The power of an ad | Inquirer Opinion

The power of an ad

05:01 AM August 28, 2017

I am writing this after having watched a drama-type commercial that goes like this: A little boy opens the door for his father who has come to fetch him for some bonding time. The mother with whom the boy lives reminds the man about something that the child needs. Apparently, the two adults are the boy’s parents and though not living together, are both concerned about their child’s nutrition. Thus, the man shows her the box of powdered milk he brought for their child.

An ad is a trendsetter. In the 30-60 seconds it is shown on prime time, it establishes acceptance in our consciousness not just for the product but the situation that is presented.


So, what’s this, I thought. Just because the milk product is already a well-accepted, classic brand, has the advertiser been careless about the ad’s story content?

Is single parenting an “okay“ thing now? Isn’t it a curious thing for children to grow up seeing just one parent raising them? Is the soundness of growing up in a family already a passé thing these days so that situations of single parenting have become casual and accepted realities or “lifestyles” that we must learn to accept? Are we to make our children grow up not understanding what marital commitment and family togetherness mean? Has a study or research been done on this?


This may sound like a moralistic, if not, an overly idealistic feedback. But I think it is important to still remind ourselves about the need to believe and practice values that make for a good personal, family and community life. I think care must be taken in conceptualizing media materials like ads or commercials that will be aired often or frequently and which could influence or educate especially the Filipino youth to make positive decisions especially in their relationships that could affect their future and those of their loved ones.

MA. CORAZON C. DESPABILADERAS, [email protected]

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