Sunday, November 30, 2014

Jollibee TVC: Company Promotions as Peddlers of Hope?

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.

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