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MUSIC and ARTS

Quarter 3 – Module
Week 1- 4

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 Contemporary
Philippine Music

Media-based Arts and

Design in the
Philippines

Music and Arts 10

Alternative Delivery
Mode
Quarter 3 – Module 1: Contemporary Philippine Music
Media-based Arts and Design in the Philippines
First Edition, 2021

Republic Act 8293, section 176 states that: No copyright shall subsist in any
work of the Government of the Philippines. However, prior approval of the
government agency or office wherein the work is created shall be necessary for
exploitation of such work for profit. Such agency or office may, among other things,
impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand

names, trademarks, etc.) included in this book are owned by their respective
copyright holders. Every effort has been exerted to locate and seek permission to

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use these materials from their respective copyright owners. The publisher and
authors do not represent nor claim ownership over them.

Development Team of the

Module

Authors: Noe M. Morgado/ Marjorie Anne P. Lacson

Editor: Rina Carabeo

Reviewers: Dr. Fatima T. Yusingbo/Pamela Sumera Illustrator:
Layout
Artist:
Management Team: MAPEH Department

Printed in the Philippines by

Department of Education – Schools Division of Las Piñas

Office Address: 309 Diego Cera Ave., Pulang Lupa I, Las Piñas, 1742
Metro Manila
Telefax: 822-3840; 835-9030 loc. 102
E-mail Address: depedlaspinas@gmail.com

Introductory Message
This Alternative Delivery Mode (ADM) is designed to allow you, our beloved

students, to continue your studies and learn at home. Each lesson's activities,

directions, exercises, and discussions are all clearly written so that you can

comprehend them.

This instructional resource aims to engage students in guided and independent

learning activities that they can complete at their own pace and on their own

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time. Additionally, this attempts to assist learners in acquiring the necessary

21st century abilities while also taking into account their ability to adapt to

change.

Music 8
Quarter 3 – Module
WEEK 1-2
Contemporary Philippine
Music

Department of Education ● Republic of the Philippines

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 Lesson
20th Century Traditional Composers,
1 New Music Composers, Song
Composers
This quarter, we're returning to the Philippines, where we'll be delving into the works of a
number of Traditional and Modern Filipino composers. In your journey through the discussions
and different tasks, you are expected to:
1. Narrate the life of selected Contemporary Filipino composers (MU10CM-III-g-3).
2. Analyzes the musical characteristics of traditional and contemporary Philippine music;
( MU10CM-IIIa-h-2 )
3. Improvises simple vocal/instrumental accompaniments to selected contemporary
( Philippine music; MU10CM-IIId-e-5 )
4. Performs selections of contemporary Philippine music;
5. Evaluate music and music performance using guided rubrics (MU10CM-IIIb-h-4)

What’s In
This quarter, we're returning to the Philippines and devoting our attention to a
discussion of classic and contemporary Filipino composers and their compositions.

According to National Artist Ramon Santos, PhD, “Philippine contemporary music

refers. To compositions that have adopted ideas and elements from 20th century art
music in the west, as well as the latest trends and musical styles in the entertainment
industry.”

The modern Filipino repertoire consists of musical pieces that have been written in
20th century idioms that have evolved out of such stylistic movements as impressionism,
expressionism, neo-classicism, as well as avant-garde and new music.

What’s New
You will be introduced to another intriguing lesson today. Certainly. Take in the
lesson that has been prepared for you and learn from it. But first, I'm going to ask you.
Would you mind telling me whether you know the lyrics to the following songs? Are you
able to perform this song?

♫♫♪♪♫♪ Pasko na naman o kay tulin ng araw Paskong nagdaan tila ba

kung kailan lang, Ngayon ay pasko dapat pasalamatan, Ngayon ay pasko
tayo ay mag-awitan. Pasko pasko pasko na namang muli, Tanging araw na

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 ating pinakamimithi. Pasko pasko pasko na namang muli, Ang pag-ibig
naghahari ♫♫♪♪♫♪

Due to Spanish and American colonization (1500-1800s), it was unavoidable that

Filipino composers opted to incorporate Western techniques in their compositions.
Twentieth century composers managed to retain traditional elements in their
compositions while they assimilate Western techniques that became the strong
foundation of Philippine music.

Among the major Philippine contemporary composers are: Francisco

Buencamino Sr., Francisco Santiago, Nicanor Abelardo, Antonio Molina, Lucio San
Pedro, Hilarion Rubio, Col. Antonino Buenaventura, Rodolfo Cornejo, Rosendo
Santos Jr., Alfredo Buenaventura, and Ryan Cayabyab.

WHAT IS IT
The music never ceased to evolve. It continues to create. Adapting to new styles
and absorbing them from a variety of sources. You must be conversant with the twentieth
century if you are a Filipino of your generation.

20th Century Traditiona

l Filipino Composers and
their works

- Composer, film score composer

- He ventured on musical directing and scoring, and
composing film music for Sampaguita Pictures, LVN, and
Excelsior.
- He also wrote several zarzuelas and kundimans
- A posthumous award honored him with the title
“Outstanding Composer.”
- Many of his piano works have become a staple part of
1.Francisco Buencamino Sr. the
Born/Died: November 5,
Philippine repertoire of today’s young students, especially
1883/ October 16, 1952
Mayon, Larawan, and Maligayang Bati.
Birth Place: Bulacan
Listen to the sample link of Himig ng Nayon:
https://www.youtube.com/watch?v=1ZkCOlNZLc8

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2. Nicanor Abelardo
Born/Died:February 7,
1893/March 21, 1934
Birth Place: San Miguel
de Mayumo Bulacan
3. Francisco Santiago
Born/Died: January 29,
1889/September 28, 1947
Birth Place: Sta. Maria
Bulacan
4.Antonio Molina
Born/Died:December 26,
1894/January 29, 1980
Birth Place: Quiapo, Manila
- Composer, Pianist, Teacher
- “Triumvirate of Filipino Composers” which includes
Antonio Molina and Francisco Santiago.
- He studied music at the Chicago Music College and
was influenced by the musical styles of Schoenberg,
Hindemith and Stravinsky.
- Abelardo developed a style that combined European
romanticism with chromaticism. His compositions contain
hazy tones, dissonance and unusual chordal combinations -
His best-known compositions include Mutya ng Pasig,
Nasaan Ka Irog, Cavatina for Violoncello, and Magbalik
Ka Hirang.
Listen to the sample link of Magbalik ka Hirang
https://www.youtube.com/watch?v=2CKKQOMNc50
- Musician
- Father of Kundiman
- Belongs to the “Triumvirate of Filipino Composers” and
a musical director for films.
- Romantic in style, incorporating Western forms and
Techniques with folk materials.
- Among his famous works are Pakiusap, Madaling
Araw, Sakali Man, Hibik ng Pilipinas, Ano Kaya ang
Kapalaran, and Kundiman (Anak Dalita).
- Also composed Pilipinas Kong Mahal
- Among the films whose music he supervised are
Kundiman, Leron Leron Sinta, Madaling Araw, Manileña,
and the movie inspired by his own composition Pakiusap.
- He became the first Filipino Director of the UP
Conservatory of Music.
Listen to the sample link of Ano kaya ang Kapalaran
https://www.youtube.com/watch?v=6ol9hYaWglQ
- National Artist for Music
- “Triumvirate of Filipino Composers” which includes Nicanor
Abelardo and Francisco Santiago
- Molina was a product of both the Romantic and
Impressionist schools of thought
- “Father of Philippine Impressionist Music,”
Listen to the sample link of Awit ni Maria Clara :
https://www.youtube.com/watch?v=iUBFFPGvL4g&list=RDi
UBFFPGvL4g&start_radio=1
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5. Lucio San Pedro
Born/Died: Feb.11, 1913/
March 31, 2002
Birth Place: Angono Rizal
6. Hilarion Rubio Y. Francisco
Born/Died: October 21,
1902/December 28, 1985
Birth Place: Bacoor, Cavite
7. Col. Antonino Buenaventura
Born/Died: May 4, 1904/
January 25, 1996
Birth Place: Baliuag,
Bulacan
8.Rodolfo S. Cornejo
Born: May 15, 1909
Birth Place: Singalong, Manila
- Composer, conductor and teacher
- “Romantic nationalist.” He incorporated Philippine folk
elements in his compositions with Western forms and
harmony.
- His chords have a rich expressive tonality, as
represented in his well-loved Sa Ugoy ng Duyan, a lullaby
melody sung by his mother.
- Integrated indigenous musical forms, conventions, and
instruments in his works in the modern nationalistic style.
Listen to the sample link of Ugoy ng Duyan:
https://www.youtube.com/watch?v=F4A7Ptil2j4&list=RDF4A
7Ptil2j4&start_radio=1
- Music teacher, conductor, and clarinetist
- Started as Bacoor band clarinetist
- He served as conductor for opera, ballet, dance recitals,
and movie music.\
Listen to the sample link of Mutya ng Silangan:
https://www.youtube.com/watch?v=CgKxJ9OsY3o
- Composer, conductor, and teacher.
- National Artist
- Actively involved with the various military bands and
was a music instructor and band conductor of the Philippine
Military Academy (PMA).
- Promoted Philippine music by extensively using folk
materials in his works. An example of his composition was
Pandanggo sa Ilaw. lyrics by Levi Celerio
Listen to the sample link of Pangdanggo ni Neneng:
https://www.youtube.com/watch?v=Cl3oh3GUABg
The first Filipino composer who received an honory degree
from a government recognized music school in the United
States.” He was known for his “pianistic and compositional
talent” by extemporizing a piano composition at the spur of the
moment.
Listen to the sample link of Kaluwalhatian:
https://www.youtube.com/watch?v=T2buvLg4Pbw
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9.Felipe Padilla De Leon
Born/Died: May 1, 1912/December https://www.youtube.com/watch?v=TygWJjxE700&list=RDT
5, 1992
10. Rosendo E. Santos
Born/Died: September 3,
1922/November 4, 1994
Birth Place: Cavite City
11. Dr. Alfredo Santos Buenaventura
Born: October 14, 1929
Birth Place: Sta. Maria, Bulacan
12. Cipriano “Ryan” Cayabyab
Born: May 4, 1954
Birth Place: Manila
NEW SONG COMPOSERS
- Wrote piano compositions, hymns, marches, art songs,
chamber music, symphonic poems, overtures, band music,
school songs, orchestral works, operas, kundimans and
zarsuelas. He was known as a nationalist composer who
expressed the Philippines' cultural identity through his
compositions.
National Artist for Music
Listen to the sample link of Pasko na Naman:
ygWJjxE700&start_radio=1
- He was listed in the “New Groves Dictionary of Music and
Musicians.” A prolific composer, his works include concerti,
sonatas, symphonies, symphonic poems, five operas in
Philippine dialect, numerous band overtures
Listen to the sample link of Inday sa Balitaw:
https://www.youtube.com/watch?v=niRRzciuVB0
Jr.
Composer, conductor and teacher
-is among the few composers in the Philippines who composed
five full-length operas. He has his own set of ideas about music
and composition. He created a combination of contemporary
and conventional, kept his melodies simple and
understandable, but he used contemporary harmonies to suit
the intellectuals.
Listen to the sample link of Pilipinas :
https://www.youtube.com/watch?v=9_u3JtnTEn8
Spans both popular and classical worlds with his pop, ballads,
operas, zarzuela, orchestral, and choral compositions. -Among
his numerous compositions are the award-winning Kay Ganda
ng Ating Musika (1978), as well as the modern zarzuela
Alikabok (2003), the opera Spoliarium with libretto by Fides
Cuyugan-Asensio, and a variety of choral pieces and song
cycles. He also produced a number of recordings, including the
memorable album One, where he personally sang the
unaccompanied songs on different tracks to produce 16 voices.
Listen to the sample link of Limang Dipang Tao:
https://www.youtube.com/watch?v=JAtzJPu5qI8
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 Popular names under experimental New Music Composer include Jose
Maceda, Lucrecia Kasilag, Ramon Santos, Manuel Maramba, Jerry Dadap,
Francisco Feliciano, Josefino “Chino” Toledo, and Jonas Baes. Filipino spirit can
still be felt in their music since they retained traditional music forms and indigenous
rhythms and instruments in their works.

1. JOSE MACEDA (1917 – 2004) - National Artist for Music

He was born in Manila. He started his music studies at the Academy of
Music in Manila then went to Paris and USA for advanced studies.
Although his compositional approach tended to be
Western in style, Maceda combined sounds of the
environment with ethnic instruments. He embarked
on his life’s work, dedicated to the understanding and
preservation of Filipino traditional music. His extensive research
and fieldwork resulted in an immense collection of recorded music taken
from
the remote mountain villages and far-flung inland communities in the Philippines. He was also
considered as the first Filipino avant garde composer. Some of his works were: Ugma-Ugma
(1963), a work for voice and ethnic instruments, Agungan (1975), a piece for six gong families,
Pagsamba (1968), a musical ritual for a circular auditorium using several ethnic percussion
instruments, Cassettes 100 (1971), a composition for 100 cassette tape recorders, Ugnayan
(1974), an ethnic piece played at the same time over several radio stations.

2. LUCRECIA R. KASILAG (1918 – 2008)

She was born in San Fernando, La Union. She
studied music at
Philippine Women’s University and earned her
Master’s Degree in USA. Kasilag’s compositions
demonstrated a fusion of Eastern and Western
styles in using instruments, melody, harmony, and rhythm. She is
particularly known for incorporating indigenous Filipino instruments
into orchestral productions.
Among Kasilag’s many compositions are Toccata for
Percussion and Winds (1959), composed for indigenous Muslim instruments and
Western instruments; The Legend of the Sarimanok (1963), composed for
chamber orchestra and Philippine ethnic instruments; Divertissement and Concertante (1960),
compositions for piano and orchestra combining Western and Eastern forms, harmonies, and
intervals; and Dularawan (1969), a musical drama combining a dance solo with a chorus and an
ethnic orchestra.

3. RAMON P. SANTOS (1911941– ) -National Artist for Music

Was born in Pasig on February 25, 1941. He
completed his Bachelor of Music degree at the
College of Music, University of the Philippines. He
finished his Master of Music degree at Indiana University, USA. He
received his Doctor of Philosophy degree in Composition at the State
University of New York, USA. He had also pursued graduate studies in

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 Ethnomusicology at the University of Illinois, USA. Santos’ compositional
style features chromaticism, music seria, and electronic components,
combined with indigenous Philippine music elements. His works include
Ding Ding Nga Diyawa, Nabasag na Banga at Iba’t iba pang Pinag -
ugpong-ugpong na Pananalita sa Wikang Pilipino para sa Labing Anim na Tinig, and L’BAD. He
had done extensive research on the gamelan music of Java as well as the traditional music of
the Ibaloi, Maranao, Mansaka, Bontoc, Yakan, and Boholano tribes in the Philippines.

4. FR. MANUEL MARAMBA, OSB (1936 to _)

Fr. Maramba is one of the most accomplished
musicians and liturgists in the Philippines emerging
th
during the second half of the 20 century. He was
born on July 4, 1936 in Pangasinan.
When he was11 year old, he gave his first public
performance at the Bamboo Organ in Las Piñas. He
became the official accompanist of the Las Piñas
Boys Choir at 14 years old.
He has composed operas like Aba!, Sto. Nino, La
Naval, and Lord
Takayama Ukon. His other major compositions are the music for
Awakening which was commissioned by Ballet Philippines and music for
Philippine Ballet Theater’s production of Seven Mansions; three masses –
Papal Mass for World Youth Day, 1995; Mass in Honor of St. Lorenzo Ruiz, and the Mass in
Honor of the Sto. Nino; three cantatas – St. Lorenzo Ruiz, St. Benedict, and St. Scholastica;
Three Psalms; A hymn in honor of St. Lorenzo Ruiz, and the official hymn of the 1996 National
Eucharistic Congress; a zarzuela entitled Ang Sarswela sa San Salvador, and three orchestral
works – Pugad Lawin, The Virgin of Naval, and Transfiguration.

5. JERRY DADAP (1935 to_)

First Filipino composer to conduct his own works at
the Carnegie Recital
Hall in New York City, was born on November 5, 1935
in Hinunangan,
Southern Leyte. He earned his Bachelor’s Degree in
Music, major in
Composition at the Conservatory of Music, University
of the Philippines (UP) in 1964. In 1968, he went to
the USA on a study-observation grant from the Music
Promotion Foundation of the Philippines. Upon his return to
the Philippines in 1971, he taught composition, ear training, and chestration
at the Sta. Isabel College of Music in Manila. Dadap started composing
when he was still studying at Silliman University in the southern city of
Dumaguete. Among his numerous compositions are The Passionate and the Wild (1960),
Mangamuyo I (1976) and Mangamuyo II (1977), The Redemption (1974), Five Little Fingers
(1975), Tubig ng Buhay (1986), Dakilang Pagpapatawad (1986), Andres Bonifacio, Ang
Dakilang Anak Pawis and many more.

6. JOSEFINO TOLEDO (1959 – )

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 Josefino “Chino” Toledo is a recognized figure in the
Asian contemporary art music scene. He received his
Master of Music degree from the Cleveland
Institute of Music, USA. Among his awards are the
following: “Ten
Outstanding Young Men” (TOYM); “International Award
for the Arts”; “Civitella Ranieri Fellowship in Italy”; and
the “Chancellor Awards for
Outstanding Musical Works,” University of the
Philippines.
Toledo served at the Pangkat Kawayan (a bamboo orchestra) from 1966 to
1979 and the Philippine Youth Orchestra (PYO) in 1977-1978. A principal
percussionist of the Manila Symphony Orchestra in 1980-1983, he later became
music director and principal conductor in 1985. He attended the 1984 International Computer
Music Conference in France and many more.
Lastly, Toledo is a Music Professor at the College of Music, University of the Philippines
(UP). He is the founding music director of the Metro Manila Community Orchestra, the UP
Festival Orchestra, and the Crosswave Symphony Orchestra. He is noted for conducting the
premiere performances of the works of Filipino composers as well as other Asian composers.
His own music, including works for chorus, orchestra, chamber ensemble, solo instrument, and
music theater have been performed by well-known international artists and ensembles.

7. JONAS BAES (1961 – )

Jonas Baes was born in Los Baños, Laguna in
1961. He enrolled at the College of Music,
University of the Philippines (UP) in 1977 as a student
of Ramon P. Santos. While at UP, he encountered the works of Jose
Maceda and attended several seminar-workshops of visiting lecturers.
He researched on the music of the Iraya-
Mangyan people of Mindoro, which later became
the inspiration for his compositions. From 1992- 1994, he
studied with Mathias Spahlinger in Freiburg, Germany.
Associate Professor in Composition and Theory,
ethnomusicologist, cultural activist, and writer, has explored innovative
territories and unusual musical treatments in his works.

SONG COMPOSERS
The 20th century Filipino song composers/lyricists include Levi Celerio, Constancio
de Guzman, Mike Velarde Jr., Ernani Cuenco, Restie Umali, George Canseco, Angel Peña,
Leopoldo Silos Sr., Santiago Suarez. Together, they had produced a memorable output of
traditional Filipino love songs, music for the movies, and materials for contemporary
arrangements and concert repertoire.

Levi Celerio (1910-2002) National Artist for Literature and Music

Prolific lyricist and composer Levi Celerio was named National Artist
for Music and Literature in 1997. Also a violinist, he had written the
lyrics for over 4,000 songs in his lifetime, including many for film. A
great number of kundimans and Filipino love songs have lyrics written
by him, most notable of which are Dahil sa Iyo, Buhat, and Ang Pasko
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ay Sumapit. Celerio was born in Tondo on April 30, 1910. He studied at the Academy of Music
in Manila under a scholarship. His achievements include a citation in the Guinness Book of
World Records for being the only person to make music with a mouth-blown leaf.

CONSTANCIO DE GUZMAN (1903 – 1982)

He was born on November 11, 1903 in Guiguinto,
Bulacan.
Acknowledged as the “Dean of Filipino Movie
Composers and Musical Directors,” De
Guzman became the music director of movie production
companies like Sampaguita, LVN, Royal, Excelsior, Lea, and
Tagalog Ilang-Ilang Productions. His “unexpected”
hit music, Panaginip, paved the way for him to
record hundreds of songs, principally under Villar and
Columbia Records.
In 1948, his song Ang Bayan Ko and Kung Kita’y Kapiling won the gold
medal at the Paris International Fair. Bayan Ko was later adopted as the
symbolic song of the People Power Movement of 1986. The same song won for him the Awit
Award for Best Filipino Lyricist. Some of De Guzman’s notable compositions include Babalik Ka
Rin, Ang Tangi Kong Pag-ibig, Birheng Walang Dambana, Maalaala Mo Kaya, and Sa Piling Mo.
De Guzman passed away on August 16, 1982.

MIGUEL “MIKE”
VELARDE JR. (1913 – 1986)
Miguel “Mike” Guison Velarde Jr, composer, conductor, movie actor, and
musical director was born in Manila on October 23, 1913. Velarde studied
at the Zamboanga Normal School, where he became a member of the
school orchestra and graduated as valedictorian. He then went to Manila
to pursue medicine at the University of the Philippines, but later realized
that it was music that he truly loved. Later, when his father however
objected to his plans to pursue a music career, he went on to support
himself as a bus conductor to realize his dream. He later got a job at a
radio station where he was featured as singer and jazz composer in its morning and evening
programs. He also opened a jazz school and became song editor for the Philippines Free Press.
In subsequent years, Velarde created his own style as he composed highly melodious
and romantic songs such as Ikaw, Lahat ng Araw, Habang Buhay, Minamahal Kita , Ikaw ay
Akin, and Dahil Sa Iyo. In 1970, he won the Best Conductor award at the First International
Popular Song Contest in Japan with his composition As Long as Forever.

SANTIAGO SUAREZ (1901 – 1964)

Santiago Suarez was born in Sampaloc, Manila.
He learned how to play the piano from his
grandmother who was also a competent harpist, while
his grandfather played the flute. He attended the Conservatory of
Music, University of the Philippines and the
Ateneo de Manila in Intramuros. He took private
music lessons from Caetano Jacobe, Pedro Floriaga, and
Nicanor Abelardo.

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 Suarez’s compositions are a mixture of the soulful kundiman style and
the lively strains of the countryside. The melodies are tonal and catchy,
while the rhythms follow the regular meter with minimal tempo changes.
His harmonies follow the traditional classical progression, making his
compositions easy to understand without the complexities of form and structure. Some of his
works are quite popular and heard even with today’s classical singers, pop singers, and choral
groups. They include some of the following: Ligaya Ko, Pandanggo ni Neneng, Dungawin mo
Hirang, Bakya Mo Neneng, Caprichosa, Sa Libis ng Nayon, Harana, Kataka-taka, Labandera Ko
and Lakambini.
Among Umali’s most popular songs are Saan Ka Man Naroroon, Alaala ng Lumipas, Ang
Pangarap Ko’y Ikaw, Sa Libis ng Barrio, Di Ka Nag-iisa, and Paano Kita Lilimutin. He had
arranged the performance of Maestro Federico Elizalde’s Manila Little Symphony aired on radio
stations DZRH and DZPI, apart from his stint as musical director for Sampaguita Pictures.

RESTITUTO “RESTIE”
UMALI (1916 – 1998)
Restituto Aquino Umali was born in Paco, Manila on June 16, 1916. His
Early Exposure to music was due to the influence of his father who taught
him violin as well as his exposure to the regular family rondalla. He was
also taught solfeggio and score reading at the Mapa High School where he
became an active member of the school glee club and orchestra.

ANGEL PEÑA (1921 – 2014)

Peña is a classical and jazz composer, arranger, and
bass player. He is widely considered by modern Filipino
jazz musicians as “one of the founders of traditional jazz
in the Philippines.” He was born was born on April 22,
1921 to a musical family. Peña learned solfeggio from his mother Rosario
Velarde Matias. He grew up in Malabon which was then famous for its musicians and marching
bands. At the age of 11 when his mother passed away, he was discouraged by his father to
continue his musical pursuits. But, the boy persisted and proceeded to study music theory and
composition. In 1959, the University of Santo Tomas launched a national symphonic
composition contest open to Filipino composers. Peña’s entry Igorot Rhapsody won first prize
the following year. Since then, he moved effortlessly between the jazz and classical idioms. In
the mid-1960s during his 3-year stint in Hongkong, he earned a Licentiate with the Royal School
of Music in London.

ERNANI CUENCO (1936 – 1988) National Artist for Music

Ernani Joson Cuenco, composer, film scorer, musical director and music Teacher was
conferred the National Artist Award for Music in 1999. His works embody a Filipino sense of
musicality that contain the classical sound of the kundiman. Cuenco was born on May 10, 1936
in Malolos, Bulacan.

GEORGE CANSECO (1934 – 2004)

George Masangkay Canseco was born on April 23,
1934 in Naic, Cavite. He
graduated with a Liberal Arts
degree at the University of the East. After
graduation, he worked for the
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Philippines Herald and the Associated Press as a journalist. He also
worked as a “free-lance scriptwriter for hire” in Manila. Canseco was
considered as “a nationally acclaimed composer of numerous popular
classics.” He was commissioned by Former First Lady Imelda R. Marcos to
compose a national tribute hymn entitled Ako
Ay Pilipino (I Am A Filipino). He wrote the classic Kapantay Ay Langit, a
theme from the award- winning motion picture of the same title, sung by
Amapola.

LEOPOLDO SILOS Sr. (1925 – 2015)

Leopoldo Silos Sr. was born on March 6, 1925. He was a composer, singer,
and arranger. He composed and recorded a number of romantic songs, the
most famous of which were two of his well known hits, Dahil Sa Isang
Bulaklak
(Because Of One Flower) and Hindi Kita Malimot (I Can’t Forget You). He
was also the award-winning musical director of the long- running television
musical program, Aawitan Kita, which starred Armida Siguion-Reyna.

What’s More
Activity 1: Who Am I
Directions. Identify the composers of the following works. Choose the letter of
the correct answer inside the box. Write your answer
on the space provided.

a. Ryan Cayabyab b. Francisco Santiago c. Lucio San Pedro

d. Antonio Molina e. Hilarion Rubio

f. Rodolfo Cornejo h. Antonino Buenaventura g. Felipe De Leon Sr.

i. Nicanor Abelardo j. Alfredo Buenaventura

k. Rosendo Santos Jr. l. Francisco Buencamino

________1. Bituing Marikit ________6. Sa Ugoy ng Duyan

________2. Ano Kaya ang Kapalaran ________7. Ibong Adarna

________3. Himig ng Nayon ________ 8. Pandanggo ni Neneng

________4. Dakilang Lahi ________9. Filipinas Kong Mahal

________5. Kundiman-Kandungan ________10. Kumukuti-kutitap

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 Activity 2 : THINK ABOUT IT!
Directions : Listen to the song “ Ang Pasko ay Sumapit ” and “ Maalaala Mo
Kaya ”. Be Guided and Visit the lInk below for your references.
After listening to the songs differentiate the features of the songs.
Write your answer inside the box below.

Ang Pasko Ay Sumapit Maalala Mo Kaya

https://www.youtube.com/watch?v=wc2O51TuB_8
https://www.youtube.com/results?search_query=maalaala+mo+kaya+karaoke

Activity 3 : Lets Sing!

Direction : Listen and Study the following song below and then select one that
you like to perform. Record your performance and send it to your
teacher through messenger. Be guided with the provided Rubrics.

Rubric for the Singing Performance ( Let’s Sing )

CRITERIA Excellent 20 Very good Average Poor

points 17 points 14 points 12 points

Pitch/Melody Pitch is Matches pitch Heavy voice. Shouting voice.

accurate, sings with few errors Very few Pitch is uncertain
in tune. accurate pitches

16
 Rhythm / Beat Beat and Beat and Sometimes too Often too fast Or
Rhythm are Rhythm are fast or to slow too slow.
accurate. mostly
Maintains accurate with
appropriate few errors.
tempo.

EXPRESSION / The expression Expression is Expression is Inappropriate

Phrasing is appropriate to generally sometimes expression
the song being appropriate. Has appropriate. Has
performed adequate breath limited breath
. control control

Reference:
Sunico, Raul M., Ph.D., et.al., (2015). Horizons Grade 10 Learner’s Materials: Music and Arts
Appreciation for Young Filipinos

Video
https://www.youtube.com/watch?v=1ZkCOlNZLc8 https://www.youtube.com/watch?
v=2CKKQOMNc50 https://www.youtube.com/watch?v=6ol9hYaWglQ
https://www.youtube.com/watch?v=iUBFFPGvL4g&list=RDiUBFFPGvL4g&start_radio=1
https://www.youtube.com/watch?v=F4A7Ptil2j4&list=RDF4A7Ptil2j4&start_radio=1
https://www.youtube.com/watch?v=CgKxJ9OsY3o https://www.youtube.com/watch?
v=Cl3oh3GUABg https://www.youtube.com/watch?v=T2buvLg4Pbw
https://www.youtube.com/watch?v=TygWJjxE700&list=RDTygWJjxE700&start_radio=1
https://www.youtube.com/watch?v=niRRzciuVB0 https://www.youtube.com/watch?
v=9_u3JtnTEn8 https://www.youtube.com/watch?v=JAtzJPu5qI8

17
 Pictures
https://www.discogs.com/artist/5612863-Francisco-Buencamino
https://www.filipinaslibrary.org.ph/himig/featured-artist-nicanor-abelardo/
https://www.philstar.com/entertainment/2021/02/11/2076768/maestro-ryan-cayabyab-learning-
music-should-be-fun
https://dokumen.tips/documents/alfredo-santos-buenaventura-was-born-in-sta.html
https://revivemusika.wordpress.com/2017/01/07/filipino-contemporary-composer-ryan-cayabyab/
http://ramon-santos.dacapoapps.com/
https://www.whosdatedwho.com/dating/lucrecia-roces-kasilag
https://prabook.com/web/jesefino.toledo/260392
https://www.filipinaslibrary.org.ph/himig/featured-artist-nicanor-abelardo/
https://www.discogs.com/artist/2801690-Restie-Umali?filter_anv=1&anv=R.+Umali
https://annacom531237817.wordpress.com/2018/07/29/antonio-j-molina-biography-and-works/
https://www.facebook.com/Ernani-Joson-Cuenco-70807070898/photos/
https://kahimyang.com/kauswagan/articles/1662/today-in-philippine-history-april-23-1934-george-
canseco-was-born-in-naic-cavite

10
ARTS 8
18
 Quarter 3 - Module
Week 3-4
Media-based Arts and Design
in the Philippines

Lesson 1 Photography

What’s In
The previous quarter provided an overview of the phenomenal capabilities and
possibilities of the electronic or digital media available in today’s technology-driven
world.

19
 These have enabled amazingly innovative art forms to evolve far beyond
traditional painting, sculpture, and architecture. As quickly as technology is able to
develop new devices, gadgets, and techniques, modern artist and designers adopt
them to enhance their creative expression.

What’s New

In this quarter, the modern techniques and trends in photography,

film, print media, digital media, and product and industrial design will be explored.
Most notably the talent, creativity, and quality workmanship of Filipino artist
and designers in all these fields will be recognized and celebrated.
Photography was viewed as a purely technical process , that of recording visible
images by light action on light-sensitive materials. In fact, its very name – from Greek “
photos’ [ meaning light] and “ graphos” [meaning writing] – states this process literally.
In this comparison to the highly regarded arts of painting and sculpture, then ,
photography was not immediately considered an art. But it was not long before the
artistry of 20th century photographers elevated this “light writing” to an aesthetic form
in its own right.

What Is It

Photographer as an Artist. Focusing a camera at a subject and clicking the shutter is

photography as process. In a pictorial shoot, the photographer may position lighting,
modify the lens setting, or use filters to create an effect he or she has conceptualized
beforehand.
Noteworthy Philippine Photographers George Tapan

⮚ Award winning travel photographer

⮚ Won two Pacific Asia Tourism Association [PATA] Gold awards
⮚ ASEAN Tourism Association awardee
⮚ First placer 2011 National Geographic Photo Contest

John K. Chua

⮚ An Advertising and commercial photographer

20
 ⮚ 40 years of experience in this field of photography

Manny Librodo

⮚ A highly decorated photographer

⮚ Specializing in travel and people, glamour, and fashion photography ⮚
A highly sought photography mentor

Photography as Communication. Being a modern art form means that

photography is now viewed as being more than just about the beautiful. It is also
considered one of the most powerful means as communication. This power comes from
two distinctive characteristics of photography: Immediacy and detail. An image
recorded by a camera has a sense of authenticity.

What I Have Learned

Photography –is the art application and practice of creating durable images
by recording lights, either electronically by means of an image sensor, or chemically by
means of light-sensitive material such as photographic film.
Photography came from the Greek words “Photos” which means light and “Graphos”
which means writing.
Photography is considered one of the arts. The intent of the artisan for what an
image is what makes it art. A camera in and of itself is a tool to create and record.
Photography is the easiest medium that helps people communicate effectively. The
artist can change through the medium of photographical communication to world and
promote changes in the way where others can see.

Lesson 2 Film

21
 What’s In

During the Neoclassical period, the theater was their form of entertainment and
characterized by its grandiosity. Costumes and sceneries were highly elaborate. The
main concepts of the plays were to entertain and to teach lessons.
TRIVIA about the Neoclassical Theater: The first "spotlight" was used in the U.S.
during this period and was called the "Limelight”.

What’s New
Another art form which has risen to tremendous heights within the last
century is film or cinema.
As its early name “motion pictures” declared, film brought yet another dimension
into play that of moving images. The possibilities of this medium created a new art
form that was to become a powerful social and economic force, and a legacy of the
20th century to the world.
Cinema, just as all modern arts, has been greatly influenced by technology. In the
case of cinema, however, it is an art form that came into being because of
technological advances. The transition from still photography came in the late 1800s
with “series photography” and the invention of celluloid strip film. This allowed
successive still photos of a moving subject to be captured on a strip of film advancing
through a single camera. This was the seed of the highly-advanced film medium we
enjoy today. Media Art" refers to artworks that depend on a technological component
to function by incorporating emerging technologies into their artworks, artists using
new media are constantly redefining the traditional categories of art.

What Is It?

Film directing. It is the director, like the painter and sculptor in traditional art, who
envisions the final effect of the film on its viewers, visually, mentally, and emotionally.

While the painter and sculptor work with physical materials, the film director works
with ideas, images, sounds, and other effects to create this unique piece of art.

22
Acting. First and foremost, there was the art of acting for film.
With live theater as the only form of acting at that time, film
actors had to learn to express themselves without the
exaggerated facial expressions and gestures used on stage. With
the addition of sound in the 1930s, they then had to learn to
deliver their lines naturally and believably.

Cinematography. Behind the scenes, there was cinematography or the art of film
camera work. This captured the
director’s vision of each scene through
camera placement and movement,
lighting, and other special techniques.

Editing. This was joined by film editing, the art of selecting the precise sections of
film, then sequencing and joining them to achieve the director’s desired visual and
emotional effect. Sound editing was also developed, as films began to include more
ambitious effects beyond the dialogue and background music.

Production/Set design. Underlying all these was the art of production and set
design. This recreated in physical terms through location,
scenery, sets, lighting, costumes, and props the mental image
that the director had of how each scene should look, what
period it should depict, and what atmosphere it should
convey.

FILM GENRES
•Silent films
• “Slapstick comedy” films
• Gangster movie genre horror
• Fantasy films
• Animated feature films
• Movie musical
• War
• Disaster films

23
• Westerns or “cowboy movies,”

• Thrillers or suspense films

• Historical or biographical films
• Film epics
• Film adaptations of literary classics
• Futuristic or science fiction films
• Special effects movies

What I Have Learned

Photography -a purely technical process, that of recording visible images by light

action on light- sensitive materials.

Film - Another art form which has risen to tremendous heights within the last century
is film or cinema. As its early name “motion pictures” declared, film brought yet
another dimension into play — that of moving images.

Print media - Samples are Advertisement, Comic Books, Book Design, and Illustration

Digital media - Books printed are gradually converted into digital format while new
books are now conceptualized, written, designed, and illustrated precisely for these
online media.

Product and industrial design - This encompasses product and industrial design as
applied to furniture, lighting, and interior accessories, as well as fashion from haute
couture bridal ensembles to casual wear.

Philippine Filmmakers. In the Philippine film scene, the American influence was
evident in the pre-World War II and Liberation years with song-and-dance musicals,
romantic dramas, and comedy films. Beginning with the turbulent 1970s, however,
progressive Filipino directors emerged to make movies dealing with current social
issues and examining the Filipino character.

Lino Brocka - Tinimbang Ka Ngunit Kulang,1974; Maynila, Sa Mga Kuko ng Liwanag,

Mike de Leon - Itim,1976; Sister Stella L,1984; Bayaning 3rd World, 1999)

24
Ishmael Bernal - Himala,1982

Peque Gallaga - Oro, Plata, Mata,1983

Laurice Guillen- Salome (1981) earned international acclaim at the Toronto

International Film Festival. Her more recent films, such as
Tanging Yaman (2001), which won Best Picture in the Metro Manila Film Festival.

Marilou Diaz Abaya - Captured the attention and respect of the viewing public with
powerful films such as Jose Rizal (1998), perfectly timed for the centennial celebration
of Philippine independence; Muro-ami (1999) which bravely exposed the deadly
practice of using child-divers to pound for fish in the Philippines’ coral reefs and
Bagong Buwan (2001), which dealt with the human cost of the Muslim-Christian
conflict in Mindanao.

Maryo J. delos Reyes - The heartwarming drama film, Magnifico, won for him the
Best Director distinction at the 2003 FAMAS Awards and garnered other local and
international film awards as well. Delos Reyes continues to be active in both film and
television media, having become known for well-loved teleseryes.

Brillante Mendoza - Mendoza was originally a production designer for films,

commercials, and music videos, and started directing films in 2005. But in just four
years, his film Kinatay (The Execution of P) won for him the Best Director award at the
highly prestigious Cannes Film Festival of 2009.

25
 Lesson 3 Animation

What’s In

Aside from flourishing in the film industry, Filipino animators are also able to
provide graphics for Filipino cartoons and animation, also known as Pinoy cartoon and
animation, is a body of original cultural and artistic works and styles applied to
conventional Filipino storytelling, combined with talent and appropriate application of
classic animation principles, methods, and techniques, which recognizes their
relationship with Filipino culture, comics, and films.

What’s New

What’s New

In recent decades, a whole new career opportunity has emerged for creative
Filipinos via the field of animation, in fact, Filipino animators have been involved in
the creation of some of the best-loved – and technically challenging – animated feature
films produce in the last few years. Among these are Toy Story, Up, The Incredibles,
Monsters University, Cars, Finding Nemo, Planes, Brave, Shrek, Kung Fu Panda, and
more.
Such recognition of Philippine talents abroad has spurred the development of the local
animation industry as well.

26
 What Is It?

Animation Council of the Philippines Inc.

The animation Council of the Philippines Inc. (ACPI) is a nonstock, nonprofit
organization that aims to create an identity for the Philippines within the animation
industry, making it one of the preferred sources for animation services worldwide. The
organization works hand and hand with participating colleges and universities, the
Technical Education and Skills Development Authority (TESDA) and other government
units develop animation as a promising career option for Filipinos.
The showpiece of the ACPI is Animahenasyon, an annual festival and competition
featuring the works of Filipino animators. Apart from this major project, the ACPI
grants the annual “Outstanding Emerging Artist in Animation Award” for outstanding
young and fast rising cartoonist and animators in the country. It also confers the
Animahenasyon’s “Lifetime Achievement Award” on notable animators and other
contributions to the Philippines animation industry.

Philippine Animation Studio Inc.

The Philippine Animation Studio Inc. (PASI) was established in 1991 and has since
collaborated on numerous animation project and series with foreign partners. Among
these have been Captain Flamingo, Producing Parker, Groove High, and Space Heroes
Universe. For this last cartoon, PASI was tapped by a children’s entertainment
company based in Sydney, Australia and went on to win the best Animation Category
in the 2012 Pixel Awards.

Captain Flamingo Groove High

27
 What I Have Learned

Among the other exciting milestones in the fast-emerging Philippine animation

industry was the creation in 2008 of Urduja, an animated film adaptation of the
legend of the warrior princess of Pangasinan. Produced by APT Entertainment,
Seventoon, and Imaginary Friends, Urduja is recognized as the first fully animated
Filipino film, created by an all-Filipino group of animators using the traditional (hand-
drawn) animation process with 3D effects. The characters were voiced by an all-star of
actors from Philippine cinema and television, with the screenplay written in Filipino
Also released in 2008 was Dayo: Sa Mundo ng Elementalia, said to be the
country’s first all-digital full-length animated feature film. Produced by cutting edge
production, the film presents Philippine mythical creatures as heartwarming
characters in a young boy’s adventure. The production involved over 500 local
animators and featured a “tra-digital animation” technique. Dayo was also the first
ever animated movie to be screened during the Metro Manila Film Festival, as it was
entered in the 34th MMFF in December 2008.
Another breakthrough was the first Filipino full 3D animated film, RPG
Metanoia, co-produced by Ambient Media, Thaumatrope Animation, and Star Cinema
in 2010.

28
 Print Media Advertising And
Lesson 4 Comic Books

What’s In

The Philippines has a fairly long history in animation services. In fact, Filipino
animators have been involved in the creation of some of the best-loved – and
technically challenging – animated feature films produced in the last few years.

What’s New

PRINT MEDIA - are large-scale publications such as newspapers, magazines,

journals, books of all kinds, as well as smaller-scale posters, brochures, flyers, and
menus.
29
 What Is It?

The primary use of print media is to spread information about daily events
and news as it is the fastest way to reach the public.

A. Advertising – One major field that still relies heavily on print media that
appears in, newspaper, magazines, posters, brochures, and flyers. Each with their
specific target readerships and markets, and highly specialized approaches for
reaching these target groups.

The advertising copywriter provides text for titles, taglines, and body copy.
The team of modern-day art professionals who creates the look of each ad are
Directors, Photographers, Graphic designers, Illustrators, Food and product stylists,
Fashion stylists, Hair and makeup artists, and Set and lighting designers

B. Comic Books – or Komiks is another field

of print media that highlights the artistic gifts of
Filipinos.

The popularity of Philippine comics began in the

1920s when Liwayway magazine started featuring
comic strip, such as Mga Kabalbalan ni Kenkoy
30
(The Misadventures of Kenkoy) created by Tony Velasquez. Tony Velasquez went on
to be
recognized as the “Father of Filipino Comics.” With the coming of the Americans to
the country, local comics were clearly influenced by popular U.S. comics with
superheroes as the main characters – resulting in local counterparts such as Darna
and Captain Barbell.
Komiks creators had already introduced characters, themes, and story
lines from Philippine folklore, mythology, and history. With books and
libraries not yet readily accessible to most of the Filipino public, comics became a
major form of reading material around the country, avidly read and shared by young
and old alike.
Filipino comics artists also became recognized for their talents, both locally and
overseas. From 1960s to 1980s, Filipino artists were recruited to work for foreign
comics publishers – among them the highly
popular DC Comics.
Pugad Baboy, created by Pol Medina Jr. is
a long running comic series reflecting or
commenting on current political and social
issues or on the Filipino character in a
humorous way.

What I Have Learned

With the phenomenal rise of digital media, Filipino artists and illustrators
creating original concepts and experimenting with exciting new styles.
There is also an entire range of subjects, characters, formats, and artistic treatments
available for aspiring young comics artists to bring to life. The following are just a
sampling of the possibilities:

1. The Filipino Heroes League, created by Paolo Fabregas

2. Trese, created by Budjette Tan and Kajo Baldisimo
3. Skyworl: Safe Passage, created by Ian Sta. Maria
4. Kuting Magiting, created by Robert Magnuson
5. Mythspace, created by Paolo Chikiamco and Bong Sinaban

31
 Book Design and Illustration And
Lesson 5
Digital Media

What’s In

The previous quarter provided an overview of the phenomenal capabilities and

possibilities of the electronic or digital media available in today’s technology- driven
world. These have enabled amazingly innovative art forms to evolve far beyond
traditional painting, sculpture, and architecture. As quickly as technology can develop
new devices, gadgets, and techniques, modern artists and designers adapt them to
enhance their creative expression.

What is It?

Book Design and Illustration. Yet another extremely rich and promising
area for young Filipino artists is the field of book design and illustration. Thanks to
the visionary mindsets of progressive Philippine book publishers such as Bookmark,
Anvill
Publishing, Adarna Books, and Tahanan Books for Young Readers (now Ilaw ng
Tahanan Publishing), local book designers and illustrators have been given the
professional stature they deserve and the creative freedom they need to truly showcase
their talents.
Book design includes not only the graphic design of the front and back cover, but also
the layout and typographic design of every page within your book. So, it is the
responsibility of your book designer (or you, if you choose to design your book
yourself) to ensure that the details of your book lead your future readers to your book,
give off a professional impression, and don’t your interrupt readers from enjoying your
masterpiece.

Examples:
Ang Tuta ni Noe, by Virgilio S. Almario, illustrated by Sergio Bumatay III.
32
How Long Till September, by Tanya
Sevilla-Simon, illustrated by Jill Arwen
Posadas

Digital Media. Digital media is any form of media that uses electronic devices for
distribution. This form of media can be created, viewed, modified, and distributed via
electronic devices. Digital media is commonly used software, video games, videos,
websites, social media, online advertising, and books.
All the artistic skills and techniques that go into producing books like those just
presented, of course have their counterpart in the ever-growing world of digital media.
This means that books that were originally available only in print are being gradually
converted to digital format, while new books are now conceptualized, written,
designed, and illustrated precisely for these online media.
This also means that how today’s readers can find, access, and enjoy these electronic
books (or ‘ebooks’) is via digital media tablets, ebook readers, and other handheld
reading devices. One such device that is available locally is the ebook reader called
Kobo, which features international as well as Philippine titles.
Likewise gaining in popularity are social media-based publishing sites, like Wattpad,
that serve as communities for millions of budding writ21 ers to share their original
stories online. This phenomenon, along with the rise of electronic distribution
platforms, such as Flipreads, which provide access to the works of Filipino authors
and publishers, is also opening exciting new opportunities for young artists to do the
digital design and illustrations for all these upcoming titles.
Examples:

References:

https://schoarworks.gsu.edu/cgi/viewcontent.cgi?article=1155context=art_design_the
ses
https://rappler.com/life-and-style/george-tapan-master-travel-photographer
http://www.adphoto.com.ph/john-chua
https://www.usf.edu/business/documents/undergraduate/honors/
thesisgamboasarah.pdf
https://www.researchgate.net/publicati
on/322852670_THE_IMPACT_OF_TECHNOLOGY ON_21ST_CENTURY_PAINTINGS
https://www.mutualart.com/Artwork/Polygon-Drawings/6C86E5E94568C495
http://dam.org/artists/phase-one/vera-molnar/artworks-bodies-of-work/-des-ordres
33
https://www.pinterest.ph/pin/1932326 40234572425/
https://www.deviantart.com/angordz
https://www.vice.com/en_us/article/8qveab/ 10-artists-who-tackle-the-social-
issuesoftoday
https://www.mutualart.com/Artwork/Salubon
g/9F5C6BEC42D5868E
https://news.abs-cbn.com/globalfilipino/06/11/13/filipino-digital-artist-
holdssoloexhibit-london
https://pdfslide.net/education/arts-grade-10-quarter-
2.html https://www.google.com/search?q=image+using+pixlr
https://www.google.com/search?q=digital+pho
tography+meaning&oq=digital+photography&a
qs=chrome.1.69i57j0l7.8289j0j8&sourceid=chro me&ie=UTF-8
https://www.camerahouse.com.au/blog/dslrsvs-point-and-shoot-cameras-
acomparison/ https://www.kodakmoments.com/shop /prints?utm
https://www.google.com/search?q=image+video+ga
mes&tbm=isch&chips=q:image+video+games,g_1:tr ansparent:Osq9FStwcsQ
%3D&hl=en&ved=2ahUKEwi98e-
O5tjqAhUfzIsBHTHnDNgQ4lYoBHoECAEQDw&biw=1349&bih=667 5Lb9M
HORIZONS Grade 10 Learner’s Materials Music and Arts Appreciation for Young

1. Newspapers

Newspapers tops the list of types of print media, and is considered as the most reliable form of print
media.

Since its establishment in the market, newspapers have been dominating mass media in terms of
information dissemination, reach, market capacity, trust factor, distribution, etc.

Despite seeing the birth of many other print media forms, newspapers are still believed to be a popular
medium of marketing and getting authentic information about the events be it general, political, local,
national, etc.

The demand of newspapers in the market is never ending despite seeing the digital media phase.

Newspapers are published daily, and are delivered either at home, offices, or available at newsstands,
bus stands, libraries ,etc. They are available at minimal costs and the most effective inexpensive way to
reach a wider base of audience.

Functions Of Newspapers:

 Newspapers have significantly a higher larger volume of readers as compared to any other form
of print media.
34
  Newspapers are published on a daily basis and therefore have a higher frequency rate.
 Newspapers have sections that contain information about current events, sports, fashion,
finances, food, entertainment, politics, advertisements, articles, editorials, international, and so
on.
 Newspapers are a great source and way to distribute advertising pamphlets, weeklies, etc.
 In newspapers, some sections are designed or created to amuse or give enjoyment to readers,
they may find a puzzle, comic strip, or game in the newspaper.
 As newspapers have a good reach among the audience, it can be a good way to target national
as well as local audiences.
 This printed publication can be read anytime and anywhere, irrespective of the date, time, and the
availability of internet.
2. Magazines

Another popular form of print media, Magazines. Magazines are usually targeted towards a specific set
of readers.

Magazines are generally in a booklet form that contains a published collection of texts like essays,
articles, stories, poems, editorials, interviews, etc. often illustrated with more magnificent appealing
photographs and cover.

Magazines are published either on a weekly basis, monthly, quarterly, or annually. Magazines are made
up of coated papers which have a matte or glossy, shiny surface which also reduces the ink absorbency,
and makes it look more appealing in the stand.

There are various materials that can be used for coating, but one of the most well-known and prominent
materials is kaolinite, also called china clay.

Functions Of Magazines:

 One of the most highlighted features of magazines is that it contains fewer articles, and has more
pictures.
 As magazines are made in a more appealing way, therefore the ads within it are designed in a
glossary way that needs to be eye-catching for the targeted audiences. Along with that it should
be elegant, simple, & sophisticated.
 Magazines can be consumer-related or business-related.
 They are designed on specific subjects and interests and are intended to cater target audiences.
3. Posters

Posters that are widely used to spread and promote a specific event, message, or cause. Posters are
made in a more impactful and visualized form that are capable of catching the attention of people and
also are aesthetic.

Posters are highly used for advertising like public awareness campaigns , promotion, spreading a
message, for exhibitions, etc. for the brands and products in public spaces.

Posters generally are often seen in public spaces placed on bus shelters, shops sides, on the sides of
buildings, in cinema foyers, in restaurants, and in subways.

35
Posters are generally referred to as the printed paper announcement or advertisement that is exhibited
publicly. Be it for promoting a product, an event, announcement, a poster must be capable of
immediately catching the attention of the passerby.

Functions Of Posters:

 Posters are designed in both ways, it should deliver the required message or the information and
is also eye-catching.
 Posters can be cost-effective unlike advertising TV or radios.
 Posters are capable of reaching a large number of people as they are majorly placed in more
busy public places.
 Posters are made with bold typography, more striking imagery, concise text that is capab;le of
diverting and attracting public attention and can generate more interest in them.
 They are an effective means of print media and communication that captures the essence of a
message in a visually appealing manner.
4. Billboards

Another name in the types of print media, billboards are placed majorly placed in the high-traffic and
busy areas, where it can have the maximum visibility as well as the audience reach.

Billboards are also known as hoardings and are a large outdoor advertising form. They are found majorly
alongside busy roads, highways, and around popular shopping outlets, where they can have the
maximum attention of passersby and pedestrians.

Billboards involve delivering the message or the information in a more attractive and appealing manner
with more visualized graphics and images with less text.

Functions Of Billboards:

 One of the most effective ways of advertising.

 There are electronic billboards too present in the market.
 Helps in making brand awareness and visibility more in the public for the companies.
 Has a broader audience reach.
 Helps in targeting more market segments.
5. Flyers

This form of print media is another way you can advertise your product or service. This form of print
media is hand held and distributed openly in the public places, like markets, bus stands, on streets, etc.

Apart from being used as a medium of advertising, they are distributed to convey messages, raise
awareness, or announce specific activities or offers.

Flyers are similar to brochures, one thin line of difference can be that flyers are generally available and
published on one page, whereas brochures can exceed one page limit. Flyers are usually printed on both
sides and contain information about a product or event.

36
 Functions Of Flyers:

 Flyers are designed to be eye-catching and appealing and are capable enough to be easy to read
so that it can come into people’s notice.
 They are generally printed to deliver a single message with balanced text and images.
 Contains an attention grabbing headline.
 They’re affordable and easy to distribute.
 Have a focused message and message likely to get spread quickly.
6. Brochures

Brochures that can also be called pamphlets are another effective means of print media that are widely
used for various purposes. Brochures are majorly used by companies and organizations for explaining
the details of a product or service that the company offers.

Brochures often made with feature appealing visuals, concise text descriptions, and contact information,
with the aim to capture the attention of potential customers or attendees.

Brochures are available in various forms and be printed in forms like leaflets or booklets. Brochures are
also available in a folded format to contain more information, and the customers can easily carry them
around.

Functions Of Brochures:

 Brochure is a kind of booklet that contains the details of the company, or

 Organization, and are meant for takeaway, so that the brand remains in the minds of the
audience.
 A brochure contains all the required details and information regarding the company or
organization.
 Designed in a more appealing and visualized manner, so that people can be more interested in
reading that.
 Contains an easy to read layout and is easy to carry.
 Brochures can be accessed and are available through different means.
 Designed on a glossy paper, so that it can provide a matte and good finish to the brochures.
7. Books

A significant and major type of print media. Books offer an extensive range of knowledge, literature,
information, and storytelling. They are typically considered to be one of the oldest print media forms.

Books are available in various formats and genres, that includes biographies, self help books, novels,
information materials like phone books, encyclopedias, fiction stories, literature, etc. along with that it
comprises academic related books.

Books help to provide immersive experiences, knowledge, allowing readers to get deeply engaged with
narratives and ideas. Books foster intellectual growth, imagination, the preservation of culture, heritage,
etc.

Functions Of Books:

 They are used as a way of communication and information.

 Provides an opportunity to spread knowledge about a particular topic to the whole world.
 Provides in-depth information.

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  Have long staying power.
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8. Periodicals

A periodical is often referred to as the booklet, with illustrations and visuals, that is issued or published at
fixed intervals (or ‘periods’). Like once a month or once a week.

Periodical contains articles, stories, interviews, and other writing on a specific niche, segment, or topic,
such as economics or politics.

Periodicals are often seen as versions of magazines that explore well-edited, detailed, long-form writing
pieces from expert authors in the niche segment. They are also a convenient and in-depth way to stay
updated about current events, news, or any trend.

Apart from that newspapers, and journals can also be considered under the periodical category.

Functions Of Periodicals:

 Periodicals may come out daily, weekly, monthly, quarterly or annually, but the new issues are
released on a fixed schedule.
 Considered to be one of the best sources to get information on current events.
 Contains information about latest trends, products, theories, and research.
 A periodical has different sections, among one is the editorial section that comments on subjects
of interest to its readers.
9. Catalogs

A catalog is a printed form that usually contains the information about the collection of products of a shop
and also which are meant for sale. It is mainly used to demonstrate and promote the inventory of a shop.

The catalog contains things like product photos, descriptions, contact information, pricing information,
listing details, types, etc.

Catalog is used by many businesses to showcase new products or seasonal offerings. Often, the
catalogs are provided to target specific events and product segments.

A catalog will contain pages of products or services with a direct call to buy, whether directly through a
call center or diverting customers to online ordering and is generally thicker than the typical brochure.

Functions Of Catalog:

 A catalog helps to serve as an inventory about the items or products that are meant for special
offering or discounts.
 It contains information about the various things related to a product.
 A catalog helps to identify all the items in a collection and to group like items together.
 It is easily distributed and has all specifications about the collection of products.

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 Summing Up: Types Of Print Media

In this exploration of the print world, we have seen different types of print media and for the purpose they
are used. Print media world presents a tale of communication tools, where each has its own perks and
features and plays a vital role in the print segment.

With the advancement of technology and digital media, print media still holds a major and crucial place
out there in the market.

Ranging from newspapers and magazines that are a great source of information about all the current
events as well reliable sources for gathering information on various segments, to brochures, flyers, and
billboards that are great ways to advertise and promote message, information, or cause.

Be it any of these types, print media continues to play a significant role in the society by offering tangible,
informative, targeted, and engaging pieces.

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 Certainly! Digital media encompasses various forms of communication that can be stored and
transmitted via computers. These formats are typically packaged in digital format (represented
by 1s and 0s) and are often disseminated through the internet. Let’s explore some examples:

1. eBooks: These are books that can be read on personal devices like phones, laptops, and e-readers (such
as the Amazon Kindle)1.
2. Mobile Apps: Software applications installed on mobile phones to assist with daily tasks, such as
navigation, reminders, and news updates 1.
3. MP4 Audio: Digital audio can be stored in MP4 format, which can be either lossy (reducing audio
quality) or lossless (requiring more memory)1.
4. Websites and Blogs: Creating blogs and disseminating information online revolutionized media
production and consumption1.
5. Digital Photos: Most cameras now capture digital images, stored as 1s and 0s, ready for display on
screens or printing using imaging software 1.
6. Holograms: These create 3D images using light beams, capturing depth information to
reproduce scenes in full 3D1.
7. Social Media: Platforms like Facebook, Twitter, Instagram, and TikTok facilitate digital
communication and social interaction1.
8. Online Display Advertising: Companies use targeted online ads to reach audiences across the
web1.
9. Video Sharing Software: YouTube, for instance, allows users to upload and share video
recordings online1.

These examples highlight the diverse ways digital m

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