What are GOOD ads?

Pearl shares...

Here is a criterion on what makes an advertisement good. This criterion is based on everything me and my groupmates have learned in our Marketing and Advertising classes in our Integrated Marketing Communication course.

Good advertisements are...

1. Ethical
- It complies with the Advertising Code of Ethics. It does not violate the code. Should not
promote bad behavior or ideals.
2. Comprehensible
- The story gets across consumers and they understand the message
3. Credible
- The advertisement’s message is credible
4. Truthful
- The message of the advertisement is true.
5. Relevant
- The story addresses consumer needs
6. Appealing
- The most ‘subjective’ parameter is liking the advertisement. It is likeable.
7. Unique
- The idea is fresh, unique and has never been done
8. Single-minded
- The ad is focused and is understood by the target audience.
6. Moving
- It should be able to move the mind or heart. It evokes action.

All the ads we've SPANK'd so far...

Here is a list of the Ads we have posted. Feel free to click on the links to view the ad you want to see. Tell us what you think of the ad.

FEBRUARY

1. Bench Low Rise Jeans
See Analysis on Bench Jeans>>

MARCH

3. Bayantel Satisfaction Guarrantee Billboard has been SPANK'd
4. Enfakid Lea Commercial
See Analysis on Enfakid Lea Commercial>>
5. Spice up your Life!
See Analysis on Spice up your Life!>>
6. Bingo Biscuits
See Analysis on Bingo Biscuits>>
7. Frenzy Condoms FX Wraps has been SPANK'd
8. MAX by Revicon
See Analysis on MAX by Revicon>>
9. Bench Billboard has been SPANK'd
10. Cathy Valencia Skin Center has been SPANK'd
11. Second Bench Billboard of Ding Dong has been SPANK'd

Dingdong for BENCH is SPANK'd!

Jewelz writes...

Here's another one of Dingdong's BENCH ads along Guadalupe... There are so many oversized billboards showing him. Do you think these billboards promote the value of decency and courtesy when it shows a person in his underwear? SPANK'd!

*taken from: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWC62cATBW5sX4PbezbAp02R3aFBKc6NmuMv7jteEVZYf2m7uSkJkbH6Lrz1a4B6_XyGB3qOgTBkA7PEal7eReB2fJkdzLGRz1VasPtBKFjoU1nv3WSKweZk4nqVxRgpkWc341vmiTTPno/s1600-h/dingdong-dantes-bench.jpg

In the Advertising Code of Ethics, ARTICLE 1 STATEMENT OF GENERAL PRINCIPLES,

Section 9, states, "Advertising and its practitioners are encouraged to promote the
following additional values:

1. National unity
2. Respect for human dignity and the rights of all
3. Decency and courtesy
4. Respect for religious beliefs, customs and traditions
5. Pride in things Filipino
6. Respects for law and authority
7. Adherence to principles of justice, honesty and fair play
8. Dignity of labor
9. Environmental concern."

This ad definitely does not promote respect for human dignity. If it did, it would not have shown Dingdong only wearing briefs. Instead, he chose to pose and reveal parts of his body which should be kept private. Where is the decency here? I think this ad definitely is a distraction because it reveals everything.

Furthermore, this BENCH ad violates Article IV Section 1 of the Advertising Code of Ethics, Number 4 and 5 which states, "Profanity, obscenity and vulgarity, or presentations which are offensive to contemporary standards of decency of morals, shall not be allowed, even when understood only by a part of the audience." and "Indecent exposure of the human body shall not be allowed. Some exposure of the human body may be allowed in advertisements when in good taste and relevant to the product or service being advertised, the situation being portrayed or the audience being addressed."

I think Bench should think of another strategy to market their underwear. They have been showing too much obscene billboards. It may bring them money for now, but they are degrading the morals of society. We should uphold what is right and true and respect the privacy of others.

*Thanks to MM, one of our readers who suggested that this ad should be SPANK'd!

What do you think?

Advertising Code of Ethics

Erine shares:

Finally, we get to post the advertising code of ethics! Here are some of the guidelines that we've cited (at least the more relevant ones) that we use to determine wheter an ad needs to be spanked or not. In any case, I'd suggest you guys go over these.

ARTICLE 1 STATEMENT OF GENERAL PRINCIPLES

Section 1. Advertising plays an important role in the development of nation’s
economy, its social progress and in raising its living standards.

Section 2. Advertising is an inherent part of total marketing, and reasonable cost
thereof is an inherent part of marketing cost.

Section 3. In the spirit of free enterprise and fair play, advertising must seek to
sell a product or service on its own merits. Advertising must be used positively,
not negatively.

Section 4. Advertising must provide the general public with relevant and truthful information on products and services, thereby helping consumers make their
respective choices.

Section 5. Advertising, by encouraging healthy competition, promotes free
enterprise which in turn, generates better products and/or services for the
consumers.

Section 6. Advertising helps to establish mass markets, which make mass
production possible, thereby promoting economies of scale and contributing to
the generation of employment.

Section 7. Advertising also serves the social purposed of working in partnership
and collaboration with media to support national programs of information,
education and entertainment.

Section 8. Advertising has a social, economic, and cultural responsibility to the
community and the advertiser’s interest should take into account community
interest.

Section 9. Advertising and its practitioners are encouraged to promote the
following additional values:

1. National unity
2. Respect for human dignity and the rights of all
3. Decency and courtesy
4. Respect for religious beliefs, customs and traditions
5. Pride in things Filipino
6. Respects for law and authority
7. Adherence to principles of justice, honesty and fair play
8. Dignity of labor
9. Environmental concern.

Section 10. Practitioners shall cooperate with one another and with the
government for the achievement of the public good.

Section 11. The advertising industry should continue to improve the levels and
standards of advertising.

ARTICLE IV ADVERTISING CODE OF ETHICS

Section 1. PRESENTATION

1. Claims of product and service properties or their intended usage should be clearly presented and should not mislead or be likely to mislead the persons
to whom they are addressed by inaccuracy, ambiguity, exaggeration or
omission.

2. To protect brand equities and to avoid misleading consumers, advertising materials shall not contain features, elements or visual and audal presentations that are unique to the advertising of another brand regardless
of category.

3. An advertisement should avoid any possible confusion as to the identity of the advertiser or the source or identity of a product or service.

8. Advertisements should not undermine the public’s regard for government, law and duly constituted authority.

Section 12. NON-PRESCRIPTION DRUGS, MEDICAL DEVICES AND
TREATMENTS

12.1 General Provisions

1. No pharmaceutical product may be advertised unless it has been duly registered with the BFAD. Only non-prescription drugs may be advertised in the mass media; prescription drugs can only be advertised through publications solely intended for the medical and allied professions.

2. Advertisements for non-prescription drugs, medical devices and treatments should not describe or dramatize distress (e.g., death or serious illness) in a morbid manner.

3. Advertisements of all non-prescription drugs should carry the advice, “If symptoms persist, consult your doctor.”

4. Advertisements of the benefits or use of non-prescription drugs, medical devices and treatments should be based on, or be within the context of and consistent with the indications and labeling of said products as approved by the BFAD or the appropriate government agency.

5. Advertisements should not depict consumers relying on, or otherwise encourage reliance on medicines as a solution for psychic, emotional or mood problems.

6. Advertisements of products designed to calm, sedate or stimulate should refer to the temporary symptomatic relief provided and should include a recommendation that label directions be followed.

7. Advertisements should not offer false hopes in the form of a cure or relief for the mentally or physically handicapped either on a temporary or permanent basis.

12.2 Special Terminology/Claims

1. In advertising medical products, claims that a product will effect a cure and the use of such words as “safe”, “without risk”, “harmless”, “instant”, “effective” or terms of similar import shall not be permitted, unless based on or within the context of and consistent with the indications and labeling of said products as approved by the BFAD.

2. Advertisements should not contain claims that a product or treatment will promote sexual virility, or be effective in treating sexual weakness, conditions associated with sexual excess or over-indulgence, or any ailment, illness or disease associated with these habits.

3. Non-prescription drugs, medical devices and treatments may not be directly or indirectly advertised as the answer to conditions of premature aging or loss of virility, unless officially so allowed in writing by the BFAD.

4. Advertisements should not offer any product or treatment for slimming/ weight reduction or figure control if independent medical opinion considers the use of the product or treatment as harmful.

5. The word “tonic” when used in advertisements shall state clearly the specific purpose for which the tonic is to be used or taken and shall not claim nor imply treatment or results related to sexual potency, inadequacy or the aging process.

12.3 Medical Practitioners

1. Endorsements direct or implied, by physicians or actors portraying physicians, of non-prescription drugs, medical devices, medical treatments and medical equipment shall not be allowed.

2. Unlicensed medical practitioners shall not be allowed to advertise their services.

3. Advertisements by a medical practitioner shall be subject to the Code of Ethics and applicable laws and rules of his profession. In any event, where allowed, such advertisements may state only the professional’s name, address office hours and licensed area of practice or specialization. Specialization shall mean the particular field of practice for which the professional has the appropriate education, training and expertise. The advertisement may not mention any specific ailments.

4. No clinic or hospital shall be used or portrayed in advertisements without the knowledge of and the written permission from its proper authority/ies.

12.4 VITAMINS AND FOOD/DIETARY SUPPLEMENTS

1. Advertisements should not state or imply that vitamins and/or minerals alone can ensure or promote good health. Neither should advertisements state or imply that good health is likely to be endangered solely because people do not supplement their diet with vitamins and/or mineral.

2. Advertisements should not imply that they can be used to prevent or treat illness, elevate mood or enhance normal performance. Individuals should not be encouraged to swap a healthy diet for supplementation.

3. Endorsements direct or implied, by physicians or actors portraying physicians, of vitamins, food/dietary supplements shall not be allowed.

4. Advertisements should mention/carry the BFAD advice: “No Approved Therapeutic Claim.”

Cathy Valencia gets SPANK'd!

Jewelz SPANKs...

I saw another ad that violated the Philippine Advertising Code of Ethics along EDSA, Cubao by Cathy Valencia. It had a picture of a woman who looks naked covering her chest with h

er arm and they covered the bottom with a swipe of the color blue to match the background. The billboard was advertising a skin and body center where you can improve your skin. The message of the billboard is: "You can have flawless skin at Cathy Valencia Skin Center," and the photo is relevant to the service, however, I believe that it is indecent to show a naked woman on the billboard. In Article IV, Section 1, # 5 of the Philippine Advertising Code of Ethics, it says,

“Indecent exposure of the human body may be allowed in advertisements when in good taste ad relevant to the product or service being advertised, the situation being portrayed or the audience being addressed.”

The Cathy Valencia billboard violated Article 4, Section 1, number 5 by exposing to much skin! It serves as a distraction and furthermore, it degrades the woman in the billboard ad because she was exposing herself in public. What is private should be kept private and should not be seen by anyone and everyone.

This is NOT the billboard I saw along EDSA in Cubao, but here is a picture of Cathy Valencia's other billboards that do not show a naked woman and would have been better to use in all locations.

Have you seen the Cathy Valencia ad along EDSA, Cubao? What do you have to say seeing a naked woman on a billboard?

Bench gets SPANK'd again!

Jewelz posts:

Bench Body Billboard

Thanks to one of our readers who spotted this ad by Guadalupe. This is definitely getting SPANK'd! The model/actor is the well known Sergio from Marimar. I can't believe Dingdong allowed to pose like that. What's worse is there's another enormous billboard by Balintawak, near the exit of NLEX. In that billboard, Dingdong is posing in a way where he is doing push ups and is wearing nothing but his underwear. I think it is a major distraction for drivers because it makes you want to look at it and see everything.

Let me know the reasons why this ad is SPANK'd... Cite what part of the Advertising Code of Ethics this billboard violates which was also mentioned in earlier posts?

OAAP - Code of Ethics

Jewelz shares...

Please take some time to go over the OAAP Code of Ethics. Many outdoor advertisements may have slipped the hands and eyes of the ADBOARD and may cause harm to society. Please report any ads which may have violated the Code of Ethics, thank you.

OUTDOOR ADVERTISING ASSOCIATION 

OF THE PHILIPPINES

(OAAP)

CODE OF ETHICS

ARTICLE I
Statement of General Principles

Section 1 Being an integral part of mass media, we are cognizant of the powerful influence of outdoor advertising on society. We therefore strongly support the practice of self-regulation as provided for by the Advertising Board of the Philippines.

Section 2 Public safety will always be the primary concern in the conduct of our business. We shall therefore ensure that our structures and displays exceed those provided for by law, and to faithfully conduct regular maintenance checks on all our structures so that they remain structurally
sound.

Section 3 We recognize the effect of our structures and displays on the environment. We shall endeavor to take into consideration the overall aesthetic impact of our structures and displays. We shall strictly follow zoning laws and building codes as provided by national and local government agencies.

Section 4 We shall actively and continuously support worthy public causes by providing free of charge posting on available vacant outdoor display properties for public service announcements and or associations, that will contribute to the betterment and/or upliftment of society.


ARTICLE II
The Code of Ethics


Section 1 Advertising Copy and Designs


1.1 All layouts must conform to the standards set forth by the ADBOARD.

1.2 Layouts containing elements or messages that violate existing national or local laws and ordinances must not be posted.

1.3 Materials shall conform to the screening guidelines for print and outdoor/billboard materials provided under Article IV, General Provisions, Section B of the ACRC Manual of Procedures of the ADBOARD. Print and Outdoor/Billboard materials are generally post-screened, except in the following cases where pre-screening shall be required prior to posting:

A. Materials with No. 1 or Superiority or Exclusivity claims.

B. Materials for infant food formula.

C. Materials that show partial or total nudity or skimpy attire or any visuals/copy/elements that suggest sexual stimulation or satisfaction or gratification

Section 2 Outdoor Advertising Signs and Structures


2.1 To ensure general public safety and welfare, outdoor advertising signs and structures shall be constructed in accordance with the National Building Code specifications and standards for safety. All structures must be designed and signed by a duly licensed Civil / Structural Engineer and shall be covered by pertinent permits and/or licenses.

In accordance with the provisions of the National Building Code of the Philippines and its Implementing Rules and Regulations, any alteration or retro-fitting of a structure (e.g., additional faces, additional height, etc.) shall require a certification from a duly-licensed Civil / Structural Engineer that the resulting structure is safe and that the provisions of the National Building Code and its Implementing Rules and Regulations have been complied with.

2.2 Advertising signs shall be erected in areas where permissible with all necessary permits duly secured from all concerned government agencies.

2.3 No offers for placement of outdoor advertising signs and structures in areas prohibited by law (as specifically stated in the National Building Code and its Implementing Rules and Regulations, as amended, and other pertinent laws, rules and regulations) shall be made by an outdoor advertising firm and accepted by any Advertiser.

2.4 All outdoor practitioners shall be guided by the pertinent provisions of the National Building Code of the Philippines, P.D. 1096 and its Implementing Rules and Regulations, ancillary laws, decrees, executive orders and other issuances, as well as local ordinances relative to the following:

2.4.1 Definition:

2.4.1.1. Signs - any letter, work, numeral, pictorial presentation,
illustration, decoration, emblem, device, symbol or
trademark, flag, banner or pennant, whether
illuminated or not, electronic, static or dynamic or
any figure or similar character that is:

- attached to, painted on or in any manner represented
on a building or structure and / or;

- used to announce, direct attention to or advertise, and
visible to the public.

2.4.1.2 Chapter 20, “SIGNS” of the National Building Code of the
Philippines is hereby incorporated and made a part hereof for
implementation.

2.4.1.3“Rule V – Signs” of the Implementing Rules and Regulations of the National Building Code of the Philippines is hereby made a part hereof for implementation.


2.4.2 Classification

- Advertising - Poster - Billboard -Mobile
- Business - Display - Electronic -Inflatables
- Ground - Projecting - Roof -PUVs
- Temporary - Wall - Imprint


2.4.3 Criteria

2.4.3.1 Advertising signs and structures, whether temporary or permanent, placed within the boundaries of all national roads and the air space directly above them, including on all street furniture found with them, such as but not limited to columns, beams, girders and exterior portions of station buildings of MRT/LRT and pedestrian overpasses, center islands, traffic/public signs, lamps and electric posts are prohibited. Permanent or on-premise signs shall not be installed or erected in such a manner so as to encroach on the air rights of roadways.

2.4.3.2 Signs shall not obstruct vehicular or pedestrian traffic, signal lights and street signs / lights.

2.4.3.3 Advertising signs and structures shall not obstruct, confuse or distract the view or interpretation of any public signs, traffic signs or devices and which may blind motorists.

2.4.3.4 Signs shall be so structurally designed so as to conform to the standards set forth by the National Building Code.

2.4.3.5 Advertising signs and structures shall not be placed within fifty (50) meters of immediate approaches to historical monuments and shrines, parks and parkways.

2.4.3.6 All display content must conform to the standards set forth by the Advertising Board of the Philippines (ADBOARD).

2.4.3.7 Signs shall not destroy and alter the natural beauty of the
landscape and seascape.

2.4.3.8 Signs shall be inspected regularly to maintain their structural integrity to ensure safety. Advertising structures which are vacant, must be installed with public service or company ads so as not to be eyesores.

2.4.3.9 Sign structures which are no longer to be used must be dismantled by the outdoor advertising firm which erected the said structures.

2.4.3.10 Temporary signs, regardless of material and size, whose sole purpose is commercial in nature, i.e. to promote a product and/or service of private companies, shall not be strung or installed over or across any public thoroughfare or along islands or sidewalks or street lamp posts, unless otherwise permitted by law ordinance.


Section 3 Trade Practices

3.1 Billboards, neon signs, tri-vision displays, electronic displays and all other forms of outdoor displays should allow for a one (1) meter distance from each other, on all sides. Where advertising displays are installed in a common structure, they shall be separated by a distance of one (1) meter on all sides.

3.2 Advertising displays of directly competing products or services viewed from the same angle, whether on the same structure or not, shall be separated by an area equal to one (1) standard display of 12’ x 24’ on all sides.

3.3 Obstruction of an existing billboard or on-premise sign by an advertising billboard from its intended viewership, no matter how partial, is strictly prohibited. The existing outdoor advertising sign is considered not obstructed by a newly constructed sign when it is fully visible within 200 meters distance from its intended audience. This rule applies within the boundaries of all cities in the Philippines, otherwise, full visibility should be at 300 meters.

3.4 All types of outdoor media, including banners, POP’s and store support signs, regardless of type and size, advertising liquor and tobacco, are prohibited from being installed or situated less than 100 meters away from schools and churches and shall conform to pertinent laws, rules and regulations governing such products.

3.5 A person must respect the present Lessee’s right to his leased site. Unless a property is totally vacated, it is considered unethical for another company, or any entity, to negotiate or lease the same property for the same purpose as the present lessee, even if offered by the owner himself. Confirmation from the current/former lessee of the expiration of his lease should be obtained as a matter of courtesy.

3.6 A duly signed memorandum of agreement, lease agreement or contract of lease with the site owner shall be required before an outdoor advertising firm can put up markers at a leased site. Markers must be installed that includes a prominent sign indicating the company leasing the site.

Said documents, together with general details of the intended billboard structure, (such as display dimensions, whether single or multiple displays per viewing angle and maximum structure height), shall be registered with the OAAP for recording purposes to protect its intended line of sight rights against possible challenge or dispute by other outdoor companies.

3.7 Once registered with the OAAP, the outdoor advertising firm shall have exclusive rights to the intended line-of-sight for the structure for a period of four (4) months from the date of registration. Failure to start construction of the structure within the prescribed four (4) month period to its registered dimensions shall render the said line-of-sight open.

The outdoor advertising firm shall have a period of one (1) year from the date of registration to complete the structure in accordance with its registered dimensions. At the expiration of the one (1) year period, the outdoor advertising firm’s exclusive right to the line-of-sight shall pertain only to the line-of-sight of the structure, taking into consideration the dimensions thereof at the time.

3.8 All outdoor signs must clearly show the name of the outdoor advertising company including OAAP and ADBOARD logos, as well as the OAAP Website – http://www.oaap.org.ph

3.9 It is unethical to undertake unwarranted action, which will prejudice any other outdoor advertising practitioner in such a way as to cause him financial loss.
3.10 Advertisers who have outstanding obligations with an OAAP member shall not be entertained by other members of the association until such obligations have been settled. Errant advertisers’ names shall be posted on the electronic bulletin board of the association – website.

It is however, the responsibility of the member to ensure that the reason for non-payment of the obligation is not due to the members’ non-performance or violation of his contract with the advertiser.

3.11 Ad agency commissions are discretionary depending on the prior agreement on pricing between ad agency, advertiser and outdoor supplier.

3.12 Members should honor their financial and contractual obligations with their co-members.

3.13 Members shall abide by ADBOARD cease and desist orders immediately upon receipt thereof.

3.14 Members with Transit Advertising such as bus ads, taxi ads, jeepney ads, tricycle ads and roving billboards shall abide by the guidelines provided by the government agencies having jurisdiction, such as, but not limited to, the Department of Transportation and Communication.

3.15 In cases where traffic signs/public signs are sponsored by Advertisers, the advertisement shall be displayed separately from the traffic sign/public sign by a minimum gap of 10 cms. and limited to no more than 20% of the total area of the traffic sign/public sign.


3.16 The outdoor advertising firm shall inform the current Advertiser, prior to construction, of additional structure/s or billboard/s that will be attached to the current Advertiser’s structure.

3.17 Outdoor advertising firms shall be paid by advertisers and/or advertising agencies within the period provided for in their contracts. A penalty of two percent (2%) per month of the gross billing shall be paid for late payments without due cause.

3.18 Advertising displays shall not obstruct the view of on-premise signs of business establishments.

3.19 Where applicable, Advertisers and Outdoor Advertising Firms shall be jointly and severally liable for violations of the above provisions.

*taken from http://www.oaap.org.ph/code_ethics.html 

Code of Ethics - Article III

Jewelz shares...

If there are any violations in the Code of Ethics for outdoor advertisements, please read Article III of the OAAP Code of Ethics taken from http://www.oaap.org.ph/code_ethics.html. Sanctions and disciplinary actions are stated below.

ARTICLE III

The Grievance Committee

Section 1 Complaints for alleged violations of this Code shall be referred to the Grievance Committee of the Outdoor Advertising Association of the Philippines (OAAP).


Section 2 Composition of the Grievance Committee. The Grievance Committee shall be composed of pool of seven (7) members, whose Chairman shall be appointed by the OAAP president. The Committee Chairman shall choose its members from the general membership.


Section 3 The functions of the Grievance Committee are as follows:


3.1 To act on any complaint from members of the association lodged against a co-member and other outdoor advertising practitioner.

3.2 To mediate and settle amicably any intra-party dispute among members of the association arising from illegal practice of its trade or profession.

3.3 To investigate, conduct hearing and adjudicate cases that maybe assigned to it.

3.4 To handle other matters which the president may assign to the committee from time to time.


Section 4 From time to time, the Board shall review, revise and promulgate implementing rules and regulations on dispute settlement, including the proceedings of the Committee and the amount of filing fees.


Section 5 Sanctions. Violation of any provision of this Code may be subject to a fine and disciplinary action. Fines shall be imposed as follows:

a) P5,000.00 per offense for violation of 3.1, 3.2, 3.4, 3.8, 3.9 and 3.12
b) P10,000.00 per offense for violation of 3.5 and 3.13
c) P50,000.00 per offense Violation of 3.3


Disciplinary action shall take the form of any of the following:

a) Warning - for the violation of the OAAP’s Code of
Ethics or for resorting to unethical conduct or practice.

b) Reprimand - discretion of the Board.

c) Suspension - discretion of the Board.

d) Expulsion - refusal to abide by the decisions of the
Board in the following instances:

• violations of any of the provisions of the
OAAP Code of Ethics and Guidelines.

• complaint cases

In any of the above cases, the Board reserves the right to duly notify the ADBOARD and the relevant government agency/ies of its decision and the violation of the party/ies concerned for proper action.

A party adjudged to be guilty of violating the Code of Ethics or at fault shall likewise reimburse the other party for the cost of the filing fee (if the latter shouldered the cost) within thirty (30) days from finality of the decision. An aggrieved party shall likewise be entitled to restitution for the damage caused by the guilty party.


APPROVED AND RATIFIED BY THE GENERAL MEMBERSHIP
THIRD GENERAL MEMBERSHIP MEETING FOR 2006
29 September 2006, Friday, 5:30 p.m.
Italianni’s Megamall, Pasig City

OUR NEW SPANK'D WIDGET!

Hello readers! Thanks for visiting our blog. We have installed a new post widget to make it easier for you to spank a bad ad. If you do not want to post comments on the bad ads in this blog, you can now easily click on the "Thumbs" icon found below every posted commercial.

Click the "Thumbs up" icon if you like it and you think there's nothing wrong with it and the "Thumbs down" icon if it you don't like the ad and find it unethical. Thanks in advanced for speaking your mind.

Check out the Ads we have posted

Here is a list of the Ads we have posted. Feel free to click on the links to view the ad you want to see. Tell us what you think of the ad.

FEBRUARY

1. Bench Low Rise Jeans
See Jewelz’s Analysis of this Bench Ad>>
2. Dove Pro-Aging Print Ads
See Jaymee’s Analysis of this Ad>>

MARCH

1. Bayantel Satisfaction Guarranteed Billboard
2. Enfakid Lea Commercial
3. Spice up your Life!
4. Viagra Print Ad
5. Bingo Biscuits
6. Frenzy Condoms FX Wraps
7. MAX by Revicon
See Jewelz’s Analysis of this Ad>>
8. Safeguard I Swear Commercial

Max by Revicon gets SPANK'd

Jewelz believes...

Although Max by Revicon no longer shows this ad on television, I still think that they should get SPANK'd for showing it on local TV. There are many children watching local TV shows and they too are exposed to its sexual connotations. When children see this behavior, they may think that it is okay and it is being accepted, when in reality it is NOT.

At first we think the ad is for extra energy and exercise, however, in the end the girl sits up and we realize that this is for married men because of its sexual content.

This ad should be targeted to married men and should not be broadcasted on television. They should use other forms of advertising such as direct marketing to avoid those outside their target market from viewing it.

This TV commercial violated the Advertising Code of Ethics - Article IV, Sec. 1, # 6, which states,
“Advertisements should not depict or exploit persons as sex objects and should not carry any sexual entendres.” According to Oxford English Dictionary, sexual entendres means having a double sense or meaning. This TV commercial suggests that the man and woman were doing the sexual act. This ad is SPANK'd!

What's your say?

Max by Revicon

Jewelz shares...

Check out this ad: Max by Revicon

It used to be shown on TV in local channels.

Do you like this ad?

Frenzy Condoms - FX Wraps gets SPANK'd

Jewelz replies...

A few of our readers noticed that there are FX wraps of Frenzy Condoms roaming Metro Manila. Frenzy is definitely getting SPANK'd!

Frenzy used to be advertised on television with the tagline, "Get into it," which was a message targeted to teens. They portrayed it in an attractive and cool manner to be able to get the attention of teens. Furthermore, Frenzy used FX Wraps for their below the line advertising which reinforced the idea of pre-marital sex targeted to teenagers.

This is definitely a sin product because for one, condoms are mainly used as a contraception so that those engaging in sexual intercourse would prevent the girl from becoming pregnant. Second, this should not be even marketed because it goes against procreation. Third, it allows two people who are not married to behave indecently without having to deal with the consequences.

If one wants to argue that condoms are used to prevent sexually transmitted diseases, maybe one should think about finding the right person and getting married first.

Having Frenzy use FX wraps to market to teenagers is not a good idea because it degrades our society which upholds strict values such as human dignity, respect and togetherness of the family. It also promotes sexual promiscuity among the youth.

Frenzy condoms shouldn't be marketed at all, especially to teenagers. These ads violated the Advertising Code of Ethics, Article 1, Section 8, which says,
“Advertising has a social, economic, and cultural responsibility to the community and the advertiser’s interest should take into account community interest.”

Thank you to Jox, 61 and to those who suggested that Frenzy condoms should be SPANK'd. We strongly agree with you.

What else do you have to say about Frenzy condoms?

Bingo Biscuits...

Erine says...

Hmm... I don't know whether the mall meeting was intended to bring some humor into this ad or just mainly an attention grabber targeted for teens. What I do know though is that the ad's abruption (surprise factor) is rather insulting on the part of the women since the guy who brought Bingo cookies got turned off when he saw a fat girl in pink and thought she was the one he was supposed to meet. What the execution basically shows is the fact that there are certain - shall we say - imperfections in society (e.g. homosexuality, plain simple ugliness and obesity) that we find unappealing and that we would rather avoid them, but then again, why show them? If a fat person (forgive me for the term) would watch that TV commercial... just try to guess what his (or in this case, her) reaction would be?

Sure the execution is not sexually implicit, I'll say that much for it, but then again what does showing a mall meeting have to do with the crunchiness of Bingo cookie sandwiches? These are snack foods that are being advertised, so if the client company or agency believes that crunchiness of Bingo cookie sandwiches is the unique selling proposition for this product, then show it in a straightforward manner!

One last thing before I finish this entry: If you want a great example of a snack food advertisement, then look for the old Chippy TV ads. If some of you remember that one where a barkada watches a horror flick then suddenly a white lady appears and steals their last bag of Chippy, you'll know what I mean. At the end of that commercial, the guys decide to go after her - completely disregarding the fact that they are up against a ghostly figure, since its THEIR chips that she stole! Now, that's a great commercial! ^_^

Here's something useful that our group found in the Philippine Advertising Code of Ethics, Check it out:

Advertising Code of Ethics – Art. IV, Sec. 2, # 2

“Neither should advertisements directly or indirectly disparage, ridicule, criticize or attack any natural person or groups of persons especially on the bias of gender , social or economic class, religion, race or nationality.”

In layman's terms: Don't put any messages that can insult certain types of people (in this case, overweight people)

Bottomline: Spank this ad! Not becuase its sexually implicit but because the execution simply has nothing to do with the brand's unique selling proposition! (The ad is unethical because it carries an insulting message).

Bingo Biscuits - Eyeball

Bingo Biscuits by Monde...

Do you like this ad?

What ads should be SPANK'd?

Let us hear what you have to say?
What ads do you think should be SPANK'd?

You think this ad deserves a spank?!?! Wait for jaymee's reply..

Do you like this ad?

Jaymee's response to Spice Up Your Life

Now here's my reply!!definitely this ad needs to be spank'd! why? well, just look at the execution of this "spice up your life" print advertisement! my groupmates and i really got shocked when we saw this ad. it shocked us because our fellow Filipinos was the one who did this kind of execution. it was so surprising that coming from a very conservative and conventional race, our fellow countrymen was able to do this type of ad. the execution was so loud and humiliating for the female model lying on a bed of chilis, wearing nothing. it is also sad to know that people tend to use unethical forms of execution just so they could hoard attention from their audiences and later on increase the sales of the product they have advertised--without giving consideration on the dignity of the female model; also, without giving consideration on what and how the viewers may react on this advertisement. worse, they neglected to consider the fact that what they have done may have longterm, bad psychological effects on the audiences of their ad (depending on how differing persons would absorb this kind of visual).

Special Addition to this ad:

It is also very important to note that this print advertisement has violated the Code of Ethics in its own way. Using the Advertising Code of Ethics, it has violated Article IV Section 1, numbers 4-6, which points out that any type of advertisement should not in any way depict profane, obscene and vulgar visuals. Also, this ad has indecently exposed the human body, which violated the said parts of the code of ethics. Lastly, it has elicited a "double meaning" execution.

- Jaymee Mariano

Good ads...

Jewelz shares...

In our Marketing Communications Research class, we had an assignment where we would choose good ads and bad ads. We also had to find out what makes an ad good and what makes them bad. Our group (Chin Taguines, Ikai Lopez and Avvy Hernandez) came up with a criteria from what we learned from other classes.

Here is out criteria:

1. Never Been Done. This means the idea in the ad is fresh. It is unique and has never been done.
2. Single-minded. The ad is focused and is understood by the target audience.
3. Appealing Execution. The ad is pleasant, and the audience wants to look at it. It is also artful and likeable. The ad can also be entertaining and it is hard to ignore.
4. Unassailable. The ad can not be questioned. The product or service must be able to deliver and this gives the brand credibility.
5. Strategic. The ad should be relevant and it should answer the problem; a solution to a need or want.
6. Moving. It should be able to move the mind or heart. It evokes action.
7. Ethical. Should not promote bad behavior or ideals.

Keeping this in mind, we think good ads should be able to comply with the criteria. One good example is the Emperador Brandy, Tagumpay ad. Emperador is an alcoholic drink, yet it did not show girls in skimpy outfits and they weren't objectifying women to sell their product. Instead, they showed the Gutierrez brothers celebrating their achievements in relation to what their dads had taught them. Let us applaud Emperador Brandy.

Here is another ad that did very well too! It's one of my favorites, the Dove Self Esteem Fund. I think it is a very good example of showing children and teens the true meaning of beauty. Being beautiful does not mean you are the richest, prettiest or skinniest girl like the one shown in billboards and advertisements, but each and every one of us is beautiful inside and out because we are unique. Claps again for another wonderful ad.

What do you think of the ads? Tell me your reactions, I'd like to hear from you. :)

Enfakid got SPANK'd!

This is one of those ads people see in media, whether print, radio or TV, that does not come across as unethical. We see advertisements like these a lot. Examples of milk brands that show ads like this are Gain and Promil. Yes, this advertisement does not have any offensive visuals and messages just as the other unethical ads we have posted in this blog. Nevertheless, are ads that degrade human dignity the only ads deserved to be considered “unethical”? Of course not.

This ad clearly conveys that a child’s development is possible through proper nutrition. Without question there is nothing wrong with that. What makes this advertisement wrong is that it may convince the viewer into thinking that milk (particularly their brand, Enfakid) is what a child needs to become successful in the future. Although this is implicitly conveyed in the ad, the ad does not seem to consider that a person’s success is not only a result of the nutrition a person gets during his formative years. A person’s success is also a result of other factors such as genes, “natural God-given” talent, practice, hard work, etc. Hence, this advertisement violated Article IV, Section 1, Number 3 of the Advertising Code of Ethics. This says, “An advertisement should avoid any possible confusion as to the identity of the advertiser or the source or identity of a product or service.”

The advertisers were very smart in choosing the endorser (Lea Salonga) for this ad to make this ad’s message clear and more believable. Lea Salonga is not only a well-known singer here in the Philippines but also abroad. She has been in several successful local and international musicals and concerts. Despite this, it was wrong of them to choose Lea Salonga as the endorser because Enfakid is a newly introduced milk product of Mead Johnson and the advertisement “claims” that Lea Salonga used the product during her early years. Knowing this and knowing that Lea is already 37 years old makes you doubt the truthfulness of their claim that her “use” of the milk helped her become successful. How could have Lea drank Enfakid when she was young when Enfakid was just released not more than 5 years ago? Not to mention, the young kid in the advertisement is not Lea Salonga but a kid called Jermaine. Moreover, didn’t Lea endorse Klim, a milk brand by Nestle, when she was young? This all shows that there is almost nothing true in the commercial. Therefore, this advertisement has also violated Article 1, Section 4 of the Advertising Code of ethics which says,

“Advertising must provide the general public with relevant and truthful information on products and services, thereby helping consumers make their respective choices”.

Milk advertisements should be like one of the ads aired last year by Nestle’s Nido. It was mentioned in the ad that genes and other factors help a child become intelligent and not only milk.

- Pearl

Enfakid

Here is a commercial of Enfakid by Mead Johnson.

*taken from another website

What do you think of this commercial?

Do you like this ad?

Bayantel has been SPANK'd

Erine SPANK'd...

Bayantel Billboard Ad

This is another example of a print ad that uses sexually implicit content in the wrong context. As you can see, the copy reads: "Satisfaction guarantee" (Wrong spelling, it should be "Satisfaction guaranteed") and the visual shows a woman in a state of ecstacy.

Ok, sure some people would say that its ad isn't sexually implict since it doesn't expose any private parts, but then again, exactly what kind of satisfaction is the ad talking about? The satisfaction of using Bayantel's telephone services? Or the sexual kind of satisfaction? A foul-mouthed cynic could probably say "Look at the logo, stupid!", but then again, if someone who didn't know what Bayantel was would mistake the ad for something other than a telephone service provider's print ad. What I don't understand is why a company would even want to advertise using sexually implicit content when it has nothing to do with the brand anyway. Is it because are they not confident about their product or service that they have to use something like this to grab attention? Sexually implicit content may at first grab one's eye but its just that. It doesn't even sell the product or service anyway so why bother using it? Might as well show the exact benefit or value that you can get out of the product (or service, in this case), to the intended target market, otherwise don't bother advertising!

For reference, here's a section of the Advertising Code of Ethics that we found useful for this Ad:

Advertising Code of Ethics – Art. IV, Sec. 1, # 4:

“Profanity, obscenity and vulgarity, or presentations which are offensive to contemporary standards of decency or morals, shall not be allowed, even when understood only by part of the audience.”

Bench Low rise jeans has been SPANK'd

Jewelz says...

When I first saw this ad awhile back, I had a similar reaction to most of the comments made in the previous post (Bench Ad - Low rise jeans). I thought it was funny, although I felt a bit ashamed because what if that ad came out and me and my mom were watching. Should I react to it and laugh out loud? Or should I pretend that I didn't get it?

It's obvious that Bench used sex to sell their product. In the first shot we see part of a naked body with a grandma and her grand daughter strolling. We then see the reaction of the grandma in seeing Sam Milby assuming that he was naked. As the camera zooms in showing the endorsers from top to bottom, the grandma grasps the wrist of her grand daughter tightly until the bead bracelet breaks and falls on the floor. Immediately, the sprinklers turn on and then shows that Sam Milby was wearing jeans after all. I definitely believe that there is no question about the sexual connotation that was in the ad. The timing, music, and visuals are syncronized to create a sensual effect. If it was you first time watching this ad, I'm pretty sure that you watched it from beginning to end and that was the whole point of this ad.

To some, having people watch an ad from beginning to end without changing the channel is an accomplishment. However, I believe that this ad should not have been broadcasted on TV especially because there are many viewers who are under aged and they may get the wrong ideas in dealing with the opposite sex. If it were only the adults watching this ad, I still think it would be wrong because when they watch the ad over and over again, they don't realize that they are becoming passive viewers. The first time they watch it, it may strike a funny bone. However, in the long run they won't realize that the ad is actually not good.

To cover up all the sexual connotations in the ad, Bench used Sam Milby, an actor and singer who was peaking in his career. Many people adored his character, buff body and of course his good looks!

According to the Philippine Advertising Code of Ethics in Article IV, Sec. 1, #5, it says,
“Indecent exposure of the human body may be allowed in advertisements when in good taste and relevant to the product or service being advertised, the situation being portrayed or the audience being addressed.”

The ad shows Sam Milby half naked but makes the viewers think that he’s really naked. I believe that this advertisement violated Article 4, Section 1 of the advertising Code of Ethics.

Furthermore, in Article IV, Section 1, #6 it says, “Advertisements should not depict or exploit persons as sex objects and should not carry any sexual entendres.” The Oxford English Dictionary defines sexual entendres as having a double sense or meaning. Don't you think that the Bench Ad of Sam Milby contains double meaning? Look at the timing, music and visuals. All together they have sexual connotations which are inappropriate to show on television. What would the viewers think?

I am not trying to put down Bench or Sam Milby for that matter. I would just like to bring to attention the sexual implicit message found in the ad, which should not have been shown. I think Bench could improve the Low-rise jeans ad and execute it in a more creative way.

Please check out: Bench Low Rise Jeans to view the ad and the comments.

Tell me what you think? What's your stand?

SPANK Campaign

We are fourth year Integrated Marketing Communications students. In partial requirements for our Communication Ethics class, we made this blog to analyze and evaluate advertisements based on what we learned. We would also appreciate it if you would post your comments regarding the ads that we post in this blog. Thank you for your participation.

Welcome! We have posted different kinds of ads and SPANK'd those we think have unethical content. Feel free to browse through the posts and tell us what you think.

Definition:

SPANK (spăngk)
v., SPANK'd, spanking, spanks.
To discipline an ad because of its unethical content.

Group Members:

Jewelz is one of the most active spanker of bad ads.

Jaymee one of the "spankers" of bad ads. Fun-loving, carefree girl who doesn't tolerate unethically executed ads!

Pearl is an avid spanker of bad ads.

Erine, a communications student. Although a blogging neophyte, his passive demeanor belies his writing skills.

First Commercial: BENCH

Bench Low Rise Jeans Television Commercial

Please take a moment and watch this short video

Now that you've seen it, WHAT DO YOU THINK of this ad?
Do you like/not like it? Why?

We would greatly appreciate your comments.

Do you like this ad?