G11 ABM 12/05/18

Comparative Analysis of the Philippines Tourism Advertisement and South African

Tourism Advertisement

Promotional tourism advertisements are essential in attracting tourists. Recently, the

Department of Tourism launched a campaign entitled “Experience the Philippines.” It highlights
the story of a Japanese retiree, M. Uchimara who decided to settle in the country. The newest
tourism ad has begun to fully circulate around the world that some critics were furious about it
especially the scenes inside the video that displayed possibly plagiarized scenes from the South
African promotional video last 2014.

The similarities of the two videos were based on the scenes and concept. In the beginning
of the campaign video of the Philippines, it starts by showing the vast blue ocean, dotted with
several islands on which similar to the South African promotional video. Later in the videos,
both countries showed their tribes performing their rituals while the foreigners joined in. The two
videos also have the similarities in showcasing their countries based on their values, culture and
attractions. The actors of both videos were somehow similar as they portray a blind man
traveling around the country they are promoting. Both efforts feature a blind man to better
illustrate the rich sensory experiences two countries can offer on tourists. Lastly, the surprising
plot twist of both videos revealed both foreigners bringing out their blind man’s cane at the end
of the video. This shows that both campaign videos are similar in some scenes that the viewers
think that the Philippines plagiarized the South African campaign video. According to Rubyanjel
(2017), the concept and scenes of the Philippine campaign video is similar to the South African
campaign video that was released last 2014 earlier than the Philippines that was launched last
2017.

However, the Department of Tourism denied the accusation on plagiarizing the South
African video campaign. According to Alegre (2017), DOT’s assistant secretary, the Philippine
video campaign is different from the ones of South Africa. The difference of both videos is the
plot itself. In the Philippines’ video campaign, it shows the story about a blind Japanese retiree
settling in the Philippines. Alegre (2017) pointed this out in his statement stating that the
campaign video is a testimonial of a real retiree settling in the Philippines. While in South
Africa, it shows the British blind man enjoying the place and culture of the South Africans. By
this means, the focus of the Philippine video is to show the experience of a retiree settling in the
Philippines. Meanwhile, the South Africa’s video campaign illustrates the experience in South
Africa as a tourist. Not only that, the theme of the two videos are also different. The Philippine
campaign video displayed the beautiful places and culture of the Philippines in a joyful theme.
On the other hand, the South African video somehow attracts the audiences to choose South
Africa in a melodramatic way along with the narration of the actor.
 In conclusion, both videos highlighted the wonders of Philippines and South Africa. The
videos might be similar to some scenes but different from its approach to the audiences. With the
quantity of advertising films that are produced every year, it is not surprising that ideas can
sometimes meet. Whether it be similar or not, in the end, the way on how to attract the audiences
to choose a product or country is what matters the most.

Submitted by:

Dela Pena, Althea G. Ediyan, Ruth Alpha Y. Florendo, Kris Jamaica M.

Guiritan, Jasmine Joy Mina, Emerson Mina, Marielle

Marticio, Camille Norberte, Princess Charlene Pascua, Renalyn

Serquina, Edelyn