Language shaping of reality was the focus of this research which dealt with Philippine TV ads shown during primetime in the two leading television networks – ABS-CBN and GMA and their sister stations. It primarily aimed to determine the propaganda devices in Philippine TV ads, find out the Filipino identities and values reflected in these ads, and the social and cultural stereotypes communicated in these TV ads. There were 93 ads shown during the period covered by the study. Analysis revealed that glittering generalities ranked first and only one ad did not resort to this type of propaganda. Transfer, testimonial, card stacking, plain folks, bandwagon, and name calling came in that order. Ranking first in the Filipino identities is being health-conscious. Flexibility, Filipino having happy disposition, being hopeful, being good communicators, and placing value on money tied for the next rank. Being light hearted and finding hope in even the most difficult situations were also reflected in ads. The following Filipino values were also depicted in the ads: sipag, tiyaga at pakikipagsapalaran, pagpapahalaga sa kalusugan at sariling katawan, pagkamaalalahanin, paggalang, pakikipag-kapwa at pakikisama, pagpapahalaga at pagmamahal sa pamilya, pagtutulungan at damayan, pagkamakakalikasan, pakikialam, pagkamasinop, hiya, swerte, pagtanaw ng utang na loob, at pagiging masayahin at bahala na. Advertisement mirror the Filipino character, preferences and values. The ads also reflected the following social stereotypes: women, particularly the young ones, are more particular of their appearance. Health-related matters, working for a slim body, eating preferences of Filipinos, reliance on experts, especially on health-related matters were also found. With cultural stereotypes, Filipinos generally care for and are protective of their children. They have determination and patience, easy to please, adventurous, easy to get along with and have good hygiene.
Language Contact, Philippines TV Ads, Propaganda devices, Filipino Culture
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