Mass media impacts society in many ways - a fact which entails responsibility for practitioners. Advertising, being regarded as major lifeblood of the media industry, is not an exemption. As advertisers seek to gain profit, they are equally expected to adhere to corporate social responsibility or CSR. In the Philippines, the promotion of values has been one of the commonly expected CSR's, which in turn, gave birth to ARAW Values Awards, an award-giving body that recognizes advertisements that not just sell a product, but more importantly, integrate values in the ads. Thus, the researcher came up with this study to analyze the portrayal of values among the selected 2002 - 2012 winning advertisements of ARAW Values Awards. Content analysis, applying quantitative approach, was employed. This paper focused on identifying the values in the advertisements as well as its implications to the advertising industry. It was found out that the most common values among the television advertisements are family values, respect to human rights, and love for country, which highly reflect the Filipino culture. In a world which significantly breaks geographic barriers, advertisers are challenged to produce ads which not only seek to sell a product, but those that promote identity and connectedness of their target consumers as well, despite cultural diversity. It was recommended that further studies be conducted related to values in advertising particularly on how the advertisers comply with their corporate social responsibility.
Brian Villaverde, Southern Luzon State University, Philippines
Stream: Media Studies
This paper is part of the MediAsia2013 Conference Proceedings (View)
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