Sheine Nicole Anne S.

Perez

BFA-AA2 M (3:00-5:00 pm)

W (4:30-6:30 pm)

History of Philippine Advertising

1400’s
- The printing press came into usage in the 1400’s becoming perhaps the first true instrument
of machine assisted interpersonal communications. The rotary printing press, a press in which
the items to be printed are curved around a cylinder, allowing the medium to be sheet fed
through. This increased the speed at which items could be printed. Many of the newspapers
relied on such a press.

1700’s–1800’s
- Earliest known billboard usage and rental

1900’s
- The first radio broadcast aired in the Philippines

1950’s
- DZAQ-TV began commercial television operations on 23 October 1953, the first fully licenced
commercial television station in the Philippines.

1960’s
- In 1966, ABS-CBN became the first TV network to broadcast certain shows in color

1970’s
- Advertising suffered significantly mainly due to the reign of the Marcos Administration. Every
major television and radio network, as well as publishing companies in the country were either
closed down or forced under military control to prevent airing of rebellious propaganda.
- Foreign citizens and entities were disallowed from owning and operating media companies in
the Philippines.

1980’s
- News continue to be filtered under the Marcos Administration. Certain events such as Ninoy
Aquino’s assassination, the People Power Revolution, interviews with Corazon Aquino, and
other such events were only aired by GMA Network.
1990’s
- The first transatlantic two-way radio broadcast occurred in 1906. In Detroit, Michigan, the first
news broadcast was transmitted by 8MK in 1920. The radio has now moved into the digital
and satellite age, and is still a major source for information, entertainment, and advertising,
especially in this transportation age.

2000’s
- Mobility has become not just a convenience, but a need for the masses. Advertising on wi-fi
enabled mobile devices such as notepad devices, smart phones, ebook readers, have become
quite popular.

The Philippines
Philippines advertising industry is self-regulated. The Philippine advertising industry adopted an
Advertising Code of Ethics essentially to promote efficiency in processing applications and resolution
cases and avoid costly litigation in regular courts. The earliest Advertising Code of Ethics dates back
to the Philippine Board of Advertising (PBA) established in 1974. In 1989, the PBA was renamed
Advertising Board of the Philippines (ADBOARD) and was mandated by the Implementing Rules and
Regulations of R.A. 7394 or The Consumer Protection Act to ensure that all advertising materials
conform to its Code of Ethics. The ADBOARD Advertising Content & Regulations Committee (ACRC)
had been the main implementing arm of advertising self-regulation in the Philippines until March 31,
2008, when the Ad Standards Council (ASC) took over this function. The Association of Broadcasters
of the Philippines, a self-regulatory organization representing most television and radio broadcasters
in the country, limit advertising to 18 minutes per hour, a move taken to help "promote public interest."
In this case some TV broadcasters have to remove TV logos (like ABS-CBN, TV5 & GMA) before
starting a commercial break. Also, all commercial content and advertisements will start (right after for
most TV shows will break) before or after TV program announcements/etc. Some TV commercials to
be aired requires ASC clearance if the content has trivial facts and testimonies.
Since television was introduced to the Philippines in 1953, they used imported TV advertisements until
1960, the same way in which they used billboard advertisements during the American period. In the
1960, P&G paved their way to start the first local TV advertisement.
In 1966, when the Philippine TV turned from black-and-white to color, Colgate-Palmolive was the first
to advertise in color.
Some ads have the following notice indicated at the during or at the end of the commercial depending
on type of products.

 "Drink Moderately/Responsibly." for alcoholic beverages.

 "Member: BancNet and PDIC (or vice-versa). Maximum deposit insurance for each
depositor P 500,000. PANA Truth in Advertising" for banks
 "GOVERNMENT WARNING: CIGARETTE SMOKING IS DANGEROUS TO YOUR
HEALTH." (formerly "Government Warning: Cigarette smoking is hazardous to health" from 1
February 1982 to 30 March 1993) for tobacco products (radio and television advertising of
cigarette and hand-rolling tobaccos is banned since 1 January 2015 in accordance of Section 22
of Republic Act 9211 or the Tobacco Regulation Act of 2003)
 "MAHALAGANG PAALALA: ANG (name of product) AY HINDI GAMOT AT HINDI DAPAT
GAMITING PANGGAMOT SA ANUMANG URI NG SAKIT." (formerly "NO APPROVED
THERAPEUTIC CLAIMS") for food, dietary, fiber and herbal supplements.
 "If symptoms persist, consult your doctor." for over-the-counter medicines.
 "This is a paid advertisement." for political ads.
 "Political advertisement paid for and by (name), (address)." also for political ads.
 "The use of milk supplements must only be upon advice of a health professional". (formerly
"Breastmilk is the best for babies up to 2 years of age and beyond.") for infant formulas. Used in
conjunction with the DOH-IAC permit number.
 “This product is not intended for babies 6 months of age and below”. for food/infant device that
are targeted to 6 months old and above.
 "Promo (duration) is from (start of promotion date) to/until (end of promotion date). Per (DTI-FTEB
SPD/DOH-FDA CCRR/CDRR/CFRR/DA-NMIS) Permit Number (number of permit), Series of
(year). See posters and print ads for (complete) details" for promos.

Examples:

“LOLO” (McDonald’s, Leo Burnett)

Before it became the first Philippine TV commercial to win gold in Asia’s toughest award competition,
“Lolo” was already a favorite among millions of Filipino TV viewers.
People still remember Karen, the granddaughter whom her grandfather often mistakes as Gina.
Memorable for its simplicity and big idea, the burger-slicing scene was heart-tugging and made people
cry.
“I like the commercial for several reasons,” says University of the Philippines College of Fine Arts
Associate Professor Mitzi Reyes.
“It touches the heart to see this heartwarming scene of the grandfather showing his love and care for
the granddaughter despite his failing memory, and Karen showed her love by being patient,
understanding and spending time with her grandfather,” Reyes says.
Reyes says the scene may happen to one’s family and watching the ad actually made her feel like
watching her own father in his old age. “The scene is so real and the acting is natural,” she exclaims.
“A commercial becomes memorable when there is simplicity and clarity in the presentation, whether
the approach is humorous, dramatic or slice of life,” Reyes says.

“NOVICES” (Del Monte Spaghetti Sauce, McCann-Erickson)

Brilliant copywriting. Beautifully-produced. Made like a Hollywood movie. The TV commercial
dramatizes the product’s ease of preparation when perfectly cast talents played roles as nuns doing
their daily backbreaking duties. Spawned a series of ads that packaged a local brand as premium.
Rose to the sales charts unchallenged.

“CLEOPATRA” (Superwheel Detergent Bar, J. Walter Thompson)

If some people cannot remember this ad, it’s probably because they weren’t born yet at the time when
it was at its all-time high—recall and sales-wise.
For those who enjoyed it every time it ran on television, it was The Detergent Bar, bar none.
The campaign used pastiche of famous characters, building the brand to the top. Elizabeth Ramsey
mouthed a monster catchphrase: “Magapatuka na lang ako sa ahas.”

“ANGAT SA IBA” (Sarsi, Basic Advertising)

Literally stood out from a sea of boring TV commercials in the ’80s for its visual design, verve, vitality
and pride for one’s own.
When the agency pitched for this account, the client was so mesmerized with its idea it was handed
the account in silver platter—just a few minutes after the presentation. If aired today, it would still give
you goosebumps, the mark of a true classic.

“PUNK” (Globe Telecom, Harrison Communications)

A breakthrough campaign during its launch, when all telco ads were rational, features and price-driven.
This charming commercial endeared many viewers because it was about real people.
Starred “a goth, rocker chick” as Maricel Arenas, former GM of the ad agency, describes the role of
the lead talent.
As her parents wait for her to be driven to school, her mom couldn’t stand her messy room and rock
music. But dad has a soft side and the “real” daughter who may look like a toughie actually cares for
and loves her mom.

“ISANG PLATITONG MANI” (San Miguel Beer Pale Pilsen, PAC, Philippine Advertising
Counselors)
Good-natured humor with people from different backgrounds finding a common ground, Rico J. Puno,
Jockey Domingo, the late boxing great Gabriel “Flash” Elorde and Bert ’Tawa’ Marcelo star in this
landmark, heavyweight, star-studded TV commercial.
Over a pitcherful of San Miguel Beer, Marcelo orders “Inihaw na Pusit,” Domingo asks for “Kalderetang
Baka” and Rico J, prefers “Crispy Pata.” Flash Elorde becomes the final arbiter and referee by making
everyone settle for, you guessed it, a dishful of roasted peanuts.

“ULIANIN” (Union, Creative Partners)

Creative Guild’s Print Ad of the Year in 1997, created by last year’s Creative Guild of the Philippines’
Lifetime Achievement honoree Mario Monteagudo. Perhaps, one of the most memorable Filipino print
ads that came out in the ’80s and still as witty as it is today. Penned by one of the country’s talented
advertising men.

“IMPATSO” (Motillium, TBWA/Santiago, Mangada & Puno)

Parody on US President Barack Obama’s visit to Malacañang, excellent casting for both Obama and
former president Gloria Macapagal-Arroyo. In a state dinner tendered by the latter for the historic
meeting, Obama suffers indigestion.
Extremely funny, outstanding script, and inspired direction, how can anyone forget this?

FITA (My San Biscuits, Lowe Worldwide)

So irresistibly delicious you just can’t part with it. Seated on a bench at the park, a young man is about
to take his last two pieces of Fita. From his left, a girl beats him to it and grabs it. He is left with the
last piece but an old lady comes near him and wants it.
He is adamant but breaks it into two. Old lady turns into a beautiful fairy and rewards him with a wish.
He answers, “sports car.” He gets it, an actual sports cut in half, loudly dropping from the sky.

Sources: "Business - ABS-CBN supports cap on ad load - INQUIRER.net". News.google.com. 2008-03-17.

Retrieved 2009-08-19.

Read more: http://business.inquirer.net/90750/unforgettable-filipino-

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