BRIDGING THE GAP
Post-war advertisements in Iloilo (II)
Printed advertisements were already popular in Iloilo City in the late 1940s and early 1950s, as evidenced by their considerable number in periodicals. Other than tailoring shops or dress shops and beauty shops, there were eateries, bakeries, drug stores, lodging houses, schools, vehicle parts, general merchandising stores, medical services, and transportation companies vying for attention.
For eateries, the catch-on had always something to do with the quality of food, the kind of service, and the condition of the place. "The House of Delicious Food!" was that Art's Cafe at the Iloilo City Public Market advertised itself. Everybody's Inn Carinderia-Cafeteria had this publicity: "The Best Service Available" while Loling's Carinderia y Cafeteria in Ledesma Street had a similar come-on with its "Excellent Service -- Low Rate". Eddie's Lunch Counter at the Iloilo Public Market, on the other hand, trumpeted itself as the "Most Modern Kitchenette in City". A bakery, Panaderia de Molo, in Iznart Street had "For the Best in Cookies and Hojaldres" as its customer-call.
A good number of schools in the city advertised themselves on print. Armamento Fashion School in Guanco Street capitalized on being "Recognized by the Government". Similarly, Parisiene School of Fashion advertised itself as "Recognized by the Government to Issue Diplomas". Pioneer Institute of Arts and Fashion in corner De Leon-Mabini Streets tried to attract enrollees through its "Learn: Modern Fashion and Beauty Courses". On its part, the Iloilo Maritime Academy in Muelle Loney wanted itself known as "The only Nautical School in the Visayas".
Interestingly, two schools advertised themselves in Hiligaynon. Panay College's publicity was: "Escuelahan sang mga Filipino, Escuelahan sang mga Imol, Escuelahan sang mga matutom magtuon, kag Escuelahan sang mga but-anan nga mga Kabataan". Pasquin Memorial Institute in Burgos La Paz, on its part, had this advertisement: "Kon gusto mo nga madali makakita sing obra and imo anak patun-a sa Pasquin Memorial Institute agud madali lamang ang iya pagtuon, kag indi ikaw magastohan sing madamu nga cuarta, apang madali sia makakita sing obra".
Drugstores and those offering medical services had their own brand of advertisements. Farmacia Alicia in Iznart Street called attention through its "Prescriptions Carefully Dispensed" while Teasy's Drug Store in Rizal Street attracted the public's interest through its "Known as the Cheapest Store in Town; Sympathetic Attention to Customer's needs". A physician, Dr. Juan de los Santos, advertised himself as "Mechano-Therapist, Masajista, American University and American College of Mechano-Therapy Graduate, Chicago, Illinois, U.S.A. in 1924". It called attention to his being state-side trained.
A lodging house, the National Inn in J. de Leon Street, advertised itself as having "Courteous Service -- Moderate Rate -- Palatable food to suit your taste". Lix and Co., Inc. Printing Press in Ledesma Street had this publicity: "You will be pleased with our low rate charges and you are assured of our craftsmanship; Your inquiry is courteously attended and given prompt attention". Bamo's Studio in J.M. Basa Street had a Hiligaynon ad: "Ang sampaton nga manuglaragway nga ginakakunyagan gid sang tanan".
The Visayan Shipping Co., Inc. in Muelle Loney advertised its transportation business through "Madasig, Matinlo kag Maayo ang Servicio". A vehicle spare parts dealer, S. Mercado and Sons in Mabini Street publicized itself as a "Dealer in all kinds of Truck and Auto Spare Parts". Torilla Enterprise, a general merchandising store, in Ledesma Street had "For your welding gasses, medical oxygen and supplies and fishing materials". A famous plow-maker, Vargas Plow Factory in Delgado Street, appealed to farmers through its Hiligaynon ad: "Fabricante sang Bantog nga Arados 'Vargas' kag Iban pa nga Kasangkapan sa Panguma". Finally, The Zaldivar Printers, In and Outdoor Advertising in Ledesma Street offered its services through "In All Kinds of Painting Problems See Us, We will Handle Them Always With Care".