Professional Documents
Culture Documents
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 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.
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.