...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...
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