Jollibee, a fast-growing Filipino fastfood chain in the country,
recently came up with a promo in partnership with Ford entitled "Scratch 2
Snatch A Ford." Apart from advertising the promo, the TVC1 also
strengthens the company’s value---family.
However the television commercial, with the intention to
showcase and promote the promo, did a rather outrageous thing on the last line
of the script. The last line of the TVC---habang
may promo, may pag-asa---gave me a different idea of its purpose. The line
implied a different concept of hope and promos. This unmindful
"claim" of hope could have an impact to some struggling families by
changing their outlook towards life. After watching the TVC, they might fall
for the subtle message and consider promos as the answer to their daily woes.
In addition, the last line was partly delivered by the child whom I bet did not
have any idea that she would be a part of this distasteful yet subtle message.
I came up with the judgment that the TVC is unethical by simply
putting more value in KBP’s principle of Pananagutan.
Although the said principle is intended for broadcasters, it could also be
applied to the ad agency of the TVC. As communication students and soon-to-be
part of the industry, we should be responsible for all the things that we will
make, write, or release because our name is at stake every time we “fulfill”
our roles in our society.
2012-50133
(1)
No comments:
Post a Comment