Disciplines and Ideas in the Applied Social Sciences

1. Bedan O-Shopping Challenge
 Each group will send their three
best representatives to promote
in live advertising a product that
is found inside their bag.
 Advertisement can either be in
English or Filipino.
 It must be creative, realistic and
should highlight the important
features of the said product.
 Interaction and live demo is also
required to foster audience
participation.
“That in all things, God may be glorified.”

2. Bedan O-Shopping Challenge
Point System:
Content/Features of the Product–
30 points
Objectivity – 25 points
Credibility – 25 points
Creativity – 20 points
“That in all things, God may be glorified.”

3. Professionals and
Practitioners in
Communication Studies:
Advertising
Discipline and Ideas in the
Applied Social Sciences
Mr. Joemar T. Magante
HUMSS
“That in all things, God may be glorified.”

4. FOCUS QUESTION:
“That in all things, God may be glorified.”
How do we characterize the field of
advertising as part of the mass
communication discipline?

5. Professions under
Communications
“That in all things, God may be glorified.”
Journalism
Advertising
Public Relations
Broadcasting

6. Earliest Forms of
Advertising
“That in all things, God may be glorified.”
Oral advertising by
barkers in marketplace
Outdoor advertising
by posted notice like
papyrus for runaway
slaves
First written
advertising with
rewards offered

7. Advertising
“That in all things, God may be glorified.”
 Commercial messages bug
us every minute of waking
hours
 Americans sees and hears
adverts every 3 minutes
while he is awake
 500 advertisements per day

8. Advertising
“That in all things, God may be glorified.”
 Advertising is a paid,
mediated form of
communication from an
identifiable source,
designed to persuade a
reader, to take some
action now or in the
future. (Jef Curran)

9. Advertising
“That in all things, God may be glorified.”
 Mediated – presence of
medium like TV, Radio or
Billboard.
 Action – Behavior desired by
advertisers such as buying a
product or service, or adapting
a behavior such as washing
hands, or walking instead or
riding

10. Functions of Advertising
“That in all things, God may be glorified.”
 Marketing tool – find buyers
 Transmitter of information –
consumers to make informed
decisions
 Economic stimulant –
employment, huge revenues,
demand and economic growth
 Purveyor of values – Health,
Thrift, Civic engagement,
Environment friendly

11. Functions of Advertising
“That in all things, God may be glorified.”
 Critics of advertising lament
that it promotes
MATERIALISM and buy
products that they do not
need.
 It perpetuates stereotypes
(women as homemakers
instead of being career
oriented) and to prey on
children.
 It influences news content.

12. Career Opportunities
“That in all things, God may be glorified.”
Account
management
Research and
account
planning
Creative
advertising
Production
Media
planning and
buying

13. Career Opportunities
“That in all things, God may be glorified.”
Mass media
(Radio, TV,
Print)
Online
media
Non
traditional
– outdoor
media such
as
billboards,
neon signs,
electronic
boards,
transit ads,
ad balloons
New media
– websites,
email,
games
Mall Events
and Events
Marketing
– Fiesta,
School Fair,
Job Fair

14. Professional and Ethical
Standards for Advertisers
“That in all things, God may be glorified.”
 It has a social responsibility.
 Governments must regulate
the practices.
 US Federal Trade
Commission is the primary
federal agency that governs
advertising and concerned
with eliminating deception
in adverts.

15. Professional and Ethical
Standards for Advertisers
“That in all things, God may be glorified.”
 US Food and Drug Administration
monitors advertising claims
regarding foods and drugs.
 Advertising Board of the
Philippines including the
Association of Accredited
Advertising Agencies, Cinema
Advertising Association of the
Philippines crafted a code of
ethics and its procedures.

16. Professional and Ethical
Standards for Advertisers
“That in all things, God may be glorified.”
Advertisers should not:
 Undermine the public’s
regard for government, law
and duly constituted
authority
 Exploit or tend to promote
physical, verbal, or
psychological violence or
the use of deadly weapons

17. Professional and Ethical
Standards for Advertisers
“That in all things, God may be glorified.”
Advertisers should not:
 Disparage, ridicule, attack any
natural person or groups
especially on the basis of
gender, socio economic class,
religion, race or nationality
 Depict the actual act of
drinking alcoholic beverages
or smoking tobacco products