THERE IS no question that Manny Pacquiao is a most effective endorser for any product or advocacy. But there lies the big problem. Because he is sought after by practically anyone who has a product or cause to promote, he seems to be having a hard time saying “No” to these people, and he does not seem to be fully cognizant of the impact of his endorsements on the people he is able to influence.
One such endorsement which probably he should reconsider is his endorsement of a popular beer product. Alcoholism or alcohol abuse is a growing concern in the country. It is well known that it can contribute to the development of various diseases, and can also be a key factor making one prone to commit crimes and get into an accident.
Subliminal communication
Yet, chronic alcohol intake does not seem to be recognized as a medical problem in our country and most countries of the world. And when they see a popular athlete who’s supposedly extremely health-conscious like Manny endorse a beer product, the subconscious impression created in the minds of a lot of people, especially the youth, is that beer-drinking and all the cholesterol-rich pulutans that go with it, is healthy. He may not be saying that directly, but the subliminal communication of this message is unmistakedly strong.
Even alcoholics consider themselves as “social drinkers” and think that gulping down several bottles of beer or a few shots of whisky after a hard day’s work is a well-deserved treat to foster relaxation and friendship. It’s such an acceptable part of any gathering that a mother like Mommy Dionisia would even treat the barkada to one of her delectable dishes.
What is especially worrisome is the strong influence on the youth. At the risk of being redundant, I maintain that the impression a teenager gets from seeing endorsers like Manny, who is seen in the TV ad having such a great time with “friends” including former senator and basketball icon Bobby Jaworski, is such that beer-drinking and alcohol intake must be the in-thing and should be a good thing to do when one gets to be of age. Well sadly, they can’t even wait to be of age and they start early with their equally adventurous friends in tasting the invigorating camaraderie the barkada gets with a few rounds of beer.
I join the call of several advocates against mass-media advertisements of beer and any form of alcohol. I would like to cite excerpts of an article by Pastor Richard Mendoza on the health and other hazards of alcohol drinking which was published in the May issue of H&L (Health & Lifestyle) magazine. I couldn’t have explained it any better than him.
Pastor Mendoza wrote in his article:
“Being a congressman and idolized by many, Manny should be more responsible in his choice of products to endorse. Seeing him on TV advertisements endorsing alcoholic beverages (e.g. beer, wine) lessens my admiration of him. Humble and helpful as he is, I wish he should set a good example—especially to young people—on healthy lifestyle, too. He has so much wealth now, it won’t hurt his pocket if he could sacrifice income from such advertisements for the sake of everybody.
“Alcoholism is a big problem, the health and social cost amounts to billions. Not only do we see drunkards die from liver, lung and heart diseases but accidents, even crimes are committed by some while under the influence of alcohol.
Can save more lives
“If our lawmakers can enact Anti-Smoking laws like R.A. 9211, with its provision banning cigarette advertisement, perhaps they can save more lives and do more for the country by enacting similar laws against alcoholic beverages. I used to see glamorous, popular personalities endorsing cigarettes on TV while growing up, up until 2007. If cigarette ads can be stopped, it’s not impossible for alcohol ads to cease to exist, too. Meanwhile, having nothing to do with the promotion of alcoholic beverages consumption is the least that our lawmakers can do. And that includes the pride of our nation, eight-division champion and No. 1 pound for pound boxer in the world, Congressman Manny “Pacman” Pacquiao!
“God’s Word warns us about the use of alcohol. It says, ‘Wine is a mocker, strong drink is raging, and whosoever is deceived by these is not wise.’ (Proverbs 20:1 KJV)”
I’m sure Manny does not drink a few bottles of beer to end his training day before a big fight. Why should he encourage others to end their day with a few rounds of beer?