Political ads, more than just pesos and cents, are at core about putting across credible messages and getting the votes.

This is the focus of Part 2 of our latest report on the political ads of the top six candidates for president that in the three months before official campaign period had flooded the airwaves.

This report by PCIJ senior researcher-writer Karol M. Ilagan reviews the content, message frames, impact on voters and value-for-money of these “political ads,” according to the trained eye of campaign strategists and pollsters.

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