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Advertising is a paid communication through a medium in which an advertiser is identified and the message is controlled. The medium that carries the message is the vital link between the advertiser which seeks to offer and increase the demand for his products or services and the target customers who might buy it. Common channels of communication are television, radio, print and other forms like transit billboards, etc.

Advertising is effective when brands are recognized and patronized by the consumers. Branding refers to the use of name, term, symbol, or design — or all of the above — to identify a certain product. An identified brand is often equated with safety and good quality giving the company an advantage over its competitors in the market. Various strategies such as commercials are employed to influence the buying behavior of consumers. Advertising runs the gamut from comical to heart-tugging commercials in attempts to bring the products and services close to the attention and heart of prospective customers. The use of convincing actors, catchy jingles and sly play on words all contribute to the effectiveness of a commercial.

Dawn Zulueta, Gabby Concepcion, Tonton Gutierrez, William Martinez, Mark Gil, Robin da Roza and Matthew Mendoza are among the celebrities who got their big breaks after being cast in a Close-Up commercial. Among the actors, it was Gabby who made the most number of versions.

Alice Dixson, 1986 Bb. Pilipinas-International titlist and actress, became a Palmolive commercial model who made the famous "I can feel it" statement a cliché. Carmina Villarroel grew up before the eyes of people who are in their 30s when Mina did her first commercial with Jollibee at the age of 12. Lucy Torres-Gomez first appeared as the beautiful woman with stunning long, black hair in the Lux Shampoo ad. In the end, she did not only captivate the heart of Richard Gomez onscreen but in real life as well.

Remember Lilet as the pretty girl whose Coke television commercial was released worldwide in the ‘80s? She was selected as one of the children in the Coca-Cola multi-cultural ad that tried to recreate a universal harmony theme. Lilet stepped out of the huge hall in the beginning of the commercial and sang Tomorrow’s People. RJ Ledesma, commercial model-turned-host and EVP of a real estate company, endeared himself to the public when he played Joey in the Royal Tru-Orange ad back in the ‘80s. Nikki Gil appeared in the Coke commercial as the simple lass who walks down the street in jeans and shirt giving away bottles of Coca-Cola to everyone she meets while singing Kasama Ka.

Another fascinating trend in advertisements is the use of commercial series or "comeserye." In the ’80s, we had the Royal Tru-Orange series of Joey and his childhood crush Jenny. The Lux Shampoo series of Richard and Lucy became instrumental in their love affair which led to the altar in 1998. The ideal family of Lumen, Lando, Lola Obang, the twins and the newborn baby grows before our eyes from the first time it was aired in the highly-successful Surf series. The PLDT series of actor Carlo Muñoz as Billy is still memorable until now even if Billy finally tied the knot with his girlfriend.

Catchy jingles also help in brand recall. Some famous commercials like Coca-Cola (Tomorrow’s People, Coke Ko To and Kasama Ka); Pepsi (F4’s Ask for More); Sarsi (Angat sa Iba); San Miguel Beer (Sabado Nights); and Motorola (Hello Moto) utilized catchy jingles. Close-Up has memorable songs like Just a Smile Away, I Wanna Get Close, Closer You and I and Got to Get Close to You, to mention a few. Rejoice also created music videos featuring the Jaboom Twins and Sandara Park for their commercials.

Who could forget famous lines cleverly crafted by advertising geniuses? Sprite’s I Love You Piolo and Magpakatotoo ka Sister; Jollibee’s I Love You Sabado; Enervon’s More Energy Mas Happy; McDonald’s Love ko To; Palmolive’s I Can Feel It; Pringles’ Once you Pop you Can’t Stop; PLDT’s Suportahan Taka; San Miguel Beer’s Iba ang May Pinagsamahan; Nike’s Just Do It; Yakult’s Okay ka ba Tyan are some of the successful commercial campaigns we have in the country.

Julianne’s Grateful

MCA Music proudly introduces its first ever OPM signing with new soul music artist Julianne. Julianne is not your typical songstress. Her unique brand of music coupled by her untypical groove and charisma never ceases to wow her audience. She has devoted her life as a musician and songwriter. Her debut album Grateful features the single Tulak ng Bibig which is currently receiving heavy airplay on radio stations.

"My music is me. It’s something that evolves the same way I’m growing as a person," says Julianne.

Other cuts on the album are Grateful, Choose to Believe, Let it Rain, Healing, Empty Chairs and Thank You.