The Philippine Association of National Advertisers (PANA) got in the swing of things as far as the elections are concerned. For their 3rd General Membership meeting recently, PANA invited Senatorial candidates to discuss advertising. Joining the event were Neric Acosta, Martin Bautista, Rissa Hontiveros-Baraquel, Alex Lacson, Gilbert Remulla and Sonia Roco. Except for Remulla, who is running under Villar’s party, the rest are running under Aquino’s banner.
The historic installation of the first African-American in the White House was due largely to new media, and campaign advertising has hit fever pitch in the country.
In 1990s, there was a ban in the use of media in political advertising. Only flyers and posters were allowed. Infomercials and advertising played a crucial role in getting political campaign advertising allowed in media. However, there is no screening body that has a mandate over political campaign advertising. Also, being classified as public service, political advertising enjoys mandatory discounts.
Amidst the proliferation of political campaign advertising in this year’s elections, adobo magazine asked the potential lawmakers to tackle relevant advertising issues pertinent to the future of the industry.
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(L-R) Sonia Roco, Gilbert Remulla, Risa Hontiveros-Baraquel, Martin Bautista, Neric Acosta
First to address the question, Acosta believes that in the absence of a campaign financed by law, the state should support forums and other types of public engagements for all political parties in order to increase and deepen meaningful participation, in lieu of paid advertising. “Comelec should sponsor state-supported forums like this in media, mass media, everyday, including online. That is the way to go to level the playing field for all candidates,” Acosta added.
To create electoral reform laws, especially on campaign finance reform is important to put a cap on campaign spending particularly for political advertisement, if Hontiveros would have her way. Slightly different from Acosta, she says, “Campaign finance reform law could operate like state subsidy for each running party based on votes from previous election. Each party is authorized to raise a counterpart to same amount from private entities. At the end of election, each party must submit to the Comelec for audit.” The lady candidate believes this will limit campaign spending and make transparency accountability better, as well as prevent de facto vote buying. “Beyond that self-regulation in the advertising industry will suffice,” said Hontiveros.
Roco, widow of the late Senator Raul Roco who also ran for the presidency, remembers the time only flyers and posters were allowed, and described it as very tedious affair. “But everybody did the same. When political advertising was allowed, (candidates) put in all their money, and it became pera (money) always. Kawawa iyong mga magaling na walang pera (Pity on the good candidates that didn’t have money). Perhaps being a senior candidate, Roco warns against the situation. “From the previous elections, eight of the big spenders lost. So not everyone with money won then, Roco informed the audience.
“Taas ng presyo ng pangangampanya. (Campaigning is costly), declared Bautista. A practicing medical doctor in the U.S. who returned to the country to support Aquino, he asked, “How can a humble doctor candidate like myself have a chance to win?” Ang politica ay hindi pang-hanapbuhay (Politics is not a business).
Having missed most of the session, having arrived at the tail end, Alex Lacson recounted some quotes for a 30-second advertisement from different media outfit. Ranging from P350-thousand to. primetime P497-thousand for TV, and P40-thousand for radio. “Political advertising is for the rich, Lacson declared. Lacson however pointed out how supporters can help their candidates. “In America, salary deducted political donations is allowed. There must be some kind of measures that can be initiated here,” he added.
Candidate Remulla had already departed by the time the question was asked.
adobo magazine. The Word on Advertising.
