CHAPTER I INTRODUCTION

A Overview... 7
a

Interplay between media and politics...

8

Importance of media during elections..

9

Importance of Political Marketing or Political Advertising.

10

B Statement of the Problem. 20

C Significance of the Study. 20
a

Significance to Political Communication as a Field......

20

Significance to the Political Science as a Field ..

21

Significance to the Political Science Students as

Researchers..
22

Significance to the Campaign Strategists.......

22

D Scope and Limitations of the Study

23
E

Definition of Terms. 24

Operational Definition of Terms

26

CHAPTER II REVIEW OF RELATED LITERATURES AND STUDIES

A Review of Related Literature.

28

Public Opinion and the Public Sphere..

28

Advertising

Political Advertisements

Factors that Influence the Voting Preference of Filipinos

32

Benigno Simeon Noynoy Aquino III

B Review of Related Studies

a

Media-Politics Relations..

30
31

35
42
42

Campaigns

43

Effects of Campaign Advertisements..

44

Advertising in the Philippines......

47

Dramatic Situation prompted Aquinos Campaign..

49

CHAPTER III RESEARCH METHODOLOGY

A Method......
B Data

51
54

C Procedure...

55

CHAPTER IV PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA

I. Presentation and Interpretation of Data.

57

A Respondents Profile..

57

B Exposure to television advertisements..

59
C Advertising Strategy 61
D Attitude towards television advertisements
62
E

Characteristics preferred by the Filipino electorates..

70

Attitude towards Aquino.

84

G Effects of Television Advertisements to viewers...

91
II. Analysis of Data 99
CHAPTER V CONCLUSIONS AND RECOMMENDATION
A Conclusions
B Recommendations......
BIBLIOGRAPHY..
APPENDICES

107

CHAPTER I INTRODUCTION
In any country, the national government plays a huge role in developing the states
welfare and it even more so in a third world country, like the Philippines. The national
government must do whatever it can in order to be able to provide for the needs of its citizens.
All of the governments branches must do their part in providing for the people.
The executive branch of the government must implement effective programs in order to
alleviate poverty while the legislative must promulgate efficient laws in order to do the same.
Such act by the legislative may be called as Social Legislation. According to Sehgal, Social
Legislation may be identified as laws that are enacted in keeping in views the needs of the time,
the circumstances of the nation and its socio-political ideals.
Over the past few years, a program implemented by the Philippine Government, under
the Department of Social Welfare and Development (DSWD), has been gaining notoriety due to
its direct approach in alleviating poverty. It is the Pantawid Pamilyang Pilipino Program or 4
Ps, which is a Conditional Cash Transfer program patterned after other similar programs from
other third world countries such as Brazil and Mexico.
In the recently concluded presidential elections, several presidential candidates have
mentioned how they shall strengthen the 4 Ps in order to serve the people. A study that was
conducted showed that it strengthened their bid for presidency since it was found in the same
study that 80% of Filipinos would vote for a candidate that would continue the program and
reinforce its implementation.