Panga, Juan Miguel A.

Communication Theory
BA – 102 8163 – 1COMTHEORY

Critical Essay: Ellen Adarna Nice Day Coffee Banned

Advertisements sometimes causes misleading or deceptive, leading consumers to make uninformed

decisions. Being creative about ads is important to capture the attention of consumers in a crowded
marketplace and differentiate product or service from competitors. Direct effects are crucial for
advertisements as they directly impact consumers behavior, influencing their purchasing decision and
brand perception. Ads can be dangerous if it reaches the wrong audience because it may lead to
misunderstanding or misinterpretation. A direct message can be appropriate to one audience, it can
be offensive to another. It could probably damage the brand’s reputation or alienating potential
customers.

A video of Ellen Adarna’s prohibited TV commercial has received more than 200,000 views on Youtube.
Wesly Villarica directed the commercial for “Nice Day Coffee” which was produced by Parallax Studio Inc.
The purpose of the Coffee is to enhance one’s physical appearance. Ellen Adarna was used as a good
example of the result of consuming it to showcase its effects to people. The advertisement can be alarming
for parents with young children. Some people perceive this ad as inappropriate, causing concern among
viewers. There are several netizens who reacted that there is nothing wrong with the Advertisement, but it
still chose to be banned because of its explicit angles. Some scenes are intense, where inappropriate content
can be seen, especially in the eyes of young people.

Clearly, the issue of Ellen Adarna Nice Day Coffee is basically a misleading or deceptive advertisements
which is obviously concerning. It is important for the advertisers to strike a balance between being creative
and capturing consumers attention without crossing ethical boundaries. It’s unfortunate that the “Nice Day
Coffee” commercial featuring Ellen Adarna had to be banned due to its explicit angles and inappropriate
content. This highlights the importance of considering the target audience and ensuring that the message
conveyed is appropriate for them, because it might affect the culture and tradition of the Advertisement’s
target audience.
Tan, J. B. (2016, April 5). Start the Day with Nice Day Coffee - The Food Scout. The Food Scout.

https://www.thefoodscout.net/2014/08/start-day-with-nice-day-coffee.html

ASTIG Philippines. (2014, September 18). Ellen Adarna’s banned TV commercial will tickle your

mind. ASTIG.PH. https://astig.ph/ellen-adarna-banned-tv-commercial-nice-day-

coffee/#comments

Wesexify. (2014, June 13). Ellen Adarna’s banned coffee TV commercial [Video].

YouTube. https://www.youtube.com/watch?v=KjpVMX3wcJQ