11th Media Monitor here (regular or bonus) w additional new bonus topic: Advertisements

if on mobile device, optionally, you may click “Listen on browser” on the soundcloud pod below to play this week’s OPM: Hale, “Blue Sky”…



The 11th Media Monitor can now be posted here (either regular or any of the bonus topics), provided only one post per week will be credited for the week; a late post will be recorded under the next week’s score sheet and will not be counted for the current week (if late); provided further that a bonus topic can be discussed only once by a class member and any “repeated” bonus topic will be credited as a regular and not a bonus post.

    The deadline for this week is extended to Thursday April 26 at 5pm.

    The additional new bonus topic is: An original review of a current advertisement of any consumer product, or of a public service announcement, or of a publicity material including outdoor media; the subject or material should be current or being shown/exhibited right now.

     Stay hydrated and ventilated, and wear light, soft clothing everyone!



  1. 11th Media Monitor Post
    (Bonus Post: Advertising)

    New Kid – Tiger Black

    This advertisement is meant to introduce Tiger Black, a new alcoholic beverage meant to be stronger than the regular Tiger beer. An interesting aspect of the ad is how the only actors portrayed are men, doing physical activities such as playing basketball and using skateboards. In the end, the men discover the new Tiger Black, and all come together to have a drink. Does this ad imply that women cannot handle the new Tiger beer? Why are there no women depicted participating in the drinking of the new beverage. Women drink alcoholic beverages as much as men do, but this ad implies that only men can handle the “100% malt” of the new beer. The ad would be more inclusive if there were women in the ad, also coming together with the men to share in the experience of drinking this new alcoholic beverage.

  2. 2018 11th Media Monitor (BONUS Title: MAYON or DISASTER-REPORTING)

    Disaster Reporting

    Are the ‘facts’ in possession of the reporter accurate? In such complex situations as disasters, facts become the first casualties because the facts are hidden or too complex to comprehend; sometimes because of contrary claims; and sometimes because of active embedding of misleading, false or malicious information by vested interest groups. Thus, the reporter should do a careful fact-finding and sift the truth from the falsehoods before publishing or broadcasting any information.
    At the stage when the disaster is yet to strike: Disaster reporters can often help prevent disaster by broadcasting or publishing forewarnings and instigating the responsible agencies to undertake preventive measures.
    Clarifying Terms: It is important for the media to present reports about impending or present disasters as clear and concise as possible. This especially includes disaster-related terms.

    Article: MAYON VOLCANO BULLETIN 24 April 2018 08:00 A.M.


    The article provided is a good practice of journalism as it very clearly states the parameters surrounding the Mayon Volcano. It informs the public of Mayon’s current state – that of being in a moderate level of unrest – and therefore encourages everyone to take precaution by prohibiting entry from at least a seven kilo meter distance due to its Alert Level 2 state.

    Moreover, the article serves to avoid further alarm for the public regarding an impending disaster threat. It keeps the public aware of the present state of Mayon, that in turn, can allow them to be proactive should a serious danger ensue.

  3. 11th Media Monitor

    This latest TV commercial by Centrum violates the provision of the Advertisement Standards Council (ASC). Section 4 of Article 7 states that ads should not state or imply that vitamins, supplements, and other similar products alone can ensure or promote good health. In this 30-second ad, Jericho Rosales enumerates the ‘benefits’ of taking Centrum while not even a fine print that says lines along “with proper diet and exercise” is written on the screen throughout the whole commercial:

    On a side note, their previous commercial, however, abides by the said provision:

  4. 11th Media Monitor

    This latest TV commercial by Centrum violates the provision of the Advertisement Standards Council (ASC). Section 4 of Article 7 states that ads should not state or imply that vitamins, supplements, and other similar products alone can ensure or promote good health. In this 30-second ad, Jericho Rosales enumerates the ‘benefits’ of taking Centrum while not even a fine print that says lines along “with proper diet and exercise” is written on the screen throughout the whole commercial:

    On a side note, their previous commercial, however, abides by the said provision:

  5. 11th Media Monitor (BONUS: movie rating)

    Bagahe by Zig Dulay
    MTRCB rating: PG

    I agree with the movie classification rating of MTRCB. Bagahe is about an OFW returning to the Philippine who abandoned her newborn in the comfort room of the airplane. The film follows the story of the mother being reunited with his daughter at the end.

    Although the movie has themes like, child-abandonment, rape, and violence against women, I can still say that the movie was light because the sensitive themes are presented in a manner that is not traumatizing. The flow of the movie is linear so it can be easily followed. It is also a nice way to present sensitive topics, that are often taboo, in a light manner because it can spark discussion among others.

  6. 11th Media Monitor

    These two advertisements center on the liquor consumption habits. It has a plot were men or a group of me start drinking liquor specifically beer and have unique effects or circumstances that may have been caused. It is good that it followed the rules where the catch phrase “Drink Responsibly” is clearly stated by the end of the advertisement. However, as how most liquor products branding is, it addresses an issue where it shows liquor is a way to pick up women. It centers on equipping men how to pick up women. There is a clear discriminatory message and we should be alert in being critical with this.

  7. 2018 11th Media Monitoring Post
    (Bonus Post: Advertising)

    C2 – Cool & Clean

    The advertisement is meant to 1) promote C2 as a healthy and natural drink and 2) to promote C2’s new look and design.

    This advertisement is in violation of Section 5. Specific Claims, 5.1 and 5.1.1 because it claims that it is 100% made from natural ingredients. In doing so, C2 inconspicuously claims that ALL of its ingredients were made from natural ingredients, none of which are artificial. In doing so, it leads the viewers to believe that C2 is a healthy drink, made from ALL natural ingredients.

    The fault that C2 made is that they made an absolute claim that C2 is made through 100% natural ingredients. Unfortunately, upon basic Google search of C2’s ingredients, we find out that C2 contains “Artificial Flavour” of which is not specified. Due to the presence of this unknown artificial flavoring, C2 is not made from 100% ALL natural ingredients.

  8. 11th Media Monitor (BONUS: movie rating)

    Avengers: Infinity War
    MTRCB rating: PG
    (source: http://www.mtrcb.gov.ph/wp-content/uploads/2018/04/FOREIGN-FILMS-AS-OF-APR18.pdf)

    MTRCB gave the latest Avengers movie a PG (Parental Guidance). It means that viewers below the age of 13 should be accompanied by an adult. This superhero movie clearly manifests violence but only to the minimal and without graphic detail. The language also required parental guidance because there were swear/foul words especially from Nick Fury and Peter Quill(Star Lord), who specifically, gave the middle finger to another character in the movie.
    I agree with this rating because it was a good movie for kids and adults alike. It wasn’t too violent or harmful to anyone. The theme was also suitable because, it showed redeeming social values like Spiderman to Iron Man and how he treats Iron Man with respect, like a true uncle of his. There was also a scene in the movie that showcased women empowerment as 3 women (Black Widow, Wanda, Okoye) fought a villain. The movie did not promote violence. Instead, it showed that teamwork is needed to succeed.

    “A “PG” classification advises parents or supervising adults that the film may contain any of the following: themes, language, violence, nudity, sex, and horror, whose treatment is suitable for children below thirteen (13) years of age.”

  9. 11th Media Monitor

    On Testimonials
    “Advertisements shall not contain or feature testimonials/endorsements of
    models/endorsers which contradict/dispute previous competitive endorsements or
    make direct reference to previously endorsed competitive brands by the same
    models/endorsers, within a period of three (3) years from the last airing or publication
    of broadcast/print advertisements of said competitive brands containing the
    competitive endorsements.”

    Manny Pacquiao’s Omega Billboard
    Image Link: https://pbs.twimg.com/media/DUENJcwVAAUgY9s.jpg

    I saw this billboard in SLEX. Manny Pacquiao was endorsing Omega.This is a bad advertisement practice because it says “Dati tableta.. ngayon Omega na.” He was referring to his previous endorsement Alaxan which is a competitive brand of omega. This advertisement throws shade at Pacquiao’s previous endorsement.

  10. 2018 11th Media Monitor (BONUS: ADVERSTISEMENT REVIEW)

    Optein, an eye health supplement, released a commercial with Iza Calzado as its celebrity endorser. This advertisement is a bad practice and violates the Advertisement Standards Council (ASC) Section 4 of Article 7 which states that “ads should not state or imply that vitamins, supplements, and other similar products alone can ensure or promote good health”. This 30-second commercial only visually presented the reasons why people are having bad eye conditions. It presented that Optein can ensure to help maintain good eyesight, it claimed exclusivity and implied that Optein alone can ensure good eyesight.

  11. 11th Media Monitor Post
    (Bonus Post: Advertising)

    Article IV, Section 12.3
    “Advertisements of all non-prescription drugs should carry the advice, “If symptoms
    persist, consult your physician.”

    This new RiteMed advertisement is a good example of the provision stated above. The ad promotes RiteMed in a manner showing that it is an affordable brand of medicine. In the end, they show the advice “If symptoms persist, consult your doctor.” It follows the guidelines above and the text was big enough for the audience to read and see.

  12. 11th Media Monitor

    Product: McFreeze Frozen Dalandan
    Link: https://www.youtube.com/watch?v=0enIXd5EenY

    I think that this advertisement for the new McFreeze Frozen Dalandan beverage was very offensive, stereotyping, irksome, and poorly made as a whole. First and foremost, it was offensive because the female in the ad replicated a fake german accent while speaking in Filipino. It was a very annoying tune and it was not funny at all. I also feel it was unethical, as it sent a message to the viewers that Filipinos should be the ones adjusting to foreign counterparts. The unique selling proposition of the advertisement seemed to be just that; to try and linger in the minds of the viewer and evoke laughs. However, for the reasons stated above, I believe it did so in a very poor way.

  13. 11th Media Monitor
    BONUS: Advertisement review

    Provision: Article V Section 2C Comparison Advertising: Indirect comparison advertising may be permitted provided it does not use symbols, slogans, titles, or statements that are clearly identified or directly associated with competitive brands.

    Link: https://www.youtube.com/watch?v=DIED_wx84JE

    The advertisement above, Prevent Hanginfection with Safeguard Protection! shows a good journalism practice. Not only did they rovide context about the new technology they are using to detect germs, but when they compared it to other “beauty brands” (elaborating how Safeguard differ from the latter in terms of the duration of protection), they used a rather generic brand of soap that does not identify nor directly associate the generic brand with their direct/competitive brands.

  14. 2018 11th Media Monitoring Post
    (Bonus Post: Advertising)

    Pia Wurtzbach for Aquafina Philippines

    The Aquafina drinking water commercial featured Pia Wurtzbach as an endorser. In the commercial the water can be observed to be swirling all around her presumed naked body, while the words “pure”, “crisp”, “clear”, and “refreshing” were mentioned. In the end it fronted “purity guaranteed”. I know that there are times when people should loosen up on viewing commercials, but this advertisement subtly but clearly reinforces the objectification of women. The Aquafina is advertising drinking water and not bath soap or other skin products, and so it is not necessary to show Pia’s body repeatedly. It also sustains the notion that women are pure, or should be pure, and women like Pia or those with the same attributes are the “pure” women.

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