87. THE CAROLS OF CHRISTMAS: Christmas Traditions in Philippine Ads

CHRISTMAS CAROL TRADITION, theme of a corporate ad from Shell, 1957

Christmas carols began in the west, and the earliest  one in modern form was written in 1410. The carol was about Mary and Jesus meeting people in Bethlehem. Most Carols from this time were loosely based on the Christmas story, sung by minstrels wherever they went.

CAMAY CHRISTMAS CAROLS----FREE! 16 favorite carols in a free booklet! 1964

The Americans introduced their English carols here and has since become a part of the Filipino Christmas tradition. As early as November, you would find children carolers out on the streets, singing Christmas carols from house to house spreading musical cheer, accompanied by improvised instruments like tansan tambourines and tin can drums.

Christmas carols available to Filipino carolers were mostly  in English---Silent, Night, Jingle Bells, O Holy Night, Joy to the World.  Local versions were made by translating these into English.

STANDARD CHRISTMAS CAROLS. From Standard-Vacuum Oil Co. 1957

The first known Christmas carol was originally composed in Cebuano by Vicente D. Rubi and Mariano Vestil in 1933. “Kasadya ning Táknaa”(How Blissful is this Season) was translated into Tagalog  by Josefino Cenizal in 1938 but the lyrics of Levi Celerio done in the 50s, remained to be the most popular. This carol is widely known today as "Ang Pasko Ay Sumapit".

PILIPINO TRANSLATIONS OF "Silent Night" and "Jingle Bells" in a
Satndard-Vacuum Oil ad. 1957

After being given their envelopes or coins, the carolers end their visit on a note of gratitude by singing: "Thank you, thank you, ang babait ninyo ...thank you...."

These ads celebrate our caroling tradition, from our holidays of the past that are now long gone, but never forgotten.

14. To Die Is To Rest: LOYOLA MEMORIAL PARK ADS, 1966

For All Saints Day 2015, let's take a look-back at the print ads of  LOYOLA MEMORIAL PARK, a private-owned memorial park set on a sprawling area of 36,000 sq. meter land along Bonifacio Ave. in Marikina. It was developed in 1965, making Loyola the oldest, and one of the biggest and most prominent memorial parks not only in Metro Manila but also in the Philippines.

In 1966, Loyal Memorial park ran print ads that tastefully did a soft-sell of its memorial plans and programs using age-old Filipino memorial traditions:

 "Patapos" or "pa-siyam"  a custom where friends and families gather to culminate 9 nights of prayer for a departed loved one.

The other is "Babang-Luksa", the passing of the one-year mourning period. The black clothes worn by women are tucked away so clothes of color could be worn again.

This time-honored tradition signifies our resignation to bereavement and our renewed faith in tomorrow.