Editorials.

(From Philippine Daily Inquirer)

THE RECENT senatorial election again validated the effectiveness of television as a propaganda and advertising medium. It also showed that TV is the most cost-effective medium for candidates for national office in a country that is composed of more than 7,000 islands.

Henceforth, expect candidates for national offices to spend more on TV advertising than in any other form of advertising. Personal appearances on stage or in public places such as markets are of course the best way of reaching the people, but because of the limited campaign time and the big distances between destinations, they may not always be the most practical way.

Former Trade Secretary Manuel Roxas III put TV to good use, projecting himself as "Mr. Palengke (Mr. Market)." His campaign jingle, featuring infectious lyrics and the catchy tune of the popular song "Mr. Suave," helped put him high up in the public consciousness. It also helped greatly that Roxas is a personable man and that he is the bearer of a famous and well-known surname. And add to that the fact that he was linked romantically to a high-profile TV personality, Korina Sanchez.

Maria Ana Consuelo "Jamby" Madrigal also used TV and the presence of actress Judy Ann "Juday" Santos at political rallies to great advantage. The first time she ran for senator Madrigal failed to make it despite her surname, which is well-known in political and business circles. But she learned her lesson (if you can't beat 'em-meaning show-biz personalities-join 'em) and always had the very popular Juday with her in her campaign tour.

And who is the voter who has not heard the jingle, "Pi-a, Pi-a Ca-ye-ta-no?" The very catchy, repetitive jingle, aired every day on TV and radio, must have helped imprint the name of the daughter of the late Sen. Rene Cayetano on the minds of many voters. It also helped that her first name consists of only three letters and was very easy to recall and to write.

The victory of three show-biz personalities-Ramon "Bong" Revilla, Lito Lapid and Jinggoy Estrada-came as no surprise. The voters may be more wary of actor-candidates for president, but they can be expected to still elect actors to the Senate. Jinggoy capitalized on his identification as a son of deposed President Joseph Estrada ...