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I caught on TV the other night some flashes of a news report about
high-profile politicians coming under criticism for endorsing
popular Filipino products.
Some political observers see this developing
trend among potential presidential contenders as a “cheap
publicity stunt.” The critics say the candidates are motivated by
nothing else but to gain political mileage months ahead of the 2010
presidential derby.
There are two categories of product
endorsers—the showbiz celebrities who are highly-paid for
endorsing their clients’ products and the politicians who may be
endorsing popular brands of commercial goods for free. The concern
of the first group is to sell products while that of the second is
to sell themselves.
But what is wrong, for instance, with
politicians endorsing certain laundry products or anti-dandruff
lotions?
As the 2010 presidential election approaches, it
becomes conventional wisdom for those aspiring for high public
office, especially the presidency, to seek greater media visibility.
To be seen nightly on TV by endorsing popular brands of goods is a
practical way of showing that a presidential contender is still
around and in touch with the people.
Sen. Mar Roxas is often seen on television
endorsing the package sale of laundry soap. He is portrayed as Mr.
Palengke, the personal advocate of consumers’ rights and
protection. This was his campaign stance that made him top the
Senate race in the 2004 election.
Roxas, president of the Liberal Party, is
prominently mentioned as a presidential candidate.
Other presidential apirants—Senate President
Manuel Villar, head of the Nacionalista Party, and Senators Loren
Legarda and Panfilo Lacson—may have devised their own means of
projecting themselves before the electorate, probably also through
the media.
Former President Joseph Estrada, who makes no
secret of his intention to run again for president, continues to
visit his former political bailiwicks in what is seen as an early
campaign for the 2010 presidential poll.
Chairman Bayani Fernando, another presidential
aspirant, has set up huge billboards bearing his photos along Metro
Manila ’s major thoroughfares obviously to sell himself. He admits
he has to keep up with the pace of other presidential contenders in
advertising themselves through television and the newspapers.
It is within the right of the presidential
contenders to make themselves known to the people by proper means
while there are still no legal constraints.
Under the Election Code, candidates are given
airtime or space in the electronic and print media to promote their
candidacies during the election campaign. Between now and that
period, they are free to make use of media to popularize themselves.
Thank you, PAL
My daughter, Ma. Jacinta Gille, came home from
Manila on Tuesday, May 20, for an urgent reason: the death of her
older brother, Gil. She had been waitlisted on her scheduled return
flight on Sunday, May 25.
On Saturday, she went to the PAL ticketing
office to try to confirm her return flight. She was told, however,
that the Sunday flight was fully booked and that she could be
accommodated only if she upgraded her ticket to business class by
paying an additional P11,000.
She pleaded with the clerk to help her but was
instead referred to the office supervisor. “I have a very
important appointment in Manila which I could not afford to miss,”
my daughter said.
Seeing her distraught, the supervisor might have
been overcome by compassion. He told her that, yes, she could be on
the Sunday flight.
My daughter leaped with joy and thanked the
office boss. She went to the airport early Sunday to make sure she
did not miss her plane. Before boarding, she asked the attending
officer if she could have a window seat.
She got the surprise of her life when she was
escorted to first class. When she was there, she got a call from the
office supervisor who boarded her on the Sunday flight. “Are you
enjoying your window seat?”
My daughter was bowled over by such a kind deed.
Thank you, PAL, for keeping such good people.
agr0324@yahoo.com
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