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CHAPTER I
The Problem and Its Background

This chapter includes the introduction of the study, the statement of the problem, framework of the study, significance of the study, the scope and limitations of the study, and the definition of terms.

Introduction
Advertising is a paid form of promoting products. Most advertisements are made to promote the sale of specific products, goods and services. On the other hand, some advertisements are intended to influence behavior. the Advertisement “Suportahan Taka”, a PLDT commercial where an Illonggo medicine student in Manila calls up his father in Iloilo to tell him that he wants to shift to Fine Arts is an example of an advertisement that influences not only the buying behavior of the audience but the behavior to the product image as well. The types of advertising may differ from the materials used and their purposes.
      Philippine advertisements are grouped into radio, television and print. According to Apryl Duncan, radio advertisements are more affordable than television advertisements. Radio is one of the most affordable advertising media not only for small retailers and other local businesses, but also for big companies. A 60-second commercial is rarely sold at twice the price of a 30-second radio advertisement. Almost all of the radio stations only charge 35% more for the longer spot. It uses audio to create certain amount of impact to the listeners. On the other hand, television reaches the most number of audiences and possesses great influences to its audiences. An effective commercial merges audio and video elements into a powerful sales material. A television commercial has very high price in terms of airtime but is very effective to the audience’s preference. Lastly, print and digital advertisements are often placed to crowded places like highways and malls. Print advertisements also include the very common newspaper and general/specified magazines. Print advertisements are one of the cheapest...