2. MANIPULATIVE INFORMATION
- is defined by Oxford Dictionary as the act of controlling or influencing.
Magpile(2016) further describes that a person manipulates does it skillfully in order to
achieve what he or she wants in the way he or she wants it. Media manipulation is
highly subjective and most of the time, the control or hold on something is only
beneficial or favorable for one. This is done “by exploiting the viewers interests and
deceiving their perception of reality.”
3. ADVERTISING AGENCIES
• Advertising has become a huge of the economy today. This provides all the
essential information the people need to consume a product or a service.
• An article published in 2012 showed that many advertising agencies have shutdown
due to corrupt practices that have grown rampant in the industry causing them to
be the first ones to be cut in the operations of companies.
• According to a top Filipino marketing director formerly based in the Greater China
market quoted in the same article,“Ad agencies must give value to marketers other
than the usual.
4. TRADITIONAL CHOICES
• 1. Newspaper
• The most accessible way for an advertisement to reach people is through
newspaper. Prices for the advertisement space on newspapers vary depending on
the size of the advertisement and the publication the agency chose. However, in this
age, as the number of newspaper due to the online alternatives for consuming
news, it would be hard to sell this to people who are mostly connected to the
internet. One disadvantage of printed ads on the newspaper is the image quality.
Some come in the colored pages while some are printed in black and white. This
may caused the advertisement to be ignored if not deemed catchy enough to
capture the attention of the readers.
5. The image above is an example of a newspaper ad. For this example, The
national bookstore and SMART occupied the bottom part of the cover
page of The Philippine Star.
6. MAGAZINES
• Unlike newspapers, tend to have longer shelf life due to the fact that they can
remain relevant and readable after weeks and months. This would be beneficial for
advertisements as it offers greater chance at exposures.
• Magqzines are described to be “more prestigious” than newspapers with its slick
paper and splashier graphics.(Vivian,2009).
7. One of the example of an ad magazine is the image above from an issue in
Liwayway magazine released in 1981.
8. Radio is easily accessible for the most part and compared to the previous media
types,placing advertisements on radio is relatively cheaper. Another advantage is that
they may also allow last-minute changes to the ad until before its air-time.
Televison advertisments for its motion audio visual nature,yield more impact than
other types of media ads. However,companies and advertising would have to risk
higher production costs to get their ads on TV, according to duration.
According to Technopedia,one nifty use of online advertising is the opportunity for
interaction. Online advertisements may be purchased through one of the following:
Cost per Thousand/Cost per Mille(CPM)- advertisers pay for the exposures on a
website based on a traffic it receives.
Cost per Click/Pay per Click(CPC,PPC)- advertisers pay for each click on the ad.
Cost per Action(CPA)-advertisers pay for each transaction done on the ad.
9. TYPES OF DIGITAL ADVERTISING
• Banner Ads
• Ad sense
• Email Advertising
• Native Advertising
• Facebook Ads
• Youtube Ads
• Sponsored tweets
• Rich Media Ads
• Pop Up Ads
• Pre-video Ads
• Blogging
10. TYPES OF MEDIA MANIPULATION
• Consumer Confusion- defined as “a consumer’s state of mind during a buying
decision-making process characterized by inability to finalize the choice of a
product or brand”.
• One of the famous example of Consumer confusion is the widely-used that goes,
“Pabili nga po ng Colgate, ’yung Close Up.”
• Propaganda-refers to “information,ideas,opinions, or images often only giving one
part of an argument that are broadcast,published, or in some other way spread with
the intention of influencing people’s opinions”.
11. EXAMPLES OF PROPAGANDA
Glittering generalities-these are positive responses or statements
pertaining to a particular product or individual.
Jollibee is one of the famous fast food chain in the Philippines. Their way
of reeling customers in is through catchy advertising.
Bandwagon-this technique encourages the public to jump in a group or
become one of them to influence them into believing a cause.
The famous catchphrase of the local face-cleansing product called Master
“Ang Sikreto ng mga Gwapo,” Influencing men to use the product for
them to be as good-looking .
Card stacking-is a manipulation technique that involves unfair comparison
or omitting facts to make a product seem better than others.
Local cleansing detergents commercials often use Brand X to pertain to a
rival detegernt product that is significantly inferior in cleansing capabilities
to make their product appear effective.
