Celebrity Politics And Politics Of Celebrities In The Philippines

887 Words 4 Pages
Compared to the makibaka generation of the 70’s, ours is relatively apathetic to political matters. This is somehow attributable to the modern set-up of Philippine news broadcasting and advertising.
Do you know what PDAF is? How about a storm surge?
Before the Yellow Revolution in 1986, a distinct line was established to separate the primetime news from show business news. To keep yourself informed in both, you have to watch the professional reporter Harry Gasser in NewsWatch and the entertaining chikadora Inday Badiday in Eye to Eye. Nowadays, you can be updated by watching a single program. In Bandila, Boy Abunda can be found sitting side by side, laughing and sharing banters with primetime news reporters Karen Davila, Ces Drilon and
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Contrary to the explicit way news reports disseminate information, advertisements attack the brain implicitly. According to Forbes.com, the conscious mind can absorb only about 40 bits of information per second while the unconscious mind can handle up to 11 million. Can you imagine the long-term effect of repeatedly watching thirty-second commercials?
An observable recurring theme in advertisements is the use of the ideal and unattainable to reach the desired audience, consumers. TV commercials, being powerful conveyor of dreams, exaggerate the standards of pleasure, beauty and happiness to make us consume more than necessary. In the United States, “sex” is the supreme saleslady. In the Philippines, however, the “ideal family” is capable of producing the same effect. It is omnipresent in product endorsements which are meant to benefit the whole family like medicine (e.g. Plemex and Ceelin), food (e.g. Nestle Ice Cream and McDonald’s), beverages (e.g. Coca-Cola and Nestea), financial institutions (e.g. Cebuana Lhuillier and BPI), cleaning materials (e.g. Joy and Downy) and hygienic products (e.g. Colgate and Safeguard). Try looking at these commercials through a different keyhole the next time you watch. Observe how they focus too much on the roles we have to fulfill inside the household and consequently,…

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