Half Nelson
rang@theguidon.com
The world of advertising has, ironically, become the center of a media maelstrom. Recently, questions have been raised about integrity and credibility, ethics and lack thereof. But before we get ahead of ourselves, let’s examine the print and television advertisements in question; three curious cases of less than upfront advertising.
One. Last May, the ever outspoken Senator Miriam Defensor Santiago called for a ban on commercial endorsements featuring government officials, especially prospective 2010 election contenders. “They might find themselves in conflict of interest should the products endorsed be investigated by their office,” she said.
And what products and advertisements. There was Senator Richard Gordon, extolling the virtues of Safeguard in TV commercials. There’s Senator Ping Lacson showing off his Facial Care Center-treated mug on billboards. And then there’s Senator Loren Legarda, who, as Philippine Daily Inquirer Columnist Patricia Evangelista puts it, looks “soulfully” out of a billboard for Lucida DS.
Several senators have brushed these allegations off. Senator Pia Cayetano, for instance, has claimed that she lent her name to “a good cause, which is saving water.”
How noble of her.
Two. Dubious advertising isn’t limited to our dear lawmakers. Consider the case of one Judy Ann Santos. With award-winners like Kasal, Kasali, Kasalo and Sabel under her belt, she is arguably her generation’s leading actress. Recently though, Santos has earned more print space for her apparently fraudulent Manila Electric Co. (Meralco) commercial than her acting chops.
In the commercial, Santos says that passing on the systems loss of Meralco to its consumers is legal. At the end, she says, we get lower power rates.
Manila House Representative Bienvenido Abante Jr. has labeled this as an “irresponsible statement,” citing a possible violation of the Consumer Act. Executive Secretary Eduardo Ermita has asked, in Filipino, if we are going to be affected by someone who speaks on behalf of Meralco because the speaker is beautiful or handsome, or by the truth on the bill.
Three. Singer-songwriter Kitchie Nadal seems to have pushed any artistic ambition to the backburner and is now content with cranking out songs for television commercials. There was a time when Nadal looked like the beginnings of a local version of acclaimed singer-songwriter Fiona Apple. That was five years ago. Today, she sings of the wonders of Caltex and how using Sunsilk Shampoo will give you “the greatest day in history.” This the woman who once sang, “Pangarap ko maging isang tulay (It is my dream to become a bridge),” and “Di ito oras isipin ang sariling ambisyon (This is not the time to prioritize personal ambition).”
What is most upsetting about these advertisements is not that they’re less than truthful. Advertising is deception, after all. As Philosopher George Santanaya puts it, “Its function is to make the worse appear the better.”
Rather, what offends is that these people – the advertisers, politicians, artists – think that this is who we are. They say that advertising reflects on our culture because it gives us what it thinks we want. To paraphrase an old adage, enough ads and you have a life – our lives. If this is the case, we are a lazy, stupid, gullible generation. Thankfully, it’s not the case.
Don’t underestimate us, advertiser, corporation, and artist. We are a generation brought up on lies, thanks to politicians like Santiago (who once famously exclaimed, “I lied!”) and celebrity couples who are “just friends.” We have a pretty good pambobola radar.
Go ahead. Let’s pretend that the income you earn from endorsements are “for a good cause.” Let’s pretend that you write and sing odes to coffee because you truly believe in it.
Last time I checked, Kitchie Nadal’s last hit album was in 2004.
