#pandemiceffect

Belo’s advertisement entitled “Pandemic Effect" is a promotional campaign by Belo Medical Group, a cosmetic surgery and dermatology clinic in the Philippines. The ad focuses on the impact of the COVID-19 pandemic on people's physical appearance, mainly due to stress, anxiety, and other factors. The ad features individuals talking about their personal experiences during the pandemic, such as feeling self-conscious about their appearance due to weight gain or skin problems. The ad emphasizes the importance of caring for one's physical and mental well-being, especially during difficult times.

The intended audience for the "Pandemic Effect" by Belo Medical Group is likely individuals who are concerned about their physical appearance and have experienced changes in their appearance due to the COVID-19 pandemic. This ad may appeal to people who are interested in improving their appearance and regaining their confidence through non-surgical cosmetic treatments such as body contouring, skin rejuvenation, and other similar procedures. This ad may also target individuals who are interested in health and wellness, as it emphasizes the importance of taking care of one's physical and mental well-being, particularly during challenging times like a pandemic. A study conducted by Vall-Roqué et al. (2021) states that women's body dissatisfaction and physical appearance comparisons have increased throughout the COVID-19 pandemic.

There were no specific product advertised in the commercial. However, we all know that Belo is known for its cosmetic treatments. Therefore, this treatments might good for the intended audience since Belo may help them improve their physical appearance and boost confidence. However, it is important for viewers to make informed decisions and consider their overall health and well-being before pursuing any cosmetic treatments.

There was a media manipulation present in this advertisement. It is in the part where this advertised shows an exaggeration of what the pandemic had made to people. Wherein the woman had an extreme weight increase and a long hair. This may lead to misunderstanding and to create a sense of urgency or pressure to take action, such as by implying that viewers need to improve their appearance in order to feel confident or happy. Additionally, the ad may highlight the positive effects of cosmetic treatments while downplaying potential risks or side effects, which could be perceived as manipulative or misleading.

Brader Batak PH. (2021).  Belo Advertisement (HD) | Pandemic Effect. YouTube. https://www.youtube.com/watch?v=rfXkbJlHgDU