negative campaign tv ads : gilbert teodoro did it first & what ferdinand marcos & john mccain have in common with gilbert teodoro
the last time negative advertising was aired in the philippines by politicians was when cory aquino ran against ferdinand marcos in the 80’s, the pre-event to the The People Power EDSA Revolution.
marcos aired ads that depicted cory as just a “housewife”, saying she does not know anything about running a country. cory of course in truth was just a housewife when she ran against marcos in the election. she did not hold any elective position or any government position before that time. what marcos forgot and the people never did was that cory was the widow of ninoy aquino who was assassinated at the tarmac when he returned home from exile in the US.
a most powerful man in marcos cheating just a housewife in cory in the elections was just too much for the people to take. the people kicked the dictator out of the country and installed the housewife in malacanang.
that negative ad, a first in philippine politics back-fired.
this 2010 election has a kind of negative advertising. this ad was aired by gilbert teodoro.
(read full write up here: gilbert teodoro’s “galing at talino” tv ads – anti-noynoy, anti-humility, generic promises)
in these ads, the announcer voice-over says “dapat lider na hindi lang puso ang alay kung hindi galing at talino“, an obvious reference to noynoy aquino., the expected front runner during the time the ad was first aired.
it is mild and indirect but we do not think anyone missed the reference to aquino. the ad points out aquino’s inadequacy to be president and attempts to discredit the strength of aquino in this campaign. having just “puso” was positioned here as not enough or inferior and compared to teodoro’s strength which were enumerated in this ad. the whole ad except for that single line talked about the credentials of teodoro. it positions teodoro as superior to aquino.
this ad of teodoro is the only political ad in this whole presidential campaign that makes a reference to an opposing candidate and a negative tv ad.
we can’t say for sure that this negative ad of teodoro backfired for him but we do know his ratings at the polls have put him at best 5% while aquino remained the front runner in this election.
we disagree with the way this ad has been done. the attempt at discrediting aquino was too mild and of no consequence in this ad. it’s an ad that is neither here nor there. we think if they really wanted to draw the attention to teodoro’s superiority over noynoy or noynoy’s inferiority to teodoro, they should have gone all the way. doing it in this piecemeal almost forgotten way will not do anything for teodoro but only eat precious seconds. they could have removed that line and the ad would have worked as well. they could have used the freed seconds to add more good qualities of teodoro like having a hot wife or that he drives a BMW 7-series.
in the US negative TV ads are more direct and biting and has no qualms in mentioning the other candidate by name. in fact these ads talk about the opposing candidate and at the end puts to question the other candidate’s credentials or capabilities.
these ads are against barack obama aired by john mccain meant to stop the momentum that obama was enjoying at that time. negative tv ads are usually aired when an opposing candidate is very much leading in the polls and needs to be stopped. it’s very much like a hail mary pass where close to the election, the candidate airs negative tv ads hoping it will spark a rally among his supporters and recruit new ones.
results of negative ads are mixed in the US. some worked and brought down candidates and some didn’t. political strategists have always said it is very risky but for a candidate who is not doing well, it is surely very tempting to do. this mccain negative ad against obama obviously did not work.
interestingly enough, these anti-obama negative ads aired by mccain are very much applicable here in the philippines against noynoy aquino or at least that is the negative campaign the presidentiables are saying during debates and press interviews.
are we going to see negative ads soon?
The celebrity backers of Barack Obama say
they are not like Paris and Britney.
[ Los Angeles Times – July 31, 2008 ] :
TO HOLLYWOOD it smacked of desperation.
That’s why the reaction to a new John McCain ad attempting to portray Barack Obama as a kind of mindless celebrity — likening him to Paris Hilton and Britney Spears — drew collective yawns and shrugs of irritation from politically active members of the entertainment industry.
Just for a start, industry types say the ad is wrong: In the Hollywood lexicon, Obama is not a celebrity. He’s a rock star. (Note to McCain strategists: That’s the difference between Jessica Simpson and Bono.)
Then there’s the small inconvenience that Paris’ parents, Rick and Kathleen Hilton, are supporters of McCain’s Republican presidential bid. According to federal campaign records, they gave the maximum $4,600.
No word on their plans for the general election, but this much is certain: Their daughter has never paid to attend an Obama campaign fundraiser. (It’s unclear whether she’s even met the senator, or whether she’s even registered to vote. The same goes for Spears.)
McCain’s latest attempt at discrediting his handsome, photogenic young rival particularly galls stars and executives with a memory, because only eight years ago, McCain was a fixture in Hollywood fundraising circles when he tried to raise money from the very people his ad now ridicules.