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    Filipino

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    Tricia Basilio
    By the early 1900s, the Philippine advertising industry began to develop with the introduction of the first advertising agencies and commercial signs like wooden sign boards and neon signs. After World War 2, more billboards and forms of advertising emerged. In 1953, the first commercial TV station DZAQ began operations and in the 1960s, ABS-CBN aired the first Philippine TV commercial featuring Tide detergent powder. The advertising industry has since expanded significantly with developments in printing technology, digital devices, and billboards. Today, advertisements can be found everywhere in various forms as the industry continues to evolve alongside technological advances.

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    Filipino

    Uploaded by

    Tricia Basilio
    126 views2 pages
    By the early 1900s, the Philippine advertising industry began to develop with the introduction of the first advertising agencies and commercial signs like wooden sign boards and neon signs. After World War 2, more billboards and forms of advertising emerged. In 1953, the first commercial TV station DZAQ began operations and in the 1960s, ABS-CBN aired the first Philippine TV commercial featuring Tide detergent powder. The advertising industry has since expanded significantly with developments in printing technology, digital devices, and billboards. Today, advertisements can be found everywhere in various forms as the industry continues to evolve alongside technological advances.

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    By the early 1900s, the Philippine advertising industry began to develop with the introduction of the first advertising agencies and commercial signs like wooden sign boards and neon signs. After World War 2, more billboards and forms of advertising emerged. In 1953, the first commercial TV station DZAQ began operations and in the 1960s, ABS-CBN aired the first Philippine TV commercial featuring Tide detergent powder. The advertising industry has since expanded significantly with developments in printing technology, digital devices, and billboards. Today, advertisements can be found everywhere in various forms as the industry continues to evolve alongside technological advances.

    Copyright:

    © All Rights Reserved
    Download as TXT, PDF, TXT or read online from Scribd
    Download as txt, pdf, or txt
    126 views2 pages

    Filipino

    Uploaded by

    Tricia Basilio
    By the early 1900s, the Philippine advertising industry began to develop with the introduction of the first advertising agencies and commercial signs like wooden sign boards and neon signs. After World War 2, more billboards and forms of advertising emerged. In 1953, the first commercial TV station DZAQ began operations and in the 1960s, ABS-CBN aired the first Philippine TV commercial featuring Tide detergent powder. The advertising industry has since expanded significantly with developments in printing technology, digital devices, and billboards. Today, advertisements can be found everywhere in various forms as the industry continues to evolve alongside technological advances.

    Copyright:

    © All Rights Reserved
    Download as TXT, PDF, TXT or read online from Scribd
    Download as txt, pdf, or txt
    of 2

    By then, the first advertising agencies introduced commercial signs like sign

    boards painted on wooden panels and neon signs. After World War II, more billboards
    and advertising forms erupted. Commercial TV stations like DZAQ-TV and ABS-CBN
    began operations, airing the first-ever Philippine TV commercial with Tide
    Detergent Powder in the 1960s. The advertising industry then continued to expand as
    high-resolution printing technology, wifi-enabled devices and digital LED
    billboards appeared years later.

    docu includes:
    - different perspectives of audience on how they identify filipino vs foreign
    [Lola, Journ girl, Sir Earl, Gen X who?]
    - transition of filipino ads thru the years (per decade siguro para organized)
    includes:
    a) influence of foreign ads/usage of english x
    b) being profit-driven to being more inclusive and advocacy-driven x
    - different perspectives of ad agencies (how they make ads more "filipino" and how
    it affects the market)
    [Sir RJ]
    - answers the question "how can we indicate the "filipino identity" in our ads?
    what makes us different?"
    a) filipino setting, filipino values, filipino reality are embedded to make
    them more related to filipinos
    b) use of english is still more dominant than filipino in ph ads in order to
    connect to both foreigners and filipinos, considering it is their common language
    - overall conclusion
    a) using our own language in ph ads has a long way to go pero sana magkaroon ng
    time na the concept of deliberating kung aling language gagamitin based on t.a. ay
    ma-abolish at mas malessen ang stereotype and classism. however, siguro mas
    magiging possible ito kung makaangat tayo sa title ng pagiging "third-world
    country."
    b) a lot of people still believe that filipino has its own identity in ph ads
    despite foreign influence and english usage. we pick up the good influence of these
    foreign outputs and turn them into something that's our own by incorporating our
    own culture, values and stories as filipinos.

    https://www.scribd.com/doc/164787014/History-of-Philippine-Advertising

    https://prezi.com/djzzqdhyvj7h/history-of-advertising-in-the-philippines/

    https://www.slideshare.net/wualankcloy/history-of-advertising-23636469

    https://www.rappler.com/newsbreak/in-depth/209484-electronic-billboards-metro-
    manila - may pictures & video ng ads

    https://www.unitedneon.com/about/ - may picture ng one of the first billboards

    https://onlinelibrary.wiley.com/doi/pdf/10.1111/j.1468-2427.2011.01098.x

    NARRATION:
    [HISTORY OF PH ADS]
    Media development has become the most powerful avenue for political and commercial
    advertising all over the world, including the Philippines. With what first started
    as concepts of viva voce and Tanaga markings on jars, Philippine advertisements
    evolved immensely through years. Though the first Philippine newsletter and
    newspaper were the pioneers of our country's media development, deliverables that
    were intentionally made for advertising did not emerge in the Philippines until the
    early 1900s. By then, the first Philippine advertising agencies introduced
    commercial signs like signboards painted on wooden panels and neon signs. After
    World War II, more billboards and advertisement forms erupted. In 1953, DZAQ-TV
    began commercial TV operations, while ABS-CBN aired the first-ever Philippine TV
    advertisement with Tide Detergent Powder in the 1960s.

    Both large and small companies recognized advertising as an effective marketing


    strategy and used it to their extent. However, the phenomenon suddenly died down in
    1972 when Ferdinand Marcos' Martial Law dismantled all billboards, TV and radio
    networks, and publications around the country, causing companies to move in other
    businesses. It was only in 1986 when EDSA Revolution revived the Philippine
    advertising industry. Photographic and high-resolution billboards became popular in
    the 1990s due to the arrival of large-format printing technology. In the early
    2000s, demand in billboards, TV and radio commercials, and guerilla advertisements
    have increased. The industry then continued to expand as wifi-enabled devices and
    digital LED billboards emerged in the early 2010s in order to adapt to the latest
    technology.

    Today, we can see advertisements in every shape and form everywhere we go everyday,
    whether we are indoors or outdoors. The number of billboards have vastly increased,
    from crowding the most populated parts of Manila to the urbanized areas of other
    provinces. Even audio and video advertisements have reached their way to the mobile
    apps we use daily, such as Youtube and Facebook. Nonetheless, despite the
    prodigious transition of our country's advertising industry,

    We've discovered that Filipino audience tend to remember advertisements more when
    the content

    WHAT MAKES AN ADVERTISEMENT FILIPINO?


    - invests in humor bc we've been through dark times, and advertisements allowed
    filipinos to be lighter and to just have a laugh (e.g. fita)
    - lots of "inside jokes" from ad catchphrases (e.g. san miguel beer pale pilsen)
    - make ads memorable by adding "slices of life" and reflection of audience's
    reality, when they can relate and associate parts of themselves
    - Filipino values and culture is incorporated bc corporations believe this create a
    big impact on Filipino culture (Accdg to PANA, it is there goal to champion
    traditional Filipino values in marketing and ad communications) (“We see to it that
    our campaigns are appropriate and able to bring to life what is good in our
    heritage and culture,” says Sandra Puno, director of communication of Nestlé
    Philippines.)
    - Related to Filipino values, Filipinos have "we attitude" or "group
    environment"... Virgilio Enriquez's Kapwa Theory - utilization of the concept of
    kapwa in ads elicit favorable perceptions of the product for Filipinos

    Advertising is an exclusive industry and is primarily for the rich.

    Pati ang paraan ng paggawa ng produksyon at nilalaman ng mga patalastas ay patuloy


    nating tinatanggap.

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