CMC Brownbag: Prof. Fernando Austria

The Office of Research and Publication
invites you to the

Truth in Advertising
By Prof. Fernando Austria, Jr.
Department of Broadcast Communication

Sept 19, 2012
PhilStar 1, 4:00 PM

Abstract

It is difficult for audiences to keep up with the truth in advertising.

In a capitalist system, where advertising is touted to be an integral component of how business works, advertisers use strategies to reach the consumerist goal of selling more products. 

I will present some of the strategies used by the Filipino advertising industry to attract buyers and maintain the consumerist ideology that it greatly serves.   I will describe how these strategies -- from the hiring of the best and the brightest who develops sure-fire campaigns to the tricks of the trade when producing the advertising materials -- keep the industry one step ahead of the public.  

This paper is almost like a confessional since it is based on my more than 20 years experience in the advertising industry.  

About the researcher

Fernando A. Austria, Jr. spent 20 years in the advertising industry where his involvement spanned a range of activities;  from strategic communication planning to communication management; creative execution to production direction in various media -- radio, television, print and non-traditional vehicles like events, theater, graphics, and new media.  At present he is a professor of Broadcast Arts and Studies at the Department of  Broadcast Communication at the College of Mass Communication, University of the Philippines, Diliman.  He teaches a wide range of courses from radio and television production and direction to theory and research.  His research interests include culture and media with special emphasis on media audiences, gender representation in media and production procedures and aesthetics.