Media and Body Image: Bayantel Satisfaction Guarantee

        The Print Ad or Billboard was created by Bayan Telecommunications, Inc. (BayanTel).  BayanTel is a telecommunications company serving areas in Metro Manila, Bicol and local exchange service areas in the Visayas and Mindanao regions combined cover a population of over 25 million, nearly 33% of the population of the Philippines.

The creative techniques that  attracts  my attention are: Association, Charisma, Symbols and Cause vs. Correlation.   First, Bayan Tel uses Association  and Persuasion as the creative technique  because Association technique tries to link a product, service or idea  with something already liked or desired by the target, such as fun, pleasure and beauty. We know that Filipinos likes to have fun, pleasure and beauty.  We Filipinos are happy people.Second, Bayan Tel uses Charisma technique as the creative technique as persuasion because it uses by appearing firm, bold and strong confident. Encouraging people to use their products by assuring Satisfaction to the customers.Third, Bayan Tel uses Symbols technique as the creative technique as persuasion because  symbols are words or images that bring to mind some larger concept , usually one with strong emotional content, such as nation, religion gender, or lifestyle. Persuaders use the power and intensity of symbols to show their product . But symbols can have different meanings for different people. Lastly, Bayan Tel uses Cause vs. Correlation as the creative technique as persuasion because understanding true causes and true effects is important, persuaders can fool us by intentionally confusing correlation with cause.

My feelings when I saw this advertisement /billboard, first, I think Bayan Tel wanted to tell us that they get the job done.  That their commitment to their customers is satisfaction.  Every customer looking for every products that they will buy.  They attempted to be cool in this endeavor. Second, I think ADBOARD accepted this kind of advertisement because Bayan Tel justify to them the message and relationship of this advertisement to their company, product and services.  Third, I think Bayan Tel wants their advertisement to be interesting and controversial. Lastly, not only Bayan Tel do this kind of advertisement showing the body image of their endorser, many companies like Bench, Pen Shoppe, Silverworks, JAG, Hush Puppies and many more.

For me, different people understand this message differently.   First, people was mortified to see this billboard which shows a semi-naked woman with a “pleased expression”, to put it mildly with an expression of “SATISFACTION GUARANTEE “.  Bayan Tel is supposed to be a telecommunications company but nowhere in the ad does it show any sign of a phone or internet service? Second, people at Bayan Tel and their ad agency have taken the "sex sells everything" dictum a little too seriously. Third, the look on the woman’s face in the billboard makes people think that it’s not just her phone line that’s making her happy. Fourth, people are asking why this kind of advertisement was approved by the ADBOARD? Showing the semi naked woman with a “pleased expression”.  Lastly, people compared this advertisement to the Hush Puppies  billboard showed a woman with her Hush Puppies sandal but the picture portrayed more than that. The model exposed a plunging neckline with legs spread apart and exposed thighs. People think that this kind of advertisement was irrelevant and irresponsible.

This message was sent to us by Bayan Tel because first, they want people remember their word “Satisfaction Guarantee” and relate it with the model or the brand name, Bayan Tel. Second, Bayan Tel clearly shows the desperate nature is doing to push their products and services. Lastly, they use imagery to capture their target market. Sex in advertising creates controversy. Sex sells. Bayan Tel knows that this kind of ad might create some waves.