EDITORIAL - An endorser is not a poster boy

There are suggestions to make Manny Pacquiao the poster boy of Philippine tourism. The suggestion is obviously the logical consequence of that costly flap in which a perfectly working tourism slogan and logo were replaced by a plagiarized version of Poland’s.

As an endorser, there are probably few Filipinos who can beat the value of Pacquiao. His face is one of the most recognizable in the world, having racked up an athletic record not likely to be matched, ever.

But there is a fine distinction between an endorser and a poster boy that we need to be aware of before rushing headlong into a decision, especially one that the entire country may come to regret later.

An endorser is essentially a promoter, a salesman. He sells a product, a service, or in the case of Philippine tourism, an entire country — its places of interest, its history and its culture, but most especially its people.

A poster boy, on the other hand, is a model, an example. If he works for the interests of a product or service, he has to radiate and impart the best qualities of that product or service. In the case of Philippine tourism, he has to present the best of what the Philippines can offer.

An endorser uses his own personal charm to be effective in the act of selling something. A poster boy needs to embibe the best qualities of what he is selling in order to embody it and hopefully make a sale.

Pacquiao is a very effective endorser because the products or services he sells merely cash in on the recognizability of his face and the wonder of his exploits. They do not require him to live out their benefits or deliver on their promises, as is expected of a poster boy.

In short, he can promote something without having to actually use it. If the price is right, it is possible to get Pacquiao to endorse feminine napkins. But he can never act as the poster boy of one.

As far as Philippine tourism is concerned, the exploits of Pacquiao have triggered enough interest about the Philippines to actually promote tourism without having to use him as poster boy of the Philippines. There are certain Filipino values he cannot hope to truly model for.