The Advertising Of Love Teams In The Philippines

Watch any amount of television throughout the day and at some point a sexually charged commercial advertisement will be aired. The commercial could show to barely dressed, large breasted, beautiful women fighting in a public location about whether or not the beer is "great tasting or less filling". Another commercial will hint that using their body spray will lead to attracting not only one women but an entire room full of women. Not to worry, the advertising agencies have not forgotten about giving the ladies some commercial eye candy as well. Remember the commercial about the office full of women employees drinking there diet soda while staring out the window at the shirtless,

Espiritu’s interviews with almost one hundred Filipino Americans searches how gender factors into minority understandings of whiteness and their own personal, cultural identity. Filipino immigrant families stress cultural superiority over white Americans by declaring that their daughters have higher moral standards. They believe they have greater values when it comes to family commitment and sexuality. Also, Filipinos felt their culture was superior to white American culture because their lives revolved around their close-knit families while white families were seen as detached or individualistic. The responsibility for maintaining family ties and cultural traditions was put on Filipino women, which usually falls on women of all cultures. Carrying out responsibility reinforces patriarchy among Filipinos. Nearly all cultures blend” proper” femininity with sexual

Kilbourne demonstrates three major main criticisms of advertising. First, advertising objectifies people and objects for the purpose of sales. This critique promotes products as more important than people and exploits human deeds and desires. Kilbourne offers ample evidence to support her first criticism of advertising. For example, Kilbourne examines advertisement such as the Thule car-rack - which humorously places more value on sports equipment been a child's life - is evidence of the trend that advertising is “objectif[ing] people…trivializ[ing and exploiting] our most heartfelt moments and relationships. Every emotion [,person, animal, and natural phenomenon] is used to sell us something” (Kilbourne, 2006, 369). Second - according to Kilbourne - advertising promotes and perpetuates the unnatural passion for products rather than personal relationship. “Advertising corrupts relationships and then offers us products, both as solace and as substitutes for the intimate human connection we all long for and need” (Kilbourne, 2006, 370). Within this concept, advertising also commits ‘cultural rape’ by manipulating sacred symbols for their utilization as emotional leverage in advertising. Third, advertisements damage the personality and structure of culture. For example the Giwch’in tribe’s traditional culture was almost erased by the introduction of advertising through television. “As multinational chains replace local character, we end up in a world in which everyone is Gapped and Starbucked…[Thus] rampant commercialism undermines our physical and psychological health, our environments and our civic life, and creates a toxic society” (Kilbourne, 2006, 371), which robs individuals of cultural and personal diversity. Based on the evidence presented by Kilbourne, I strongly agree with all three of these

In this rapidly globalizing world, the jobs of the advertisers and marketers are to make sure we, the general public, have no control over our wants and desires. However, it is impossible for them to gain full control, but they do a good job of restricting what freedoms we do have. Big companies want us to believe that we have control by changing cultural norms without us realizing they did. Ethan Watters discusses how marketers plan to redesign Japanese culture for their benefit in his narrative titled “The Mega-Marketing of Depression in Japan.” Watters makes it clear big companies, such as the drug company GlaxoSmithKline, are reshaping Japanese culture to market a pill that supposedly cures depression. Society is constantly changing and companies are able to take advantage of that by prompting the route in which society chooses to take. Large companies practice this style of marketing everywhere in the world and they are successful in influencing us, the general public. Big companies are considered big because consumers continuously buy their products, a lot of which are unnecessary. Their success brings light to the fact that we may believe that we have control, but it is just an illusion.

1862 England (Victorian Era) was somewhat of an uptight society, especially compared to today. The majority of people, especially those in the upper class, were expected to be utmostly prim and proper and follow societal norms at all times. This included love, or what love was defined as during the period. George Meredith, in his poem aptly titled “Modern Love”, sets a scene where a husband and wife are sleeping side by side, both reflecting sorrowfully on their melancholy marriage. Meredith argues in this poem that the institution of modern love is inherently flawed, by exposing to the reader that while the husband and wife still care for each other, they want to leave each other because they are both scared of “modern love”. By doing so, Meredith is able to justify his overarching message that applies to all: love is a feeling that cannot be artificially replicated, and attempting to do so is only a detriment.

Al Ikhsan uses celebrities to represent the ideal customer or user of the firm’s products. The company’s advertisements present highly popular personalities, such as professional athletes. The target customers see that their favorite celebrities use the company’s products. As a result, the customers are motivated to mimic the behavior of these celebrities. Through the use of celebrity figures in advertising, Al Ikhsan’s marketing communications mix promotes the firm’s products to customers by motivating them to mimic how these celebrities prefer Al Ikhsan.

An important controversial issue that America faces today is the debate of sex in advertising. Edward A. McCabe and John Carroll are two authors that present opposing arguments about this issue. McCabe persuades the reader into thinking that sex in advertising is no big deal, while Carroll explains why this is a major problem in America. Sex ads are defined as any type of advertising that shows pictures of partial nudity with wording that relates to the body in a sexual way, usually portraying women. Sex in advertising has been around for a long time but has the industry become too sexually explicit?

As Jhally explained in her “Image Based Culture” (Jhally) article, today’s marketplace economy has the biggest impact on the tools that constitute today’s commercial society. He was arguing that today’s advertisement had became a subtle force in our society, stresses consumerism by associating the procurement of commodities with happiness. However, the reviews indicates that

Our country is rich in culture; the occupation of the Spanish, the American, and the Japanese gave the Philippines its diverse and unique culture. This exceptional culture we have in our country has produced numerous brilliant individuals, who up to this day are still well recognized. So it is safe to say that part of the reason why they became who they were is because of their culture; because of our culture. (Ong, 2011)

The use of sex in advertising may create unrealistic ideals for men regarding women, however, it is a powerful tool for selling products. Through the years advertisers have shown through their advertisements that sex does sell products. Especially when selling to the male viewers. Sex is the second strongest of the psychological appeals, right behind self-preservation, and its strength is biological and instinctive, the genetic imperative of reproduction (Taflinger). Sexual desire is an instinctive reaction in animals, and a person?s perception of a suitable mate is the basis (Taflinger). That perception is usually a set of criteria that the opposite sex must meet, and those that meet and exceed those criteria will provide the chance for

Sex is everywhere you turn. Victoria’s Secret is notorious for their ads that plaster billboards and the sides of buildings, featuring scantily-clad women suggesting an obvious sexual air. The bags you receive at Abercrombie feature half-dressed models, often two of which may be kissing or touching one another. These sexual images are far too present in the every day lives of young children, much younger than what used to be acceptable. Aside from this moral questionability, ads such as these often contain images of unrealistic body types, which exploit insecurity to make consumers use their product, the result of which can be dangerous to mental and physical health. Finally, when I see ads like the one to the right, and rack my brain

When a person uses another to gain money, power or goods, it is self-centered. These television shows are based around bringing together two people who have never met in the past, based on the fact that one of the two individuals have money. Choosing to be in a relationship on the basis that the later has money will lead to unhappiness. With no love and only money keeping the two connected, in time things will become difficult. (Poniewozik) Countless couples who participate in these television shows do not last more then a year before realizing that the money is not worth being with somebody you do not love or get along with. While individual people who are taken over with greed usually affect smaller portions of the population, the more power a greedy person has, the more people are affected. This idea is shown with the Nike Corporation.

The marketing strategy of the CMF launch on the U.S. market was well planned. A celebrity Emily Procter was invited to make advertising. According to Hofstede’s typology, the U.S. belong to an individualistic culture and Emily Procter was known for her “individual” success, the consumers were expected to “follow” her. As individuals are concerned primarily with their own interests and are concentrated on good appearance, fresh breath and white teeth are important components of their attractiveness. U.S. also belong to a masculine culture where material success and assertiveness are of great value (which Emily Procter communicates).

When one looks at an image from Calvin Klein, Victoria's Secret, or Versace, the first appeal comes from beautiful models. These individuals are normally jumping, laughing and representing every idealistic way of life by manifesting the idea of a blind promise. Unfortunately, these images are not only created with the intent of being manipulative, but also to resemble the present history involving societal roles. At the moment, Ads are able to capture the political ideologies or the social influences in order to represent the position of modern times. On the other hand, the Versace brand recently released a new campaign on Fall clothes bringing to light a different topic. At a quick glance, the Versace Advertisement depicts the everyday family of four. However, through John Berger’s Ways of Seeing, the picture represents the hegemonic portrayal of male dominance, the suppressive forces of society on women, and the influence publicity has on the surveyed. Through this lens, one can understand the social relations and expectations publicity creates for individuals.

After a detailed market survey, Renault the French automobile constructor firm, decided to establish a branch in Philippines. Indeed it appeared that the Filipino market is very attractive, and presents a lot of opportunities. Renault decided to set a first selling centre in Manila. This mission has been assigned to mister Jean-Claude Duss. The real challenge for Mister Duss will be to build a local team and to be its leader.