Bench Love All Kinds of Love Evaluation Proposal

Acushla Obusan February 27, 2015

EN11-E06

I. General Theme: Information Media

II. Specific Topic: Bench “Love All Kinds Of Love” advertisement

III. Relevance of Evaluating the Topic

Bench’s advertisement is significant because of three main reasons. First, it is the most controversial advertisement at the moment primarily because of two contrasting communities: the Philippine’s large Christocentric community and the progressing and somewhat marginalized LGBT community. Although it is controversial at the moment, it has made a big enough impact in our society to remain relevant for a long period of time. Second, it’s the first time a big brand, Bench shed light on the LGBT community that then resulted in a “#Painttheirhandsback” campaign due to the black vandal on the EDSA-Guadalupe billboard. Though the backlash was unfortunate, this advertisement remains as a notable step in the Philippine’s advertising community. Lastly, this advertisement clearly needs to be evaluated because given two subjective (LGBT and religious) communities debating on this, it is hard to paint a clear picture on whether or not this is a good advertisement. Thus, this evaluative paper seeks to find out whether or not this is a good advertisement and determine how other brands with similar messages can adjust their advertisements in the future to avoid such negative, controversial backlash. That said, it is of utmost relevance to evaluators and readers given the society we live in because when we understand the appropriateness of the advertisement, we will be able to broaden our perspective and open our minds to ideas beyond contrasting moralistic arguments. In effect, understanding and evaluating this advertisement hones our critical thinking skills.

IV. Criteria for Evaluation

a.) Effectiveness (persuasiveness, relevance, ability to capture interest, attention and desire, visual aesthetics) - this is necessary to determine whether or not it achieved the primarily goal of an advertisement which is to capture the interest of the general public and blatantly advertise the product. If the advertisement is effective and fulfilled it’s duty to advertise the brand, it is clearly a good advertisement because it achieved it’s goal. The data of which includes the volume of active social media discussion,