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.

  1. O_O
    February 23, 2010 at 1:11 am

    So much for his positive campaigning.

  2. dante
    February 23, 2010 at 1:49 pm

    i do not like gilbert teodoro’s tv ads. i have always thought they were too pretentious. i also think his ads will not appeal to the masses. he looks like a rich boy pretending to want to help the poor that nobody else believes.

  3. antenna1
    February 23, 2010 at 2:24 pm

    teodoro wanted to build his credentials. he did not have to include the negative swipe on aquino but it was done to prop him up, to nake the audience compare aquino to his credenitals. but i do not think any of this worked. the results show teodoro’s polls are down at the bottom while at the time these ads were auired, noynoy’s poll ratings were at their peak.

    • mia
      April 21, 2010 at 8:44 am

      ano ang negative swipe on aquino sa ad ni gibo..? Ba’t ipinagsisiksikan nyo si noynoy sa ad na yun?

  4. neinsager
    February 24, 2010 at 11:04 am

    explain mong mabuti kung aling statements specifically doon sa commercials ang malinaw na nagpapakitang si noynoy ang pinatatamaan, at baket ganun yung interpretation mo. wag kang bira nang bira kung hindi mo maibigay yung specifics, ha?

  5. February 24, 2010 at 2:11 pm

    neinsager :

    explain mong mabuti kung aling statements specifically doon sa commercials ang malinaw na nagpapakitang si noynoy ang pinatatamaan, at baket ganun yung interpretation mo. wag kang bira nang bira kung hindi mo maibigay yung specifics, ha?

    it is written in this post:

    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.

    also read here:
    https://2010presidentiables.wordpress.com/category/negative-campaign-ads/

    • mia
      April 21, 2010 at 8:48 am

      i thought u like noynoy… bat mo sya sinisiraan…?

  6. mistressj
    February 25, 2010 at 7:25 pm

    i really cannot see the connection between noynoy and “puso”, especially since Bro. Eddie, JC and most of the candidates are claiming they have the heart for the country, that they are patriotic and only want the good for the nation. in my humble opinion, the ads state that it takes more than having a heart for the nation to lead this country, which i quite agree.

    • February 26, 2010 at 11:25 am

      who among the presidentiables is best known for having “heart”? or the other way around – who among the presidentiables is most criticized for just having “heart” and nothing less?

      • mia
        April 21, 2010 at 8:45 am

        tell me…tell me…

  7. jianne
    March 6, 2010 at 10:45 pm

    haha funny. so the author and those who cheered him up here deeply know that Noynoy doesn’t really have the capacity to lead. When will we guys ever learn? I dread the day wherein people will buy another People Power. The first one was to put Aquino, the mom to power; the forthcoming one, to oust Aquino, the son…

  8. melissa de los reyes
    March 7, 2010 at 10:51 am

    teodoro continue to suffer in the polls. his efforts are not giving him anything.

  9. kukuro
    April 21, 2010 at 5:56 am

    ano ba ang negative na pinapakita ng ads ni teodoro tama naman di ba na di lang dapat puso lang ang kailangan dapat may galing at talino at kung sa tingin mo si noynoy ang pinapatamaan pasensya na po kasi para nyo na ring inamin na yun lang ang tiket nya para makuha ang pinakataas na posisyon ng bansa. Gusto lang naman ni teodoro na mabago ang lumang pulitika kaya nakatutok ang kampanya nya sa plataporma at hindi sa pakikipagbatuhan ng putik sa kalaban maiangat lang ang sarili at kung sa tingin ninyo negative campaigning ang ads nya ang masasabi ko lang nagpapakatotoo lang sya at hindi sya nanlilinlang ng mga tao. Isang tanong lang sa tingin nyo ba walang puso si teodoro? sa nangyayari sa ngayon masasabi ko na kahit sa pagkato lamang na lamang si teodoro dahil nanatili syang mapagkumbaba di tulad ng iba na kung umasta akala mo presidente na sila.

  10. kurtzion
    April 21, 2010 at 6:21 am

    are you really suggesting that noynoy doesn’t have any capability at all just “puso”? its you admitting it, there was no clear reference to noynoy in the ad… as one commented all presidentiables claim having the heart to serve the country.

  11. April 21, 2010 at 8:01 am

    this how ads work – they contain “claims” in them. while there was no direct reference to aquino (direct claims or naming of competition is not allowed in philippine advertising), the reference is obvious. as is the claim of this nature, it does not necessarily mean it is true, it’s just a claim being made by the advertiser.

    this had has not worked at all. teodoro spent so much money on this ad, he spent most of his funds on it, but it got him nowhere – his ratings stayed on the anaemic low single digit.

    • mia
      April 21, 2010 at 8:38 am

      want to know why..? media is biased… and people are indenial! nde nila matanggap na matatalo ang aquino and therefore they do not report the truth. I jut don’t understand why they chose to gang up on Gibo… he must be a really big threat!

  12. mia
    April 21, 2010 at 8:05 am

    The writer obviously interpreted gibo’s ad as a personal attack to other bets…. which one? how did they come up with an idea that it was noynoy? they are the ones who said it and not the other camp..! It is your fault for being the first one na pumutak… campaign ads are supposed to sell yourself… and that is what gibo’s ad is all about… too bad you did not buy it but instead you took it as a black propaganda for noynoy.. eh di inamin nyo na!!!
    Marcos called Cory as a plain housewife… it is not a negative propaganda.. it is the truth!
    Think think think.. para nde mapahamak ang manok nyo next time. Kayo ang naglubog lalo sa kanya for admitting it indirectly…!

  13. April 21, 2010 at 8:57 am

    mia :

    want to know why..? media is biased… and people are indenial! nde nila matanggap na matatalo ang aquino and therefore they do not report the truth. I jut don’t understand why they chose to gang up on Gibo… he must be a really big threat!

    teodoro is not at all a big threat, he is just a lousy candidate.

    • mia
      April 21, 2010 at 9:03 am

      open your eyes my friend… open your eyes… you can not be sleeping all the time.

    • the.truth
      April 21, 2010 at 11:59 am

      He is a threat. One of the best candidates as far as I know. Don’t make up stories about the ad, if feeling mo pinapatamaan si Aquino, then ibig sabihin, yun yung tingin mo kay Aquino.

      • antenna1
        April 24, 2010 at 7:41 am

        the people are judging teodoro and most are saying teodoro is not worth their vote because of his partnership with GMA.

  14. superman
    April 23, 2010 at 10:49 pm

    just admit it ur idol noynoy has no galing at talino.pwd b he is not ready 2become president of this country!namatay nga lng c cory at naglakad c noynoy s kalsada 2geder with d masses hayun sikat n at pwd n maging presidente ng bansa yan nb ang criteria natin?bakit my puso b sya?wat happen 2hacienda luisita massacre my puso b dun?f ninoy nd cory still alive pinukpok n sya s ulo coz he’s still a boy not yet a man!nd not ready 2be a leader of this nation!in fact he still single cos he’s afraid of responsibilities eh maging mamuno p kya ng bansa? hello?ayusin mo naga muna buhay mo noynoy?dnt think dat noynoy is ninoy napakalayo nya s ama nya noh!?!!!i bet 100% sure ako dyan! GO GIBO 4PRESIDENT SYA ANG KATUMBAS NI PRESIDENT OBAMA!

  1. No trackbacks yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: