SOGO BEGINNINGS

Hotel Sogo was founded in 1992 by two individuals who decided to come together to satisfy the
public's growing clamor for a better and more convenient low-cost lodging. One was a hotel
professional with over 20 years of experience in a leading motel chain, while the other was a
commercial developer and an "AAA" licensed contractor.

The following year, in February 1993, they opened the first Hotel Sogo with the primary
commitment of providing guests with top-notch lodging facilities and services which anchor on
the following values: Cleanliness, Innovation, Efficiency, Courtesy, Discipline, and Teamwork.

1. What is the general motif of the picture? (the recurring element, dominant idea, central theme)
In February 1993, they opened the first Hotel Sogo . The banner ad tends to persuade
costumers that their services and primary commitment of providing guests with top-
notch lodging facilities which anchor on the following values: Cleanliness,
Innovation, Efficiency, Courtesy, Discipline, and Teamwork.

2. How does the motif reflect interrelatedness of the elements? (Elements refer to what you see in the
picture like in the elements of art. Pls. refer to your GECC 101 module on Art Appreciation.)
3. What objects/elements stand out? (What strikes you the most?)
The displayed figure of a lovely family portrays how family-friendly the hotel is in accordance
to their substantial services and accommodations.
4. What objects/words seem out of place? (What bothers you the most?)
THE JAPANESE WORDS
5. What culture prevails in understanding the meaning conveyed? (What culture or subculture is
being considered when you try to understand the meaning of the picture?)
It is in our culture to choose a better convenient low-cost lodging yet the public’s growing
clamor is being satisfied, which is what really the two individual founders intended to do.
6. What general note can be drawn from the picture? (If you would summarize what you see on the
picture, how would you say it?)
The phrase “so clean…so good”. We, people love to stay in a clean place to be able to rest well
or goodly.
Guide Questions in Evaluating Messages
1. How is the message conveyed? (What is the medium used to deliver the message, and in what way
was the message delivered?)
As our generation goes by, the social media has become more convenient to use in gathering
information’s. An example is the Sogo banner ad which we saw on Facebook that conveys the
service they offer.
2. What belief is used to support the message? (What do you think the producer or sender of the
message believes in when s/he conveys the message?)
We think that the producer of the said ad believes that showing how family friendly their hotel
is will help increase their sales.
3. In what way is the message best delivered? (What other ways can the message be delivered more
effectively? What other media can be used? In what manner can it be delivered to the target
audience?)
Television can be another way of advertising their hotel. In this type of media advertisement
the message will be delivered in a more complex and detailed way as they can show exactly how
their service works, as well as the accommodations they offer.
4. To what extent is the impact of the message felt? (Is it subtle or it it obvious? How did the
message impact your thoughts & emotions?)

5. Who is the addressee or the target audience of the message? (Who

The ad has a propaganda technique called, plain folks. The people displayed in the banner
serves to present an “open for all” establishment, wherein there are no standards nor state of
life for the people to taste their service.
In February 1993, they opened the first Hotel Sogo. The banner ad tends to persuade costumers that
their services and primary commitment of providing guests with top-notch lodging facilities
which anchor on the following values: Cleanliness, Innovation, Efficiency, Courtesy, Discipline,
and Teamwork.