Coffee-mate, better than your mate?

            Nowadays, many commercials focus on the sexual aspect of women when presenting their products, suggesting that their product will bring consumers the sexual desire that is being presented. This form of presentation is very devaluating to women as it objectifies them as a sexual object.

              In a certain Nestle Coffee-mate Commercial, a man is shown to enjoy his coffee more while ignoring his partner who was trying very hard to “please” him. This commercial subtly suggests that the coffee produced by the using Coffee-mate will be even better than a woman, or in this case a “sexual object.

              Using the Potter Box Model, the definition formed by the producers is that the situation requires them to sell a product to the viewers. The values used by the producers are that of a professional values that focuses on maximizing their profit. The culture of the media today, in my opinion, already sees the sexual appeal of a woman to be a very effective approach in selling any product. Following this idea, the producers may have decided to use sexual appeal, but it still lacks for them since sexual appeal is already a common approach. In the end, the producers decided to present their product to be better than this “sexual appeal”. The principles that they followed is that of a utilitarian, focusing on the greatest happiness that will be brought to their company or client. In the end, their loyalty remained to their firm and decided to bring that kind of commercial, regardless of its subtle message.

              In my opinion, this commercial may be different to those which objectify women, but it is different in a worse way since it devaluates women even further. The usual concept shows that women are objects that are able to give pleasure. But the commercial worsens this concept by adding the message that women are now even disposable and can be easily replaced by other objects, in this case, the coffee and its creamer. Commercials nowadays are in a dire need to change in order to prevent the objectification of women but this commercial does the exact opposite. This brings into mind a big question. In the future, will the marginalization and objectification of women be demolished, or will media help in worsening the situation?

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Darkness Looms in Abra: A Sensationalized Headline

       While scanning newspapers for my OJT in OPA, I picked up a Sun Star Baguio Print, and I immediately noticed the title “Darkness Looms in Abra” in big, bold letters sprawled across the front page. The way the title was presented quickly took a grip to my story writer self and I read the article, wondering what such an interesting title would say only to be disappointed with an article about Abra possibly having its power supply terminated.

            Following the Potter Box Model, I assume that the headline writer defined the situation as a news item that has a potential publicity, considering that it is regarding a power supply of a whole province. The values that he may have followed is that of professional values, aiming to maximize profit and that of aesthetic values, deciding to title the article creatively since a news item of a power supply termination may not be enough to pull readers as a headline. The principles used by the author might be that of a utilitarian, maximizing the happiness for his company. In the end, the author chose his loyalty towards his firm.

            For me, even if the sensationalism was only applied to the title, this action may still have negative effects. The most important factor was that the title was a headline in the front page, and it is very prominent and clear. Newspapers are usually distributed through shops, displaying its front page. This sensationalized headline may mislead passers-by and this misleading information may spread through verbal means and may start a rumor that there is something huge happening in Abra that “Darkness Looms” over it. Of course this is only one of the worst case scenarios. A more subtle harm that this sensationalism may bring is just the simple fact that it still suggests a misleading concept to those that only read the prominent title.

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