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Table of Contents:
1. Flash Deals
by Mary Grace Ecat
pp. 1-3
2. You Can Skip in 5 Seconds
by Jeff Herrera
pp. 4-6
3. Unforgettable Lines from
Commercials
by Luis Ibañez
pp. 7-10
4. Finally, Radio Happened to Me
by Aaron Ong
pp. 11-13
Flash Deals
that many do not let go of their phones
even when talking to people because
they are too busy updating their social
By Mary Grace Ecat media accounts.
People use social media mainly for
Commercials appear often on television. communication. As many families have an
It is something that we have been used to OFW family member, it is easy to contact
since we were children. Now that we them using Facebook. With the
have grown up, and we rarely watch the development of technology, we interact
television, we thought the time we had to with others faster. It is much easier to
wait for commercials to finish was done. update your friends and family about
We could not be any more wrong. your whereabouts and activities. Also,
Youtube, Facebook, Twitter, Instagram, many courses in college and even high
and other social media sites also have a school use Facebook for dissemination of
lot of advertisements, often interfering information. Our NSTP project utilized
with the things we want to do on a daily social media to spread infographics
basis when we are bored. Many brands about problems of the society. We would
use advertisements on the said social post twice a week regarding problems
media sites to broaden their reach on that need to be widely known to other
their target audience. Online shopping is people.
also something that is common
nowadays. People are too busy to go to Brands know this, which is the reason
malls and buy the products they need so they utilize social media to widen their
they have the products shipped to them, connections. Facebook has the most
which is really convenient. If there are advertisements if you actually compare it
problems, products can be returned, to other sites. This is because Facebook is
which might seem a bit of a hassle but for the most widely used social media
those who do not have much free time, it platform by people. Millions of people
is not a problem. own legitimate Facebook accounts.
People are usually receptive to the
According to Inquirer, approximately 67 advertisements they see on Facebook
million people have Facebook accounts and with the advent of online shopping, it
and 10 million people are on Instagram. is easier for brands to sell their products
By using advertisements, brands can to people active on social media.
promote their products easily. This is very
common nowadays. You will not be able To prove the effectivity of using social
to scroll through your feed without seeing media for branding, there are a lot of
an ad every five minutes. It is undeniable advertisements that became viral. Some
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of these were the Jollibee commercials, of the time, the products were not really
and the Milo commercial by James Reid. that great, it was just that the promotion
Most of these advertisements used of the product that is crazy. When one
language efficiently. They appealed to the person says it is amazing, another tries it
emotions of the audience, usually “kilig” and says the same thing. This is usually
and sadness. Some advertisements also how products become famous, as people
focus on the aesthetics which catch the say that it is something you have got to
eyes of many viewers. try.
The ability to convince and sell
something to someone that has not seen
the product on hand is something big.
Because the products were not seen and
tested personally, people tend to have
doubts about buying them. This is where
the convincing comes in. Usually, the
characteristics of the products seen
favorable by many is what is put on
captions. It is a way of seeing “the good
side” of the product and the negative
Most companies open online malls, such things are often omitted. It is a way so
as Shopee, Lazada, and Zalora. The use of that people can feel a sense of security
language in advertisements entice that they are buying good products.
viewers a lot. The caption about how
cheaper it would be to buy sets as As for the buyers, the feedback they give
compared to individual products, the on the products also help boost one’s
friendly response to messages on their rating. Language is used to disseminate
respective pages, quick returns to information and reviews. Good reviews
defective items, and descriptions of items would certainly help the company attract
are just a few of how brands use more buyers. The friendliness and
language efficiently in social media. responsiveness of the personnel are also
often commented upon. Their use of
Many products have also blown up on words, the tone of their sentences, their
Facebook. Personally, I often encounter capability to understand multiple
makeup products that supposedly have languages also help.
crazy reviews. I have also been one of the
people who bought products online Personally, I read ratings and feedback of
because the products were so raved products before I shop. Some comments
about I just had to try them as well. Most include the rudeness of the seller, the
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handling during shipping, the authenticity https://www.tandfonline.com/doi/pdf/10.1
of products, and the first impressions on 080/02500160208537957
them. These are very helpful in assuring
the buyer that he or she will be satisfied if http://www.wsimarketbuilders.com/whitep
aperdisplayadvertising.pdf
ever the purchase goes through. Again,
the power of words in persuading people
https://static.googleusercontent.com/medi
who have not seen the products a/www.google.com/en//intl/pt-BR/double
firsthand. click/pdfs/DoubleClick-06-2009-The-Brand
-Value-of-Rich-Media-and-Video-Ads.pdf
With all the advertisements people
encounter on their daily lives, many get
irritated with them due to the
interference they cause, and the time that
people have to wait to see the content
they want to see. Still, advertisements
are not easy to get rid of. Usually, people
just wait it off.
Language plays an important part of
one’s everyday life. Aside from the daily
interactions with people, it is also very
important in social media and online
shopping sites. The use of language in the
said media can affect their number of
customers and viewers. Effective use of
social media could help with the success
of their brands, and thus the company as
a whole. The feedback from their
audience or buyers also affect the
company’s reputation greatly. This shows
how powerful words can be, in a social
media setting.
http://www.leightoninteractive.com/blog/
6-ways-gifs-can-benefit-your-marketing
3
You Can Skip in
Youtube brethren, it cannot be skipped.
Twitter also has it but it’s rather subtle, as
it isn’t in your face and rather
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background. Whether it be in English or on your subconscious and maybe even
stay with you for quite some time.
That being said, let me just remind
us that all of these things: the production,
Filipino or a mix of both, no language
time, and investment are geared towards
barrier can stop them from yanking a
one thing and one thing only, which is the
little bit more money from the collective
increase of sales. One might argue that
masses’ wallets. Most notably is the one
these commercials have a much deeper
made by McDonalds with their “McFreeze
meaning than that, and I might agree that
Frozen Dalandanan” where the two now
some do. However, ultimately, these
popular characters Maymay Entrata and
aren’t made with the purpose of bettering
Edward Barber are the main icons of this
society as a whole in mind. In fact, one
particular ad. Much like its Jollibee
that tried to mask its true intentions, the
counterpart, this ad’s “relatability” tug at
infamous Pepsi ad featuring Kendall
the heartstrings of the viewers and also
Jenner backfired in the most spectacular
at their savings as they buy this product.
manner. The ad basically shows a rally of
That being said, there’s also a lot of other
the Black Lives Matter (BLM) movement
ways of making the people fulfill their
against the police which Kendall
consumerist desires. Most notably and
manages to pacify and unify under the
rather the most basic one is when the ads
banner of —yes, you guessed it, a can of
latch onto a particular trending thing, and
Pepsi. Needless to say, a lot of backlash
thus use that format in their ad. The first
was the result, with people even trying to
thing that comes to mind, would be the
boycott the brand. Eventually the video
notorious ad for Shoppee featuring Anne
was pulled back and all the money that
Curtis. This one is quite notorious as it
went into making it go kaput. What I’m
uses the revived nursery rhyme, “Baby
trying to say is that yes, ads could use all
Shark”, as a template, using its tone and
that they could to make into the hearts of
replacing the words of the whole song
the people. However, there are always
with the word “Shoppee”. Paired with
lines that must not be crossed in this
Anne Curtis’ shrill singing voice and its
pursuit.
30-second runtime that cannot be
skipped, this will certainly leave a mark
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Anyway, a study made by Chan
Yun Yoo, an Assistant Professor of the
School of Journalism and
Telecommunications in the University of
Kentucky, aimed to show the effects of
web ads in a person’s psyche by
interviewing the students of said
university. After the survey, the data
showed that on all levels of attention,
there is a positive relation between the
implicit memory and the attitude of those
who were shown certain products in the
experiment. This means that basically,
there is a definite relation between the
watching of the commercials and the
odds of the viewers to buy the products
with ads that they have seen before, no
matter how small the time they’ve seen it.
This means that even if you skip an ad, a
lingering effect will be latched on to you.
Even if it was just a mere 5 seconds.
Yoo, Chan Yun. 2008. “Unconscious
processing of Web advertising: Effects
on implicit memory, attitude toward the
brand, and consideration set.” Nasa
Journal of Interactive Marketing. P. 13.
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Unforgettable
Lines from
Commercials
By Luis Ibañez
Unforgettable lines from commercials:
Advertisements appear in or day to day
lives in different forms. They can be 1. Milo - Milo Everyday -Go further, with
delivered through billboards, via radio, or Milo everyday! This short and sweet
most commonly, through commercials message is able to make a big impact on
shown on TV during breaks. These are its audience, as it talks about how one
used by different companies to promote may be able to go achieve more through
their products by embedding it in our Milo, an energy drink. Several
memory. This is why companies usually commercials of Milo show different
use tunes, or simple and athletes excelling in their particular fields
attention-grabbing lines, as they have to and being able to triumph over any sort
find a way for us to associate certain lines of adversities, thanks to the help of Milo.
or phrases with their products. In fact,
70% percent of the time, it is an
advertisement's tagline that will catch the
interest of the viewer (Renee). Thus, it is
advertising and marketing might be
considered a sort of language or
linguistic phenomenon, as it is all about
catching an audience's attention with as
little words and in the shortest amount of
time possible. That being said, we are
now going to go over the 5 best lines 2. Mcdo Love ko 'to - Tuloy pa rin - With
from commercials; best in the sense that the growing competitiveness of Jollibee
it was effective in delivering the message through its heartfelt commercials, it was
of the company and was able to just right that Mcdo made their own
effectively associate these phrases with response. One of Mcdo's biggest
the products being sold. consumers happens to be millennials on
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the go. Mcdo capitalized on the rise of often eat with her or surprise her with
hugot and sawi culture by making this food form the beloved fast food
commercial about a girl trying to move restaurant. The commercial ends however
on from her ex-boyfriend. The story ended with the girl being married to
follows her, sitting in the same spot as someone else, in which the man is also
where her and her boyfriend broke up. present in her wedding. During the week
Yet she was able to find comfort from of Valentine's, the #KwentongJollibee
being able to sit there and no longer feel series hit about 40 million views, with
the pain, as she sits there also comforted many people using the hashtag and
expressing their sorrow towards the fate
of the poor young man. The commercials
also helped the sales tipple during this
week (The Manila Times 2018). It goes to
show how such simples stories and an
even simple hashtag can help promote a
company fare more than a long written
article may be able to.
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people; thus never being able to get this that it also packs quite a solid hit. With
product out of its consumers and even sucha clever yet simple tag line, it is no
non-consumer's heads alike. wonder that this simple phrase sticks in
the minds of those who drink the beer.
All these taglines and commercials
showcase how simple phrases and
sentences, when properly formed and
easy to remember, will always stick into
the mind of those exposed to it. It also
shows that it is not always about creating
long and convoluted sentences, but
making as big of a meaning with as little
words as possible that is a more effective
strategy. This calls for everyone,
especially those planning to go into
5. Red Horse - Red Horse's commercials
business, to be more mindful of the
may seem a little bit cheaper and low
words they use. This way, simple
quality compared to the other better
commercials and advertisements will
produced commercials here in this list.
always be remembered, and this will
However, it is able to cater to its target
attract potential consumers to purchase
market effectively, showcasing how its
your products.
choice of words and advertisements are
still appropriate for the product its
marketing. With a low price of 33 pesos
for a 330 ml bottle, the beer caters more
to those who want to save on money and https://www.manilatimes.net/kwentong-j
still get the refreshing taste and ollibee-campaign-sets-bar-digital-marketi
inebriating hit that any standard beer ng/379510/
would give. It's commercials often
exaggerate its strength as it often
https://www.statista.com/topics/3456/co
involves men being knocked back or even
lgate-palmolive/
going through walls after taking a hit,
after all it's supposed to be the same as a
https://smallbusiness.chron.com/top-five-
hit from a stallion. It is fit though as the
advertising-techniques-21367.html
beer has an alcohol content of about 8%.
The tag line and word play is quite
amusing, as, "Ito ang Tama," denotes the
fact that it is the "right" beer to drink, and
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http://primer.com.ph/tips-guides/2016/07
/30/go-local-a-list-of-locally-produced-be
er/
https://www.terracycle.com/en-US/brigad
es/colgate
https://www.milo.com.ph/
https://dixbuhay.com/2016/06/07/mcdona
lds-tuloy-pa-rin/
https://www.cosmo.ph/entertainment/ano
ther-viewpoint-jollibee-video-vow-a1623-20
170211-lfrm
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Finally, Radio
many other forms of technology have
been introduced such as the television
and the cellphone. While it’s true that
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Radio advertisement still remains advertisements which lose their effect
as one of the most effective ways to once the listener fails to remember the
reach an intended audience. Just listening information being aired. One solution to
to commercials on air can most certainly this would be to air the commercials
sway people into purchasing the more frequently, but this would definitely
advertised products. Radio can most increase the costs of advertising. This is
prominently be set apart from other why j ingles are used to make such
forms of media due to its lack of visual commercials more memorable. By simply
aid. Despite this, it has four adding a catchy tune, this problem is
characteristics that help in delivering alleviated. Jingles are easier to remember
messages to the intended listeners. The than commercials that simply speak
first of which is words. Unlike any other about their products plainly. Therefore, it
form of media, words on the radio are can be concluded that jingles are a more
only spoken. The manner in which these effective advertising tool for advertising
words are used can change or add to the on radio because it has the ability to
message entirely. The second entertain the listener. This effectiveness
characteristic is sound effects. The use of can be further divided into two parts. The
sounds can also add to the overall first is called the E arworm. This allows
meaning being conveyed. The use of jingles to stick in the minds of listeners
action sounds, for one, signals the more easily. After having heard these
listeners that a specific action is jingles a number of times, they remain in
happening. Setting sounds, on the other what is called a p
honological loop in our
hand, help reveal the location of the brains that help us learn languages and
scene. Lastly, s ymbolic sounds, signal the vocabulary. While in the phonological
delivery of an idea. The third loop these jingles play repeatedly until
characteristic of language on radio is they move from our short-term memory
music. The use of such adds to the to the long-term memory. Successful
emotion and dramatic effect of the jingles are ones that can still be
words. The fourth characteristic of remembered years down the road. The
language is silence. Clearly, even the second aspect that affects the success of
absence of sound can be used to enhance a jingle is the emotion. This helps
the message and meaning that is being tremendously in memory retention. The
conveyed on radio. Silence may be used use of music along with strong emotions
to signal the act of thinking. help make something extremely difficult
to forget. In the case of jingles, which
However, sounds also have usually have upbeat and happier tunes,
limitations. It may be easier to forget the addition of music also helps a lot in
information that is simply as opposed to setting the emotion for the listeners. The
read or seen. This too applies to radio result is that listeners can relate the
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feeling of happiness and joy to the jingle understand. Lastly, we can see the use of
and also to the product being advertised. expressive words in “energize.”
These are what make the jingle a
powerful advertising tool that has stood Even with the advancement of
the test of time. technology, it’s clear that the radio is still
far from becoming obsolete. Though it
The use of language on radio does lack the visual aspect most forms of
advertising is also interesting to observe. technology, such as the television and the
Due to the absence of the visual aspect, smartphone, have today, the radio will
other characteristics of language become continue to be a mainstay in the lives of
more apparent. In advertising, simpler Filipinos. Just as it will continue to affect
words are used instead of technical and our lives, radio will also continue to affect
complex ones. This makes commercials the way we speak and use language for
easier to understand especially for the years to come.
listeners as the lack of visual aid already
serves as an obstacle for radio
advertisers to overcome. Aside from
simpler terms, the use of Taglish is also https://www.abesaudio.com.au/blog/the-sci
more prominent. This aims to make ence-of-jingles-how-they-work/
commercials more easily understandable
http://culturca.narod.ru/radio.htm
by the listeners. Code-switching can also
make a commercial easier to remember. Tolentino, Rolando B. 2014. “Wika at Media,”
In a country with a largely bilingual nasa M
edia at Lipunan nina Rolando
population such as the Philippines, Tolentino at Josefina Santos (UP Press),
sometimes code-switching is inevitable. mp. 191-198
Some words are also more easily
understood in one language rather than http://www.digitalfilipina.com/milo-cha
another, hence code-switching becomes mp-james-reids-viral-video-beat-energy-g
the more logical choice. Furthermore, ap-hits-record-in-asia-pacific/
advertisements on radio usually contain
more descriptive and expressive words to
make up for the lack of the visual aspect.
Referring back to the excerpt taken from
Milo’s E
nergy Gap campaign, we can see
that code-switching occurs with the use
of words such as “low energy” and
“matamlay” closely together. The words
being used are also simple and easy to
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