BANGIT, Lyanne Emmanuel Communication Theory

BA – 102 8163 – 1COMTHEORY

Critical Essay: Lapu-Lapu vs. EQ ad

The direct effect approach focuses on influential and persuasive strategies. It assumes
people passively consume media messages and then exhibit predictable reactions in response.
Advertisements use these kinds of tactics and sometimes add symbols or apply creative concepts
to make them more engaging. However, some commercials have very creative concepts, and some
people take it in a literal sense, especially children.

A perfect example of this is the controversial diaper advertisement by EQ in 2013. In the

EQ Diaper commercial, Ferdinand Magellan was shown offering Lapu-Lapu's son some diapers
as a token of friendship upon the Spaniards' arrival at what is now known as Mactan Island.
However, Lapu-Lapu's wife objected, claiming that Magellan's diapers were of poor quality. As an
alternative, she offered EQ Diapers. Lapu-Lapu declared that Magellan was not a true friend and
issued a challenge to Magellan to engage him in combat.

(YouTube link: https://www.youtube.com/watch?v=jWTjD7QTE5A)

According to a news article published by the Inquirer (2013), the mayor of Lapu-Lapu city
in 2013, Paz Radaza, was not amused by the commercial, especially when she heard young
children talking about the ad and considering it a reflection of history. Several people on the
Internet have the same sentiment and concern as the former mayor. Moreover, the National
Historical Commission issued a cease-and-desist order against the commercial.
 The advertisement’s target viewer is parents; however, due to its comedic and engaging
elements, it has drawn attention to kids, capturing the attention of the wrong audience. Now, they
unintentionally injected the idea that the Battle of Mactan started because of a diaper. People’s
minds, especially children’s, are already filled with misconceptions and false information about
history. Despite it being obviously satire, the television ad still sends the wrong message to a
generation that is starting to forget history. Recent incidents, like the “MaJoHa” issue in Pinoy Big
Brother (2022), just prove that disinterest in history among the youth is still relevant to this day.
Instead of treating our national history as an object of ridicule, we should relate it to contemporary
socio-political issues, so it can serve as a reflection and eye-opener for today’s generation.
References:

Matus, C. L. (2013, April 12). Diaper ad slammed for ‘distorting history’ | Inquirer News.
INQUIRER.net. https://newsinfo.inquirer.net/389735/diaper-ad-slammed-for-distorting-history

ABS-CBN News. (2013, April 26). Diaper ad pulled off air for 'mocking history' ABS-CBN News.
https://news.abs-cbn.com/lifestyle/04/26/13/diaper-ad-pulled-air-mocking-history

Inquirer, P. D. (2022, April 22). Learning from ‘MaJoHa’ | Inquirer Opinion. INQUIRER.net.
https://opinion.inquirer.net/152292/learning-from-majoha