Values Depiction in Select Araw Values Advertising Awards 2010 Winners

This study identified the strategies used by the 2010 Araw Values Advertising winners. Specifically, the study aimed to determine (1) the Araw Cornerstone Values depicted in each advertisement, (2) how the elements are employed in the depiction of the values (3) the seven values that are predominantly used, and (4) the strategies used in the portrayal of these values.The researchers downloaded the videos of five select television advertisements winners for platinum, gold, and silver awards. They carefully examined the advertisements, titled Lucky Me, “Pregnant Pauseâ€, Smart “Voiceâ€, ABS-CBN Boto Mo Ipatrol Mo, “Instrumentoâ€, ABS-CBN “Ako Mismoâ€, and Globe “Dasalâ€. In analyzing the advertisements, the researchers utilized the descriptive content analysis to determine how the awardees of Araw Values Advertising Awards were selected and the corresponding Filipino values they depicted. Afterwards, the visual and audio elements of each advertisement were analyzed and interpreted through formalism approach. The visual characteristic of the advertisements were analyzed in terms of actions, time and space, lightings, angles, transitions, and camera movements while the audio characteristic of the advertisements through the human voice, soundtrack, and music. As reviewed, each advertisement depicted more values other than the ones categorized by the award-giving body, the Araw Values Advertising Awards.The portrayal of Filipino values in advertisements is necessary to remind every Filipino of the values to be upheld. Recognizing value-oriented advertisements through award-giving bodies such as the Araw Value Advertising Awards inspire more advertisers at all levels to produce motivational advertisements.

Keywords: Advertising strategies, Araw Cornerstone Values, Araw Values Advertising Awards.