Saturday, July 26, 2008

Political Commercial Ads

Philippine Senators and big Political figures who appear in commercials (a handful of them already), are not banned from doing so. They're just "subtly" gaining popularity in preparation for the Presidential race (uh-huh!). It's true that the Constitution bans politicians or civilians for doing premature campaigns, but the senators and political figures that are currently appearing in "skin whitening" "Weight Loss" "Advocacy ads"and other commercials are not considered official candidates yet since they haven't actually filed for their candidacy papers.

It's funny but it's as if we're "new and ignorant" to the game and stylistics of Political campaigning. Maybe the role has slightly reversed. There has been a study and a trend that celebrities who are running for office have an equal or better chance of getting a certain post despite their lack of formal exposure because they are in a truest sense, "famous." The culture of Philippine politics have slowly changed when actors, with just a genuine feel of service, are slowly gaining post, even the highest post in the nation, which is the Presidency. The theory of commercial popularity may be ludicrous and frustrating to some, but it's quite ignorant to deny this fact. It's true that mass have learned from past mistakes. It's always positive to assume that most assess the candidates beyond their popularity, glitter and glam, but a little casual exposure through commercials that have a wider and casual reach to the public may help.

Skin whitening and weight loss commercials showcase products that are very relevant and popular in this day and age. They may be reaching out to people in a more casual and human method. Eventhough they're not subject to atrocious physical demands, appearing in these products make them feel more human since they can opt to endorse a personal choice many of us "normal people" have identified ourselves making. The busy and hectic demands of politics still usher to beautification aspects that all of us at some point can relate to. Not everyone can understand and appreciate politics, but health, wellness and beautification may hit the jackpot.

It's true at some point when passing by Edsa, one may feel quirky seeing Sen. Panfilo Lacson in a Whitening Ad. The two images may not be reconciling well on the spot, but wasn't this the same case when you first heard Mr. Estrada running for presidency, and he actually won? The two areas are slowly integrating and being maximized by the others' use. Now, it's the Politicians entering the field celebrities know best. That's Philippine Politics for you. Just like actors who are not discouraged to run, politicians too may have a take on the world of endorsements.

In legal terms and practice there is really nothing wrong with it. It's a form of freedom of expression and it's the way politics and the entertainment industry are slowly integrating in the Filipino Culture. We have to face the "ads." But the real question and assessment of "motives," "noble act" of these ads are left for our own judgment. Just like freedom of expression, we also have the freedom to form our opinions and observations with it. My opinion would be almost half or all of the politicians you see on these ads will run in the next elections. If that opinion remains true, then what they're doing would be a form of premature campaigning; unfortunately we cannot backtrack and file cases against them. And third, it's funny to think but, just give them what they want. Ibigay ang hilig. As long as we can form opinions about this and are aware of the political revolution, we may be shielded. Revising the constitution may be another answer to account for these subtle forms of 'premature' campaigning. Welcome to Philippine Politics. But saving the technical and political aspects aside, now that I'm aware of this certain "integration" and have become cynical about this, i wish they'd just stop because it's damn irritating.

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