unlimited

Value Ads 62
texting service and the value of having many friends or even
text mates.
This commercial implies that people are dependent to
technology in everything they do. They can find entertainment
and friends through their cellular phones. They can also ask
help through this gadget. However, one can never be sure if he
or she had asked the right person for help. With regards to
friendships, friendships through cellular phones are seldom
successful. Textmates tend to preset just the good side of their
character. This is self-preservation. This is the main problem
of the virtual world; lack of accuracy and truthfulness.
The presentation of Montano and Dantes added to the appeal
of the commercial. The actors’ characters were normalized as
laborers in able to identify themselves with the masses. This
presentation of the actors constituted the Filipino value of
humility. Humility is a value that is imbibed on a child during
values formation. Children are trained to keep their foot on the
ground even if they win contests or achieve their goals.
Another advertisement of Touch Mobile (TM) mobile phone
services shows the importance of family ties. The endorsers in
the advertisement, a wife and a husband, are in different places
but they stay connected through the services offered by the
network.
Value Ads 63
The commercial is a reflection of how Filipinos give
importance to the essence of a family. Though family members are
apart, it is vital to keep each other updated on what is going
on with their lives. Through technology, the family members
stayed connected even if they are miles away from each other.
The emergence of telephones and cellular phones helped
strengthen family ties even without personal contact.
Filipinos give high importance to communication with family
members that the emergence of cellular phones is a refreshing
change for Overseas Filipino Workers.
In addition to the advent of the cellphone, different
service providers had offered unlimited texting and low rates of
calling abroad. These services are advantageous to Overseas
Filipino Workers and their families.
The commercial also shows how hardworking Filipinos are.
The wife is in another country to work. She endures all the
hardships abroad to be able to provide for her family.
Nowadays, mothers are not confined to the house. They are
no longer imprisoned to taking care of the children and doing
the household chores. They have strengthened their worth and had
proven that they can also provide for their families. More and
more women are working and striving for better positions.

Value Ads 64
One implication of the commercial is that the mother is the
main breadwinner while the father has an irregular job in the
Philippines and earns a meager salary.
This conclusion was made because if he had a high paying
job, the mother would have stayed at home.
The portrayal of the father in the commercial is quite
different from the stereotypical. Fathers are always perceived
as the breadwinner. They should be the one working for their
family. They should provide for the family but the commercial
showed otherwise.
Globe Telecommunication
Globe Telecommunications’ advertisement also reflects the
strong ties among Filipino families. Globe’s tagline, “Abot mo
ang Mundo” and “Lahat posible” had produced many commercials
promoting the value of communication between family members who
are miles apart from each other.
The advertisement which was studied is about a baby who
just spoke a new word. The mother was so excited and announced
it to the neighborhood. This scene showed that Filipinos do not
only value strong family ties but also values “pakikisama” or
companionship.
The fact that the mother announced the news to the
neighborhood implies that she wants her neighbors to be part of

Value Ads 65
their life. “Pakikisama” or “pakikikapitbahay” is common among
Filipino neighbors especially in the rural areas. Plants,
vegetables and fruits are free in these areas because people
almost share everything they have.
On the other hand, this trait is rapidly vanishing in the
urban areas. The urban people live in a fast paced and almost
virtual world that they do not have time for human interaction.
The neighborhood presented in the commercial was from an urban
area. They all have modern clothes, gadgets and live in modern
houses. The kind of neighborhood presented by the Globe
commercial is really rare in the urban areas.
The next scene portrayed the supportiveness of Filipinos.
The people went out the streets and held placards that said
“Celebrate New Word ni Baby Day.”
Filipinos are fond of the moral support network. Families
often troop to competitions joined by family members to show
their support. They usually arrive in dozens. Almost every event
in every Filipino’s life is supported by family members and
other people. Neighbors complete the moral support network. Even
the store owner, barangay officials and classmates are part of
the Filipino’s support group.
The next scene was the scene where the mother together with
her neighbors called his husband who works overseas. This is

Value Ads 66
where the Globe service comes in. Globe promoted its low rates
in overseas calls together with the value of being in touch.
Another value presented in the commercial is the fondness
of the Filipinos for celebrations. The “Celebrate New Word ni
Baby day” entails that even small and simple things calls for a
celebration.
However, this value has its downfalls. Celebrating is one
way of appreciating things but it is expensive. Filipinos tend
to brag about their parties and celebrations thus providing
pressure to celebrate in an expensive way. Spending too much on
a party is rather impractical.
The TM and Globe commercial presented situations that
happen in the Filipino setting that happens almost everyday. The
commercials highlighted the value of cellular phones. It is used
for texting and calling loved ones. It is used for communicating
with people. These advertisements highlighted the fact that the
country is the texting capital of the world. Because of the
services, especially unlimited texting, the Filipinos had been
addicted to texting. Cellular phones’ main use is to communicate
but most of the time, subscribers avail of the unlimited texting
just to pass the time or have some good time deceiving other
people.
While it is true that this gadget had provided more
convenient ways to talk and interact with others, human

Value Ads 67
interaction is lost. Face to face interaction is diminishing
because of the advent of cellphones.
Colgate
Most toothpaste brands target children and their
commercials usually present facts, advice and suggestions on
dental health. The endorsers are usually dentists, experts, and
children and their parents.
The Colgate toothpaste advertisement shows the
characteristics or values a mother should possess. In the
commercial, the mother has different roles she needs to fulfill.
Multi-tasked, the woman functions as a mother to her youngest
son, a best friend to her teenage daughter and a wife to her
husband. Mothers have the biggest responsibility in raising
their children. Mothers should be able to give what her children
needs and what her husband demands.
The advertisement gives importance to the role of a mother
in the family. She gives everything she has to be able to cater
to the needs of each member of the family. A mother is always
there to support her child.
With the multi-tasking of the mother, a negative value was
presented. This value is the act of being too dependent on
others. The children and husband depend on the mother too much
giving her pressure and no room for rest. Imagine doing three
Value Ads 68
things at a time or three things in order, this would certainly
cause fatigue. The lack of independence might affect the child
when she goes out to college and her parents are far from her.
With a multi-tasked mother, the value of work and standing
on one’s own is lost. When a mother does everything, she leaves
no room for her children to learn things on their own.
Talk ‘N Text
“Ang buhay gumagaan pag may maaasahan” as Talk ‘n Text
says. The commercial starring actor Robin Padilla, actress Rufa
Mae Quinto and boxing champion Manny Pacquiao has a concept
similar to that of TM. The advertisement also demonstrates how
unity among the people could make life easier.

Value Ads 69
The way Quinto dressed in the commercial is not suitable
for young audiences. Quinto wore a daring dress which revealed
her cleavage. This is not a good value.
Knorr Pork Cubes
Another commercial showing a family eating together is that
of Knorr Pork cubes. The commercial also shows traits that a
mother should have.
The advertisement narrates the story of a mother buying a
kilo of pork but when she heard that the price escalated again,
she was forced to buy half kilo only and bought Knorr Pork Cubes
to compensate for the half kilo. After that, she cooked the meat
she bought together with the Knorr Pork cubes and served dinner.
The family ate together.
It reflects the resourcefulness of a mother, being thrifty
and being able to adapt to difficult times. Mothers have a big
responsibility to the family. They are considered as the light

Value Ads 70
of the household. The said traits are essential to a mother to
be able to stretch the budget and to serve her family even at
meager times.
The mother was presented as thrifty when she opted to buy
half a kilo instead of a kilo. This scene happens everyday. A
mother goes to the market with her grocery list and then after
the day, she ends up with still half of the list not purchased.
The Philippines is continuously caught up in high prices, low
salaries and less benefits that mothers are required to stretch
their budgets. In this particular ad, the mother didn’t just
stretch her budget; she chopped the needed meat to be able to
save money.
Resourcefulness refers to the ability of a person to search
for another option or strategy if something doesn’t work. The
mother in the commercial possessed this trait. The product was
presented as a substitute for the half kilo lost. The
preparedness and the importance of having a plan B was asserted
in this commercial. Having another option is one thing that

Value Ads 71
mothers have. Mothers are individuals who budget everyday and
tries their best to prepare something different for every meal.
When she founds out that Plan A wont work, she immediately opted
for Plan B. This is a good value.
The strong family ties were presented during mealtime. The
family ate together even if the viand is not the way it was
supposed to be. Families basically dine together to bond.
Regardless of the how the viand is presented or how good it
taste, families still eat together because it is only the time
that they get to share information, stories and jokes. Filipino
parents are so busy working hard to be able to put something on
the table.
The practice of eating together is slowly disappearing from
the Filipino culture. The Philippines had been a fast paced
country because of modernization. Jobs had been hard to find and
parents are either working two jobs at a time or too tired to
prepare dinner or even to eat with their children. The world had
been a competitive battle for survival that people tend to
forget the essence of being close and spending time with family
members. The Knorr Pork Cubes served as a reminder to parents
that even if there are hard times, the family should still stay
together.
Another good value presented by the commercial is the
ability of the Filipino to adapt to difficult times. The economy

Value Ads 72
had been in a very bad state that people are starting to take
drastic measures to be able to cope up with this crisis.
The commercial was presented with a slow and soft music as
bed for the dialogues. This type of music fostered tenderness
and calmness to the commercial.
The mother was presented as calm and collected. She showed
no sign of tiredness and she wasn’t even worried when she heard
that the price of meat ahs escalated again. She was still calm.
She knew that she can depend on the product advertised. This
scene promoted the reliability of the product but the other
hand, it was rather unusual. In a true to life setting, mothers
easily react to high prices by being hysterical and raising
their voices. The “tawaran” part had also been disregarded in
the scene. Mothers are known to be frugal and they always want
to have a discount. Mothers are prone to display their feelings
rather than remaining calm. Also, mothers are known to favor
natural spices and flavors rather than opting for an artificial
one. The commercial presented that prices are going high, but it
didn’t mention the price of the product advertised.
There is also a problem in the way the whole market scene
was presented. A market is where people buy their viands,
vegetables, meat and others. It is often crowded and noisy. The
commercial presented a different market. There was silence and
no other people were in the scene. Only the mother and the
Value Ads 73
vendor were presented. This scene contributed to the whole
ambiance of the commercial which was warm.
Del Monte Spaghetti Sauce
Another advertisement which also emphasized the traits
presented by the mother in the Knorr commercials is the Del
Monte Spaghetti sauce commercial.
This commercial also featured the frugality of a mother,
resourcefulness and the value of eating together.
Because of many reasons and difficult circumstances, many
Filipino families are apart from each other but the Del Monte
Spaghetti sauce advertisement proves that despite distance, a
Filipino family can still be intact. The commercial showed how
the value of frugality can bring all the family members closer.
With the rising costs of the basic commodities, the family
manages to eat together because the mother prepares simple yet
ample food for the family with the use of the seasoning.
Lucky Me Commercials
One of the commercials that promoted strong family ties are
the commercials of Lucky Me noodles. For the past years, Lucky
Me had been promoting the essence of being together. It had also
aired an advertisement with a child talking alone in their
dining table. On this particular advertisement, the child was

Value Ads 74
eating alone. All of the plates were untouched and she was
pretending to talk to someone. Two recent advertisements of
Lucky Me were used in the study.
The series of advertisements of Lucky Me instant noodles
feature how values are learned by a child. First was the one
showing two girls peeking in a store while walking. When they
met at the door, the other child gave way to the other who is
disabled saying “Una ka na”. Then the girl’s family was shown
eating their meal together. The little girl’s father then said
“Una ka na Cheska” giving way to his daughter to get food first.
Another advertisement narrates a story of a little boy
struggling on his way to his classroom. Because he is holding
his school project on his one hand and pulling his bag with the
other, he used his back to close the door. The door slammed thus
interrupting his classmates from chatting. The boy immediately
apologized. Then the scene was cut to the boy’s family having
meal together. In the scene, the father burped during mealtime
and he said sorry. The scene highlighted the values formation of
the boy. The commercial indicated that values are first learned
in the family and the togetherness of the family molds a child
into a good person.
Much of what a person knows is practically taught to him by
his parents during meal. Perhaps this is because in every

Value Ads 75
Filipino family, it is important that during meal, all the
members are present in the dining table.
Mealtime is usually the time when the family talks about
significant happenings in each member’s life. However, bad news
are usually avoided while in front of the meal.
Table manners are already taught by parents to their
children while they are still young. It is instilled to every
child that he should not talk while his mouth is full. It is
also important that one get only what he could consume. One also
of the basic things to be learned in front of the meal is being
polite- that is saying “please” or paki when asking for
something (e.g. pakiabot).
The Lucky Me instant noodles advertisement has a tagline
”Mahalaga na kumpleto sa kainan ang pamilya.” Thus, the
advertisement promotes the togetherness of a family. It shows
how the parents can teach their children proper manners while
eating together.
The Lucky Me commercial presented values that are
essentially good in the character building of the child. The
soft music of the commercial added to the “holy” image that the
advertisement wanted to achieve. “Holy” meaning being good.
Nonetheless, the Lucky me commercial had some problems. It
is true that the little boy in the commercial was presented as
good by saying sorry, he enacted another value. The said value

Value Ads 76
is the act of laziness and being impatient. One of the scenes in
the advertisement situated the boy holding his project while
struggling to close the door. The solution posted by the
commercial was to close the door with the back of the child thus
creating noise and disrupting the class. The boy said sorry so
he was perceived as good. However, the boy could have avoided
disrupting the class. He should have done one thing at a time.
He had the option to put down his project first before closing
the door to avoid creating a scene. This particular scene
embodied the Filipino character; Juan Tamad. Juan Tamad is a
character who is very lazy and doesn’t want to work hard.
Another bad value presented in this scene is being impatient.
Doing things all at once creates certain defects on the outcome.
Doing things one at a time ensures safety and great outcomes.
Another bad value presented in the commercial is being too
talkative and noisy during meal time. In the advertisement, the
family was portrayed as laughing and talking. This is rather
unusual in the Philippine setting. The Philippines is a Catholic
country hence it values the solemnity of the graces from God.
Being noisy during mealtime is a way of disrespecting God’s
graces.
Certain problems that the commercial posed are the way the
father was presented and attribution. The father was wearing
work clothes (polo and tie) indicating that he just came from
Value Ads 77
work. This is not a good example. People, especially fathers,
are expected to be good models. Wearing of work clothes in the
house and during mealtime is not a good value. The child might
inherit this trait and wears his uniform during mealtime.
The father was also presented as calm and without signs of
exhaustion. Usually, fathers are too busy to bond or even eat
with their family. They are often tired and irritated from work.
The father in the commercial was presented otherwise. He was
also portrayed as the person responsible for values formation.
Mothers usually assume this role since they are left in the
home. Fathers have been stereotyped as the person who beats
their child when they do something good and seldom helps in
values formation.
The reasons why the Lucky me Commercials presented the
father in this manner is very evident. One, the commercial
wanted to present the father as good and composed to add to the
over all aura of the advertisement. It also wanted to promote
the image of a father who is hands on in the formation of his
child. Lastly, it wanted to break the stereotypical image of the
father which is strong, disciplinarian and harsh. Portraying the
father in such manner should have ruined the purity of the
commercial.
All of the values presented in the advertisements were
easily attributed to the father because of the scene that

Value Ads 78
featured the family eating together. However, the sequence
treatment of the advertisement is rather problematic. It
followed the effect cause sequence rather than the traditional
cause and effect. This king of treatment might confuse the
audience. They might perceive the scene in the classroom to be
the cause. Audiences might think that values are earned outside
rather than inside the family.
Unity in Diversity
The five commercials which were discussed talked of family
ties. Another value which was presented in the commercials aired
during primetime is the unity of the Filipino people. Filipino
families have their own identity yet when they come together;
they interact well with each other.
In a history class, students are taught that the Filipinos’
identity is Unity in Diversity. The Philippine being
archipelagic has many different groups of people with their own
rich culture. Each province has its own unique traditions. Every
group of people has its own beliefs. But these differences and
distances do not keep the Filipinos’ apart. In fact, their
diverse culture had been their way of communicating with each
other. Each province have their own identity yet they can also
identify with other provinces. This Filipino identity was
presented in the Rebisco, TM and Talk n’ Text commercials.

Value Ads 79
Rebisco
Rebisco Biscuits which is celebrating its 45 years of
existence created an advertisement featuring the unity among the
Filipino families and positive Filipino values.
The first scene shows a young girl eating her baon alone in
a bench when another girl approached her and introduced herself
and her friends. Together they ate a Rebisco product. This
reflects friendliness. This is not very usual. Girls do not
usually approach another girl for fear of rejection and
competition. There is an unwritten competition between girls on
who gets to be the prettiest, the famous and the most adored.
When someone approaches a girl, she puts herself in danger of
being called an ‘epal’. Furthermore, new friendships do not
usually include sharing of food. New friendships are still in
the process of getting to know each other that intimacy is still
absent. This presentation of friendliness as a good value of the
Filipinos is misplaced. Friendships need a span of time to
develop. Sharing something does not automatically come when you
meet someone.
The next scene shows a group of teenage boys playing
basketball. While they are playing, a group of teenage girls
watch them, one of whom seems to be the girlfriend of one of the
boys. The girl’s peers tease her while they are eating Rebisco
Value Ads 80
biscuits. This shows the value of friendship and showing support
to the loved ones. As discussed earlier, moral support group is
very famous in the Philippines. Even small adventures like
basketball games are considered as big events and attendance is
very important. Showing support to your loved one is indeed a
good value. By the very appearance of a loved one, inspiration
and motivation are greatly increased. On the other hand, this
scene promoted teenage love. The endorsers in the commercial are
both teenagers. This teenage love is not totally accepted in the
Filipino culture. Some families accept the relationships of
teenage children but majority of the Filipino parents still
opposes this relationship. Teenage relationships are being
blamed for the lack of focus on academics, rebellion and
breaking of family ties. Teenagers tend to focus more on their
lover than on their academics and families. Relationships are
time consuming. The value of loving in this context becomes
negative for it is being opposed by parents and elders.
The next scene shows a son coming home to his family
perhaps after a long time of being away. This scene showed that
families are always there. Families never break. Family members
always come home to where they belong.
Rebisco’s running theme is “Kasalo, Kasuyo, Rebisco”.
Kasalo and Kasuyo mean someone ‘who is with you.’ The theme
implies that through time, Rebisco has always been there for the
Value Ads 81
consumers. The medley of different scenes from everyday life in
the advertisement shows camaraderie, sharing, strong family ties
and caring for others.
The Rebisco commercial implied that Rebisco unites the
Filipinos’ from different age brackets, social status and
cultures. Rebisco is the binding force of all these people.
However, some of the values presented by the Rebisco commercial
are not good.
Role of Parents in the Family
Most of the advertisements show what each family member
should do to contribute to an organized and happy family. The
role of parents is overly emphasized in the commercials. Mothers
and fathers are presented as role models. They are viewed as
loving, caring and responsible persons. The next commercials to
be discussed features parents and highlight their roles.
Bioflu
The Bioflu advertisement reveals a different persona of
being a father. Contrary to the stereotype, the commercials show
a father caring for his child who is sick. The father plays the
role of a mother; that is, giving medicine to his son and
singing him to sleep. The next day, the son got up to work.
Value Ads 82
The commercial asserted that the father and his child are
living alone. A mother was not presented in the commercial. The
father was shown wearing working clothes. He can be categorized
as someone who works as a mechanic or a carpenter. The clothes
of the father depicts that he was in the middle of working when
he checked up on his son.
The Bioflu commercial presented two male figures. The
presentation of the two main actors broke the stereotyped figure
of a male. They were presented as caring and weak. The son was
sick and the father cared for him. Males are often represented
in commercials as strong, muscular and often without emotions.
They are seldom shown taking care of others.
The other side of a father was highlighted in the
commercial. Fathers are seldom seen to tend to their children

Value Ads 83
when they are sick. Mothers assume this obligation. In the
commercial, it can be perceived that the father was a single
parent. There was no mention of a mother. This set up is again
not frequent in the Philippines. Women often become the single
parents due to different reasons. For years, television series,
movies and commercials featured single mothers working hard to
make ends meet.
The main value presented in the advertisement is the nature
of caring. Parents are always there to care for their children;
to provide them what they need; to protect them from harm and to
give the best for them. Parents would always want to make their
children well and happy and that is what the commercials imply.
Parents are children’s first nurses. They care for their
children even if they are not sick. The act of guarding their
Value Ads 84
children was shown in the scene where the father slept beside
his child. This commercial aimed to remind the parents and
children of loving each other.
Another value presented in the commercial is being
responsible. The father was responsible for taking care of his
son and when the son got well, he immediately got dressed for
work. This signifies that the father had taught his son well.
Cooperation was also incorporated in the commercial. The father
and son tandem is alive in the commercial. They help each other
in order to survive. They work together.
Other commercials that highlighted the role of parents are
Lactum milk, EQ Dry diaper, Calpol and Apebon. The commercials
showed the value of loving and caring.In these ads, the role of
the mother as the primary caregiver is highlighted. The Lactum
Commercial showed Jodi Santa Maria Lacson giving a glass of
Lactum to her child to ensure better nutrition. Lactum had been
persistent in their campaign that Lactum completes the nutrition
needs of a child. This advertisement showed the caring nature of
a mother. A mother wants to make sure that her child gets the
nutrition that he needs.

Value Ads 85
Commercialized milk like Lactum and other brands had been
claiming different claims that ranges from completing nutrition
of a child, providing better bones and providing higher
intelligent quotient. On the end of all these commercials, there
is a message that says ‘Breastmilk is Still Best for Babies up
to Two years Old’. This message is sometimes written in small
fonts located at the bottom of the screen. With the advent of
commercialized milk, mothers have been dependent on them.
Breastfeeding is still the best option yet these milks had
bombarded the television with advertisements that claims
everything.
EQ Dry Diaper featured the frugality of a mother. EQ is a
brand that has a tagline, Quality and Quantity. EQ asserts that
they offer both quality and quantity. EQ is also cheap. Mothers

Value Ads 86
are prone to purchase cheaper items especially now that prices
are high. This trait of a mother is innate.
The Positive Outlook of the Filipinos
Another role of the parents is to provide optimism to the
family. Optimism does not necessarily come form the parents, it
should come from all its members. Filipinos have been known to
smile despite problems. It had been on the list of happiest
people for years. Despite the crises faced by the impoverished
Philippines, Filipinos can still smile and set aside problems.
This is one good trait that Filipinos can be proud of.
Coca-Cola has been promoting themes that had been delegated
to the Filipino life. Based on its previous commercials, it can
be said that Coca-cola has been using the traditional strong
family ties in promoting its product. Recently, it had launched
a campaign which focuses on looking at brighter sides when
facing with failures and disappointments.
The Coca-cola advertisement which carries the tagline
“Mag-smile sa buhay” features a story of failure. The story
opens up with a son who goes home failing to find a job. The
mother is narrating what she has to do in order to ease the
situation. She then serves a festive dinner with Coca-cola.

Value Ads 87
The mother narrated a scene in her life. She also enacted
the ways to make a child happy. The mother was presented wearing
a duster with her hair in ponytail. Based on her dress, it can
be concluded that she is a regular housewife. She stays at home,
cleans the house, washes the clothes, cooks the meals and then
wait for her family members to arrive. Traditional housewives
are not common in the 21st century. The country had urbanized and
women had exercised their right to work to help the family. The
family presented in the commercial is a traditional Filipino
family.
The optimism of the mother saves the day. The advertisement
shows how supportive and determined the mother is in building
back his son’s self-esteem.
The commercial reflects the Filipino positive value of
optimism. It shows that in depressing situations, Filipinos
always think positively; that there can be a good thing that

Value Ads 88
could happen despite the hardships. It further says that
whatever problems life may bring, there will always be solutions
for these.
Optimism of the Filipinos and smiling when faced with
problems also has its flaws. Filipinos might be perceived as
people who does not care about their problems and do not do
anything to solve these problems. Furthermore, optimism often
transpires to Bahala Na. Bahala na is a trait of the Filipino
that is negative. A person leaves all his decisions or his
actions to chances. He does not act on a problem but leaves the
problem without even thinking a solution. Bahala na also refers
to inaction and not having a plan. Bahala Na reflects tardiness
and negligence.
Hospitality
The Maggi Sinigang Commercial shows the Filipino value of
being hospitable. The advertisement narrates how Kris Aquino
accommodated her new neighbors by inviting them for lunch. It
also shows the value of pakikisama as the neighbors went over
the place of Kris.

Value Ads 89
Being hospitable is a trait of the Filipinos that is often
abused. Since the Spanish and American Era, this trait has put
the country under the control of outside forces. Hospitality
often transpires to spending lots of money to prepare something
for visitors. This is impractical. Filipinos are competitive
when it comes to being hospitable. Celebrations are considered
as feasts and Filipinos out beat each other through the
preparation of different dishes. This is a complete waste of
money.
The way the actresses were presented in the commercials
also presented values. One of the neighbor raised her eyebrow
when she eyed the Maggi Sinigang mix. Being in doubt and
snobbish during first time meetings are normal. Doubts on
whether Kris will cook something delicious or the Maggi Sinigang
Mix is effective crowds the neighbors’ minds. The way that the
neighbor smiled after tasting the viand is not sincere. This
showed ‘pakikipagplastikan’. The pakikisama of Filipinos is
often not sincere. Filipinos in nature are people who do not

Value Ads 90
want problems and do not want confrontation. Instead of
confronting others, they tend to get along with them and hide
their true feelings.
Concern for Others
Ingat. Biogesic even in its simple and short ads manages to
show the value of being concerned toward others. It serves as a
reminder to everyone who watches the ad to take care always.
Further, Filipinos, instead of saying ‘goodbye,’ tell each other
‘Ingat.’
John Lloyd Cruz and Maricel Laxa Pangilinan stars in these
series of commercials from Biogesic. Cruz’ commercial is a
testimonial. Cruz talks about the benefits of being ready and
having something to rely on. He talks about his Biogesic
experience.
Value Ads 91
The commercial of Cruz is targeted to the youths and
yuppies. Using Cruz’ appeal, Biogesic had captured its audiences
with its catchy tagline, Ingat.
Concern for others is a value that is innate in every
Filipino. Almost every Filipino says take ‘ingat’ to each other.
Even text messages contain the word ingat.
The presentation of Cruz in the commercial added freshness
to its appeal. Cruz was presented as fresh looking and happy. He
portrayed a person who does not have any sickness.
The advertisement of Maricel Pangilinan featured her child.
Her child narrated about her experience with Biogesic Kids. This
tablet does not have any side effects and is effective even
without breakfast. Towards the end of the commercial, Pangilinan
appeared and hugged her child. Together, they said the word
‘ingat’. This commercial is geared towards the mother and
daughter. It identifies with the caring nature of mothers.
Mothers are prone to believe this commercial because of the fact
that it poses many advantages to a child.
Children are likely to identify with Pangilinan’s daughter.
The daughter was presented in her school uniform and she had
innocent looks. She radiated a feeling of innocence and trust.
The Good, The Bad

Value Ads 92
Children have the tendency to be selfish. They tend to keep
the things that they want to themselves. They do not want to
share their favorite toys and favorite food.
The Mister Donut commercial shows the importance of sharing
but it has a different twist. The advertisement shows children
playing hide and seek. One of them is given a box of donuts.
When the counting is over, the boy announces that he has a
donut. The playmates then immediately come out and are surprised
at what they are being offered- a single donut that has been
sliced into ten pieces. It is good that the child knows how to
share. Elders always say that one must always share the
blessings he receives. Sharing builds friendships and close
relationships. It is a kind of bonding.
The cutting of donuts depicts equal sharing. This act of
sharing is often present in the lower class families. A single
plate of pancit or arroz caldo is shared by the whole family.
This kind of family is usually more bonded than other families.
On the other hand, there is a bad trait showed in the
advertisement- that is selfishness. In the advertisement, the
child is given a dozen donuts but he shares only one with his
playmates. It is a negative value that is also common among
Filipinos- pagiging makasarili.
Selfishness can be developed from the household. Brothers
and sisters do not want to share their favorite things. In the

Value Ads 93
upper class families, selfishness is often because of the
absence of sharing.
Sociologists say that the first teachers of a child are his
parents. The act of the child reflects that his parents did not
teach him the value of sharing. Even though they have taught him
to share with others, the child had not fully grasped its
meaning.
Another commercial that shows bad values is the Tide
Scrubber Commercial. Thriftiness is basically a good value. This
certain commercial showed otherwise.
The Tide scrubber commercials show the consequences of
being thrifty to the point of stinginess, or being incorrectly
economical. One of its two commercials show how an old woman
struggles to chop using a knife without the handle while the
woman opening the door without a knob completes the story. In
the advertisement quality is sacrificed while trying cut down on
costs.
Value Ads 94
The frugality of Filipinos had been famous all throughout
the world. Filipinos find every possible way to save money. They
settle for cheaper prices even sacrificing quality. Quality
should always come first. What’s the use of spending less money
on something if you buy that constantly? Buying a product with
quality saves more money because it lasts longer.
Another commercial that shows negative values is the
advertisement of Presto creams. The ad features a girl and a boy
flirting. Their hands touch and the girl instantly avoids the
boy’s touch. This shows flirting. Teenagers are exposed to
opposite sexes at an early age therefore providing more room for
courting. This is negative because parents do not approve of
teenage relationships. The Filipino culture, although changing,
still hangs on the values of morality and decency. Teenagers

Value Ads 95
involved in a romantic relationship are viewed as flirt. The
advertisement made Presto Creams as a medium to be able to get
close to the opposite sex. This commercial might be viewed
negative by the parents.
While most commercials relate values through narration or
story-type of commercials, an emerging type of ads is
popularized by McDonalds. It is a very short narration that is
also a slice-of-life but with a different twist.
Most of these commercials bombard the primetime television.
They are shown every commercial break thus emphasizing the
advertisements point and creating recall to the audience.
Value laden commercials are common in the primetime because
primetime is when the family meets in front of the television to
watch their favorite shows. Different ages watch the primetime
block thus catering to larger audiences.
Values are either good or bad. The various advertisement
presented during the primetime block features different values.
Most of the commercials showed the essence of family. Most of
the ads focus on the role of a mother. The mother is portrayed
as a woman with many talents. She can attend to her family
members. Furthermore, the advertisements also showed the
importance of family ties. Filipinos give importance to being
connected, staying together and sharing their dreams.

Value Ads 96
Several ads also showed the trait of being thrifty and the
ability to adjust to difficult times. The advertisements also
showed unity, determination and caring for others.
Advertisements nowadays cater to the Filipino audiences and
their moral side. Morality is important to Filipinos. Values as
stated before are vital in the Filipinos lives.
Values had been exploited as a means to sell products in
the Filipino market. These commercials highlighted good values.
However, behind these highlighted good values are bad values.
These bad values were hidden behind the presentation of models.
The highlighted good values veiled the negative values presented
by the commercials.
FOCUS GROUP DISCUSSION
The researchers conducted a focus group discussion to
verify the above analysis on the commercials with Filipino
values. The researchers picked up six pairs of parent and
children. The respondents were chosen according to their place
of resident and the age of their children.
Jun Asis and his two children, Jeaziel Gwyneth Asis was the
first pair. Jun Asis watches television during primetime to rest
after a day of working while his child watches television for
entertainment. Jun is fond of watching commercials to stay
updated.
Value Ads 97
Eric Asis serves as a father to his sibling, Angelica
Parrocha. He assumes the responsibilities of his father who is
abroad. As a pastime, he watches television while he is not busy
attending to customers on his shop. Angelica or Noray watches
television to watch her favorite teleserye and favorite artist.
Henry Ballesteros works as a sales officer for Smart
Telecomunication. He goes out everyday to search for clients and
make deals with them. He watches television while taking a rest.
His son, Jed, watches television because he idolized the actors
and actresses in the teleserye.
Manny is crippled. He spends time playing cards and taking
care of his son, Carlo. He was once a taxi driver. He watches
television while he is eating. Carlo watches television just to
pass the time away. He favors ABS-CBN than GMA.
Bio (short for Bionic) works at the Department of Works and
Highways. He is a contractual worker. He watches television
during his spare time. His son Earl is fond of watching
teleseryes and English movies.
Linda stays at home. She attends to her three children. She
owns a boarding house which she visits once a week. She watches
television while waiting for her husband to come home. Aldwin,
her son, watches television after doing his assignments and
while washing the dishes. He is fond of commercials with the
products that they use.

Value Ads 98
The six pairs of respondent were all from Engineer’s Hill
barangay in Baguio City.
Decoding of messages and associations of meanings to
different signs and symbols were studied during the discussion.
According to the Cultural Studies theory, people have categories
in decoding messages based on their culture. Interpretation of
messages by consumers falls on the categories of dominant
reading, oppositional reading and negotiated reading.
Commercials with values are shown everyday in the
television. The respondents have diverse culture and these
provide them with different cultural experiences which helped
them in decoding the commercials.
During the discussion, the researchers showed the
commercials gathered during the testing period. All of the
thirty eight commercials were shown to test the respondents for
recall. Afterwards, the researchers asked the respondent which
commercial they remembered. Antie Linda and Aldwin remembered
the Milo commercial. Kuya Eric recalled the Tide commercial
while Nora recalled the Biogesic. Uncle Henry and Kuya Bio also
remembered the Biogesic commercial. The Sinigang commercial
stuck to the minds of Kuya Jun and Kuya Manny. Earl and Chloe
remembered the Lactum and Milo commercial respectively.

Value Ads 99
The respondents said that the commercials had a recall on
them because they used the said products. Auntie Linda said,
“Yung milo din kasi every morning ‘yan yung iniinom niya”( Milo,
because he drinks it every morning). Kuya Jun said, “Maggi
sinigang, kasi ‘yun yung paboritong niluluto” (Maggi Sinigang
because that’s my favorite dish, I cook it often). The Biogesic
commercial had a recall because of its catchy tagline which is
short, “ingat.”
Recall is very important in advertising. It is one of the
important goals of advertising. Some advertisers believe that
repeating advertisements provides recall. Advertisers compete
for recall. Catchy and snappy taglines often catch the attention
of audiences.
The respondents generally agree that commercials present
values. The parents asserted that values presented in the
commercials are not necessarily good values. Some ads present
bad values.
The respondents said that they watch commercials because
they are beautiful and that many lessons can be learned from
commercials. Some of the respondents recalled the commercials of
Maggi Sinigang Mix, Milo, Coke, Knorr meaty sinigang, Tide and
Knorr pork cubes. These advertisements add a great recall on the
respondents because these are the products that they used.

Value Ads 100
Hospitality of the Filipinos is one of the values that are
marked among the respondents. It is the commercial of Maggi
Sinigang Mix. The respondents said that it is the Filipino style
of welcoming a newcomer in the neighborhood.
The respondents noted the role of a mother in the Coke
commercial. They said that whenever their child is frustrated,
the mother is always there to lessen the burden and the stress
that her child felt. The parents are always there to provide
options and to support their children in their chosen endeavor.
The commercial of Lucky Me noodles was given much attention
during the discussion. They have related it to their
experiences. One of the respondents said that when a family eats
together, their children learn something about table manners. It
is also a form of family bonding. Through this, the family could
share a lot of values for their children.
Most of the respondents are single parents. One of the
questions asked during the discussion is how they cope without a
partner in instilling values to their children. A respondent
said that going to church and heart-to-heart talks can be a form
of bonding.
Mostly, close family ties is the values that draw attention
to the respondents.
The above discussions are slanted towards the dominant
reading presented in the commercials. Most of the respondents

Value Ads 101
agreed with the presentation of values. However, some negated
commercials of fast-food chains because their children ask them
to buy from these fast-food chains.

Value Ads 102
Appendix A: PRE-FGD QUESTIONNAIRE
HOW ARE FILIPINO VALUES PRESENTED IN PHILIPPINE TELEVISION
Magandang araw po. Kami po si Visha Calventas, Irish
Dominado at Khristine Fullante. Kami po ay mga estudyante ng
Bachelor of Arts in Communication, Major in Journalism and
Minor in Broadcasting ng University of the Philippines-Baguio.
Sa kasalukuyan po, kami ay nagsasagawa ng pag-aaral tungkol sa
kung paano naipapakita sa mga patalastas sa telebisyon ang mga
ugaling-pinoy. Nais po naming na makuha ang inyong saloobin
tungkol dito.
PANUTO: Lagyan ng tsek ang kahon ng iyong napiling sagot.
Isulat sa patlang ang ibang hinihinging kasagutan
DEMOGRAPHIC PROFILE
Pangalan:_________________________________Edad:_________________
Paaralan: _________________________Kasarian: Babae lalake
Baitang/ Antas at Section: __________________________
Barangay: ___________________
Mga gamit na salita sa bahay: Ingles Pangasinense

(I-check ang lahat ng angkop na sagot) Tagalog Ibaloi
Ilokano Kankanaey
Iba pa: __________
KAALAMAN
Value Ads 103
1. Nanonood ka ba ng telebisyon?
Oo Hindi
*Kung oo, ilang oras ka nanunood ng telebisyon?
3-5 6-9 10-12 Iba pa: _____
2. Anong oras ka ba nanunood ng telebisyon?

Umaga Hapon Gabi Iba pa: __________
3. Anong istasyon ang pinapanood mo?

ABS-CBN GMA ABC5 Iba pa: ______
4. Anong programa ang madals mong panoorin?

Pambata Reality Show
Teleserye/Telenovela Game Show
Balita Iba pa: __________
5. Sino ang kasma mo kapag nanunood?

Tatay Anak Kaibigan
Nanay Kapatid Iba pa: __________
6. Pinapanood mo rin ba ang mga patalastas sa pagitan ng mga

palabas?
Oo, Bakit?
______________________________________________________________
Hindi, Bakit?
____________________________________________________________
7. Napapansin mo ba kung ginagaya ng ibang tao ang mga

patalastas sa telebisyon?
Oo, Bakit?
______________________________________________________________
Hindi, Bakit?
____________________________________________________________
8. Nakakakita ka ba ng mga ugaling-Pinoy sa mga napapanood mong

patalastas?
Oo Hindi
*Kung oo, binibigyan mo ba ito ng pansin?
Oo,Bakit?____________________________________________
Hindi, Bakit? ______________________________________
Maraming Salamat po.

Value Ads 104
APPENDIX B: FGD QUESTIONNAIRE
FOCUS GROUP DISCUSSION QUESTIONNAIRE

How are Filipino Values Presented in Philippine Television
Advertisements.
1. Sa pagitan ng mga programa, nanood ka ba ng mga
patalalastas?
2. Anu-ano ang mga naaala mo na patalastas nitong mga

nakaraang linggo?
3. Napanood mo na ba ang mga patalastas na ito? (Ipapakita ang

mga patalastas).
4. Napansin mo ba kung may mga ugaling-Pilipino (values) na

ipinakita sa mga patalstas?
5. Anu ang mga kaugaling ito?
6. Maganda ba ang pagpapakita sa patalastas ng mga ugaling-

Pinoy? Bakit?
7. Nakakatulong ba ang pagpapakita ng mga ugaling-Pinoy sa mga

patalastas? Kung oo, sa paanong paraan? Kung hindi, sa
paanong paraan?
8. Pagkatapos mapanood ang mga patalastas, ano ang iyong

inisyal na reaksyon?
________ Nagustuhan mo ito ngunit hindi bibilhin ang

ineendorsong produkto o
serbisyo.
________ Nagustuhan mo ito at bibilhin ang ineendorsong

produkto o serbisyo.
________ Nais na ituring na inspirasyon ang nakita dito.
________ Wala itong epekto sa iyo.
Iba pa. Tukuyin: ________________
9. Gumagamit ka ba ng mga nabanggit na produkto o serbisyo sa

patalastas?
Value Ads 105
10. Anu ang nakaimpluwensya sa iyo para gumamit ng nasabing

produkto o serbisyo?
11.Alin sa mga patalastas ang pinakaepektibo?
APPENDIX C FGD TRANSCRIPTION
• BAKIT KAYO NANUNUOD NG TELEBISYON?

Bionic: Kasi maganda ang mga pinapalabas.
Henry: Para malaman ang mga adverstisements at para makapag-
relax naman ako.
Linda: Para makakuha ang mga bata ng values...
Jed: Depende po kasi ‘yun.
Henry: May commercial na may family values, may commercial na
wala. Kasi may ads din na hindi pwede sa mga bata gaya
nung sa mga babae.. magandang ads ‘yung sa Jollibee,
Mcdonalds kasi may family value.
Manny: ‘Yung tungkol sa gulay, makulay ang buhay.,db? Okey ‘yun
para sa mga bata at matatanda, gulay eh.
Angelica: Kasi maganda po manuod ng tv. At para po mapanuod ko
‘yung paborito kong teleserye at makita ko paborito kong
artista.
Jeaziel: Maganda po kasi at nakakatuwa manuod ng TV.
Earl:Para po masiyahan ako.
Jun: Nanunod ako para marelax at para maupdate din ng mga bagay-
bagay.
Eric: Makapagrelax.
Carlo: Pangpalipas po ng oras.
Value Ads 106
Aldwin: Kasi po maganda manuod ng mga paborito kong palabas sa

Tv.
*** nuod commercial****
• ANO ‘YUNG MGA NATATANDAAN NIYONG COMMERCIAL DUN?

Aldwin: Milo po.
Linda: ‘Yung milo din kasi every morning ‘yan yung iniinum niya.
Angelica: Bearbrand at Choquick.
Eric: Tide. Kasi ‘yun ang madalas naming gamitin.
Henry: ‘Yung hmmmmm asim.., sinigang.
Manny: Coke.. Pwede na mag-artista.. kasi that’s life nga, pwede
na mag-artista.
Jun: Maggi sinigang, kasi ‘yun yung paboritong niluluto.
Jeaziel: Cococrunch.. Kasi ‘yun ang binibili ni mommy.
Henry: Natatandaan ko din ‘yung patalastas ng TM. ‘Yung kay
Ceasar Montano.
Earl: Lactum po.
Bionic: Natatandaan ko ‘yung sa Bioflu at ‘yung sa Biogesic.
Henry: OO pla. “Ingat”. Kay John Lloyd ‘yun.
• MAY NAPANSIN BA KAYONG UGALING PILIPINO SA MGA PATALASTAS

NA ITO?
Manny: TM, nagtutulungan sila.Nagtutulungan sila na buhatin
‘yung isang bagay. Kahoy ata ‘yun. Bayanihan. Noon eh
‘yung binubuhat ay bahay.
Henry: ‘Yung sa Sinigang.. ‘yung bagong lipat ka, ang style ng
mga Pilipino para makilala ‘yung mga kapitbahay nila. Sa
Value Ads 107
pamamagitan ng pag-iinvite ng mga kapitbahay, mas lalo

nagiging close ang mga tao.
Eric: Sa Sinigang, family oriented. Yung sa tide, pangmasa. Mas
napapadali ang buhay.
Linda: Sa Milo, palakasan. Maging determinado lagi sa bawat
ginagawa. Nariyan din ‘yung pagiging supportive ng mga
kababayan natin sa Beijing Olympics. Ugali na ng mga
Pilipino na lagi nariyan kapag meroong laban ‘yung kapwa
nating Pilipino.
Jun: ‘Yung coke, parang family na rin. Di ba pag-andito na,
sabay-sabay kumain ‘yung pamilya. ‘Yung sa artista, lahat
ng Pilipino, nangangarap. At positibo lagi ang pag-iisip
kahit na may problema.
Henry: ‘Yung sa nanay, kapag may problema ang anak,
sinusuportahan ng magulang… imbis na magmukmok siya at mag-
isip ng gawin, gaya ng ginagawa ng nanay.. Para hindi
masiraan ng loo bang anak niya kasi pagpinabayaab lalung
madodowngrade ‘yung anak niya. Nanay at tatay gagawin ‘yun
kasi pagpinabayaan mo lalo niya iisipin na loser siya.
Aldwin: Pagiging masigla po.’Yung sa Milo, paglagi nagpapraktis,
magiging magaling.
Angelica: Pagiging masunurin pos a magulang at kapag umiinom po
kayo ng bearbrand parang lumalakas po kayo at handa po
kayo sa lahat ng trabaho.
Earl: Nagtutulungan po sila. ‘Yung sabay-sabay nagbubuhat.
Manny: Pwede maging artista, coke.
Carlo: Magbless po at maging magalang..
Jeaziel: Magaling tayo.. Wag matigas ang ulo.. Paggiging malusog
at masigla.
• MAGANDA BA ANG PAGKAKAPRESENT NG VALUES SA MGA PATALASTAS?

Henry: Yes at No.
Value Ads 108
Bakit?
Henry: Kasi may mga magaganda talagang commercial para sa mga
bata at sa adults. Pero mayroon ding mga commercials na
hindi pwede sa mga bata tulad ng mga ads na nagpapakita ng
mga katawan ng babae.
Eric: Similar…lalu na ‘yung commercial sa Talk ‘N Text. ‘Yung
suot ni Rufa Mae dun eh medyo mahalay.
Linda: Kung sa Jollibee at MCdo, ‘yung mga pagkain ng mga bata
kasi tuwang-tuwa sila sa ganyan pero siyempre ‘yung
commercial na pang-adults, hindi nila naiintindihan ‘yun.
Minsan nagiging masama na rin ‘yung labis na pagpapalabas
ng commercial ng Jollibee at Mcdonalds kasi parang
nagpapainggit na ito sa mga bata. Eh mahirap panahon
ngayon,walang pera.
Jun: Depende sa itinuturo ng magulang.. Pwede naman kasi na
habang nanunuod eh pinagsasabihan ng magulang ang anak na
minsan hindi tama ang nasa telebisyon. Meron ‘yung
napapanuod nila pero ‘di naman nila ginagamit, useless din.
Kaya lahat ng napapanuod ay depende sa magulang kung anung
gagawin nila sa kanilang mga anak.
Manny: Yung sa sigarilyo, hindi pwede sa bata ‘yun kasama na rin
‘yung mga ads tungkol sa mga alak.
Bionic: ‘Yung ibang commercial, masasabi ko na oo. Lalu na ‘yung
mga pagpapakita ng sama-samang pamilya sa pagkain.
Angelica: Minsan po hindi ko po napapansin ang mga values.
Aldwin: Opo, maganda po pagpapalabas nila, lalu na pagdinadaan
sa kanta. Tulad po nung sa sinabawang gulay.
Jed: Maganda po pero ‘yung iba lang.
Earl: Opo, maganda.
Carlo: Hindi ko po minsan nakikita ‘yung values.
Jeaziel: Maganda po.
Value Ads 109
• PAANO YUNG IBANG COMMERCIAL NG MCDO AT JOLLIBEE NA HINDI

NAMAN MAGANDA?
Bionic: Hindi masyado maganda kasi kapag nakakapanood ‘to,

nagyaya agad. Walang budget.
Linda: ‘Yung tipong lagi nagyayaya ang mga bata.
Henry: Masama ‘yung palagi na lang kumakain sa labas. Dapat
matuto ang mga bata na makuntento sa kung anung meroon
sila.
Earl: Ayoko po ‘yung mga tinitinda nilang mga laruan kasi minsan
hindi naman ganoon.
Angelica: OO nga. Nung bata ako, akala ko ganoon talaga. Hindi
pala minsan ganoon. Akala mo lumilipad pero hindi naman
pala.
Jed: Ako din po minsan, ayoko ‘yung sa Mcdo kasi hindi naman
totoo at minsan lang po kami bilhan.
Carlo: Opo. Tapos po minsan akala ko madami ‘yung pagkain, ‘yung
iba hindi.
Eric: ‘Yun isa pa ‘yun. Minsan parang niloloko nila ‘yung mga
bata na ganito talaga, ‘yun pala eh simpleng laruan lang
naman.
Manny: Maganda sa Mcdo at Jollibee na commercials kapag
nagpapakita ito ng magandang asal, pero kapag ‘yung
Value Ads 110
napapadalas na ang pagpapalabas, ang labas sa akin ay

parang nangiinggit na sila.
Jun: Sa anak ko naman okey lang mga commercial nila, nakakatuwa
kapag ginagaya nila ‘yung “pa-cheeseburger ka naman”. Ang
masama lang talaga sa mga patalastas nila eh ‘yung sobrang
paghihikayat na kumain sa kanila. Mahirap ang buhay ngayon
eh, dapat magtipid.
Jeaziel: Okey lang po. Minsan naiinggit ako.
• NATUTUTO BA TALAGA KAYO SA COMMERCIAL NA PINAPANOOD NIYO?

TAPOS GINAGAYA NIYO BA TALAGA?
Linda: Abah oo naman. Halimbawa na lamang eh ‘yung patalastas ng

Maggi Sinabawang Gulay. Nang napanuod ‘yun ng anak ko,
kumakain siya ng ampalaya... at nakakatawa pa ng sumasayaw
na rin siya.
Jun: ‘Yung anak ko din, kumakain si Tana ng gulay.
Bionic: OO. Example eh ‘yung sa Lucky Me. Dun niya natutunan
‘yung mga turo ng magulang niya at napupulot kung ano ang
sinasabi. Mas masaya kapag ginagawa niya ito kahit saan
siya magpunta.
Henry: Oo, lalu na ‘yung maga commercial na nageencourage na
dapat eh sabay-sabay sa pagkain ang pamilya.
Manny: ‘Yung sa coke, maganda ‘yun. Natuto ako na dapat
suportahan ang anak sa anumang ginagawa niya para maging
successful sila.
Angelica: Opo. Natututo po ako na maging magalang sa kahit sino
po na matatanda.
Jed: Opo. Sa pagkain po, dapat maayos lagi.
Eric: Natututo ako magtipid.
Jeaziel: Natuto po ako na huwag maging maaksaya.
Aldwin: OO naman po. Pagkumakain ng wasto, nagiging malusog.
Value Ads 111
Carlo: Siyempre po natututo ako, lalu na pagkasabay ko tatay ko

sa panunood kasi sinasabi niya sa akin minsan kung ano ang mga
ito.
Earl:Natuto po ako na maging masipag.
• ANO ‘YUNG MGA NAKUHA NIYO NA VALUES NA PWEDE IAPPLY SA LOOB

NG BAHAY?
Eric: Meron. Isa na dito ‘yung lagi sila nagmamano. Pagsasabi ng

“po” at “opo” lagi. Nagdadasal na rin ‘yung mga bata before
and after kumain.
Henry: Natututunan rin nila ‘yung table manners.
Angelica: Paggalang po sa matatanda.
Bionic: Pagkain ng sabay-sabay.
Manny: Pagdadasal sa simula at pagkatapos ng pagkain.
Linda: Natutunan ko ‘yung pagging matipid para pagkasya ang pera
namin.
Jed: Pagbebless pos a mga dumadating na bisita.
Jeaziel: Table manners po.
• ANU ANG NATUTUNAN MO KAPAG KUMAIN?

Angelica: After kumain, nagpapasalamt po kami sa araw-araw na
pagbigay ng pagkain ng diyos.
Eric: Pagsasabi ng “Sorry” kapag may improper manner na gingawa.
Dapat hindi ‘yun sa harap ng pagkain, dapat humingi ng
apology.
Linda: Pag siya kumakain, sasandukan ko na siya, kakain lang
talaga siya. Kapag kumain, kain lang. Pagkatapos, siya din
Value Ads 112
maglalagay sa lababo... kahit nasa school siya. Kapag may

kalat talaga siya, tinatanggal niya talaga.
Manny: Oras ng pagkain, kain muna. Patayin ang TV.
Jed: Huwag po magsayang ng pagkain.
Earl: Ubusin po dapat at huwag magkakalat.
Bakit mahalaga ang sabay-sabay kumain?
Manny: Family bonding. Sa kainan, masarap magbonding.

Jun: Mas maganda kasi tingnan sa isang bahay ang kumaikain ng
sabay-sabay. Mas natawag na pamilya ang ganoon.
Henry: Family bonding kasi kapag gaya nyan kumakain kayo, ‘yung
natutunan ng bata sa loob ng bahay, respeto sa matatanda...
nagagawa niya sa labas. Kasi naguumpisa sa loob ng bahay,
siya ang iaaply niya sa labas. “Opo”, “po” at “Sorry”.
Angelica: Sa totoo po, bago ako pumasok sa school, sa bahay ko
una natutunan ‘yung mga table manners.
• ANO IPINAPAKITA NG ADS NG KNORR CUBES?
Linda: Kasi mahal na ngayon ang bilihin, edi kahit ¼ lang ‘yung
meat, bumili ka ng knorr cubes pangpalasa, kahit marami
siyang sabaw, basta sama sama ang family.Tawag lang dun ay
ang pagiging matipid at matiyagang ina.
Mahirap po ba maging nanay?

Linda: Mahirap kasi lahat nakadepend sayo. Pagdating ng umaga,
siyempre magprepare ka ng breakfast, init ng pampaligo,
prepare ng foods.. tapos gigisingin na sila.. pagkatapos
Value Ads 113
mag-aayos ka pa..Mas mahirap din lalu na pagkailangan mo

magbudget ng pera. At lalo mahirap pagsumasabay na
nagkakasakit ang mga anak.
• TINGIN NIYO PO BA ANG PAGIGING MATIPID NG MGA PILIPINO AY

PILIPINONG-PILIPINO? ‘YUNG TIPONG DARATING NA SA PAGIGING
KURIPOT...
Linda: Hindi iyon sa ganun. Para makaraos, kahit konti
prineprepare at least meron at masaya sila. Sama-sama
silang magkakapatid. Ipinapakita namin sa kanila na ganun
ang buhay ng mahirap, at least paglaki nila alam nila na
hindi ganoon kadali ang buhay.
Manny: May tamang panahon kasi para gumastos talaga. Hindi ibig
sabihin na nagtitipid eh kuripot na. Mas binibigyan lang
ng imporatansya ang mahahalagang bagay. Mahirap na kasi
ang panahon ngayon eh.
Earl: Oo po. Minsan kapag tipid kami, hindi ibig sabihin kuripot
na ang nanay at tatay ko. Paggusto ko kumain sa Mcdo, tapos
walang pera, hindi na po ako nagpupumilit.
*** Corned Beef na patalastas.. OFW ang nanay... “Masarap mag-

alaga ang nanay.” ***
• ANO MASASABI NIYO SA COMMERCIAL NA ITO?

Henry: Totoo naman ito. Sa totoo, mas hinahanap ng mga bata ang
kanilang nanay kaysa sa tatay.
Jeaziel: Opo. Kasi noon, lagi andiyan si nanay.
Earl: Para sa akin, mas magaling mag-alaga ang tatay ko.
Value Ads 114
Bionic: Ang mga nanay kasi matiisin. At talaga naming marunong

sila sa bahay.
Manny: Oo, ‘yun kasi ang talagang gawain ng mga nanay sa tahanan
eh.
Sa tingin niyo, ano ang sinasabi ng commercial na ito sa atin?
Angelica: Sinasabi po na dapat lamang na pahalagahan natin ang

mga nanay dahil marami po silang hirap na tinitiis.
Manny: ... at igalang ang mga babae.
Linda: At higit sa lahat, dapat tulungan ang mga nanay ng mga
tatay sa kahit anumang gawaing bahay. Hindi puro kami
lang.
Jeaziel: Alagaan din dapat mga magulang.
Eric: Basta mahalaga pa rin na tulong-tulong ang bawat myembro
ng pamilya.
Paano pinupunan na wala ang nanay?
Jun: Mahirap iexplain.. Kahit wala ‘yung nanay nila, basta sama
sama kumain.
Henry: Kahit wala ang nanay, ramdam ang pagmamahal niya. Dahil
sa 1 week, even once or twice na magbonding kayong mag-ama,
iparamdam mo, mag-usap kayo kaya habang lumalaki ‘yan,
naiintindihan niya. Napag-uusapan naming ‘yan dalawa. Kahit
walang pera, magsimba kayo. Kahit walang pera basta kasama
mo siya, walang problema. Explain mo kung bakit wala mama
niya.
• ALIN ‘YUNG MGA GINAGAMIT NIYO NA PRODUKTO AT BAKIT?

Value Ads 115
Linda: Sinigang mix.. Mas matipid.

Jun: Yun din ang ginagamit ko.
Manny: Bear Brand na gatas.. Kasi nakakatulong sa buto.
Bionic: Milo, kasi yun na ang nakaugalian naming gamitin.
Henry: Sinigang Mix, kahit may preservatives siya, okey siya.
Tungkol sa naibibigay ng advertisements na ‘yun is pwede
mo maibase dito sa bahay niyo at mga kapitbahay niyo.
Mostly sa family values, pinupush nila ang product nila
kasi papaano, kung ipinapakita mo ay produkto lang? Walang
o hindi kasama ung mga taong gaganap, diba walang kwenta?
Epektib talaga ‘yung mga commercial na may family values.
• MAY NATUTUNAN SA MGA COMMERCIAL?
Manny: May natutunan, lalu na sa pamilya, pagkain,.. respeto.

Linda: May natutunan din, gaya na lang ng pagsalu-salo sa
pagkain, natuto si Alvn na kapag nagdidighay siya,
magsasabi siya ng “SORRY”. Sa mga commercial ng gulay,
kumakain siya.
Angelica: Kailangan niyo po gumalang sa mga matatanda at lagging
sundin ang inuutos nila para makatulong sa pamilya.
Eric: Hindi lahat ng commercial nakakaencourage, tulad ng...
kunwari, gusto mo bilhin ang produkto, ‘yung iba pwede,
‘yung iba eh moral support lang o thought lang ang
mahalaga.
Earl: Pagiging magalang po.
Henry: Kaya may commercial, tulad ng vitamins, para alam mo
‘yung gagawin mo.Family sticks together. Buong pamilya
nila lumalaban, kahit anong pumapasok sa kanilang
problema, andun pa rin sila.
Bionic: Maging matulungin.
Value Ads 116
Jun: Sa mga budget, tulungan... magbonding.. Pagtuturo sa mga

bata ng magagandang asal.
Jeaziel: Paggalang at Pagbebless.
Aldwin: Hindi nagsasayang ng pagkain.

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Value Ads 1

Running Head: VALUE ADS

The Presentation of Filipino Values in Philippine Television

Advertisements and its Impact on Consumers

Visha Phoebe T. Calventas

Ma. Khristine A. Fullante

College of Arts and Communication

University of the Philippines Baguio

The Presentation of Filipino Values in the Philippine Television

Advertisements and its Impact on the Consumers

The grassroots of advertising can be traced as far back as

the Biblical times. In the book of Genesis of the Old Testament

was stated the undying story of deception and betrayal. The

of Eden. Suddenly, a serpent approached handing her an apple.

that particular tree. But the serpent, who was believed to be a

disciple of Lucifer, was very persistent; until Eve finally gave

in to the temptation and accepted the fruit. Eve then called

apple and committed the original sin.

may be considered as the advertising agency because it was the

what any other advertising agency does, the serpent did

of the middleperson because upon taking the fruit, she also

were the consumers.

The story of the original sin shows how advertising works.

Make no mistake, advertising works. Advertising works on a whole

variety of people and in surprisingly immediate ways (Goddard,

Advertising is paid communication by a company or

organization that wants its information disseminated.

Similar to what the serpent did, advertising agencies use

different strategies to effectively promote the products they

endorse. Promotions are often done in the market, in crowded

places, and through the use of media.

In order to convey messages to large audiences, advertising

greatly uses the mass media. It is important that advertisements

are aired in a medium that is accessible to the audiences to

ensure faster information dissemination.

Mass media include the print media, such as newspapers and

magazines, and electronic media, such as radio, television and

internet. Among these media, television is considered to have

has a television set at home. Every person, regardless of

gender, educational attainment and income, watches television.

Several characteristics peculiar to television make it a

very powerful venue for advertising. The interaction of sound

and sight offers a tremendous creative flexibility and makes

possible dramatic, lifelike presentations of products and

services (Belch & Belch, 1995, p.101).

The emerging television programs reflect the kind of

programs that appeal to the Filipinos. Survey polls show the

ratings of different television programs and the results confirm

that viewers patronize morning talk shows, afternoon dramas and

most especially, primetime telenovelas simply because they

derive entertainment from them.

Many telenovelas have become hits because Filipinos are

fond of watching programs that they can relate to. Oftentimes,

viewers can see themselves in the shoes of the characters and

eventually, the fiction turns to real story in their perception.

This is the reason why many advertisements contain the

element of drama. Many advertisements contain daily, real-life

scenes that reflect those portrayed in the telenovelas

themselves. Selling a product or service through dramatic

narration of one’s experiences not only catches the attention of

also their hearts.

The Filipinos’ love for telenovelas reflects a cultural