INTRODUCTION

Rationale
Television is among the most important means of communication nowadays. It is used to communicate ideas to change people’s behaviors by means of several term including selected Filipino Short Film commercials that give values to the viewers.
According to McLuhan (n. d.), television is a form of entertainment, and it has educational properties. It teaches all the time, doing even more educating than schools. In addition, according to Shairise (2011) Filipino values, these works call a development of a Filipino philosophy of values so that the ultimate causes and principle to be manifested. Today, the need for the solid Filipino philosophy of values is urgent in order to serve as a fundamental basis not only to speculation of the different sciences but also to the practice for Filipino philosophy of values exist.
According to Patton (2006), television commercials have long been an effective means of advertising products. Today they are less dominant in the television landscape due to the rise of TiVo, commercial free cable and other forms of video entertainment. New types of advertising like sponsorship of sporting events featured on television and the placement of products within shows are growing, but traditional commercials still take up significant airtime and account for a large amount of broadcaster revenue.
Few television viewers have not been exposed to television commercials. Advertising involves programming that is paid for by companies and institutions and that relays a message to viewers. Often, they helped shape popular culture and succeeded in both engaging and defining audiences (Byrne, n. d.).
There is no strict definition of an independent short film, despite being an established form of art. In the broadest sense, an independent short film is a production that is less than 80 minutes in length and is produced outside the larger, mainstream movie houses. In reality, independent short films encompass a wide range of genres and lengths. Some short animated films can be as little as two minutes in length, while dramatic productions can be up to an hour or more (Eugene, 2013).
Short films have a strict definition in the United States, where the Academy of Motion Picture Arts and Sciences (AMPAS) has set the length as between 40 and 80 minutes. When combined with independent film limitations, short films often become very focused on a single event, character or moment in time. This has given rise to short films that tell a story in a way that appears to leave an abrupt punch line at the end because of the time constraints (Eugene, 2013).
Posner (n. d.), stated that values are belief, a mission, or a philosophy that is meaningful. Whether we are consciously aware of them or not, every individual has a core set of personal values. Values can range from the commonplace, such as the belief in hard work and punctuality, to the more psychological, such as self-reliance, concern for others, and harmony of purpose. Values are the deepest beliefs and sentiments we subscribe to.
Regardless of the modernity nowadays and the majority of Filipinos adapting to Western culture, by means of communication we can preserve our Filipino values through the help of Filipino Short Film commercials. This is a way of making people aware to the different aspects of values. Since television is the most common and most wide spread advertising medium that reaches almost every household and it touches more people than any other medium can do (McMains n. d.). It is a big contribution in promoting Filipino values.
Nowadays, television is one of the main streams of communication wherein it has a big impact to the viewer’s depending on what kind of television commercials they produce. Filipino Short Film commercials might be a way of convincing a person to change positively. Realizing the significant role and influences of Filipino Short Film commercials when it comes to values information, this study will be conducted at Benguet State University-Elementary Laboratory School to determine the values acquired by the viewers on the Filipino Short Film commercials. Hence, studying this is important to identify the effectiveness of Filipino Short Film commercials.
Most Filipino short films promote a certain product that convince the viewer’s buy or use the product that was advertised. Nowadays, this Filipino short film helps in promoting our values through its content stories those viewers would learn and may apply in their own ways.
In Benguet State University-Elementary Laboratory Schoolchildren are fond of watching television, teleserye, cartoons, noon shows and other television programs including different commercials. Through the Filipino Short Film commercials promoting values, children would become aware of values they watch from the commercials that effectively influence their attitudes towards positive impact on the viewer.
BSU Elementary Laboratory School has a total population of 547. They have no access of television in the school. Yet the school was surrounded by computer shops.

Statement of the Problem
The study was intended to find out the effectiveness in communicating values through the Filipino Short Film commercials among the pupils of Benguet State University-Elementary Laboratory School, La Trinidad Benguet.
Specifically, the study aimed to answer the following questions:
1. What is the socio-demographic profile of the respondents? 2. What are the communicated values in the selected short films as perceived by the respondents?
3. How are these values shown in the Filipino short film commercials?
4. What are the respondents’ attitudes and practices towards the values shown in the Filipino short film commercials?

Objectives of the Study In general, the purpose of the study was to evaluate Filipino Short Film commercials by the pupils of BSU-Elementary Laboratory School.
The study intended to:
1. Determine the socio-demographic profile of the respondents;
2. Determine the values communicated in the Filipino short film commercials they watched as perceived by the respondents;
3. Determine how Filipino values were shown in the Filipino Short Film commercials; and
4. Determine the respondents attitudes towards and practices on the values shown in the Filipino Short Film commercials. Importance of the Study
This study may be used as a reference for short film commercials as well as radio commercials according to the comments and suggestions on the survey of the viewers. Filipino short film commercials provide information on values to the viewers. This is also helpful to the staff and their members in planning the effectiveness of the commercials that could help the viewer’s uplift their values.

Scope and Limitation of the Study
The study was conducted at Benguet State University-Elementary Laboratory School, La Trinidad Benguet from December 2013to January 2014. The study focused on the values contained in the selected Filipino Short Film commercials. It included three short film commercials. It was not included the respondents’ evaluation of the video quality of the Filipino short film commercials.

REVIEW OF LITERATURE

Attitude Definition
An attitude is somewhere between a belief, a stance, a mood, and a pose. If you've got an attitude about something, it can be hard to change it because you think you're right.
You'll often hear happy hour referred to as "attitude adjustment hour," because cheap drinks are one of the best ways to change your attitude. If you're in a bad mood, cocktails can make it better (or worse). An attitude is a way of thinking that you can express just by standing a certain way. For example, putting your hands on your hips and rolling your eyes expresses one kind of attitude, while kneeling with your palms together expresses a very different one. A complex mental state involving beliefs and feelings and values and dispositions to act in certain ways
History of Values
According to Andres (1981), historically speaking, there has been no general theory on values. Values were seen to be a study that was more a part of political and economical theory than, say, of philosophy and anthropology. The notion of value was not a central issue for the philosopher. Nevertheless, the solution to the value problem of antiquity was given by the three representatives of traditional philosophy namely, Plato, Aristotle and St. Thomas Aquinas.
According to Llewellyn and Holt, (n. d.), twenty-four hundred years ago, the philosopher Plato searched for the ideal values by which he thought the citizens of Greece should live. He came up with some good ones, too, including courage, justice, happiness, knowledge, and truthfulness. Plato believed that the people who lived according to these values possessed character of a higher order and reaped lifestyle benefits as a result. He felt that ignoring these values led to all manner of societal evils and disharmony.
Psychologist Gordon Allport, (1931) came up with a list of what he called traits, what we would now call values, easily recognized consistencies that are unique to you and define your life. Allport also devised six categories of values: Theoretical (such as truth), Economic (such as usefulness), Aesthetic (such as beauty), Social (such as love), Political (such as power), and Religious (such as unity), (Llewellyn and Holt n. d.).

Values Shown in the Short Film Commercial

Filipino Values
Work effectiveness by Filipino values system has been applied as a research and diagnostic instrument and training vehicle in a large number of areas ranging from the management of factory workers, the selection of employees, the training of thousands of managers, supervisors and executive in both the public and private sectors as well as specialized application in school administration, business management and union relationship. The system is not threatening, not manipulative, nor product of transplant syndrome. It is awakening. It is based on the fact that human beings have a lot of culture differences due to race, color, creed, sex, age, socio-economic status. Personality, sentiments, feelings, ideas, and behavior are but a reflection of values. Thus, the importance of understanding their values and learning how to manage these values positively, (Andres, 1995).
The Filipino will not progress and overcome poverty unless he is clarified in his values and is free to choose the positive polarity of such values many of our Filipino values promotes risk taking or “lakas ng loob”. Filipinos who are without guts or who shrinks before challenge does not become successful. As a people, we Filipinos are by nature “malakas ang loob”. This “lakas ng loob” involves some amount of risk taking because much of our decisions and actions are made during conditions of uncertainty, (Andres 1995).
Nestlé chairman and CEO John Miller, “The centennial TV commercial is inspired by love for the family, a cultural trait which unites Filipinos. Through the years, television has been the medium for such stories, limited to 30, 60 or sometimes 90 seconds. So much stories to be told but so little time” Miller said. “Creativity plays a central role in this mission and these excellent films display the very best of Filipino creative talent in the realm of filmmaking, (Philippine Star, 2011).

Strategy in the Teaching of Values
According to Cariňo and Peňalosa (1995), the pupils in the elementary level are much younger and less mature than those in the secondary level. As such, their capacity for discussion and their ability to express themselves will be limited due to less developed communication skills. Their ability to understand deeply some life experiences may prove more difficult due to their general lack of experience. On the other hand, the students in the secondary level are more mature and more equipped with communication skills. They have better skills in thinking and comprehending. Their speaking ability is more developed making them more capable in freely expressing what they think and feel. The experiential approach will be used in both elementary and secondary level. This will allow both pupils and students to share experiences and likewise learn from the experiences of others.

Support Strategies in Values Formation
Cariňo and Peňalosa (1995) said that values formation is not the role responsibility of the school. The individual starts processing his values act home in the company of parents, siblings, and significant others in the fairly such as grandparents, uncles, aunts, etc. The child’s thought concepts and feelings such as largely influenced by the people he associates with from birth up to the time he starts formal schooling. The values the individual has acquired in, to a large extent, a reflection of the values people around him in his formative years.
As the individual develops into his adolescence and early adult stages in his life, he now becomes a part of a growing community which include local, national and even international in scope. He encounters individuals and groups of individuals in the government and non-government sectors. By this time if the home, the school, and the church have played their role well leading to the development of sound, desirable and positive values, then the individual can stand up with his own value system against all negative influences coming from both public and private sectors in society with all the problems around the individual such as lack peace and order, graft and corruption, poverty and unemployment, ignorance and lack of support from all sectors, then the individual should be helped all the way in his life as he processes his values during his encounters in his daily life Cariňo and Peňalosa (1995).
Andres (1995) stated that positive Filipino Values and a system incorporating them are not going to be sought unless it is understood by a sufficient number of the Filipinos. The Philippines faces a difficult task. If the “four Asian Tigers” (Hong Kong, Singapore, Taiwan and South Korea) were able to move Third World to First world status in one generation, why cannot the Philippines.

Values Positivization Values simply do not transmit, and they cannot be taught. But they can be learned. They can be caught. Values positivization involves a series of strategies that do not force one’s set of “right values” down your throat. It tends to raise issues, to confront us with in consistencies, to get us to sort our personal values in a unique way and at an appropriate pace. It is a process which helps arrive at a positive answer. It helps you make a decision, to set to determine what has positive meaning for you. It is positive, personally affirming, individually, focused and success oriented because values positivization is directed to the present and the future, (Andres, 1995).

Television Affects Viewer Values
People tend to create mental relationships with the characters on television shows. Television portrays most people as successful and wealthy, in direct opposition to the fact that most people are middle class. Viewers see the lush lifestyles, and may begin to accept the norm that money is vital to happiness. Television also portrays winners in contests as heroic, and the losers as lacking in social or physical abilities. This can make viewers begin to think that winning is important at any cost. Violence is so common on television shows that viewers have become less sensitive to it. More violence is portrayed on the television than actually occurs in life, leading to a scary perception of the world as portrayed by crime dramas, (Andres, 1995).

Commercial Television and Developmental Programming While broadcast codes state that stations should include public affairs and other developmental formats, current programming focuses primarily on "hard" stories, highlighting power plays, competition, and violence. Over the past few years, the broadcast industry has displayed sensitivity to growing public criticism for its lopsided programming, and there has been a discernible increase in public affairs programming (other than news programs), which has recently gained public following. Some of these programs won international recognition such as The Probe Team and the now off the air Firing Line, (Tuazon n. d.).
These programs in various formats – straight talk shows, news magazines, documentaries – are, however, packaged for limited viewership, because they use the English language. In general, Filipino, the national language, is used in entertainment programs, giving rise to false perceptions that Filipino cannot be a language for intellectual discoursem, (Tuazon, n. d.). Public service programs are still quite popular. Some video and television programmes show the needy being given medical and other forms of social assistance. Opportunities for the public to seek redress for grievances through television is now available, although still on a limited basis. These programs are now among the popular programs aired during late afternoon and evening primetime, Hoy Gising and Isumbong mo kayTulfo, (Tuazon n. d.). World class educational children’s programs are made possible through Philippine Children’s Television Foundation (PCTVF) and ABS-CBN Foundation. PCTVF produces the award-winning Batibot while ABS-CBN produces Sine’skwela, a school on the air on science for elementary students which has been aired since 1994,Hirayamanawari, a values-oriented program, Bayani (about heroism and heritage), and Math Tinik, mathematics for primary and intermediate pupils, (Tuazon n. d.).
The People’s Television Network, Inc. is a major co-sponsor of Continuing Education Program for Science Teachers Via Television (Constel), which broadcast three tele-courses for teachers – elementary science, chemistry, and physics. The government TV network also airs a distance education course for teachers pursuing graduate education, (Tuazon n. d.). Specialized programmes for specific interest groups, such as women, cultural or ethnic groups, or consumers, however, have not gone beyond tokenism. Although there are 120 ethnic groups in the country, little is known about their culture. Media have been remiss in providing adequate coverage of issues affecting cultural communities. The limited coverage emphasizes primarily conflict situations, while the more visible groups are projected in stereotyped images, (Tuazon, n. d.). Ecology and related stories get sufficient coverage only because the worldwide environmental movement is felt here and because of the sustained advocacy of local environmental groups. Other less controversial issues, like children’s rights, human rights, consumerism, and health and nutrition, get fleeting attention from the media, (Tuazon, n. d.). Television networks have exerted considerable effort to diversify and provide balanced and creative programming. These efforts are attributed to factors such as an increasing sense of social responsibility among network owners; KBP’s effort to improve professionalism and standards in broadcasting; sensitivity to public advocacy for improved programming; and competition not only among television networks or stations but also with emerging cable television stations, (Tuazon, n. d.).
The shifting landscape has opened up opportunity to be creative and connect with a customer in a far more interesting and engaging way (something we focus on at Type G). Attention spans are still short, but if your content is good, and produced properly, you will not need to worry about it being 2 minutes, or 3 minutes, or even, dare I say, 5 minutes. Brands have taken advertising budgets and put human engagement as the top priority for entire campaigns. BMW had a BMW Films campaign several years back, Marni and H&M collaborated on a line and Sofia Coppola directed the motion campaign. Levi’s Go Forth campaign and Southern Comfort’s Whatever Comfortable are uniquely different, though still broadcast examples and both 1:00. Lincoln Motor Company &Vimeo teamed up with 4 independent directors to produce short films that have nothing to do with cars at all. The list goes on and on, (Eugene, 2013).
The above examples are all commercials by definition. The Superbowl has often been about telling a story in commercial format. However, in recent years major advertisers have used 2:00 minutes to tell an extravagant story. It is not about how long or how short your video is, it is about what you put into it. Chrysler’s 2012 Superbowl commercial was 2:00, but it was an engaging story, got a ton of press and was very interesting. Yet still, was more short film than traditional commercial. Absolut Vodka hired Spike Jonze to direct a 30 minutes short film for them. The film does not have any product placement or vodka drinking at all. It does not even have humans in it. But there is still the connection, and people sat at their computers for 30 minutes and watched the entire thing. They blogged about it, they shared it to their friends online. RedBull has consistently broken the mold on advertising. It was years and years into their dominance before they ever produced a standard TV commercial and they were a big disruptor in the advertising space via viral videos, athletes and their events. October 2012 marked their biggest and boldest advertising event to date, when Felix Baumgartner jumped from space. Racking up 32M+ views from a 1:30 video. Impressive is an understatement, (Eugene, 2013).
GMA Short Films
GMA Network through its sales and marketing arm, GMA Marketing and Productions, Inc. (GMPI), emerged as the most awarded broadcast company at the 2013 University of Asia and the Pacific (UA&P) Tambuli Awards: 7th Asia-Pacific IMC Effectiveness and Values Awards. GMPI brought home four recognitions including a Gold award for it is highly praised Christmas short film Hating Kapatid under the Family Oriented Brand category. Created in partnership with Columbia Foods International for So Lucky Soda Crackers, Hating Kapatid effectively depicts the spirit of giving during the holidays through a story of two boys, who took turns wearing a worn down pair of shoes. Widely commended for its inspiring and heartwarming content, it previously won a Bronze Award at the 2012 Araw Values Awards and also gained international recognition with another Bronze Award at the prestigious Busan International Advertising Festival (Ad Stars) during the same year (Tribune, 2013).
Meanwhile, two of GMA’s Kapuso Mine-Sine offerings, Aruga and Gustin respectively won Silver and a Bronze Award in two separate categories. Aruga, a story about an inspiring relationship between a mother with a hearing impairment and her son, won in the Family Oriented Brand category. On the other hand, Gustin, based on the real-life story of a poor young boy who surrendered a bag filled with money to its owner, was recognized in the Advocacy category. Aruga was jointly produced with Unilab for Ceelin while Gustin was created together with Peerless Products Manufacturing Corporation for Champion Laundry Detergent. The Kapuso Network also won a Bronze Award for its widely anticipated Christmas Short Films campaign in the Integrated Branded Content and Entertainment category. Over the last 7 years, GMA makes it a yearly tradition to touch and inspire Kapuso viewers through various relevant and inspirational short films, and this award certainly serves as a validation of such efforts (Tribune, 2013)
GMA Marketing and Productions President and Chief Operating Officer (COO) Lizelle G. Maralag said “These awards inspire us to create even more values-oriented advertising materials, while imparting the message that selling products and promoting positive values can be done at the same time (Tribune, 2013).
GMA also won a Bronze Award for its Christmas Short Films campaign in the Integrated Branded Content and Entertainment category. Over the last seven years, GMA makes it a yearly tradition to inspire Kapuso viewers through various inspirational short films, and this award certainly serves as a validation of such efforts (Tribune, 2013).
Television now depicts women and minorities in positions of responsibility and power. No longer are women expected to be a mother who stays home and cooks for her family, and serves her man, as the 1960s television shows glamorized. As viewers see more women and minorities as professionals, and leaders, they will be more likely to accept these things in their own lives (Pitner, 2013).

METHODOLOGY

Locale and Time of the Study
The study was conducted at Benguet State University- Elementary Laboratory School, La Trinidad Benguet (as shown in Figure 1). Benguet State University is in Barangay Balili, La Trinidad, Benguet. Barangay Balili is located South-western part of La Trinidad Valley at the North-east of Barangay Poblacion, and on the South of Pico. It covers Kilometer Five to Kilometer Six starting from the La Trinidad Trading Post up to the bridge down to the Provincial Capitol. La Trinidad is the Capital town of Benguet Province. It is five to six kilometers from Baguio with an area of 8, 273.80 hectares (Municipal Planning and Development Office). Benguet State University- Elementary Laboratory School has a total of five hundred pupils (500) from Grades one to six. Some Grades have two sections. BSU-ELS is located at Kilometer 5, Balili, La Trinidad. It is along the national road crossing the central business district of the town. Also, BSU-ELS is a few meters away from the La Trinidad Public Market and less than a kilometer away from the big establishments in the locality like Tiong San La Trinidad, Pure Gold grocery and Pines Supermarket. Aside from the school’s access to the BSU internet services, it is also surrounded by computer shops that provide internet access. Most of the students reside within the La Trinidad area which has access to all the necessities of modern civilization like televisions at home or even at their boarding houses.
The study was conducted from December 2013 to January 2014.

Figure1. Map of Benguet showing the locale of the study

Subjects of the Study The researcher choose the top three Filipino Short Film Commercials based on the 2013 University of Asia and the Pacific (UA&P) Tambuli Awards, 7th Asia-Pacific IMC Effectiveness and Values Awards. These are Hating Kapatid, Aruga and Gustin.
Hating Kapatid brought home four recognitions including a Gold award for its highly praised Christmas short film under the Family Oriented Brand category. In addition, it was also widely commended for its inspiring and heartwarming content, it previously won a Bronze Award at the 2012 Araw Values Awards and also gained international recognition with another Bronze Award at the prestigious Busan International Advertising Festival (Ad Stars) during the same year. Hating Kapatid was created in partnership with Columbia Foods International for So Lucky Soda Crackers.
Hating Kapatid effectively depicts the spirit of giving during the holidays through a story of two boys, who took turns wearing a worn out pair of school shoes. While the other boy has to go to school the other one sells vegetables to sustain their needs. They alternate in selling vegetables and also in going to school. These two boys went to school with a pair of shoes. After the other boy sells vegetable they exchange the shoes with the other one wearing slippers at Aling Perla’s store at the same time they have their snack sharing biscuits. During the Christmas Eve the two boys received a gift from Aling Perla. They celebrated Christmas together with their father and Aling Perla.
Aruga was jointly produced with Unilab for Ceelin. Aruga is a story about an inspiring relationship between a mother with a hearing impairment and her son. This won in the Family Oriented Brand category. Despite the hearing impairment of the mother she was able to take good care of his son. Every morning she helped her son in fixing his beddings, in preparing him before going to school. It shows in the short film that she cannot even forget to let her son take his vitamins. In the middle part of the short film when his son had to go to school she saw that his classmates had colds and cough. She feels worried to his son because his son might get sick. She even waits outside the house for his son to arrive from school. In a way she could show her love to her family. She had done the role of a mother even though she has a disability.
Gustin was based on the real-life story of a poor young boy who returned a bag filled with money to its owner. He belonged to a poor family.
The real Gustin and his friend, Jonathan, surrendered a bag containing P 300,000 to their town councilor and eventually to the rightful owner. Their story was featured in 24 Oras, and was later into a short film by GMA Marketing and Production Incorporation (GMPI) with the hope of inspiring more viewers.
After school, Gustin and his friend went to collect trash using their “kariton”. While having their snack at the store the Barangay Captain heard their stories about their dreams. The Barangay Captain gave some advice and he instructed the children to go home directly after their work. While Gustin and his friend were looking for reusable trash Gustin found black bag full of money.

Respondents of the Study There were 86 respondents who were children from grade four (44 pupils) and grade five (42 pupils). Respondents were chosen purposively. The criteria in choosing them were: they must be elementary students, and they must have watched the top three Filipino Short Film commercials.

Data Collection
The researcher asked permission from the school principal for the conduct of the study in Benguet State University Elementary Laboratory School. An hour was requested to be utilized in conducting the study. The researcher provided a background of the study to the students. The researcher used survey method. The pupils in each grade watched one short film commercials at a time after which, a questionnaire was distributed to the students and they answered the questions simultaneously in one sitting. The researcher guided the students in answering the questionnaire by explaining each question to the students. Also, some of the questions were translated into Tagalog and Ilocano for easier understanding.

Data Gathered The data gathered were the socio-demographic profile of respondents, Filipino short films they have watched, values communicated in the Filipino short film commercials they have watched, how the values were shown in the Filipino short film commercials as well as the respondents’ attitudes towards the Filipino short film commercials showing Filipino values.

Data Analysis

The data and information from the respondents were tabulated, analyzed and interpreted using descriptive statistics such as percentage and frequency counts. Also, information were discussed through narrative presentation.

RESULTS AND DISCUSSIONS

Socio demographic Profile of the Respondents Table 1 shows the profile of the respondents. It composes of their age, gender and grade. Results show that 9.30% belonged to age 9. Many of the respondents (46.51%) were at the age of 10; 41.86% were 11 and 2.33 % were 12.Their age range are typical of Grades IV and V. The respondents were composed of 49 female and 37male. There was a total of 86 pupils from BSU-ELS.

Table 1.Socio demographic profile of respondents CHARACTERISTICS | FREQUENCY | PERCENTAGE (%) | Age | | | 9 | 8 | 9.30 | 10 | 40 | 46.51 | 11 | 36 | 41.86 | 12 | 2 | 2.33 | TOTAL | 86 | 100.00 | Gender | | | Female | 49 | 49.00 | Male | 37 | 37.00 | TOTAL | 86 | 86.00 | GradeIVV | 4442 | 44.00 42.00 | TOTAL | 86 | 86.00 |

Values Communicated by the Three Short Film Commercials

Ta

Table 2. Hating Kapatid.

VALUES FREQUENCY PERCENTAGE (%) | Sharing 51 59.30Helpfulness 9 9.30Respectfulness 3 3.49Loving 7 8.14Industrious 11 12.79Thankfulness 3 3.49 | TOTAL 83 96.51 | | |
Table 3. Aruga

VALUES FREQUENCY PERCENTAGE (%) | Love for parents 21 24.42Thankfulness 4 4.65Helpfulness 7 8.12Obedience 5 5.81Respectfulness 5 5.81Caring 41 47.67 | TOTAL 83 96.51 | | |
Gustin
Table 4.

VALUES FREQUENCY PERCENTAGE (%) | Honesty 32 37.21Helpfulness 21 24.42Industriousness 19 22.09Obedience 14 16.28 | TOTAL 86 100.00 | | |

How Filipino Values Shown in the Short Film Commercials
Hating Kapatid. Table 2 shows the communicated values and the scenes where they were shown in the short film commercial Hating Kapatid. The values identified were sharing, helpfulness, respectfulness, loving and thankfulness to God.
Sharing means to have or to use at the same time. This was portrayed when the two brothers shared biscuits at the store of Aling Perla. In addition, it was also shown when Aling Perla gave Christmas gifts to the children. Helpfulness means to help move by letting them lean on you/ guiding them. This was shown by the two brothers when they helped their sick father and helped each other in selling.
Respectfulness was revealed in the short film by the two brothers in answering their father and Aling Perla by saying “po”and “opo” at the store.
Love was also shown in the short film when the two brothers hugged each other, even when they celebrated Christmas Eve at the store of Aling Perla together with their father.
Industriousness was shown in the short film when these two brothers sell vegetables under the heat of the sun.
Lastly, the value thankfulness. At the end of the short film it shows that before they eat the other boy thanked to God for His blessings on his family. Results show that the respondents have listed values that they have learned from watching the short film commercial. Based on the results, the short film Hating Kapatid concentrated more on sharing/ giving because the scenes where in sharing/ giving was emphasized on the short film which composed of three scenes. This shows that the short film was effective in imparting Filipino values. This means that the scenes were clear enough to portray the values.

Table 2.Scenes where Values was Shown in Hating Kapatid VALUES SCENE WHERE IT WAS SHOWN | | Sharing/ giving When the two brothers shared biscuits at the store of Aling Perla. | When Along Perla gave a Christmas gift to the children. | When the two brothers shared with the shoes. | | Helpfulness When the brothers helped each other on selling and helping their sick father. | | Respectfulness The respect they were showing towards their father and Aling Perla. Saying “po’ and “opo” in answering AlingPerla at her store. | Loving When they hugged each other in front of the store of Aling Perla. Celebrating Christmas Eve with their father and Aling Perla at her store. | Thankfulness When they thanked Aling Perla after receiving gift from her. | Also when the boy prayed before they ate. | Industriousness When the children went to sell vegetables. |
*Multiple Response
Aruga. Table 3 shows the communicated values and the scenes where they were shown in the short film commercial.
Results show that the values enumerated by the respondents were mostly of the characters of the child. These were love for parents, thankfulness, helpfulness, obedience respectfulness and caring where in almost all the values was enacted.
Love means strong feeling of deep affection for, especially a member of your family or a friend. Love was shown when the boy kissed her mother when he woke up in the morning. It was also shown, when the boy hugged her mother after her mother let him take his vitamin. In addition, this was also shown on the short film Aruga when the boy said to his mother, “I love you mommy” who was a deaf mute.
Thankful means pleased about something good that has happened, or bad that has not happened. Thankfulness was also portrayed when the boy thanked his mom when they were at the dining room.
Based on the short film Aruga, helpfulness was shown when the boy helped his mother in cleaning his bedroom and in preparing their breakfast.
Obedience was also shown in the short film when his mother advised him to be careful and the boy answered “yes mommy”.
Respectfulness was also observed by the respondents. This was when the boy “mano” to his mother upon arriving home from school. “Mano” is when the younger ones get the hand of the older ones and touch it into her forehead.
Caring was portrayed by the boys’ mother when she fully shows her care towards her family by preparing food, letting his child drink his vitamin.

Table 3.Scenes where Values was Shown in Aruga VALUES SCENE WHERE IT WAS SHOWN | Love for parents When the boy told his Mother, “ I love you mommy”. | When the boy kissed her mother when he woke up from bed. When the boy hugged his mother after drinking his vitamin. | | Thankfulness When the boy thank her mother when they were at the dining room. | Helpfulness When the boy helped his mother in cleaning his bedroom and in preparing their breakfast. |
Obedience When his mother advised him to be careful and the boy answered “Yes mommy”. |
Respectfulness When the boy “mano” to his mother upon arriving from school. |
Caring When his mother let him *Multiple Response | drink his vitamins
Gustin. Table 4 shows the communicated values and the scenes where it was shown in the short film commercial Gustin. Results revealed that the values written by the respondents were honesty, helpfulness, industriousness, and obedience. Honesty was not shown on the short film yet the respondents were able to determine the values. At the end of the short film it was only shown that Gustin found a bag of money. Result shows that the values came from the initial thinking of the respondents which they have able to identify because at the end of the short film it does not show that Gustin returned the bag.
The short film also shows helpfulness which was done when the children helped their parents after school by collecting trash that they could sell to earn money.
Industriousness was also shown in the short film. After school these children went to collect trash that they could sell. They walked while pushing their “kariton” in going to their destination. Also, obedience from the short film that was able to recognize by the respondents. While having their snacks, the barangay captain saw them and he instructed them that after their work they go home straight where in the children did.
Table 4.Scenes where Values was Shown in Gustin VALUES SCENE WHERE IT WAS SHOWN | Honesty At the end of the story when Gustin returned the bag of money. | Helpfulness When the children helped their parents after school. | Industriousness When the children were walking while pushing their “kariton”. | At the end of the story when the children went to work after school. | When the children collected trash to sell and to earn money. | Obedience When the children obeyed the Barangay Captain. | |

It proves the three Filipino short film commercial contained values of Filipinos. Each of the commercials contained several values which were shown on the results for a grade school pupil to adopt in watching televisions where in the commercials contained values. These kinds of commercials help in educating children which they can apply in their daily living. Moreover, these short films were effective in imparting values among the viewers. Based on the results, the short films contained several values that was mentioned by Llywellyn and Holt (n. d.), Social (such as love).

Respondents Attitude Towards the Values Shown Values shown. presents the respondents attitude towards the values shown in the short film commercials. Basically, all of the respondents were in favor of the values contents of the short films. According to them the values they have learned were helpful in their daily life. Further, none of them had disapproved the values.
Willingness to support the short films. Table 5shows the respondents willingness in supporting the short film commercials. Almost all (96.5 %) of the respondents were willing to support the values content of the short films. According to the respondents, since they are Filipino they are willing to support the short film. Also, it is because they want to make their country to be a happy and a safe place. For others who were not willing to support the short film commercials (33.4 %), they said that the short films were boring.
Willingness to recommend the short film commercials. Table6 presents the respondents’ willingness to recommend the short film commercials to others. The result reveal that majority (68.6 %) of the respondents had recommended the short film commercials before it was shown to them. Accordingly, they said that they have already recommended the short film earlier because they watched them in their televisions at home. Moreover, others said that they were willing to recommend the short film commercials after watching. According to them the short films were excellent and they have to follow what they are doing. On the other hand, 31.4 % claimed that they have not recommended such Filipino short film commercials to their friends, relatives, or neighbors because they do not chat with their neighbors. Application of the Values. Table 7presents the attitude of the respondents in applying values in their lives. Results show that almost all (93.02 %) of the respondents were applying the values they have learned. According to them, these values were helpful. Further, respondents said that it was the right thing to do. On the other hand, sometimes respondents were not applying the values (6.98 %) because they do not thank their mother if she brought something for them. Others said that they did not share their snacks during recess.
The respondents enumerated values they are applying in their lives such as loving, industriousness, helpfulness, respectfulness, sharing, honesty, following advice of parents, being truthful, forgiving, telling the truth, and caring.

Table 5. Respondents willingness to share the short film commercials

ATTITUDE NUMBER PERCENTAGE (%) | Willingness to support 83 96.5Not willing to support 3 33.4 | | TOTAL 86 100.00 | Willing to recommend the short film commercials 59 68.6 Not willing to recommend 27 31.4the short film commercials | TOTAL 86 100.00 | |

Respondents who apply 80 93.02valuesRespondents who sometimes 6 6.98apply values | TOTAL 86 100.00 |

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

Summary The research was conducted to determine the socio-demographic profile of the respondents, to determine the values communicated in the Filipino short film commercials they watched as perceived by the respondents, to determine how Filipino values were shown in the Filipino Short Film commercials, and to determine the attitudes of the respondents’ towards the values shown in the Filipino Short Film commercials namely Hating Kapatid, Aruga, and Gustin. The researcher provided a background of the study to the students. A questionnaire was distributed to the students to answer the questions simultaneously in one sitting. Further, the researcher guided the students in answering the questionnaire by explaining the instrument and the questions were explained to the pupils. The data were gathered through survey method.
The respondents were composed of 49 female and 37 male pupils from Grades IV and V at the BSU-ELS. Most of the respondents belonged to the age bracket 10-11. The three short film commercials that the students watched during the implementation were Hating Kapatid, Aruga and Gustin. Based on the results, the respondents were able to list all the values they have learned from the short film commercials. Results show that the short film commercials that the pupils watched have contained Filipino values. Further these values were shown through the scenarios of the short films. Findings show that all of the respondents were in favor of the values shown in the short films. Also, majority of the respondents were willing to support the short film commercials. According to them the values they learned are helpful in their daily life. The findings also show that majority of the respondents recommended the short film commercials. Almost all of the respondents were applying the values they had learned from the short films to their lives.

Conclusions Based on the findings of the study, these conclusions were drawn: 1. Each of the short film commercials contained Filipino values. 2. The values shown in the short films were understood by the respondents. 3. The respondents had positive attitude towards the short film commercials. 4. The respondents had positive response in recommending the short film commercials. 5. The respondents have a positive response towards the application of values from the short film commercials.

Recommendations Based on the conclusions, these recommendations are forwarded: 1. The television stations may produce more and create better short film commercials that could contain more Filipino values. 2. The producers should also conduct their own study to determine the effectiveness of the programs in other places.

LITERATURE CITED

ANDRES, T.D.1995. Developing people by Filipino Values. Values and Technology Management Centre. Pp.54, 65, 74, 80, 83

ANDRES, T.D. 1981. Understanding Filipino Values: A management Approach. New day Publishers II L and St. Project G. Pp.20, 33, 77, 83, 92,120

BYREN, BRINNA eHOW. Television Commercial Facts Retrieved. August 21, 2013 from http://www.ehow.com/about_6637875_television-commercial.html N.D

CARIÑO, I.D AND PEÑALOSA, A.B 1995. Reviving and Developing desirable values in Filipino boys and girls. Cacho Hermanos Inc.

PATTON, DON. OPPOSING VIEWS. Retrieved. August 21, 2013 Demand Media from http://science.opposingviews.com/television-commercial-1462.htmlN.D EUGENE P., Film Advocacy Fundamental. November 14, 2013 from http://www.wisegeek.com/what-is-an-independent-short-film.htm

POSNER, ROY. GROWTH ONLINE. Retrieved on August 29, 2013.Values from http://www.gurusoftware.com/GuruNet/Personal/Topics/Values.htmN.D LLEWELLYN, HOLT, ALLPORT. NETPLACES. A Short History of the Study of Values Retrieved on August 21, 2013 from http://www.netplaces.com/career-tests/values-and-your-career/a-short-history-of-the-study-of-values.htm N.D PITNER, S Retrieved on August 30, 2013.How Television Affects Viewer Values Posted http://suite101.com/article/television-shows-and-societys-values-a100901 PHILIPPINE STAR 2011, Retrieved on August 30, 2013 .http://jatps.hubpages.com/hub/TV-Commercials-In-The-Philippines

TUAZON, RAMON R. Philippine Television: That’s Entertainment. Retrieved on September 30, 2013 from https://www.google.com.ph/search?q=Ramon+R.+Tuazon&oq=Ramon+R.+Tuazon&aqs=chrome..69i57.1303j0j8&sourceid=chrome&espv=210&es_sm=93&ie=UTF-8

MCMAINS, STEVE YAHOO VOICES. 2009 Retrieved on August 21, 2013 Yahoo! Contributor Network Feb 6, 2009 from http://voices.yahoo.com/what-advantages-tv-ads-2620524.html

THE DAILY TRIBUNE. Retrieved on August 30, 2013. Tribunefrom http://www.tribune.net.ph/index.php/life-style/item/15558-gma-network-is-most-awarded-tv-network-at-ua-p-tambuli-awards

Owlie, YAHOO VOICES 2007 Retrieved on September 13, 2013. Sep 12, 2007 Yahoo Contributor Network From http://voices.yahoo.com/the-practicability-educational-television-the-536236.html

Appendix 1
Survey Questionnaire

A. Profile of the respondents

Name:
Age: ______
Sex: ______male ______female
Grade:

B. Top three Short Film commercials Shown

1. What are the short films you have watched?

a.

b.

c.

C. Values Communicated and Values shown

Title of GMA Short Films | Values | Scene where it was shown | 1. | | | 2. | | | 3. | | |

D. Respondents attitude towards the values shown

1. Are you in favor of the values content of the short films?

a. Yes

b. No

Why?

2. Are you willing to support the Filipino short film commercials? a. Yes

b. No

Why?

3. Have you recommended the Filipino short film commercials to your friends/relatives/neighbors? a. Yes

b. No

Why?

How?

4. Are you applying the values you watched from the short film in your life?

a. Yes

b. No

Why?

5. What values are you applying in your life?

Appendix 2

Photo Documentation
Grade IV

Appendix 3
Benguet State University
DEPARTMENT OF DEVELOPMENT COMMUNICATION
College of Agriculture

EDUARDO M. NAOE
Chairman
Elementary Laboratory School
Benguet State University

Sir:
Greetings!
I am Stephanie O. Matay-eo, a senior student of Bachelor of Science in Development Communication (BSDC) major in Community Broadcasting(CommBroad) of Benguet State University. I am conducting my undergraduate thesis entitled “Communicating Filipino Values through Television: Evaluation of Filipino Short Film Commercials among Benguet State University- Elementary Laboratory School”. In this regard, please allow me to spend about 45 minutes each grade from grades 4, 5, and 6. They will be watching the short films at the same time they will be answering the survey questions that will answer the objectives of my study. Rest assured that all information that will be gathered is for academic purposes only. Your approval to this request will be very much appreciated. Thank you and may the great blessing of God be upon you.

Respectfully yours,

STEPHANIE O. MATAY-EO
Student Researcher

Noted:

ANNA LIZA B. WAKAT
Research Adviser