#com01

Taylor Alison Swift has been a global hit since 2010

Her broad artistic ability and wide range of talents set her apart from other artists in the industry. Besides singing and creating lyrical masterpieces, Swift can also be seen in movies and commercials throughout her career. In a recent 30-second commercial from Capital One, she can be seen sporting her different eras while promoting the travel credit card of Capital One. The advertisement showcases various benefits of using a celebrity to availing the travel credit card, such as 2x miles of travel and 10x miles on hotels for every purchase. The ad’s intended audience revolves around people who often travel for leisure or business and even the fans of Taylor Swift. Truthfully, the company did a fantastic job promoting their product since Taylor Swift has a global influence on different generations, and the release date of the commercial was timely since Taylor Swift also had rumors of her era’s tour at that time.

There are two sides to the coin regarding whether the product is good. The product is suitable for those who availed or plan to avail of this because a credit card can have various benefits that make life easier when used wisely. With the product advertised, it can benefit its users from travel benefits. However, When a credit card is not used wisely, it can lead to a huge liability that can bring people into debt. Additionally, for people who do not often travel, having a travel credit card is not the best decision since you cannot maximize its benefits. Generally, availing of this credit card is really up to the person’s interest— whether they use it for good and for what it is made of or make it a burden for them.

The advertisement uses celebrity endorsements as a primary vehicle for promoting their product. However, this ad does not directly imply that the celebrity, Taylor Swift uses the Capital One credit card. She only advertises the company and the product through the appearance of all her eras. In conclusion, this ad is effective, especially for people who recognize Taylor Swift and her impact. Additionally, this ad does not only benefit Capital One. It also benefits Taylor Swift because this was aired on October 2022, when news and rumors circulated about her “Eras Tour” concert and her re-release of her albums. With this in mind, I believe this is the reason why the ad became controversial on different social media platforms— because it caters to multiple generations: older generations for the credit card and Taylor Swift for the younger ones. Additionally, the uniqueness of the ad also tops other advertisements in the industry, which is why it is remarkable.

References Used

About Us | Capital One Philippines. (n.d.). https://capitalonecareers.com.ph/about.php#:~:text=Capital%20One%20is%20a20diversified,widely%20recognized%20brands%20in%20America.

In March 2020, the world came to a halt due to the pandemic. Most of our regular day-to-day activities became restricted. Things like traveling and socializing are strictly prohibited because it puts people at risk of contracting the virus. We are stuck in our own homes; thus, the only way we can communicate with our friends and distant family members is through the Internet. Thanks to internet service providers, we were able to make this possible. On April 17, 2020, Globe Telecom Inc. posted an advertisement on their youtube channel titled "Sama-sama sa Distansya" which showcases all of these. It is perfectly summarized by the dialogue, "Diyan ka muna, at dito ako, magkalayo dahil close tayo." We need to keep our loved ones safe from infection by voluntarily separating ourselves from them. Fortunately for most of us, we have access to an internet connection, so we still have a way to communicate with our loved ones regardless of distance.           

Many people say that love is the greatest force in the universe, but nothing is comparable to the love of a mother and her child. From the moment of conception, a mother nourishes her child, nurturing them with warmth and tenderness and loving them like no other. She shields them from the world's harshness and, with each passing day, like a rose's soft petals. And as the child ventures out into the world, the mother's love remains a guiding force, a compass that points them toward their true north. Even as the child grows and matures, their bond remains steadfast and true.

Posted on May 11, 2020, a commercial by VicksPhillippines showcased this type of love. The plot of this commercial shows how a mother and her child spend their time together even from afar, hence the title of the commercial, Care from Afar. This also symbolizes how Vicks vapor rub is comparable to mother care since most Filipino mothers used Vicks vapor rub on their children when they were younger, especially when they have a fever since Vicks vapor rub effectively alleviates a fever. Thus, even in the midst of the pandemic, where majority of our day-to-day lives are restricted, a mother's care will always find a way to be received by their children, despite the distance separating them. This commercial's target audience is people who want to show care for their loved ones regardless of distance, just like the mother in this commercial. The products advertised to the target audience are superb in their intended purpose. Once again, as seen in the commercial, the mother still found a way to care for her child even if they are separated by a great distance. This commercial advertises their product by creating a story that is very relatable to many people. There is no media manipulation since the scenes in this commercial depict a real-life scenario relatable to all of us.

Facebook's ad titled "We're never lost if we can find each other," released on April 1, 2020, is all about connecting people and promoting the use of Facebook's platform to stay connected with loved ones. It features people from all over the world using Facebook's various features that, include Facebook posts and video calls to communicate and stay connected amidst the pandemic. The message is clear: no matter how far apart we are physically, we can still stay connected and find each other through Facebook. The advertisement aims to cater to individuals who are looking for ways to stay connected with their loved ones during the COVID-19 pandemic. The ad targets people of all ages and backgrounds, which implies that Facebook is a platform that can be used by anyone regardless of age or location as well as individuals who are looking for ways to stay updated on the latest news and events. The products advertised to the target audience may not necessarily be good for them, as excessive use of social media platforms can have negative effects on one's mental health. However, the ad does not encourage the overuse of the platform and only encourages people to use it to stay connected with their loved ones. As observed, it does not show any indications or intentions of manipulation. Instead, it captures viewers' attention by using emotional storytelling and a relatable message. The ad shows how people from all over the world are using Facebook to stay connected during the pandemic, which is a relevant and relatable topic for many individuals during those times. According to a study by Abbas et al. (2021), social media usage has increased significantly during the pandemic, it was discovered by the researchers a significant increase on the use of social media was observed since the pandemic began. Another study published in the JMIR Publications in pediatrics and parenting, found that social media use can have positive effects on mental health, such as reducing symptoms of depression and anxiety (Vaingankar et al., 2022). With this in mind, the overuse of social media platforms can have negative effects on mental health, while the video advertisement promotes the use of Facebook as a platform to stay connected with loved ones during the pandemic. This advertisement serves as an effective tool for promoting social connectivity during unprecedented times due to its effectiveness in non-contact interactions.

References:

Abbas, J., Wang, D., Su, Z., & Ziapour, A. (2021). The role of social media in the advent of COVID-19 pandemic: Crisis management, mental health challenges and implications. Risk Management and Healthcare Policy, 2021(14), 1917–1932. https://www.dovepress.com/the-role-of-social-media-in-the-advent-of-covid-19-pandemic-crisis-man-peer-reviewed-fulltext-article-RMHP

McGill, B. (2020, April 1). Facebook COVID-19 film delivers the message that “we’re never lost if we can find each other.” Branding in Asia Magazine. https://www.brandinginasia.com/facebook-covid-19-film-delivers-the-message-that-were-never-lost-if-we-can-find-each-other/

The video advertisement entitled "Sama-sama sa Distansya" made by Globe PH released on April 17, 2020, showcases the importance of social distancing amidst the COVID-19 pandemic. It begins with a message from a woman narrating regarding emphasizing the significance of staying at home and being responsible for our actions during the peak of the pandemic crisis. The female narrator talks about how things are given distance, how hardships are felt during the time of suffering , and that we can find happiness on simple moments just as well. The ad then transitions to different scenes showing how people can still connect with each other while maintaining a safe distance. The intended audience for this advertisement is primarily the Filipino people, especially those who have access to Globe's products and services. The message is directed towards the general public to raise awareness of the importance of social distancing in curbing the spread of the virus. This includes individuals who are working from home, students studying online, and families staying indoors to prevent the virus from spreading. The promotion of any Globe's products or services was not implied. Instead, it focuses on the message of social responsibility and how everyone can contribute to flattening the curve of COVID-19. There are no forms of media manipulation present in the ad. It is a straightforward message that aims to educate and inform the public about the importance of social distancing. The ad's ability to capture the attention of viewers lies in its simplicity and relevance to the current situation. The use of real-life scenarios and relatable situations makes the message more compelling— adds credibility to the campaign. The ad explicitly gives the importance of social responsibility and solidarity during the pandemic with the unequal impact of COVID-19 on marginalized communities and the need for collective action to address these disparities (Stok et al.,2021), all the while with its unique presentation on social distancing as a way of contributing to the common good and preventing the spread of the virus.

References: 

Globe. (2020, April 18). Heartwarming globe digital film shares message of hope and connection amid isolation. Globe Newsroom. https://www.globe.com.ph/about-us/newsroom/corporate/connection-amid-isolation.html#gref 

A Message from the Future

Jollibee has ranked as the top family-friendly fast food business in the Philippines for several decades and has grown to become a second home for many Filipino families who share simple yet memorable moments and the significance of family. The advertisement entitled "A Message from the Future" was about a young boy asking his grandfather about how things were in earlier times. The grandfather then fills the youngster in on the COVID-19 pandemic's beginnings and the difficulties that everyone must contend with. The causes of the pandemic virus are displayed, including losing a job, having to close businesses, losing something, or, worse yet, losing a loved one. The storyline depicts a family—a woman who was infected by the virus and their two children. It also shows how the father's struggles to care for his ill wife and their two children as well as his loss of faith due to the worry that their family will no longer be as they were when they were happy.  Hence, the target audiences for this particular advertisement are the people, which focuses on a family's struggles to overcome challenges brought on by the pandemic and how everyone should value the importance of family.  The product advertisement is unquestionably beneficial for the intended audience because it indicates, "We learned to save each other, and we found joy," and shows a delighted family enjoying a family chicken bucket meal from Jollibee. This then demonstrates that people may still find happiness despite a pandemic, change, and difficulties, especially in Family, where the target audience should be able to relate on an emotional level since the advertisement was also broadcast during the month of Thanksgiving, and it successfully captured the attention of the viewers. The advertising taught everyone to be grateful for the blessings we have or have received from God. Furthermore, the advertisement accurately portrays a family's struggle to overcome the challenges that they have encountered during the COVID-19 pandemic. With this, there is no evidence of media manipulation in it. Because the advertisement by Jollibee Studios' purpose was to convey a crucial lesson to the people that they should take anything for granted because we can never predict what will happen in the future. Your loved one could be standing right in front of you one moment before disappearing the next.

Care from Afar

For many years, parents in the Philippines have used Vicks products because they perceive it as an essential tool for parenting and a way to help themselves when their children are ill with conditions like the common cold, influenza, headaches, fever, and more. The plot demonstrates how the daughter and the mother spend their time together through video call as the mother plays a song on her piano while the tearful daughter listens and longs to embrace and be with her mom but cannot do so because of the pandemic. Vicks Philippines' "Care from Afar" advertising highlights the unrivaled love that a mother has for her child. It is not limited or subject to rules, and it has the audacity to disregard everything that stands in its way to care for its child. Thus, a mother’s concern and affection for her children find them whenever and wherever they are, even throughout this period of separation, especially during the outbreak of the epidemic. Moreover, given that the actresses in the advertising are women, its target audiences are moms and those who have stepped up to be mother figures to their younger siblings. It also aims to convey to moms how appreciative and glad we are as children to receive a mother's unconditional love, regardless of the distance or proximity that we are from them. The products advertised for the targeted audience were undoubtedly great for them since it shows that even in the midst of a pandemic, a mother would still find ways to show how much she cares for her child or children, and because of the narrative of the advertisement, the target audience ought to be able emotionally connect to it. Subsequently, the advertisement simply depicts a mother and her daughter being separated during the pandemic, and considering moms have used Vicks to treat their children's illnesses for millennia, there is no evidence of media manipulation in the video. And with that, the Vicks Philippines advertisement has captivated the interest of viewers in the Philippines as the commercial was broadcast on Mother's Day and mainly because its story revolves around how a mother would find methods to spend her moments with her children even through simple things.

Jollibee Studios. (2021, May 15). A Message from the Future [Youtube Video] In Youtube. https://www.youtube.com/watch?v=e-N8K0xRaeY&ab_channel=JollibeeStudios

Toy Story has been a part of most of our childhoods; we grew up along with the characters, we aged like Andy, and we left behind our toys (or at least most of us). 

Most of us were not even able to watch all available Toy Story movies due to other endeavours –– just not part of our priorities anymore.

But for those who actually spent their time indulging in the recent misadventures of our mischievous toys, you would be able to see the difference in each movie.

From animation, audio, to the personalities of each character, we can see that they also grew up – they improved along with us.