When I Grow Up:
An Analytical Study of the Interpretations of Children
on Pop Culture Elements found in Selected TV Commercials
“TV takes our children across the globe
before parents give them permission to cross the streets.”
- Joshua Meyrowitz
BACKGROUND OF THE STUDY
Advertising is a form of mass communication strategy created to promote the purchase of a certain product, message, or service in the market. It carries the messages that come to you from the people who pay for the media (Biagi, 2001, p. 227). It is also an act of popularizing something through mass media to attract the attention of the consumers, audiences, or mainly the public for higher sales and marketability. ...view middle of the document...
Until now, commercial interests recognize the impact of images to “shock” viewers, obtain free publicity about controversial ad campaigns, and generate sales (Lester, 1995, p. 76). On the positive light, Campbell (2002) noted that:
“…advertising contributed major social changes in the twentieth century. First, it significantly influenced the transition from a producer-directed to a consumer-driven society. By stimulating demand for new products, advertising helped manufacturers to create new markets and recover product start-up costs quickly. Second, advertising promoted technological advances by showing how new machines… could improve daily life. And third, advertising encouraged economic growth by increasing sales.”
But then, after the Great Depression and World War II, Campbell said that television dramatically altered advertising. Criticisms of ads grew as the industry appeared to be “dictating” American values as well as driving the economy. Critics discovered that some agencies use “subliminal advertising”. They are strategies of advertising that has “hidden or disguised” messages that allegedly register on the subconscious of people in buying products.
And as Lester (1995) said, advertising compels people to buy what they do not need, makes people inferior by showing what they cannot afford or look like, makes people throw out perfectly useful products after they become “out-of-date”, and contributes to a materialistic society that drives the price of consumer good higher to pay for all advertisements (p. 82).
In the Philippines
Since the first telecast of television in 1953, advertising in TV was no more alien to the Filipino consumers. Lux commercials featuring the “beauty” of women is depicted to the audience in 1967. Advertising too in the country was used by politicians like Elpidio Quirino during the national elections in 1953 (pinoytv.blogspot.com, accessed Jan. 12, 2009).
In 1960, the Philippine Association of National Advertisers acknowledged television as one of the most effective and potent media for advertising. In fact, it was only in the 60s that television commercials came into use. The first television advertising contract in the country was signed for Tawag ng Tanghalan, handled by J. Walter Thompson for Procter and Gamble. As the television industry matured, lines were more firmly drawn between advertisers and network owners. Programmers now had to prove to advertisers that the station-produced programs were being watched (pinoytv.blogspot.com, accessed Jan. 12, 2009).
Until the age of the Karen Po Mc Donald’s commercial during the 90’s and the “Beautiful” statement of Marian Rivera for Nesvita, advertising in the country has surely become an avenue for product or service popularization.
A “new” culture
The mass media has polarized the literature of the people from “high culture” and “low culture”. Campbell (2002) said that the ones who are labeled to be included in the “high culture” are the...