Advertising is everywhere, as it becomes pervasive, people tend to ignore

it. But as people tend to ignore it; advertisers find a new way to make it more
ubiquitous. As a result, in billboard advertisements no one is neutral about
advertising.

In the term of globalization, the number of advertising to the consumer

society is very close into their life especially, in a big city where the societies live
on. The advertising manifests about the commercial product into a variety ways,
the product manifests into billboard all along the road, street banner, and even
in the mass media such as newspaper, radio and television, internet, with a wide
range of people can watch it.

Moreover, the development of advertisement and advertising system in the

consumer society altered to the any problem of social and cultural landscape.
The problem primary on the usage of sign, the image that appeared, and the
information that told, a meaning, and how the advertising can influence the
perception, understanding and people behave. Whether the advertising extends
the information about the product offered concretely or, on the contrary just
extends, the falsifying the reality?

In other words, the advertising will include and influence the societies and
messages and the ideology systematically inherent in the advertisement for a
modern people.The advertising is no more promoting a product that advertised
in the media, but advertising created the system of the idea with specific values
and stood on that system autonomously.

The advertising produced for the audience contained with a certain message.
A message is linked to the culture of what the country manifests; with a certain
idea created with meanings for them in understanding it.

In effect, the process of modernization is catching up with the Philippine culture

in terms on what the society displays on billboards and media.
 The product I have chosen for my analysis is the Century Tuna canned
production. The billboard image was taken from the internet as a source.

As we have known, Philippines is an archipelagic country with 7,100

islands. By that, it has more water than it has land. Thousands of islands endow
the Philippines with a big area of water. Hence, the production of fisheries has
always been recognized in the market of business which been growing for over a
decade now. The export of fisheries products has reached internationally and is
able to import thousands of cannery products daily by making the country known
for the leading production of Tunas world wide. One of the biggest demand in
the market is the Century Tuna brand which is known for its classic all-time,
healthy meat and has Omega 3 DHA that is good for the heart and mind
indulgence which is available in vegetable oil, brine, hot & spicy, and with your
favorite variants. (FAQ article, 2016)

According to Century Pacific Food Inc., the Century Pacific Group started
out as little more than a vision in the mind of Mr. Ricardo S. Po, Sr. In 1978,
after 3 years of diligent research and study, Century Canning Corporation was
established in the Philippines as a pioneering tuna canning company focusing
mainly on processing and exporting the abundant supply of tuna in Philippine
sea. By 1983, Century Canning Corporation had already grown to be one of the
largest Philippine tuna canneries, exporting and shipping hundreds of containers
to the U.S., Europe and the rest of the world. In 1986, Mr. Po made the decision
that the time was right to introduce the sardine-loving Filipino consumer to the
healthy goodness of tuna. So he launched Century Tuna in the Philippines. Thus
began the long and winding journey of education that has resulted in the modest
but growing Philippine market for canned tuna. And finally, in year 1999 the
Tuna Corporation continued to export the canned tuna export business out of a
brand new plant in General Santos.
 To nourish and delight everyone, everyday, everywhere this is the
mission of the organization. To mold the company into a world-class, multi-
skilled organization with a strong corporate culture and to seek international
opportunities to help grow the branded business known worldwide. Hence, For
their values, they have the tree of life. The Tree of Life is a symbol of life and
fertility. The Tree also bears fruit that gives nourishment and prosperity which
symbolizes its business value where each part represents a value that is
integrated of handling business pursuits among the members. In short, Century
Tuna was the oldest cannery production of fish that gave a notable name for the
Philippines in exporting products and has been a heritage for Filipinos to hand
down the culture by generation to generation when it comes in developing their
style on how to approach consumers.

Image 1.
Show off the best in you with century tuna.

The billboard captiates by what Angel Locsin said upon the extro of the
ad. They positioned the product in the basis of attributes sought in a product.
This ualies include Brain Power, Sexy Body and Strong Heart if consumers are
going to purchase Century Tuna. This ad is generally trying to satisfy the needs
and wants of mostly guys and woman who are aiming to have the brain power,
sexy body and strong heart. Addition to the advertising strategy is the use
Perepheral Cues such as favorable attitudes as the endorser is viewed as an
expert or is attractive and likekable or if the consumer like certain executional
aspect of the ad such as th way it is made, the music, or the imagery. Century
Tuna contains several perepheral cues, including an attractive, highly relevant
celebrity endorser, one of the hottest celebrity couple Angel Locsin and Phil
Young Husband and appealing visual imagery that is consistent with the brand
positioning. These cues will help actually consumers form positive attitude
toward the brand even if they do not process the message portion of the ad.

Therefore, Poster advertising is highly prominent in understanding the way

in which our culture communicates and also with respect to media and
advertising styles from other cultural perspective and allows the campaign to
speak to the potential customer in a way they understand and appreciate it. In
effect, billboards must provide color, humor, and insight to engage the
consumers to purchase the product; should also be situated in locations where it
sits in front of a captive audience like on a public transport or for instances it can
be seen as a welcome distraction so
West Visayas State University
Lapaz, Iloilo City

Language in the Media

What does the billboard says?

Submitted by: Nina Rose Limsiaco