BRIDGING THE GAP
Post-WWII business ads in Iloilo City
Soon after the Second World War had ended, what were some of the business establishments that operated in the City of Iloilo? How did they advertise their goods and services in locally printed publications, like the Makinaugalingon and the Almanaque Panayanhon, for example?
Among those that put up advertisements in locally printed reading materials were some educational institutions in the City. Panay College was a school located in Burgos Street, Luna, La Paz and the courses that it was offering at that time were Law, Commerce, Liberal Arts, Secretarial, Education, Vocational and Junior Normal, and Home Economics. It advertised itself as "Escuelahan sang mga Filipino, Escuelahan sang mga Imol, Escuelahan sang mga Matutom Magtuon, kag Escuelahan sang mga But-anan nga mga Kabataan". The Pasquin Memorial Institute, also in Burgos Street, La Paz, publicized itself stressing on easy employment after graduation. Its ad was "Kon gusto mo nga madali makakita sang obra ang imo anak patun-a sa Pasquin Memorial Institute, agud madali lamang ang iya pagtu-on, kag indi ikaw magastohan sing madamu nga cuarta, apang madali sia makakita sing ubra". The Iloilo Maritime Academy at Muelle Loney tried to build on the reputation, "The only Nautical School in the Visayas". Take note that the language used in two of the ads was Hiligaynon which presumably appealed to the poor and more nationalistic Filipinos.
Other schools that publicized themselves were those in the fashion and beauty business. The Parisiene School of Fashion made known itself as "Recognized by the Government to Issue Diplomas". It offered Dressmaking-Hair Culture, Flower Making, Men Garments and Machine Embroidery. A similar fashion institution, the Armamento Fashion School in Guanco Street advertised itself as "Recognized by the Government". It offered Dressmaking and Designing, Hair Science and Beauty Culture, and Pre-and Master Men's Tailoring. Still another school of the same nature that had the sale-pitch "Learn Modern Fashion and Beauty Courses" was the Pioneer Institute of Arts and Fashion at Corner De Leon-Mabini Streets.
Some eateries also advertised themselves on print. Eddie's Lunch Counter at the Central Public Market made itself known as "The Most Modern Kitchenette in the City". Art's Cafe, also in the same place, identifies itself as "The Home of Delicious Food". Loling's Carinderia Y Cafeteria at 770 Ledesma Street wanted to be known as an establishment with "Excellent Service -- Low Rate". Another one that called attention to it with "The Best Service Available" was Everybody's Inn Carinderia-Cafeteria. A bakery, Panaderia de Molo at Iznart Street tried to attract customers by its ad, "For the Best Cookies and Hojaldres".
Those with the greatest number of advertisements were those in the business of fashion and beauty. This was a testimony to the Ilonggo's penchant for fashion and utmost attention to beauty. J.M. Trespeses Dry Goods Store in front of the Central Public Market in Aldeguer Street introduced itself as "The House of Ready Made Dresses at Reasonable Prices". Prince Fashion, Dressmaking and Tailoring had this to say of itself: "Every Man Deserves The Best", while Darling Mode Tailoring in Ledesma Street like to talk of itself with this come-on: "Your Taste and Style is Measured by the Daily-Cut of the Modern Fashion".
In addition to the above, there were many others such as Eddy's Tailoring in Guanco Street that had the ad, "To Try is the Best"; A. Dichoso tailoring in Ledesma Street with "For any style or Up-to-Date Cut and Expert Master Cutter"; Sports Model Tailoring in Iznart Street that capitalized on "Smart Cloth for Smart Men"; and the one heralding itself with "The Emporium of Quality Clothes" was the Washington Tailoring and Dry Cleaning. There was one that had a Hiligaynon ad, "Suno sa inyo luyag handa sa pagtabas", the Jaro Fashion Tailoring. E. Nales Tailoring at the Central Public Market, Guanco Street called the attention of costumers to its "For fitness, elegance and latest style". Dixon Tailoring in Ledesma Street, on the other hand, had this come-on, "Offers you the best available, most up-to-date model to suit your taste" and Loreta B. Manon-og General Clothiers in Aldeguer Street capitalized on "Ready Made Dresses at Reasonable Prices".
To meet the grooming needs of the Ilonggos were a number of beauty parlors, some of which also advertised themselves. The Up to Date Beauty Parlor at J.M. Basa Street tried to attract clients by its "Excellent Service at Reasonable Prices". In Ledesma Street, the Violeta Beauty Service wanted itself to be known with "Excellent and Prompt Service, New Apparatus". Another one, also in Ledesma Street publicized itself as "Selling all kinds of machineless pads, solutions and accessories". This was the R. Justiniani Beauty parlor Supplies.
As one can see the Ilonggos even in the 1940s and the 1950s were already conscious of the importance of advertising on print their businesses. What is obvious, however, is that judging from their ads, there were still no professional advertisement agencies at that time. Each one was responsible for his/her own ad. Also, significant is that ads in Hiligaynon were still common which is a rarity nowadays.