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Life
6 NEW BOOKS EXPLORE THERAPHY DOGS, CAT MEN D2
BusinessMirror
Friday, March 4, 2016
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Hawking celebrity
Are movie stars worried about ‘selling out’ when hawking consumer goods and services? BY NARA SCHOENBERG Chicago Tribune
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AYBE you’ve caught Amy Schumer’s breakout movie Trainwreck, her awardwinning TV show, or that high-profile Golden Globes appearance with good pal Jennifer Lawrence. If not, there’s always the Budweiser commercial. Schumer’s campaign-themed ad, which premiered during the Super Bowl and has played almost nonstop ever since, is one of many signs that hawking consumer goods on TV isn’t just for has-beens and B-listers anymore. Matthew McConaughey began his moody Lincoln TV commercials within a year of his best actor Oscar win for Dallas Buyers Club. Oscar winner Charlize Theron appears in TV ads for Dior’s J’adore perfume, and Mila Kunis—whose credits include Black Swan and Ted—is gamely hoisting whiskey barrels on behalf of Jim Beam. Anyone old enough to worry about “selling out”— and, yes, the term does date you—will be scratching his or her head. But experts say that millennials, those between 15 and 34 who are increasingly driving consumer and popular culture, are quite comfortable with big actors plugging products. This is a generation that’s at home with rap music’s embrace of luxury brands, Taylor Swift’s CoverGirl ads, and the commercial-entertainment juggernaut that is the Kardashians. “This is the most marketed-to generation in human history,” says Lindsey Pollak, author of the best-seller Becoming the Boss: New Rules for the Next
Generation of Leaders. So while their parents, the idealistic Baby Boomers, might be miffed to see a movie star in a TV commercial, millennials would likely see the situation as unexceptional, Pollak says, and move on to the questions that do concern them. “What millennials use as their gauge, more than anything else, is transparency,” Pollak says. “With the celebrities that you mentioned, they’re very transparent. With Amy Schumer, it’s ‘I’m hawking for Bud. I’m doing a commercial. I’m not hiding it—this is who I am. I’m using my celebrity to sell a product.’” The concept of “selling out,” or trading your artistic principles for financial gain, still resonates among Baby Boomers and the grumpy Gen-Xers who followed, and big-name actors still head off to Japan to film coffee, cell phone, liquor and fashion ads that, by mutual agreement, cannot be televised in the United States. In 2012 George Clooney addressed the issue directly during a Newsweek Oscar roundtable (warning: graphic language), saying he makes a lot of money doing coffee ads overseas. “You do?” he was asked. “I do and I don’t give a [expletive],” Clooney said. “People will go, ‘Oh, that’s a sellout,’ and you go, ‘You know what? [Expletive] you.’ I don’t rape the budget of a movie. We shot Ides of March for $12 million. We shot The Descendants for under $20 [million]. We’re not killing the budget on the film, so we get to make those films and if they make money, then good. Then they made money. But I’ll go make money somewhere else. I’m interested in movies. That’s what I like to do.” The concept of compromising art for commerce
features prominently in the recent T-Mobile ad featuring Drake singing his mega hit “Hotline Bling,” but here it’s played for laughs. A bunch of clueless marketing types keep asking Drake to change his song to include information about data charges and upgrade eligibility, and he agrees with an attractive mix of irony and good cheer: “Fantastic idea! These changes don’t ruin the song at all!” In the end you learn that he’s really pitching for T-Mobile, which apparently wouldn’t make an artist do this kind of cheesy rewrite. In the Golden Age of Hollywood, top actors did print ads, but by the 1960s attitudes were changing. Boomers took their anti-establishment street cred seriously (“Don’t trust anyone over 30”) and they took sides: You were for the Vietnam War or against it, for civil rights and women’s rights or opposed, a member of the hippie counter-culture or a puppet of mainstream consumer culture. Big movie stars who wanted to be taken seriously steered clear of TV ads—in the US, at least. By the 1980s Paul Newman was doing commercials in Japan. In the 1990s stars including Brad Pitt, Harrison Ford, Mel Gibson and Jodie Foster appeared in Japanese ads, according to Japander.com, which defines a Japander as “a western star who uses his or her fame to make large sums of money in a short time by advertising products in Japan that they would probably never use.” The word can also be used as a verb. There was a ripple of surprise—and discontent— when Brad Pitt filmed a lamentably goofy Chanel ad that aired in the US in 2012, and YouTube comments sections suggest that some viewers still see a TV ad as a step down for a star.
“My guess is there are some purists” who object to the ads, says Neal M. Burns, a professor of advertising at the University of Texas at Austin. “If Marlon Brando had been advertising for Lexus, I wouldn’t have been happy.” But millennials tend to reject the kind of stark either/or thinking that pits artistic purity against crass commercialism. Tiger Woods famously proclaimed, when asked about his ancestry, that he was Cablanasian—or all of his ancestries, Caucasian, black, Native American and Asian. He wasn’t going to choose; he was going to include—in effect, he was rejecting the boomer dichotomy implied by the question. “Being your own brand, being your own identity, kind of plays into [everything for millennials],” says Pollak, an expert on millennials in the workplace. The attitude is, “I’m going to make my own choices. I’m not going to judge you for whether you get married or not, or have children, or when you do that—there’s no timeline anymore.’ It’s something I admire about them,” Pollak says. There are economic factors too, Pollak says. Because of the financial crisis and student debt, a lot of millennials have side gigs—they may be launching an app while they’re working at a bank— and they embrace that duality. “You don’t just have to be an actor. You can be an actor and a pitchman for a brand and a singer and a perfume designer,” Pollak says. “You can be multiple things, as opposed to just a doctor. Or just an actor. I think there’s a lot more understanding that people have multiple facets and multiple income streams.” ■
LIFE
D1
INNOVATION AT ITS FINEST
Motoring
Editor: Tet Andolong
Friday, March 4, 2016 E1
INNOVATION AT ITS FINEST T
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HERE is a reason for every multipurpose vehicle (MPV) follower to rejoice, as Toyota Motor Philippines finally unveiled the all-new Innova. Also, the arrival of this wellloved MPV completed the country’s leading automotive company International Innovative Multipurpose Vehicle (IMV) lineup upgrade. Along with the latest Hilux and Fortuner models, the new-generation Innova literally took the center stage in the recent launch event at the majestic Bellevue Hotel and Resort in Panglao, Bohol. It may no longer be a surprise for this writer and most of the motoring journalists who witnessed the preview earlier this month, but the impact and excitement were still there to see the official introduction. No less than Executive Chief Engr. Hiroki Nakajima revealed the various enhancements involved in the overall design concept.
He shared the vision for the Innova to be “The MPV designed for Multiperformance.” With the primary objective to change the typical MPV appearance to be more luxurious, Nakajima further explained, “I am confident that this groundbreaking image will satisfy customers who are looking for something special, in addition to the Innova’s much-loved heritage.” True enough, the exterior styling has evolved into a wellsculpted frame with more evident character lines and profiles. The fascia alone already boasts of an entirely fresh set of slender headlamps aligned to the upper portion of the pronounced front grille with blended glossy dark tone. C E
FRESH and revolutionized
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RORY MAKES SWITCH
Sports
DISRUPTION in airport operation looms, after the Manila International Airport Authority (Miaa) threatened to cancel the seasonal access pass of the Airline Operators Council (AOC), an organization representing more than 30 international airlines flying out of the Ninoy Aquino International Airport (Naia).
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| FRIDAY, MARCH 4, 2016 mirror_sports@yahoo.com.ph sports@businessmirror.com.ph Editor: Jun Lomibao Asst. Editor: Joel Orellana
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ONTGOMERY, Texas—An 11-year-old boy on Wednesday played the opening shot on a new golf course with codesigner Tiger Woods watching—and scored a hole-in-one. South Texas Professional Golfers’ Association (PGA) junior Taylor Crozier stepped up to the first tee at The Playgrounds at Bluejack National, and knocked in the inaugural shot on the 81-yard par three, sending the crowd—and Woods—wild. Woods posted the YouTube video on his Twitter page. He ran over to the boy and gave him a big bear hug, smiling and laughing, then shouting to the crowd: “inaugural shot and he holes it!” Woods has been off the PGA Tour as he recovers from back operations. AP “I feel like it’s something I’m going to stick with regardless of what the outcome is tomorrow or this week or next week,” he said. “I really do feel like it helps me put a stroke on it that I want to. It’s a great feeling. I feel like it gives my putting stroke a bit more of a better rhythm, as well, a better flow. Look, if it doesn’t work right from the get-go tomorrow, you’re not going to see me on Friday morning putting conventional again. It’s something I’m going to stick with for a while.”
‘I’M NO AMERICAN’
MCILROY used three words to try to diffuse a question about Donald Trump’s presidential campaign and how it affects a World Golf Championship played at a Trumpowned golf course. “I’m not American,” McIlroy said, as the room broke into laughter and some applause. McIlroy, the 26-year-old from Northern Ireland, knows all about the distractions Trump can cause even when politics aren’t involved. A year ago, McIlroy slung his 3-iron into the water left of the eighth hole out of frustration. Trump hired divers to fish it out, and the practice range on Sunday morning at Trump National Doral became a sideshow when Trump presented the 3-iron to McIlroy. Now it’s about politics. A local news reporter asked a 72-word question that McIlroy handled with ease. The reporter followed with more generic questions about whether the political “shenanigans” would be a distraction. “He’s not going to be the leader of my country,” McIlroy said, drawing more laughs. “Look, it really doesn’t bother me too much. I’ve been following it. I really thought I knew what politics were until I started to watch some of these presidential debates. I mean, not saying that the political system in Northern Ireland is too strong at the moment either. It is...it’s shocking. “Look, I can’t vote,” he said. “And if I were to vote, I’m not sure I would want to vote for any of the candidates.” McIlroy’s primary residence is about 90 minutes north in Jupiter.
RORY
MAKES SWITCH
A DOUBLE-CRESTED cormorant attempts to swallow a large fish it caught in a water feature near the 10th tee at the Cadillac Championship. AP
SPORTS Players avoiding Rio as if Olympic golf is bad idea
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The Associated Press
HE plane was ready, so that wasn’t the issue. Professional Golfers’ Association (PGA) Commissioner Tim Finchem had a free charter lined up for the best players in the world to jet down to Brazil, play 18 and head back home. The occasion was a test event for the new Olympic sport on a golf course built specifically for the games in August. The problem was no one wanted to go. Not on a charter, or even a fast boat. Instead, a few local players will try out the course next week to make sure it is ready for golf’s return to the Olympics for the first time in 112 years. A couple of threesomes, with maybe some lunch thrown in afterward. Who knows, they might even share some tips on the new course—completed last November after years of delays—with the stars of the game. That, of course, is assuming the stars decide to play for their countries when the Olympics finally roll around.
No real explanation was given why no one raised their hand to play, other than scheduling difficulties. Finchem said in January that arrangements had been made to fly the top players in for the test event, something mandated by the International Olympic Committee (IOC) for every sport. It could be they just haven’t caught the Olympic spirit, yet. The last time golf was in the Olympics was 1904, so there’s not the familiarity of playing for a gold medal as there is in competing for a green jacket. Or maybe this whole golf in the Olympics thing was simply a bad idea to begin with. It’s not like the Olympics, already bloated beyond belief, needed new sports. Baseball and softball have been begging the IOC to be let back in the games, only to be told there are only so many medals to go around. Somehow, though, golf found a way to sneak in. There was something about the pitch made about the possibility growing the game in poorer countries that appealed to the rich folks who run the IOC, though it’s doubtful any of the millions of
Brazilians who live in the slums, called favelas, will be teeing off on the Rio course anytime in the near future. A bad idea indeed. So bad that it’s hard to figure out just how the powers of golf were able to grease the skids with IOC members to make it happen. Forget that it makes little sense to take players who compete against each other nearly every week anyway and put them in a 72-hole stroke play format they play every week so they can win a few trinkets to hang around their necks. Forget that the Ryder Cup and the Presidents Cup are already established international events with the kind if history and excitement that Olympic golf will never generate. Forget that taking the top 2 male and female players from participating countries—some of whom won’t be close to cracking the top 100 in the world—will make the field weaker than the John Deere Classic. It’s already clear the players aren’t exactly rallying around the five-ring Olympic flag. They’ve got better things to do in upcoming months, preparing for the
traditional four major championships and, for some, the Ryder Cup in early October. You certainly can’t blame them for not going to the test event. The top ones are in Florida this week, where they’re playing Donald Trump’s course at Doral with a $1.62 million first prize at stake. Good chance the Donald himself will helicopter in over the weekend to pay his respects, and next week there’s another $6.1 million for players to share at the Valspar Championship. Sure beats playing for $5 skins and fighting off Zika-laden mosquitoes in Brazil. The refusal of any players to go to Brazil for the test event does more than reflect a widespread ambivalence toward the Olympics. It’s a statement that chasing dollars on the PGA Tour is far more important than chasing Olympic gold. That may change as the Olympics draw closer. But for now playing for Olympic gold seems more like an abstract concept than anything else. With good reason, perhaps. It has, after all, been 112 years since it’s been done.
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ADEC, A.I.M. SIGN M.O.U. ADEC Innovations Foundation and the Asian Institute of Management (AIM) finally ink a memorandum of understanding (MOU) to further advance the development of public-private partnership (PPP) standards for the global health sector by examining and analyzing PPP issues in the Philippines. Signing the MOU are (from left) ADEC Innovations Foundation Vice President Roberto Figueroa, ADEC Innovations Foundation Trustee Lilian Reventar, ADEC Innovations Foundation CEO James Donovan, AIM President, CEO and Dean Jikyeong Kang and AIM Executive Director Manuel de Vera. ALYSA SALEN
‘2015 exports likely fell 2%’ T
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RORY MCILROY signs autographs for fans during the practice round at the Cadillac Championship on Wednesday. AP
The Associated Press
ORAL, Florida—Rory McIlroy is shaking up his putting technique by going to a cross-handed grip for the Cadillac Championship, and he plans to stick with it. McIlroy posted a video on Instagram that showed him putting with the left hand low, and then he confirmed on Wednesday in his news conference that it was worth a try. He said he typically practices that way to make sure he keeps the right hand from influencing the putting stroke. “It’s a drill that I’ve always done,” he said. “And I’ve putted a lot just with my left hand. It’s one of those things where the drill started to feel a little bit better than the real thing, so I’m just going to stick with it.” The catalyst for change was the Honda Classic, where McIlroy missed the cut with rounds of 72-72. He said there were a couple of putts in the second round that he knew he was going to miss before he even made contact because his right hand was too active. “So it was, ‘I need to do something here,’” he said. “I was sort of playing around with a few different grips on the putting green over the weekend. This one felt more natural to me because I’ve done it before and I do it quite a lot when I’m just practicing in drills. I thought, ‘Why not give it a go?’” McIlroy plays the opening two rounds at Trump National Doral with Jordan Spieth and Jason Day, the two players ahead of him in the world ranking. Spieth also putts with his left hand low, and he is regarded among the best mediumlength putters in golf. McIlroy said he used the cross-handed grip at times during his rookie year on the European Tour in 2008. Since then, he has won 18 times around the world, including four majors. The Masters is just over a month away, the one major McIlroy needs to complete the career Grand Slam. It sounded as though he would be taking that grip to Augusta National.
These affected airline personnel are not like any ordinary office clerical staff who perform trivial tasks.”—AOC
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FIRST SHOT, FIRST ACE
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MOTORING
Friday, March 4, 2016 Vol. 11 No. 14
Miaa, AOC feud threatens to disrupt Naia operations
Implementing the new Naia ID pass would result in the Miaa’s “unjustified, questionable and unsupported claim for unpaid bills, including interests and penalties, some of which date back to the 1970s,” the AOC said. Instead of waiting for the
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Henry Ford Awards Best Motoring Section 2007, 2008, 2009, 2010 2011 Hall of Fame
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INSIDE
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A broader look at today’s business
HE strong performance of the services sector, as well as the projected recovery in the outward shipments of merchandise goods, will boost export growth this year, an official of the Department of Trade and Industry (DTI) said on Thursday. Senen M. Perlada, director of the DTI’s Export Marketing Bureau, said services exports account for about 30 percent of the country’s export receipts. The sector, which is projected to sustain its growth this year,
$29B Projected services export receipts this year
propped up the country’s export performance last year. “Based on our calculation, merchandise exports declined by 5.6 percent. But when it comes to total exports, the decline may have narrowed to 2 percent because of the
services sector,” Perlada told reporters in an interview. Earlier, the DTI official said exports in 2015 may have contracted by 2.8 percent to 4 percent compared to the level posted in 2014. He said services exports last year may have amounted to $27 billion and may go up to $29 billion this year. With electronics expected to do well this year, the government is confident that 2016 export figures will be better. Outward shipments of electronic products account for nearly half of the country’s S “E,” A
Asean powerless to stop China sea incursions–Mahathir
We are dealing with a very powerful country. We can’t tell them, ‘Look, don’t do this, don’t do that, or I will bash your head.’”—M PESO EXCHANGE RATES ■ US 47.2600
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OUTHEAST Asian nations are hemmed in on the disputed South China Sea, avoiding confronting China because of its sheer clout, according to former Malaysian leader Mahathir Mohamad. W hile countries like Malaysia may risk further Chinese encroachments by not taking a tougher stance on their claims, there are few alternatives, Mahathir said in a February 25 interview with Bloomberg Television in Kuala Lumpur.
“Can Asean go to war with China?” Mahathir said. “We are dealing with a very powerful country. We can’t tell them, ‘Look, don’t do this, don’t do that, or I will bash your head.’” China is the largest trading partner of the 10-member Asean and has pledged sorely needed infrastructure investment funds to the region as part of its plan to build a new maritime “Silk Road” trading route from China to the Middle East and onto Europe.
TELCOS: BLAME PHL’S POOR INTERNET SERVICE ON GOVT B L S. M
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TEADY improvements in the telecommunications industry were seen toward the end of 2015, data from research firms showed, as operators stepped up investments in their data networks. According to the latest Asia Network Quality Report of JP Morgan Securities, advances were most felt in the carriers’ 3G mobile data service, as the country’s average 3G download speed increased from 1.77 megabits per second (Mbps) in the third quarter to 2.09 Mbps in the fourth quarter of 2015. Data from crowd-sourcing wireless coverage research firm OpenSignal showed that 3G download speed in the Philippines is now higher than in Thailand’s, at 1.46 Mbps; Japan, 1.56 Mbps; and Hong Kong, 2.05 Mbps. Note, however, that these
15,000
The current number of cell sites in the country, way below the required 65,000 cell sites for better Internet service
countries have wider and fa r more adva nced LT E coverage, which is, to date, the fastest wireless data technology available. Among Philippine carriers, wireless services provider Smart Communications Inc. set the pace in this period, raising its average 3G download speed from 1.66 Mbps in the third quarter to 2.54 Mbps in the fourth. “The report highlights the strategy we’ve embraced in our network investments. S “T,” A
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■ JAPAN 0.4165 ■ UK 66.5421 ■ HK 6.0808 ■ CHINA 7.2145 ■ SINGAPORE 33.8442 ■ AUSTRALIA 34.4667 ■ EU 51.3716 ■ SAUDI ARABIA 12.6060
Source: BSP (3 March 2016 )