The Filipino Approach

Here are more quotes from the book, Advertising in the Philippines: Its Historical, Cultural and Social Dimensions by Visitacion R. de la Torre, which may apply to our exploration on Filipino Design.

“Advertising has no nationality

As a marketing discipline, advertising it should be noted, assumes no nationality, geography, race or creed. It is the product, service, person or institution being advertised that is subjected to such characterization. Thus there is no thing as American advertising, French advertising, Japanese advertising or Filipino advertising, save perhaps, on the onset, in look and language.

The Filipino Approach

A Filipino ad? Is there such a thing? Frankie Lacambra, a creative man who now heads Link Advertising, Inc. holds, “A good ad has no nationality because a good idea is universal-simple, powerful, timeless and it belongs to the world. But a Filipino look is always welcome… Employing a Filipino approach means using a concept and theme that is Filipino and articulated the way a Filipino would… A Filipino concept or theme revolves on core or basic Filipino values, ideals, customs, traditions, even idiosyncracies and set in a Filipino environment.”