Daisyree Dayto Guelas

BSA 1A
Activity 1.

The wordle, or as I like to call it, the cloud of words, revealed that they were all related to
MULTIMODAL TEXT. When discussing the differences between the terms, it is important to note that a
multimodal text is frequently a digital text, but it can also be a book, such as a picture book, information
text, or graphic text. Multimodal texts necessitate the processing of many modes as well as the
understanding of relationships between them. This is not the same as reading print-based books in a linear
manner.
Picture books, textbooks, graphic novels, comics, and posters are examples of multimodal texts, in which
content is given to the reader through a variety of visual (still image), written language, and spatial
modes.... To construct meaning, each mode employs its own semiotic resources.
A picture book, in which the textual and visual elements are grouped on individual pages that contribute
to an overall set of bound pages, and a webpage, in which sound effects, vocal language, written
language, music, and still or moving images are integrated, are both examples of multimodal texts.
Many texts are multimodal, where meaning is communicated through combinations of two or more
modes. Modes include written language, spoken language, and patterns of meaning that are visual, audio,
gestural, tactile, and spatial.
 Activity 2
Observe the following banned commercials or posters from the internet. Write your suggestions on how
to improve these materials.

Observations:
This Burger King campaign contains the most overt
reference to oral sex of any ad that wasn't plastered on the
inside of a pay phone booth. While the pitch may only
appeal to half of the population and make almost everyone
blush and feel uncomfortable, it is difficult to ignore. Did
they go too far? Probably. Since the ad also seems to give
rise to new oppositions, such as "men's
domination/subjugation," women's it's possible that the
audience translated the scathing humour targeting the girl
in the photo to women in general. Some guys may find
this advertisement offensive since it portrays them as
"perverts," making them targets. Because this
advertisement affects multiple targets, each of them could
be harmed. Because this advertisement activates multiple
targets, some people may find each of them humorous
while others may find them offensive.

Suggestions:
1 The BK ad is pretty gross, but perhaps a bigger issue than
humiliating advertisements is that these burgers are
extremely unhealthy for both humans and the
environment. It was only a matter of time before
commercials became brazenly sexist and shallow, rather
than subtly sexist and shallow. We all know that sex sells,
so Carl's Jr. and Burger King are putting it in all caps,
using people who don't eat their burgers, and running
outrageous ads that will have the entire internet talking
about its sexual innuendo, not its saturated fat and calories
(BK hasn't released the nutritional profile for the 7-incher
yet, but its Double Whopper with cheese has 1,010
calories and 24 grams of saturated fat, for a total of 66
grams).
And, if Burger King is going racy and graphic in its
targeting of sex-crazed burger eaters, perhaps its
homepage web promotion emphasizing their devotion to
kids, healthy meals, and active lifestyles should unstraddle
that fence.
 Observations:
This is part of the Dove True Beauty campaign.
What it means is that this global marketing effort aimed to
make women feel at ease and beautiful in their own self.
The public was asked to contribute by asking what they
thought of the models depicted on the posters and
billboards.
2 But, let's face it, some Pinoys have ridiculously high
standards of beauty. Although the ads were enlightened,
not everyone else was. They called someone who didn't
have a well-endowed chest area or anyone who was
beautiful.

Suggestions:
The goal of the commercial was to redefine the concept of
beauty. Regrettably, the general people was not prepared.
Bottom line: This ad campaign resonated with the more
enlightened audience, but it did not resonate with the
more narrow-minded. The ad's objective was not in
question; the "controversial buzz" was generated by its
impact on the narrow-minded public.

Observation:
This ad portrays that Filipino are kind a racist, not a kind
of straightforward racism that can be found in America.
But here in the Philippines we our board discrete about
racism. Filipino standards today is to be more WHITE. If
you look at many successful actors or personalities here in
the Philippines. You’ll notice that a lot of them are super
white. Because society puts this pressure on them, by
means of whitening product advertisement, telling them
light skin is better than dark skin. This is racism. It
discriminated against Filipinos with brown skin. Nobody
wants to feel ugly because of the color of their skin and
because of this the Philippine is one of the biggest
consumers of skin whitening products, like this pond’s
3 advertisement. And many Filipinos even inject themselves
with glutathione to make their skin whiter. People will
actually risk their lives just to get whiter in this can make
many Filipinos feel ashamed of who they are.

Suggestions:
 Debunking unbelievable beauty standard is the only way
to stop this. People must realize that “Brown is Beautiful”.
They shouldn't have to deal with toxic mindset that their
skin is ugly. Definitely agree that this ponds
advertisement is banned. Because in the Philippines there
shouldn't be any racism in the first place, because it's so
diverse. We Filipinos should celebrate our diversity. From
the Aetas of Luzon to the tribes of Mindanao. Because in
the end of the day the color of your skin doesn't matter.
What matter is that you have the heart of a Filipino.

Observations:

The telecommunications company wants to let everyone

know that they are capable of getting the task done. They
tried to keep their calm while doing this.
The look on the woman's face in the poster has the
opposite impact, leading viewers to believe that it's not
simply her phone line that makes her happy. It doesn't
help that she's surrounded by a makeshift moon. People
who spotted this ad were most likely wondering if
4 Bayantel was involved in any "steamy" business dealings.

Suggestions:
Another sexually explicit advertising that should
unquestionably be prohibited. Is it really necessary to sex
up your commercials if you're a telecommunications
company? Sure, it draws attention...but it has nothing to
do with the product you're selling. Bayantel was
undoubtedly aware of this, therefore the billboard was
removed before a protest could be planned.
 Observation:

Napoleon Brandy was attempting to persuade consumers

to try their 15-year-old mix. "Nakatikim ka na ba ng kinsi
años (Have you tried a 15-year-old)?" their billboard
inquired.
Non-drinkers, on the other hand, were the last to think of
5 drinking when they read the teasing question posted on
the Napoleon Brandy billboard. Despite the fact that a
large image of a bottle of brandy was placed right next to
the textual words. Napoleon Brandy [advertising] is
clearly "offensive, immoral, and obscene."

Suggestions:

This advertisement was really offensive; imagine what a

child would think if they read it. There may be some
significant laws associated with this that individuals do
not wish to overlook. The ad was created to get people's
attention. The double entendre, on the other hand, did it
in. People must quit making such ludicrous
advertisements; perhaps they have forgotten that the
Philippines is not a liberal country.

Observations:
It may appear adorable and innocent enough to show a
father quietly hanging french fries under the table to
entice his daughter to prefer him over her mother. When a
6 youngster adapts the words "Dada" in their adolesence
age, it symbolizes the closeness of the girl to her father.
All children that see this commercial will modify the
phrases that are said in it.

Suggestions:
Legislators criticized this McDonald's commercial for
encouraging bribery and deception. I completely think
that this is offensive and alarming, especially because
McDonald's is a globally recognized fast food chain.
Rewarding a youngster for lying in an advertisement can
persuade its young viewers that it is OK. This commercial
endorsed a corrupt culture.
The commercial was meant to portray family pleasure and
unity. However, other people didn't see it that way.
Reflection:
Advertisements are used to get a specific message or product through to the general population. Some
advertisements, on the other hand, are just too good at being bad. Add in the fact that the Philippines isn't
exactly one of the world's most liberal countries, and you've got yourself a sure-fire prescription for
outright conflict.
Some marketers utilize compelling commercials to attract customers' attention; conversely, others use
controversial notions to generate exposure and build strong brand awareness. Dove did just that when it
came to promoting things on the market. The controversial commercial where in women's can be label as
flat or flattering for example, defecting woman or not objects. Our society has long since dictated and set
unwritten rules for the way women must dress and look. They must be young, tall, thin, with a flawless
complexion and dressed in sexually appealing apparel to boot. Over the years, trends have changed
drastically but there has been one that has decided to stay: you must look beautiful. While the definition
of beauty in society’s standards has surely changed, the expectation that women should follow these
trends has not. And guess what? People have been awakened as a result of this divisive advertisement,
because without it, we would never be able to discuss it until know.

Clearly, the corporation is using this poster campaign to create publicity. Instead of selling the product,
the firm wants to sell the brand name. Because of the importance of the product in the market, the society
will quickly recall the name of the company as a result of this type of advertisement (Bel et al, 2005).
This imaginative poster ad seeks to sell the goods while also evoking people's feelings about women
discrimination . Despite the fact that it depicts taboos, the corporation has the right to exhibit it to the
public in order to educate customers about women's rights in society.
Showing offensive images does not imply that the public should take a specific action; instead, it may
serve as a bridge to get the government and community to act to erase the root of global standards. It must
be distributed to the market not just to generate sales, but also to raise awareness of sexist. The fact that
this poster ad became controversial due to its subliminal implications should be viewed as a smart
marketing strategy, as the public readily responds to the messages that this type of ad sends out to society.

This advertising may send out bad sentiments, but it simply goes to show that even a beauty company
can use effective marketing to promote their brand and raise awareness of societal issues. Although some
may find this advertisement offensive, it is likely to elicit strong emotions in people, prompting them to
take action.
Activity 3

Trying to promote the idea that "every shape and size is beautiful," Levi's failed miserably when nearly
all of their ads and posters featured women who were only thin and white, returning to the idea of a
mainstream culture of what a beautiful woman looks like and failing to justify the idea of "ALL SIZES."

And this is still the case with a number of other companies today, despite the critiques, which largely
favors them in becoming more controversial and getting attention. Over a million people watch television
and access the internet, and they are constantly bombarded with advertisements. This industry has a
significant impact on the wider public, especially in light of the fact that some people still hold extremely
conservative and anti-feminist views.

This is in terms of their mentality being conditioned and their inability to create a healthy attitude toward
the general role of a modern woman today. As a result, it becomes critical for them to exercise extreme
caution before releasing advertisements and campaigns that not only harm their businesses, but also
attract widespread criticism in the long run, potentially resulting in extremely unfavorable outcomes.

A simple tweet saying "I'm sorry" doesn't seem to work anymore, because businesses must be more
cautious when communicating with their target audience. It's past time to take charge and conduct
adequate market research in order to generate superior ideas that aren't unpleasant or humiliating in any
way.