Mutya, Welman Daryll V.

II
Psychology 182
Final Paper

Mobile Filipino Ingenuities: An Analysis of Filipino Values and Aurora Hill

Jeepney Slogans

ABSTRACT
This paper presents the values of the Filipino people as reflected from Jeepney slogans.
Jeepneys, which are popularly known as one of the most convenient and affordable modes of
transportation of the Filipino masses, are also identified as The King of the Road. What makes
jeepneys relatively unique of the Philippine culture is that besides its strategically and
intelligently assembled and remodelled interior and exterior, the slogans and art that come along
with it gives each jeepney its own identity. This paper therefore provides a description of the
jeepneys identities and slogans and the Filipino values that they reflect. Slogans and images
printed on each jeepney reflect the Filipino values of the jeepney owners or makers which
include pagpapahalaga sa pamilya (family closeness and solidarity), utang na loob (gratitude)
and pagiging maka-Diyos, bathala o Maykapal (being Godly/putting trust in God).
INTRODUCTION
Jeepneys are one of the most utilized means of transportation for the Filipino masses. It is
the average Filipino way in order to get to and from places at relatively cheap and affordable
fares. The jeepney is a half-local, half-foreign product, given that its engine is imported, mostly
from Japan as their surplus or second-hand material. The body and the exterior shell of steel are
designed by Filipino mechanics and motor assemblers. An average jeepney could normally
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accommodate at least twenty adult passengers. However usually in remote areas where modes of
vehicular transportation are scarce, the jeepney usually gets overloaded, with people occupying a
specific area at its top. In some areas of the archipelago, passengers often ride with non-human
cargo like animals and farm produce.1
Jeepneys started to populate the streets of the Philippine Capital City after the World War
II. This was when the soldiers from the United States left thousands of seemingly unserviceable
jeeps used during the war. Leonardo Sarao, an entrepreneur, saw the potential of these seemingly
dysfunctional jeepneys and had the idea to pump up these vehicles and use it as a business
opportunity for mass transportation in the year 1953. He was the man behind the remodelling of
the jeep. Sarao did this by increasing its passenger capacity through extending the body and
putting some railings at the back and top for extra passengers to cling to and at the same time,
save some room for cargo. When these GI jeeps ran out of supply, Sarao began importing surplus
engines from Japan. Since then, the jeepney industry began to flourish around the Philippines.
Because the jeepney has been known by the Filipinos as the workhorse of Philippine
transportation, it has also been called The [undisputed] King of the Road23

1 University of Hawaii (2010). Remarkable Philippine Jeepneys retrieved from

http://www.hawaii.edu/cps/jeepney.html at 27 May 2015
2 Ibid.
3 Also known as The King of the Road. Godofredo Stuart adds to the description, calling it
the Undisputed King of the Road. Stuart, G.U., (2015) Jeepney retrieved from
http://www.stuartxchange.org/Jeepney.html on 28 May 2015

One aspect of the jeepney that makes jeepneys as a unique whole is that no two jeepneys
are alike. Each of them has been uniquely fabricated by art on its frame made of galvanized
metal panels. The more, the merrier seems to describe the concept behind each jeepney art.4
The Pinoy jeepney is featured as the expression of the mind and soul and transformation
in its body.5 Most jeepneys are pimped up with sounds through stereo players, extra lights,
stickers, slogans and other paintings. Some of them even have metal statues of eagles, rooters
and horses. The reason why these borloloys (accessories) are being placed onto the jeepneys is to
be able to add flair and attract customers into riding it.6
So much could be analysed about the psychology of jeepney art, but in this paper I
would like to focus on the slogans or names that are being put up on the jeepneys exterior that
come along with the art.7 Furthermore in this paper I would like to ask, What are the slogans
that are being put up on the jeepneys, and what does it mean? Do these values reflect Filipino
values? If so, what are these values?

4 The Official Website of the City of Las Pinas. (2015). Sarao Jeepney retrieved
from http://laspinascity.gov.ph/home/article?cat=ls&sub=Sarao+Jeepney on 27 May
2015
5 Aguda, D. (2008). Pinoy in da Dyipni: Filipino Values as Reflected in the Jeepney
(undergraduate thesis., University of the Philippines Baguio)
6 Mercado, L.N. The Filipino Mind-Chapter X Microcosms: The Jeepney as
Microcosm retrieved from http://www.crvp.org/book/Series03/III-8/chapter_x.htm on
28 May 2015
7 Slogans for this paper is defined as the words, names or statements that are put
up or painted on the jeepneys exterior design. Examples of these are called
Salamat, Lord (a statement placed at the jeepneys front exterior) or Jamilla (a
persons name, also painted at the frontal exterior part of the jeepney)
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METHODOLOGY
In this paper I have only limited the scope of my study amongst the jeepneys in Baguio City that
are routed to and from Aurora Hill and Plaza (downtown). This paper will basically use a
descriptive design of inquiry. It aims to describe the phenomena of the expressions of Filipino
values reflected on the jeepney slogans.
An indigenous research method has also been adopted in this paper as founded by
Enriquez which includes pagmamasid, pakikiramdam and patanung-tanong.8
For two weeks, I have first observed the jeepneys of Aurora Hill, Baguio City. I will be taking
note of the exterior designs and the slogans written on them. In order to gather supplementary
data, I have applied pagmamasid and pakikiramdam every time I ride the jeepney, and see if I
could start small talks with the jeepney driver. Sitting at the jeepneys passengers seat gives me a
huge advantage, since it makes it easier to get near the driver. Patanung-tanong has also been
applied during the research process as small talks have been made with jeepney the jeepney
drivers. I have also conducted patanung-tanong with jeepney drivers and owners in the Aurora
Hill (Bayan) terminal.

RESULTS
On the exterior front

8 Enriquez, V.G. and Santiago, C.E. (1976) Sikolohiyang Pilipino: Mga Ulat at Balita
Tungo sa Makapilipinong Pananaliksik
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Upon the Aurora Hill designated jeepneys that I have observed, I have noticed that all of
them had names printed or painted as slogans that comes along with the front exterior design.
Some had statements on them such as Watching You or Fruit of the West or Good Luck
with other art designs similar to the slogan theme. The Watching You slogan had two eyes
drawn before and after the statement, and Fruit of the West had drawings of a Western cowboy
hat near it with some drawn cactuses around. Names of persons are also evidently seen among
the jeepneys, and usually there are several of them in a jeep; each had their own positions on the
exterior front. Some had it on a steel board (usually placed on a designated place on top of the
windshield) such as Jamella, or Denver and there were other names stuck at different fonts
and were smaller in size. Some of these smaller-printed names were placed on the lower sides of
the windshield, some were placed at this metal-plated space below the windshield itself. There it
mentioned Jommel or Alisha. Indeed, because of these names, no jeepney looked alike.
On the exterior sides
There were no names on the sides of each jeepney that I have observed. Rather, most of
them had images, usually consisting of fighter planes, or trees with mountains and water. Some
of the jeepneys were color-themed, meaning, the sides were painted (or had stickers) that were,
for instance, of the color shades of blue.
Upon observation, I have found out that there were two jeepneys that had religious
images. There was one with the image of Jesus Christ, and one looked like an image of the
Virgin Mary. There werent many slogans placed at the sides, except for the route which adds to
its identity, usually labelled: Aurora Hill-Bayan-Downtown, vice-versa.
On the rear exterior
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No slogans were usually placed at the rear exterior of the jeepney, however there was this
one time where the jeepney had a slogan which said, God Bless Us All. This was painted at a
black, rubber board placed hanging under the extended step at the rear entrance.
On Pagtatanung-tanong
It has been a challenge for me to get into asking questions from the driver. During the
research, I have purposely sat myself in seats nearest to the jeepney driver. Once I feel that the
driver isnt busy enough to engage on a small talk, I would usually ask them questions about the
design and slogans of their jeepney. I have also asked the same questions with drivers who were
waiting for their turn to gather passengers at the Aurora Hill (Bayan) Terminal.
Most of the drivers said that the names placed on the front of their jeepneys are usually
the names of their immediate family members. The name with the biggest font size and with flair
and other symbols attached to it (such as bird wings or thunder bolts) were either the names of
the first born child, or the name of their spouse.9 The other names placed on the other parts of the
jeepneys exterior front were usually names of the sons and daughters of the immediate family.
Some would even place the names of the grandparents as part of the names at the front, one
jeepney driver had Anita placed at front as well, beside the names of his children. Anita is
the name of one of the jeepney drivers sister, who is currently working in the United States.

9 These huge font size names were usally painted or placed (using stickers) on a
metal steel board which is usually placed at an area above the jeepneys
windshield. For the sake of understanding, I call these the primary names, which
had a rather more extravagant design font and came along with icons to
supplement the art. As compared to the other names placed on the jeepney, the
primary names were larger, came in with a different font, had more colors and had
more designs to it.
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There were also jeepney drivers who put high regards on their religion. They explained that the
reason why [he] had God Bless Us All as a slogan on his jeepney was because Para lang
sigurado na ligtas tayo [in all our journeys]. This answer was also similar to the jeepney drivers
that had religious images on it. It is for them to feel that they are safe. Bahala na ang Diyos sa
pagdradrayb namin araw-araw, said one of the jeepney drivers. Jeepney drivers do not get to
earn much every day, and when I asked the jeepney driver about that slogan he had which said
Good Luck at the front of his jeepney, he said, Eh, para na rin swerte. Para maraming
sumakay na pasahero. The jeepney driver that had Watching You as a slogan mentioned that
he watches every passenger that rides his jeepney. He pointed out that he sees each passenger
whos really paying their fares or not. The driver which had the slogan Fruit of the West
mentioned that the jeepney was the fruit of the West itself, mentioning that buying the jeepney
was made possible because of the help of his [the drivers] sister (Anita) who is currently
working in the United States. The name Anita was also printed at the exterior front of the
jeepney, along with the other small names.
DISCUSSION
The jeepney is indeed at testament to the Filipino ingenuity. Slogans reflected on each
jeepney reflect the perplexed character of a typical Filipino. Filipino values are also seen on the
slogans of the jeepneyshaving names of family members and other imprinted religious
statements. Jeepneys also reveal the identities of their makers or owners.10
Names printed on the exterior front of the jeepney reflect the value systems of a Filipino
when it comes to the Family. Vitaliano Gorospe mentions the Filipino experience of having
10 University of Hawaii (2010). Remarkable Philippine Jeepneys retrieved from
http://www.hawaii.edu/cps/jeepney.html at 27 May 2015
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family closeness and solidarity as well as utang na loob to his or her family members. This
explains why jeepney owners place the names of their family members on one of their most
valued properties such as their jeepneys.11 It seems that the jeepney, one of the things that allow
their families to earn for their daily needs are somewhat as important to their families as well.
Placing the name of Anita, one of the family members working in the U.S.,as well as Fruit of
the West, being one of the ways perhaps of acknowledging and giving gratitude to the help that
has been given.
Placing religious statements and images on the jeepneys such as God Bless Us All also
reflect the Filipino value of being maka-Diyos.bathala or Maykapal.12 The typical Filipino will
really place high regard with his/her God, even to the extent of placing them permanently on
their jeepneys as well.

11 Gorospe, V.R. (n.d.) Understanding the Filipino Value System retrieved from
http://www.crvp.org/book/Series03/III-7/chapter_vi.htm on 29 May 2015
12 Baltazar, T.D., (2010) Filipino Values and Good Governance retrieved from
http://www.agiaph.org/sites/default/files/Good%20Citizenship%20and%20Good
%20Governance%20for%20National%20Transformation%20June%204.pdf on 29
May 2015
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BIBLIOGRAPHY

Aguda, D. (2008). Pinoy in da Dyipni: Filipino Values as Reflected in the Jeepney

(undergraduate thesis., University of the Philippines Baguio)

Baltazar, T.D., (2010) Filipino Values and Good Governance retrieved from
http://www.agiaph.org/sites/default/files/Good%20Citizenship%20and%20Good%20Gov
ernance%20for%20National%20Transformation%20June%204.pdf on 29 May 2015

Enriquez, V.G. and Santiago, C.E. (1976) Sikolohiyang Pilipino: Mga Ulat at Balita Tungo sa
Makapilipinong Pananaliksik

Gorospe, V.R. (n.d.) Understanding the Filipino Value System retrieved from
http://www.crvp.org/book/Series03/III-7/chapter_vi.htm on 29 May 2015

Mercado, L.N. The Filipino Mind-Chapter X Microcosms: The Jeepney as Microcosm

retrieved from http://www.crvp.org/book/Series03/III-8/chapter_x.htm on 28 May 2015

Stuart, G.U., (2015) Jeepney retrieved from http://www.stuartxchange.org/Jeepney.html on 28

May 2015
The Official Website of the City of Las Pinas. (2015). Sarao Jeepney retrieved from
http://laspinascity.gov.ph/home/article?cat=ls&sub=Sarao+Jeepney on 27 May 2015
University of Hawaii (2010). Remarkable Philippine Jeepneys retrieved from
http://www.hawaii.edu/cps/jeepney.html at 27 May 2015

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