Post Mortem Senate Elections: How A Neophyte Almost Ended Up As Topnotcher and Incumbents Lose Their Seats

Post Mortem Senate Elections: How A Neophyte Almost Ended Up As Topnotcher and Incumbents Lose Their Seats
The phenomenal performance of Joel Villanueva that lost in a figurative nose as top vote- getter and unexpected defeat of veteran legislator Serge Osmeña Jr. revealed lessons in campaign strategy and executions.

Based on number of registered voters at 55 million maximum worth of ads in the 90 day campaign period, is roughly P275 million. Prior to January 9, candidates for national positions including the senate can pour whatever amount he can afford in so-called advocacy ads. For those throwing their hats for the first time for a national post, this allows a fair playing field for newcomers. With unlimited cash on hand, they have the chance to attract attention and gain name recall on a national scale.

However sheer flood of television ads does not assure that it can sweep one up the winning circle. Villanueva came up with a memorable tag the “Tesdaman” that summed up his job in an imaginative brand. Win Gatchalian one of major spenders had his track record on providing tuition free education to his Valenzuela constituents. Chalking up strong recall after previous bids Risa Hontiveros who championed health care as her key campaign idea made an impressive showing in earning a winning slot among the new senators.

A respected legislator who is known for incisive skills in blue ribbon investigations, Osmeña is reputed to be a campaign strategist who is on his second term and enjoy strong name recall. Compared to the neophytes he lagged behind in television ads strictly limiting his efforts solely in the 3-month campaign period. He could have valid reasons not spending on so-called advocacy that easily double the allowable adspend of winning candidates.

Aside from relatively less frequency Osmeña’s ads played up several key selling points that made his pitch generic without focusing on one single idea that can resonate with voters. The chance of getting in the winning circle is vastly improved in proportion to his campaign chest. What the law prescribes as allowable campaign expenditures eventually double or treble due to the unlimited ads that can be aired prior to the campaign period.

If there will be a fair playing field for those deserving to get elected, the election laws on campaign spending should be amended.

Duterte’s Bank Account: The Straw that Breaks the Camel’s Back

With barely 10 days before the elections, Sen. Trillanes pulled the rug under Duterte and bared documents showing 2.5B in deposits. Earlier his spokesman denied in a TV interview that the account exists. In less than hours the representatives of Sec. Roxas and well-known journalists each deposited P500, which were received and receipted by BPI.

Duterte as with previous remarks that put him in hot water, made another turn around admitting that he owns the account but with only thousands, not billions in deposits. Projecting himself as a poor man who never made a single cent in decades of running Davao, he faces a charge that made a big crack on his honesty and integrity.

Legions of loyalists responsible in getting him in the lead of surveys always hysterically flood the social networks with Duterte’s defense that border on the libelous against critics. Those from economic classes ABC accounted for 40% of his ratings are supposed to be more discerning with well-thought out decisions. Faced with accusations that he lied and attempted to hide deposits, there is a big question mark on his honesty.

In selling an idea, it is easier to gain acceptance if it fits the bias or beliefs of the audience. With the horde of believers who bought the claim that he can get rid of the drug menace and criminality in six months, it calls for a dramatic event to change their mind. The veneer of integrity and honesty that clothe his persona appears to have been cracked by the expose’ of Trillanes.

With strong confidence on the reliability of his unidentified sources, Trillanes put his senate seat and his vice presidential candidacy on the line. If Duterte waives the secrecy of the bank account and the claim is proven wrong, he will resign both positions immediately. In response, Duterte’s lawyer insists that pertinent information such as source be detailed in an affidavit before Duterte will agree to open the account.

There are still a significant number who has not made up their mind or hesitant to jump on Digong bandwagon. If Christian values that uphold honesty and truthfulness are requisite from the highest leader of the nation the fate of Duterte still hangs in the balance.

With All His Gross and Offensive Remarks, Does Duterte Enjoy Teflon Effect?

With All His Gross and Offensive Remarks, Does Duterte Enjoy Teflon Effect?

Defying rules on propriety and time honored values that most Filipinos hold dear, Rody Duterte had crossed the lines with offensive remarks that would have disastrous result for any other candidate.

Let us start with his impatience on being delayed by the traffic due to the Pope’s arrival.  Uttering a vernacular curse descriptive of one’s maternal origin, he did not mind stepping on the toes of 90% Filipino churchgoers who a few months ago showed awe and respect for the pontiff.

In a recent rally in Quezon City, he arouses the ire of thousands in narrating how an Australian missionary was gang raped and killed by prisoners during an outbreak of prisoners in Davao in 1989. Duterte was shown on videotape stating “she was so beautiful, I thought , the mayor should have been first.” At a time when there is worldwide movement for the respect for women, the remarks described by many as “revolting and crass” elicited outrage from women’s group and the public.

Speaking before an audience obviously aware that the Mexican ambassador was  in the audience, he warned that it was not safe to travel in countries like Mexico “given the kidnapping and drug related crimes in the country.” He did not learn from the lesson of Pacquiao who lost support from LGBT community, by describing another presidential candidate as “bayot” questioning his masculinity.

Candidates walk gingerly to avoid stepping on deeply seated values that voters will certainly find offensive.  Duterte who seemingly appeal to a core audience  was able to sidestep the peril of losing support from the public even  consistently topping surveys, with highly offensive pronouncements against opponents and groups.  

With Teflon–like ability, all his verbal mishaps have not tarnished his image seemingly.  What is offensive and acceptable are determined by agreement on beliefs and ideals by group members.  These norms define what should be passed on from generation to the next.  Rape or any form of physical and verbal abuse of women is unacceptable.  He has stepped on toes of his opponents; verbally insulted religious leaders respected by most Filipinos, offended friendly nation and defiantly state that he would rather lose the election than ask for forgiveness.

The core supporters of Duterte many surprisingly from the middle to upper-middle economic class close ranks especially in the social websites to defend him. With the impact of media content that caters to the lowest denominator, audience standards for taste and behavior has gone south.  Those expected to practice decorum and propriety conveniently lace campaign speeches with the crudest jokes and vernacular curse words.

The moral courage of several Catholic bishops exercising their spiritual leadership did not mince words in identifying aspirants who do not deserve to occupy the country’s highest position.  TV commentators and opinion writers live up to its job as watchdog in calling for discipline what its mass audience consider as taboo in civilized settings.  Showing disdain at opponents and critics who claims he “is not morally fit to be president for utter disrespect for women,” Duterte shrugged his shoulder declaring that he would rather lose the election than apologize for those irreverent remarks.

“Duterte has to declare Martial Law to fulfill promise” -Sen. Juan Ponce Enrile

“DUTERTE HAS TO DECLARE MARTIAL LAW TO FULFILL PROMISE”-JPE

As the presidential campaign winds up in a few weeks, Rody Duterte drums up noisily in his TV ads that he can wipe up drug and criminality in six months.  This promise gets high marks among electorates who in a survey claimed that he topped the presidential race.

Senate minority floor leader Juan Ponce Enrile doused cold water to this claim by pointing out that “unless he will mobilize the entire military organization, including the police and the NBI and declare martial law” Duterte’s promise is not doable.

 Duterte touches a responsive chord even in highly urbanized area with relatively educated residents who are tired of the drug problem, house break- in, and riding in tandem killing in their communities.

As key adviser of Marcos and defense minister during martial law, Enrile has intimate knowledge and experience how to run the country under one man rule.  In spite of the victims of martial law and the government widely making public the abuses of the Marcos martial law years, the fact as revealed by Amnesty International that close to 4000 died and more than 20000 were imprisoned, tortured and even raped by his military enforcers, seemed to have fallen on deaf ears.

In propaganda, an exaggerated promise can gain “psychological monopoly” if remains undisputed by opposing party. The first step in imposing martial law is to muffle the voice of independent media by closing all broadcast and newspapers.  It rigidly controls news content and allows reports favorable only to the regime. If there is Dictatorship version II, millennial can no longer freely access their facebook, twitter, instagram and other social websites.

Earlier, Sen. Panfilo Lacson with a career as police and military leader countered that it cannot be done in six months.  PNP chief Ricardo Mendoza expressed misgivings about solving crime and abuses in such a short time But now that Duterte is opposed by a highly authoritative source reputed to be the brain behind Marcos martial law it is likely to put a significant dent on the believability of Duterte’s claim.

Political opponents potentially can dig up a gold mine on alleged abuses in Davao. VP Jojo Binay who was a human rights activist warned, “this would mean extrajudicial killing left and right where mere suspicion will get someone killed. Minors, women and the elderly will be killed by mere suspicion.”

The propaganda armor of Duterte appears to have a vulnerable spot that opponents can concentrate their fire.  With weeks before election the opposition will start digging skeletons to drum up public interest on Duterte’s alleged involvement in the death squad murders that remain unsolved in Davao.

 

Attack Ad (apparently against Duterte, Binay, and Poe) Masked as Advocacy

Attack Ad (apparently against Duterte Binay and Grace) Masked as Advocacy

I take my hat off to the imaginative writer who created this attack ad parading itself as guide for choosing the deserving candidate for president. With negative ad against opponents taboo in Philippine election campaign, it takes imagination to skirt around the rule. This impractical prohibition has deprived ad strategists an effective tool to inform voters of the frailties and weaknesses of candidates.

If one listens carefully to the questions posed by the young girls and boy who seek the advise of elders, it is obvious who are being referred to.

With moral lessons from their elders (Tatay, Nanay, Lolo and Lola) the children were told that it is cardinal sin to steal (huwag magnakaw at mangupit) murder (huwag papatay). Later putting emphasis that there are candidates running for the highest position who are “magnanakaw, mangungupit, papatay ng tao at hindi pa handa,” The names do not have to be spelled out to figure out who they are.

It was a clever execution that goes around the TV network that insists only strength and worthwhile traits be played up in ads. With the flood of issues for and against candidates, audience forms opinion on whom to support. There are column feeds, derogatory comments and slanted press releases that show opponents in bad light. It is almost impossible to trace comments in social media that borders on the libelous. Even if regulatory and legal bodies insist that statements against opponents toe the line, they filter out and create impression that label personalities.

In swaying opinion propagandists simply reinforce what exist in the mind. What makes this ad, which ostensibly promotes a specific candidate, free from liability, is it did not mention names. As we have always pushed for attack ads as long as content can be substantiated be allowed in Philippine elections.

Media Must Allow Attack Ads in Philippine Political Campaign

Media Must Allow Attack Ads in Philippine Political Campaign

Viewers are not given a glimpse at the character of a candidate who curses the Pope or another who has been charged for pocketing billions for overprice. Nor one who defended a religious sect whose members mass demonstrations blocked traffic and caused thousands to walk home. These dark sides of those vying for public office are prohibited to come to light in political ads. As currently practiced it is verboten to attack opponents by playing up their dishonesty, poor public record or immorality.

In the promotion of products and services, the Philippine Adboard made up of representatives from media, advertisers, agencies and production company practice review of the content of television and radio ads prior to production. Ad agencies that translate selling ideas into words and pictures are required to submit television storyboard and radio scripts to check the truthfulness of their claims and if they adhere to standards set by the body.

However on political advertising the responsibility of reviewing ads rests upon the networks themselves. They form their own internal review board that determines if contents adhere strictly to its standards. No attack ads are allowed and claims are limited to the positive attributes of the candidate.

The practice solely plays up what make the candidates smell like roses depriving the viewers a glimpse of warts he is trying to hide. Due to the prevailing rule, the voters are deprived facts and information that helps him arrive at a wise decision whom to vote for. Even with litany of charges that the candidate had pocketed billions in overprice and bribes his opponent cannot label him as a thief.

Most candidates employ a phalanx of publicists and strategists who resort to whatever it takes to have media reporters and commentators in their pockets. Mudslinging using unfounded gossips and all available dirty tricks is resorted to smear personalities in social media and broadsheets. With attack ads employed in mass media, the networks can require valid substantiation and those subject to negative ads have all opportunities to repudiate and launch their own. If their claims are not based on facts they can be sued for libel in court.

 

 

Mar Roxas Speaks Cebuano and Ilonggo in National Ads

 

Mar Roxas Speaks Cebuano and Ilonggo in National Ads

With most of political ads in Pilipino, the thinking is that the message is easily understood all over the country. With television now assumed to reach more than ninety percent nationally, advertisers whether marketing goods and services or national candidates rely on Pilipino or English to convey the appeal for support.

It was a refreshing departure when Mar Roxas vying for the presidency aired TV ads in Cebuano and Ilonggo in the major networks. Shying away from Pilipino assumed to be understood by most viewers, the ads with its sound track in the two major vernaculars were the first after decades to adapt them for national broadcast.

In the late sixties major packaged goods and nationally distributed products and services ads over regional radio and TV stations, were voiced in at least seven major dialects. Before the adaption of Pilipino as medium of instruction in grade schools, those in different regions were conversant mostly with the predominant dialects.

Aside from Pilipino, ads intended for the major regions were translated into Cebuano, Ilonggo. Ilocano, Waray, Bicolano and even Pampango and Pangalato depending what is generally spoken in the area. With the advent of satellite telecast, all regions receive simultaneously in real time program fares and ads mostly in Pilipino.

In countries where one language dominates, those who may speak only regional dialects likely suffer some form of social discrimination. Filipino nurses in some US hospitals are subject to discipline if speaking among them in Pilipino.

With migration, countries like the US encourage non-English speakers to adopt the mother tongue as a second language. By using the dialect in nationally aired ads, it was a conscious attempt on the part of Roxas to put the dialects at par with Pilipino, which is derived mostly from Tagalog.

Whether is to win brownie points or a serious attempt to win the goodwill of voters, the gesture has conferred a certain degree of prestige and recognition for the dialects. This maybe costly and risky experiment yet to a certain extent wins goodwill and support from native speakers of these dialects.

 

“Pandak” Ad Reaches New Height

Aside from baptismal names, culturally unique among Filipinos is to add a descriptive physical feature to identify an individual. It carries connotation that can create resentment or even considered as form of harassment. In many rural villages and even among urbanized locales, persons are known more of their anatomical shortcomings. Light or white skin shade is widely preferred that those with dark complexion gets derisive appellation. Lack of height maybe be subject of scorn that borders on insults.

Public personalities specially at the height of an election campaign maybe the object of “labeling.” With his short stature that’s a couple of inches above 5ft and his dark ruddy complexion, oppositions exploit these features with stereotyped tags. Instead of shying away from the uncomplimentary nicknames the TV ad of the presidential candidate turns smartly these attributes into positive selling ideas.

A departure from snazzy full color ad, the 30 sec TVC in black and white captures the audience interest by a running text with sound track. Minimalist in treatment and execution, it has no frills focusing mainly on the contrast with his physical attributes (or lack of it) with his solid records in serving his constituents. The ad is a refreshing departure from the mish mash of so called advocacy ads that flood the airwaves for voters attention. It also smartly avoided showing the candidate himself that has been the favorite whipping boy of social network commentaries with long running investigation on alleged corruptions.

In the intense fight to get a bigger share of audience attention ad consultants squeeze out last drop of creative juices with novel and bold executions. Aspirants for nationally elected positions rely on network TV to gain viewers attention and recall. In fact, lately there is a couple of ads that defy basic don’ts on propaganda that is worth reviewing.