The Science of Advertising

In all honesty, advertising (the course I am currently majoring in) was never my first, my second, or my last choice for college. 

My heart was set on literary arts, my second, liberal (psychology), and my last? Well, though I’ve never thought of more than two, I can assure you, it would have been anything but advertising.

To briefly explain, I live with a predominantly artistic family.

I have a mother with a degree in advertising; an older sister who, similar to my mother, also has a degree in advertising, and lastly, an older brother, though taking up architecture, someone who was also fairly artistic.

This was not a carefully planned out attempt at creating our very own small time family run advertising/design firm.

No.

In my case, in fact, it was like a humongous looming shadow that always followed, like a persistent itch that you couldn’t get rid of. Not fate, simply something we we’re inclined to give into sooner or later.

Why bring this up so suddenly?

Well...

For our Earth and Life Science class, we we’re asked to talk about Natural Science and Advertising and the relationship between the two in a blog.

Let me say this straight.

I am the worst person to ask this of.

That is, if this was three years ago.

You see, what attracted me to the prospect of studying literature and psychology was not simply the idea of being able to immerse myself in books and close my antisocial self off with the excuse of taking my studying very seriously (though that may partly be the case).

But the absolute joy of understanding the human puzzle. To comprehend the differences from what is said, and what is implied. To hear what is not spoken, but acted out. To be able to know people, not vaguely interpret them.

That said, Advertising didn’t feel like the type of major for me.

It was the absolute opposite of what I wanted.

Instead of catching the baseball, I was being asked to throw it.

Advertising was like a complete 180 degree turn.

Here, the first rule was. To sell, it doesn’t matter what, an idea? A product? A service? Sell! That’s all there is to it.

It was the speaking end of a conversation.

My words, my ideas, my whole self being bared to the public, open for acceptance or criticism.

A one way game of persuasion.

It took me quite a while to realize that there was more to it than a gaudy presentation and pretty words strung together.

Quoting the great Sun Tzu “In order to defeat the enemy, you must first know your enemy”

In order to effectively sell, you have to first, understand the target market. Their way of thinking, their level of understanding, the worries they have, and the words they want to hear.

It was a game of catch.

A science that dealt with the human mind.

A more involved form of what I was seeking from a psychology or literature major, and much, much more.

Advertising dealt with so many sciences, my mind was in a pleasant state of confusion (which I plan to organize once I get all the information in)

Cognition, Human Behavior, Sociology, Critical Theory, Psychology, Anthropology

Before I knew it, I was having fun.

Like a chess game, near a stale mate, I was always eager to take my next move.

There was a permanent question mark floating about in my head at the end of every sentence.

“Would they buy it if I said this? Would it catch their attention if I presented it like this? Is it better to go for print? or tv?”

 Advertising and natural science are inseparable.

A puzzle I plan on piecing together no matter how unsolvable.


Camille Cruz from UST's 3Ad3 (3rd year advertising section 3) is a student of Prof.Crisencio Paner, this article was written under his guidance as weekly requirement for Earth and Life Science 102.
His credentials can be viewed here:
http://www.mediafire.com/view/?v5klolxvc64ro0y

Prof.Crisencio Paner:

EDUCATION

•         Ph.D. in Biological Science (candidate)

University of Santo Tomas, Graduate School

• M.S. Microbiology

University of Santo Tomas

      Thesis: “Chemical Control of Fungi Infesting Easel Oil Paintings at

                   University of Santo Tomas Museum of Arts and Sciences”

     

      Published in: Prime Journal of Microbiology Research

                            http://primejournal.org/PJMR/abstract/2012/may/Paner.htm

                                 http://primejournal.org/PJMR/cont/2012/may.htm

  

• Italian Scholarship Grant

Restoration and Conservation of Artworks Attacked by Biological Agents

Istituto Centrale Per Il Restauro, Rome, Italy (January 1-June 30, 2004)

• B.S. Biochemistry

University of Santo Tomas

• Professional Teaching Certification Program (Major in Biological Science)

Caloocan City Polytechnic College

PUBLICATIONS

 Book:

  Co-author in LET Reviewer in Biology, 2006-2010 eds. Published by MET Inc.

                          ISBN # 97193249-6-1, sold in National Bookstores                                                                                                            

Articles:

• Understanding Museum Pests: The Molds. CFAD Atelier Journal, University of  Santo Tomas, Vol. 2 No. 1, 2003-2004, pp. 80-83
• On the Conservation of 20^th Century Color Photographs Attacked by Molds. CFAD Atelier Journal, UST., Vol. 2 No. 1, 2003-2004, pp. 106-113
• Witnessing the Glory of Italy in Its Art History and Ancient Spaces. CFAD Atelier Journal, UST, Vol. 3 No. 1, 2004-2005, pp. 55-72 
• _______________. Panorama Magazine, November 13, 2005, pp. 12, 13, & 21.
• Deterioration of Paintings and Painting Components Caused by Microorganisms. CFAD Atelier Journal, UST., Vol. 3 No. 1, 2004-2005, pp. 91-94
• Microbial Deterioration of Painting Materials. CFAD Atelier Journal, UST., Vol. 3 No. 1, 2004-2005, pp. 94-97.
• Conservation of Paintings Attacked by Molds. In College Freshman English Book II. Agalabia, U., Aranda, R., et. al., pp. 124-125, UST Publishing House, 2004
• Today’s Restoration Establishments.  CFAD Atelier Journal, UST., Vol. 4 & 5 No. 1, 2005-2006 & 2006-2007, pp. 95-99

RESEARCH WORK

·         Indoor Air Quality of Beato Angelico Building of the University of Santo Tomas -Commissioned by UST (Nov. 2009-May 2010)

BLOGS/ADS

1.     http://internet-moneymakingsecrets.blogspot.com (Money-Making Secrets)

2.     http://internet-moneymakingsecrets.weebly.com   (Internet Marketing Secrets)

3.     http://cmpaner.blogspot.com  (The Painting Doctor-“Restorer/Conservator”)

4.     http://sulit.com.ph/3498047  (Research assistance/Thesis Assistance/Thesis Editing)

5.     http://sulit.com.ph/4829772 (LET Review by a LET Topnotcher and Veteran Reviewer)

6.     http://sulit.com.ph/5040331 (Lotto Secrets Revealed!)

7.     http://sulit.com.ph/5058879 (Muscle Building Cookbook)

8.     http://sulit.com.ph/5069982 (Wedding Photography Secrets)

9.     http://sulit.com.ph/4973311 (Food Cart Franchise Business)

10.  http://sulit.com.ph/4833582 (St. Peter Life Plan and Memorial Chapels)

11.  http://sulit.com.ph/4186306 ( Art and Craft Materials for Sale At Low Price!)

12.  http://sulit.com.ph/4621349 (Cleaning and Restoration of Paintings)

13.  http://sulit.com.ph/4869897  (Natracare Food Supplements)

14.  http://sulit.com.ph/4802983 (LET Reviewer Books)

15.  http://sulit.com.ph/5021693 (How to Lose Weight Fast!)

16.  http://sulit.com.ph/5093345 ( How to Stop Hair Loss and Regrow It the Natural Way)

17.  http://sulit.com.ph/5126659  (How to Get Pregnant Fast!)

18.  http://sulit.com.ph/4930508  (Condo for Rent at 39K Infinity Tower, Global City, Taguig)

19.  http://sulit.com.ph/5538321  (Licensure Exams for Teachers LET online review)

20.  http://sulit.com.ph/5423603  (Internet Marketing Illuminati- How to Make Money Online Fast!)

21.  http://sulit.com.ph/5352564  (Internet Millionaire Looking for Students!)

22.  http://sulit.com.ph/5628715  (The Ultimate Diablo 3 Guide)

WORK  EXPERIENCE

• Instructor 5, CFAD, IPEA, Pharmacy, CTHM, University of Santo Tomas

SY 1995-Present

Subjects taught: Organic Chemistry lab., Statistics, College Algebra,

                           Algebra with Trigonometry, Business Math, Physics,

                          Plane & Solid Geometry, Environmental Science, Biology

                                                                                                                                                

• Part Time Instructor, Our Lady of Perpetual Help College, Manila

Subjects taught: Food Microbiology (Lecture and Laboratory)                                                                                                    

• Part Time Instructor, St. Paul’s College, Quezon City

Subjects taught: Lec. & Lab: General Microbiology, Biochemistry, Microtechnique

• Part Time Instructor, Unciano Colleges and General Hospital, Inc., Manila

Subjects taught: Lec. & Lab: General Microbiology and Parasitology, Inorganic Chemistry,

                          Comparative Anatomy, Botany, Organic Chemistry, General Zoology,

                          Biology, Biochemistry

OTHER PROFESSIONAL EXPERIENCE

·         Editor and Professional Consultant, MET Publishing House, Manila

·         Microbiologist, Silver Swan Manufacturing Inc.,Panghulo, Malabon

·         Biochemist, Watercare Philippines, Inc., Valenzuela City

·         Food Production Researcher(Mushroom Culture), TWH, Inc., Cainta Rizal

·         Review Director for LET, Center for Educational Excellence, Inc.

·         Project Consultant on “Biodeterioration of Artworks”, Paper Conservation Laboratory, Archives Dept., Arzobispado de Manila

Projects: Conservation of paintings by Fernando Amorsolo, Botong Francisco,

               Ben Cab, Cezar Legaspi, Simon Flores, Betsy Westerndorp

·         Licensure Exams For Teachers (LET) Reviewer at:

- Malabon City University,MET Review Center, UST-College of Education, Caloocan   Polytechnic College, Trinity College, & Center for Educational Excellence Inc.

AWARDS AND HONORS

• Beato  Angelico Service Award
• 10^th Placer (85.60%), Licensure Examinations for Teachers (LET)
• Full College Scholarship by Lourdes Reyes Foundation
• Professional Civil Service Examinations, weighted ave: 86.49%
• Valedictorian, High School
• Salutatorian, Elementary
• Certificate of Appreciation as resource speaker on the topic “Visual Arts and Restorations”, Faculty-Student Art Forum, Beato Angelico Bldg.,UST.
• Recognition Award for invaluable support and committed service to HARIBON UST as adviser from 2002-2004
• Honored as 4^th Degree(highest degree) member of the Knights of Columbus

 Given by Philippine District IV-NCR

·            Loyalty and Faithful Award for 13 years of Service

 Knights of Columbus UST- Faculty Council 4321

·            Dedicated and Competent Service Award as LET Reviewer

 Malabon City University                                                                                               

·            Champion, Pautakan Quiz Bee for Coaches, UST                                                         

·            Family of the Year Award

            Knights of Columbus UST Faculty Council 4321

·         UST Graduate School Thesis Writing Grant

  UST Graduate School Alumni Association

·         Certificate of Recognition for invaluable Contribution as Lecturer/Reviewer

 Pilot Project on Review Classes for Licensure Examinations for Teachers

 College of Education, UST                                                      

·      Certificate of Appreciation as guest speaker on the topic “Products that Cause Cancer”, given by NEWAYS International (Phils.), Makati City

       

TRAINING /SEMINAR WORKSHOPS

• Seminar on Test and Measurement Evaluation

• Seminar on Principles/Philosophy of Education

• Faculty Development Seminar
• Traditional Filipino Art

• Curriculum Development                                                           
• Rubrics Development Across Disciplines                                              
• Certificate on Adobe Photoshop
• Certificate on PC Troubleshooting and Networking
• The Ethics of Teaching
• Rights and Responsibilities of the Faculty Members, Academic and Administrative Officials and Office Staff Seminar                                                              
• UST-CFAD Planning and Development Seminar
• Shepherding the Shepherds
• Workshop on Syllabus Construction                                                                            
• Textbook and Learning Materials Development
• Computer Literacy on Adobe Illustrator, Photoshop, & MS Excel
• Symposium on Waste Management
• Ecological Symposium
• Bringing Out the Best in Me and the Best in You
• Integrating Media in Classroom Instruction( Design, Production, and Utilization of Media)
• Principles and Methods of Humane Educators
• Certificate on Basic Industrial Electronics
• Certificate on Information Technology
• Symposium on the Preservation of our Environment

·         Research Colloquia on Indoor Air and Water Quality in Relation to Building Design

·         Convention of Philippine Association of Academic Biochemists,            

• 16^th Annual Convention of Philippine Biochemical Society
• Script Writing Workshop
• Basic Business and Financial Management                                                                    

AFFILIATIONS

• Member, CFAD- Adhoc Committee on Math Department
• Member, CFAD-Committee on Environmental Advocacy
• Member, CFAD-Adhoc Committee on Value Formation
• Board of Director

Philippine Association  for the Scientific Conservation of Cultural Properties   

• Deputy Grand Knight, Knights of Columbus UST Faculty Council No. 4321
• Auditor

College of Fine Arts & Design Faculty Association

• Adviser, HARIBON UST
• Business Manager, NOH-SCC Alumni Association
• Member, Outreach Program Committee

College of Architecture and Fine Arts

LANGUAGES SPOKEN

English, Filipino, Italian, Japanese

OTHER SPECIAL SKILLS/TALENTS

• Thesis Editing/Research Assistance
• Computer operation using MS Word, Excel, Powerpoint, Adobe Photoshop, Internet
• Computer Hardware repair and Software installations
• Website/Blog Construction
• Photography
• Swimming
• Playing Banduria
• Singing
• Riding ATV