Photography in advertising with the Ateneo Marketing Club

Photography in Advertising with the Ateneo Marketing Club

The Ateneo Marketing Club (AMARC), composed of fourth year Marketing students of Ateneo de Davao University, once again invited me for another workshop through their moderator, Ms. Donna Abrina.

Last year, I did a workshop on “photography as an element of advertising and marketing’ for their group. In this digital age, the rise of power in visual communication has reached a peak in social marketing – media that modern marketers use to promote content and brands. Today, photography (and even videography) becomes more crucial to the promotion of a product or service.

Held in the Ateneo campus grounds where they were set free to shoot their group assignments, my lecture was composed of tips and techniques to creating attention-getting images that will lure and turn their viewers into consumers for the products they were promoting. Each group was given a chance to present their entries in front.

For their assignment, I brought items that I myself use – local pride and natural-based products like the Aromacology Sensi Aqua Lip and Cheek Tint, the hypoallergenic Pino Tropika Soap from MySkin, both are Davao’s best which I lent to several groups for their product shoot. I also lent my Fujifilm instant cameras — the Instax Mini90 and Wide 300, and allowed them to borrow my Fuji X-T100, newly launched in the market as an exceptional vlogging equipment for social media practitioners.

The result was surprising (am glad they listened to my talk and picked up on my techniques) – the winning group came out with a shot of a happy user carrying the instax Wide camera, all playful smiles and putting the product in clear view.

The group winners and even those receiving consolation prizes enjoyed amazing items and discount certificates given by Dhan Store (where I often get my gear accessories), gift certificates from Loft Hair Studio in Matina Town Square, Instax prints from Fujifilm Philippines, and products from Aromacology Sensi Philippines. To their surprise, everyone received a bar soap of MySkin Pino Tropika too. The winners also received my signed coffee table magazines of Mindanao 101 from the Dept. of Tourism X1.

Congratulations to the Marketing students as they now prepare for their 1-day academic event that will showcase unique and creative skills through advertising with competitions in Radio, Video, and Poster Advertisement. This Marketing Advertisement, with the theme “Promoting Local Business Diversity through Marketing Technology”, will be held on September 15, 2018 at Martin Hall, 4th floor of Ateneo de Davao University. Another event will be participated in by invited schools, entitled “Spill the Tea” which will be on September 29, 2018 at the Finster Auditorium. Its theme is apt for those who still have to keep pace with these digital youth: “Keeping up with the Millennials”.

(Jojie Alcantara is a long time columnist, photographer, traveler and workshop speaker proudly writing for SunStar Davao for more than two decades. Email at [email protected] or visit








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