A "study" conducted by Synergy Business Consultancy (SBC) revealed the most powerful celebrity endorsers in the Philippines, with Manny "Aprub Agad!" Pacquiao, Vicki "Charice's face is getting wider" Belo, and Venus "Major Major" Raj topping the list. These are people who will be paid millions by Big Corporate to stand behind their products flashing their winning smiles at their adoring fans.
Buying a product on the basis of the celebrity endorsing it is the lowest form of consumerism. Not surprisingly, the SBC study which involved a survey of 1,000 Metro Manilans aged 15 to 60 years "revealed that 67% of its respondents bought a product or availed of a service due to a celebrity endorser".
The fact of 67% of the inhabitants of the nation's political, economic, and cultural capital making their purchasing decisions that way, plus the nature of the sure-thing endorsers themselves -- a dole-out King, a plastic "surgeon", and a pretty face who couldn't philosophize her way out of a paper bag reflects on the character of a society.
One thing's certain, both the celebrities and their employers will be laughing all the way to the bank, while the Filipino will go home with the products they deserve.