CHAPTER V: Results and Discussion

In this chapter, the researchers will present the analyzed data gathered from

observing each presidential advertisement. Each result were coded and thematized

accordingly to form and identify the common categories for the consummation. In this

chapter, the researchers will be discussing the data gathered by providing the chosen

elements as the basis of critiquing the advertisement and present each results. The

researchers will be providing arguments from review of related literature that can support

the gathered data.

A. Visual Spatial

Under this theme, the researchers focused on the visual elements that can been

seen in each presidential advertisement. Each chosen presidential ads are well arranged

from the top one intriguing advertisement to lease intriguing. Visual spatial talks about

the total look of the advertisement. The researchers divided this theme into two parts:

Color, decisions on color display are required if an object’s color is relevant to what is

being learned and Realia is used to present information realistically but it may be equally

important that the representation corresponds with the way learner’s represent

information internally.

During the 2010 national election, the researchers picked the top three

controversial presidential candidate which are Manny Villar, Mar Roxas and Ninoy

Aquino. The researchers also picked the most watched presidential advertisement. The

fact that each advertisement aimed to persuade the voters and promote presidential
candidate there will always be a hidden agenda underlying the fact that each presidential

candidate has either good or bad intention for the country. The researchers aimed to

discover all those secrets by observing each presidential advertisement and putting it all

in words by how the researchers understood it.

In Villar’s presidential advertisement, the researchers noticed that each of it

showed poverty in the Philippines. Villar is running on a statement that he grew up in a

very poor family, statement which has recently fallen into question among voters. The

first advertisement is about the children’s future, asking Villar if he has undergone a

difficult life before he became who he is now, it was entitled “Walang Impossible, Kaya

Natin Villar”. The second chosen advertisement is when Villar was endorsed by the three

famous personalities in the Philippines: Manny Pacquiao, the king of boxing, Willie

Revillame, the king of entertainment, and Dophy, the king of comedy. It was entitled

“Three Kings”. The advertisement is simple clean and yet with pure good intention. In his

third advertisement entitled “Hindi Bawal Mangarap”.

Color

The color of Villar’s shirt is ORANGE. The color orange is worn by Villar and others

running under the Nacionalista Party. The color orange is well emphasize in each

advertisement. The color orange means fresh, youthful, creative and adventurous,

meaning the blending of warmth of red and the optimism of yellow, orange

communicates activity and energy, so in the advertisement of Villar. Orange is associated

with fun and vibrancy is well suited to youthful, energetic brands and best avoided for

luxury, traditional or serious brands. (source) In his second ad, the three kings was
wearing orange shirts while Villar was wearing WHITE. In Villar’s second advertisement,

there was this color RED chair in the middle of the mountain of trash.

Realia

The advertisement “Walang Impossible, Kaya Natin Villar” is all about poverty, it

mainly talked about how children in the Philippines is suffering from poverty. It didn’t

showed any different aspect of life, just pure poverty. The advertisement is done in an

informal settler’s area in Manila. The visual effect in this advertisement is from wide shot,

cut to medium close up shot, which emphasizes the facial expressions of the children from

frowning to smiling. In his second advertisement, the researchers notice that from the

three famous personalities, each of them is conveying a message for Villar’s candidacy.

Manny is gossiping other politician who don’t do their job right while Willie is giving him

advice to continue being a good man, and lastly Dolphy speaks encouraging words of

wisdom for Villar. The researchers also concluded that all the personalities are known for

being “makamasa” or favorable to the society. In his third advertisement, the concept

was back to his usual idea of using children, this kind of strategy is powerful because he

is using them as a tool of representing the repressed country that we have and he plans

to end poverty once he won the election to change the lives of the poor to a better one

that they deserve. In the two advertisement of Villar, he is like a father figure for the

children by having better plans for them.

B. Musical
 This theme talks about the sensitivity to rhythm and sound. All of Villar’s

advertisement was sang by children. This symbolizes the thought of “Kabataan ang Pag-

asa ng bayan” but in his advertisement Villar “Villar ang pag-asa ng bayan”

C. Interpersonal

This theme is about the understanding and interacting with others of the

presidential candidates.

D. Linguistic

This is theme is about using words effectively in each political advertisement.

E. Logical

This theme is to think conceptually, abstractly that the researchers will be able to

see and explore patterns and relationships.