Republic of the Philippines

DEPARTMENT OF EDUCATION
Region I
Division of Ilocos Sur

MAPEH - ARTS 10
LESSON TITLE:

Media-Based Arts and Designs in the

Philippines
QUARTER: 3 MELCS Nos. 1, 2, and 7

1. Identify the different media-based arts in the Philippines and its elements.
(A10EL-IIIb-1)
2. Explains the characteristics of media-based arts and design in the
Philippines. (A10PR-IIIc-e-2)
3. Identifies representative artists as well as distinct characteristics of media-
based arts and design in the Philippines. (A10EL-IIIa-2)

Developed by
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Writer: Eladia A. Canosa, T I (Sulvec IS)
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Evaluator/s: Winifredo P. Pe Benito, T III (Caoayan NHS)
Maricel L. Burgos, T III (Mabilbila IS)

Administrators: Jorge M. Reinante, SDS

Nestor C. Heraña, ASDS
Maria Salome R. Abero, CID Chief
Jowell T. Pilotin, EPS-MAPEH

“Whenever you read a book, you learn new information that otherwise would not
have known”.

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 Hello! How are you feeling today? This self-learning kit is crafted for you to study
at home. It is a self-paced learning material intended for you to explore and study
independently equipped with your own capabilities. This pandemic must not impede you
from learning. Guidance and motivation from parents, guardians, friends and relatives is
encouraged for better understanding of the lesson.

Specific and friendly instructions are given in every lesson and activity. Remember
to carefully read the instructions before answering each activity and assessment as part
of the module. Answer this self-learning kit honestly.

You can answer this self-learning kit in your most convenient time and place.

Please DO NOT WRITE anything on this learning kit. Kindly use separate sheets
of paper in answering the pre-test, self-check exercises and post-test.

Are you ready? Brace yourself and let´s do it!

At the end of the lesson, you are expected to:

1. identify the different media-based arts in the
Philippines and its elements; (A10EL-IIIb-1)
2. explains the characteristics of media-based arts and
design in the Philippines; (A10PR-IIIc-e-2) and
3. identifies representative artists as well as distinct
characteristics of media-based arts and design in the
Philippines (A10EL-IIIa-2)

Hello! What have you accomplished

today? Are you done with your daily routines like
your household chores and workout? Have you 2
seen how arts is expressed and evolved through
technological breakthroughs and advancements
nowadays? In this learning material, you will
 I. AM I IN OR OUT?
DIRECTIONS: Read carefully each statement. Write T in the blank before each
sentence if the statement is true, and F if it is false.

______ 1. Photography came from the Greek words “photos” which means light
and “graphos” which means lighting.
______ 2.The film editor conceptualizes the scenes, directs the acting, and
supervises the cinematography and finally the editing and sound dubbing.
______ 3. E-book is an example of a print media.
______ 4. One major field that relies greatly on print media is advertising.
______ 5. Product and industrial design is seldom applied to furniture, lighting and
interior accessories.

II. THE WHO?

DIRECTIONS: Identify the following artists and choose the letter of your answer on the
give choices.

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 1. A. George Tapan 2. A. Lino Brocka
B. Michael Chua B. Mike de Leon
C. Ishmael Bernal C. Laurice Guillen

3. A. Marilou Diaz-Abaya 4. A.Maryo J. delos Reyes

B. Antoinette Jadaone B. Peque Gallaga
C. Cathy Garcia-Molina C. Kenneth Cobonpue

5. A. Josie Natori
B. Rajo Laurel
C. Laurice Guillen

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 The previous quarter provided you an overview of the
phenomenal breakthrough of the electronic or digital media available in
today’s technology-driven world.
In this quarter, you will have an outline of the art elements in the
various media-based arts in the Philippines like photography, film, print
media, and industrial design.
Technological advancement continues to propel towards the
directions that each of these forms has taken. This resulted to
innovations in techniques and creations applied to all today’s media-
whether physical and tangible, or virtual in cyber space.
In learning the topic, you will be able to appreciate media-based
arts.
In this sense, you will also be able to express yourself through
an artwork originally made by you.
.
PHOTOGRAPHY
In its early stages during the late 90th century, photography was viewed solely
as a technical process of recording visible images by light –sensitive materials. In fact, its
very name – from the Greek “photos” (meaning light) and “graphos” (meaning writing) –
states this process literally.
Photography is also considered one of the most compelling means of
expression and communication. Next to the printed word, the photographic image is
today’s most important means of giving information and ideas, expressing emotions,
telling stories, and advocating causes.
Photography has two distinctive characteristics: immediacy and detail. An
image recorded by a camera has a sense of authenticity because the lens captures the
image objectively; the resulting photograph is regarded as ‘true to life’ and ‘of the
moment.
GEORGE TAPAN
He is an award-winning travel photographer best known for winning two Pacific
Asia Tourism Association (PATA) Gold awards, an ASEAN Tourism Association award,
and first place in the 2011 National Geographic Photo Contest.

George Tapan Into the Green Zone

George Tapan, 2011
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JOHN K. CHUA
He is a well-known advertising and commercial photographer with over 40 years
of experience in this field and numerous local and international awards and recognitions
for his work.

John K. Chua Snake Island, Palawan

John K. Chua
FILM
As its early name “motion pictures” declared, film brought yet another dimension
into play – that of moving images. It became a powerful social and economic force, and a
legacy of the 20th century to the world.
 Cinema- another term for film
 Motion pictures- early name of film
 Live theatre- the only form of acting before
Allied Arts
 Film Director- He or she conceptualizes the scenes and directs the acting.
 Film actors/ Acting- had to learn to express themselves without the exaggerated
facial expressions and gestures used on stage
 Cinematography- the art of film camera work. This captures the director’s vision of
each scene through camera placement and movement, lighting, and other special
techniques.
 Editing- it is the art of selecting the precise sections of film, then sequencing and
joining them to achieve the director’s desired visual and emotional effect.
 Production/Set design- this is recreated in physical terms through location, scenery,
sets, lighting, costumes and props.

Film Genres  Horror and  Biographical films

 Silent films and
Fantasy films
Slapstick comedy  Western or
films “Cowboy movies”
 Gangster movie  Movie musical
 Animated feature  Disaster films
films  Thrillers or
suspense films
 Historical films
 Film epics
 Film adaptation of
literary classics
 Futuristic or
science fiction
films
 Special effect
movies

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  Documentary films  Art film
LINO BROCKA
He is the Philippines’ greatest director and regarded as one of the most influential
Filipino filmmakers in Philippine cinema history.

Lino Brocka
Tinimbang Ko Ngunit Kulang, 1974 Maynila sa Kuko ng
Liwanag, 1975

MIKE DE LEON
Born on May 24, 1947, he is a Filipino director, cinematographer, scriptwriter, and film
producer. Some of his famous works are Itim, 1976, Sister Stella L, 1984, and Bayaning
3rd World, 1999.

Mike de Leon
Bayaning 3rd World, 1999

ISHMAEL BERNAL
The “Genius of Philippine Cinema” as critics have hailed him, was born on
September 30, 1939. He was awarded as National Artist for Film and Broadcast Arts. One
of his iconic works is Himala starring the superstar Nora Aunor.

Ishmael Bernal Himala, 1982

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PEQUE GALLAGA
He is a multi-awarded filmmaker. He received an award from the
International Film Festival of Flanders-Ghent, Belgium in 1983. One of his critically
acclaimed movie is Oro Plata Mata, 1983.

Peque Gallaga
Oro Plata Mata, 1982
LAURICE GUILLEN
She is a film director known for her movie Salome (1981) which earned her
international acclaim at the Toronto International Film Festival. Her more recent films are
Tanging Yaman, (2001) which won Best Picture in the Metro Manila Film Festival,
American Adobo (2002), and Sa’Yo Lamang (2010).

Laurice Guillen
Salome, 1982 Tanging Yaman, 2001
MARILOU-DIAZ ABAYA
Her film Jose Rizal (1998) was perfectly timed for the centennial celebration of
Philippine Independence Day. Other films that cemented her stature are Muro Ami (1999)
and Bagong Buwan (2001).

Marilou-Diaz Abaya

Jose Rizal, 1998

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MARYO J. DELOS REYES
He is a drama film Magnifico won for him the Best Director distinction in the
2003 FAMAS Awards and garnered him other local and international film awards as well.

Maryo J. delos Reyes

Magnifico, 2003

BRILLANTE MENDOZA
This Filipino film director brought the country to the cinema world’s attention. His
film “Kinatay.” won for him the Best Director award at the highly prestigious Cannes Film
Festival of 2009.

Brillante Mendoza Kinatay, 2009

ANIMATION
It is the process of creating the illusion of motion and shape change by means of
the rapid display of a sequence of static images that minimally differs each other.
In recent decades, a whole new career opportunity has emerged for creative Filipinos
through this field.
Filipino animators have been involved in the creation of some of the best-loved
and technically challenging animated feature films like Toy Story, Up, The Incredibles,
Shrek, and Finding Nemo.
The Philippine Animation Studios, Inc. (PASI) was established in 1991 was
tapped by a children’s company based on Sydney, Australia and went on to win the Best
Animation Category in the 2012 Pixel Awards.
Urduja in 2008 is a film-adaptation of the legendary warrior princess of
Pangasinan. Produced by the APT entertainment, Seventoon, and Imaginary Friends,
Urduja is the first fully-animated Filipino film created by an all-Filipino group of animators
using the traditional (hand-drawn) animation with some 3-D effects.

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 Also released in 2008 was Dayo:Sa Mundo ng Elementalia, said to be the
country’s first all-digital full-length animated feature film. It is also the first animated movie
to be screened on the 34th Metro Manila Film Festival (MMFF) as it was entered in 2008.
Another breakthrough for the Philippine animation was the first Filipino full 3D-
animated film, RPG Metanoia, co-produced by Ambient media, Thaumatrope, and Star
Cinema in 2010.

Dayo sa Mundo ng Elementalia, 2008 RPG Metanoia, 2010

Urduja, 2008

PRINT MEDIA
Alongside the digital media forms discussed above, there remains the more
conventional form known as print media.
Print Media Samples
 newspapers
 magazines
 journals
 books of all kinds
 flyers
 brochures
 menus

Advertising
Despite the emerging popularity and limitless possibilities of online advertising
and social media platforms, Philippine artist still play a vital role in creating
advertisements that will be physically printed.
Comic Books
Another field of print media that highlights Filipinos’ ingenuity and artistry is
comic books or komiks as they are referred locally.
However, the phenomenal digital rising in recent decades made comics
industry seemed to take a backseat. But it served a challenge and with this comes the
resurgence of interest not only on comic readers and collectors, but among artist and
illustrators as they made ways to conceptualize, contextualize, and try-out with new
styles.
 Tony Velasquez- Father of Filipino Comics
 Liwayway Magazine- where Velasquez’s comics were first featured

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  Carlo J. Caparas- a Filipino comic strip writer turned director and producer
who is best-known for creating such Filipino superheroes and comic book
characters as Joaquin Bordado, Bakekang and Ang Panday.
 Mars Ravelo- a Filipino comic book cartoonist and graphic novelist who
created Darna, Dyesebel, Lastikman, and Captain Barbell.
 Pol Media Jr.- he is the creator of Pugad Baboy, a humous comic book/ strip
which tackles social issues.

Ang Panday, 1979 Darna, 1950 Pugad Baboy, 1988

Book Design and Illustration
Book illustrators and designers have been given the professional stature they
deserve and the creative freedom they used to truly showcase their expressions
artistically.
Progressive Philippine book publishers such as Bookmark, Anvil Publishing,
Adarna Books, and Tahanan Books for Young Readers (now Ilaw ng Tahanan Publishing),
local book designers and illustrators have been given the stature they deserve and the
creative freedom in showcasing their talents.

Ang Tuta ni Noe Alpabetong Filipino Ningning

By Virgilio Almario By Nicanor G. Tiongson By Gina Cordero-Fernando
Illustrated by Sergio Bumatay III Illustrated by Crispin Dayao Jr. Published by Bookmark
Published by Tahanan Books for Young Readers
Digital Media

Because of technological advancements and trends, books printed are

gradually converted into digital format while new books are now conceptualized, written,
designed and illustrated precisely for these online media.
Examples: E-books, Wattpad, Flipreads, Kobo

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 It also opened many opportunities for millions of budding writers to share their
original stories on a more accessible platform. Along with this innovation of ideas and
expression is a bigger break as well for the young artist to do their digital design and
illustrations.
PRODUCT AND INDUSTRIAL DESIGN
Another breakthrough for Filipino imagination, creativity and innovativeness has
been that of design. This encompasses product and industrial design as applied to
furniture, lighting and interior accessories, as well as fashion from haute couture bridal
ensembles to casual wear.
Like other medium of arts, product and industrial design paved way for our
country to be known internationally not just for the unique designers we have but also
with the use of our indigenous materials, rich textile, and traditions interpreted in modern
styles. It is indeed a major player in promoting our country globally.

KENNETH COBONPUE
He is a Cebu-based multi-awarded designer and the creator of Hive, a design and
manufacturing facility for designers of interior accessories and lighting. His craftsmanship
and unique concepts earned him the patronage of discerning clientele the world including
Hollywood celebrities.

Kenneth Cobonpue
Yoda Chair

RAJO LAUREL
He is best-known as a judge in the TV series Project Runway Philippines. His
creations maintain Filipino sensibility incorporating embroidery, beadwork and hand-
painted prints and won him national and international awards.

Rajo Laurel Project Runway Philippines

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MONIQUE LHUILLER
She is well-known as a designer of exquisite wedding gowns. She has since
become one of the darlings of the Hollywood celebrity set, with A-list stars having worn
her couture creations for gala events, award shows, and their own weddings.

Monique Lhuiller Monique Lhuiller’s Bridal Collection

DITA SANDICO- ONG

She is known as the “Wrap Artiste” of the Philippines for her famous bold-colored
wraps. She advocates the use of local weaving techniques and natural fibers.

Dita Sandico-Ong

JOSIE NATORI
She is a Filipino-American fashion designer who has prestigious place in New
York fashion industry. She is an investment banker before she made the shift to creating
her own lines of lingerie, resort and lounge wear, as well as casual attire.

Josie Natori Fall 2011 Collection

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 Now that you are done reading and understanding the
lesson, here are some activities for you to further check your
learning. Please do the activities as honestly as you can.
Use your notebook in answering these activities. You can do
it!

ACTIVITY 1: MATCHY-MATCHY!
DIRECTIONS: Match the given media-based art in Column A with its description in Column
B. Write the letter of your answer.

A B
1. photography A. This is applied to furniture,
and interior accessories, as well as
2. film
fashion.
3. animation B. Its early name is “motion pictures”,
C. It is a technical process of
4. digital media recording visual images
5. product and industrial design by light action on light sensitive
materials.
D. It is the process of creating the
illusion of motion
and shape change by means of the
rapid display
of a sequence of static images.
E. Flipread is an example of this
medium
F. It is a conventional form of media-
based art

ACTIVITY 2: DO YOU KNOW ME?

DIRECTIONS: Identify the following artists. Choose your answer from the words in the box.
Write your answers in your notebook.

Dita Sandico-Ong Rajo Laurel Peque Gallaga Kenneth Cobonpue

John K. Chua Mars Ravelo George Tapan Pol Medina Jr.
Ishmael Bernal Marilou-Diaz Abaya

1. She directed the movies Jose Rizal, Muro Ami, and Ang Bagong Buwan.
2. She is known as the “Wrap Artist” of our country.
3. His photo “Into the Green Zone” won first prize in Nat’l Geographic Channel
photo contest.
4. He is the director of the internationally-acclaimed movie “Oro Plata Mata.”
5. He created the comic political satire “Pugad Baboy.”.
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 6. He is the creative director of a design and manufacturing facility called “Hive.”
7. He is the creator of most popular Filipina superhero “Darna.”
8. He is best-known as a judge in the TV series Project Runway Philippines.
9. One of his iconic works is Himala starring the superstar Nora Aunor.
10. He is a well-known advertising and commercial photographer with over 40 years of
experience in photography.

ACTIVITY 3: PROJECT HOPE

DIRECTIONS:
1. For this activity, you can use any available device for taking photographs (point-and-
shoot camera, DSLR Camera, android phone, and tablet).
2. The theme of your project is all about the hope we have amidst the pandemic we are
currently facing. You can use people, nature, and insights as your subject.
3. Move around your home and environment on your own time, taking photographs.
4. Print it in on a letter-size paper (8 ½ x 11).
5. Label your photograph with a creative title, expressing the particular purpose you
think it has. Post your best shot in your social media account too.
6. Ask your parent to drop the printed output at the designated area in your barangay
where your teacher can get it.

 Photography has two distinctive characteristics: immediacy and detail.

 George Tapan and John K.Chua are two of the most well-known Filipino
photographers.
 The collaborative art of Film making includes film directing, acting, cinematography,
editing and production set/design.
 Different genres of film includes silent or slapstick comedy, horror and fantasy,
historical and biographical, movie musical, thrilllers and suspense, science
fictions, special effects movies and documentary films among others.
 Among the most notable film makers are Lino Brocka (Tinimbang Ko Ngunit
Kulang, 1974: Maynila, Sa Mga Kuko ng Liwanag, 1975), Mike de Leon (Itim,
1976; Sister Stella L, 1984; Bayaning 3rd World, 1999) Ishmael Bernal
(Himala, ,1982), Peque Gallaga (Oro, Plata, Mata, 1983), Laurice Guillen
(Salome ,1981), Marilou-Diaz Abaya (Jose Rizal ,1998), Maryo J. delos
Reyes( Magnifico, 2003), and Brillante Mendoza (Kinatay,2009).
 Animation is the process of creating the illusion of motion and shape change by means
of the rapid display of a sequence of static images.
 Filipino animators have been involved in the creation of some of the best-loved
animated feature films like Toy Story, Up, The Incredibles, Shrek, and Finding
Nemo.
 The Philippine Animation Studios, Inc. (PASI) was tapped by a children’s
company based on Sydney, Australia and went on to win the Best Animation
Category in the 2012 Pixel Awards.
 Tony Velasquez, Carlo J.Caparas, Mars Ravelo and Pol Medina Jr. are well-
known artist for comic books.
 Some of the progressive Philippine book publishers we have are Bookmark, Anvil
Publishing, Adarna Books, and Tahanan Books for Young Readers (now Ilaw ng
Tahanan Publishing).

15
 T media played a vital role in advertising, comic book publishing, and book design and
illustration.
 Digital media became a counterpart in producing books. Printed books are
converted to digital format, while new ones are conceptualize for online media.
Examples of this are E-books, Wattpad, Flipreads, and Kobo.

 Keneth Cobonpue is a Cebu-based designer and the creator of Hive, a design

and manufacturing facility for designers of interior accessories and lighting.
 Rajo Laurel is best-known as a judge in the TV series Project Runway
Philippines.
 Monique Lhuiller is one of the darlings of the Hollywood celebrity set with A-list
stars having worn her couture creations.
 Dita Sandico-Ong is known as the “Wrap Artiste” of the Philippines.
 Josie Natori is an investment banker before she made the shift to creating her
own lines of lingerie, resort and lounge wear, as well as casual attire.
 Lulu Tan Gan is known for her fashionable knitwear lines, “The Queen of
Knitwear.”

Write a reflection regarding on the artwork you have done. Use a

coupon bond (8.5X11) in doing this activity. Please be guided
with the following questions.
1. What is the title of your work? How did you come up with
the title?
2. Is your artwork relevant to your life? Why?
3. How does it help you in conveying your message of hope
in this trying time?

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A. Classification
Directions: Classify the following as to what it pertains to. Write the letter of your
answer on your notebook.

A. film
B. print media
C. digital media
D. product and industrial design

_____1. slapstick comedy _____6. Wattpad

_____2. magazine _____7. director
_____3. bridal gown _____8. brochures
_____4. furniture _____9. cinematography
_____5. E-book ____10. Summer wear

B. Modified True or False

Directions: Read each statement carefully. Write TRUE if the underlined word/s
make/s the statement correct. If it is incorrect, fill in the correct word/s to make the
statement right. Use your notebook for your answers.
1. Urduja is the first fully-animated Filipino film created by an all-American group
of animators.
2. Tony Velasquez is the Father of Philippine Comics.
3. Bookmark, Anvil Publishing, Adarna Books are progressive publishers of our
country.
4. Pol Medina Jr. is the original creator of Joaquin Bordado.
5. Josie Natori owns a prestigious fashion house in Washington DC.

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https://www.pinterest.ph/pin/551339179356813168/
https://www.nyfa.edu/student-resources/how-to-compose-with-curves/
https://www.pinterest.com.au/amp/pinnedonu/lines/
https://www.slideshare.net/suniltalekar1/elements-of-design-27729839
https://www.pinterest.com/pin/623889354612102476/
https://magnuscramer.com/TEXTURES/4
https://fixthephoto.com/urban-photography.html
https://www.queensu.ca/artsci_online/courses/media-and-cultural-studies
https://www.lifewire.com/balance-design-principle-3470048
Raul M. Sunico,et. al. 2014. Horizons 10: Music and Arts Appreciation for Young Filipinos,
258-286,. Tawid Publications
https://www.amazon.com/Ang-Tuta-Noe-Virgilio-Almario/dp/9715083552
https://www.amazon.com/Alpabetong-Filipino-English-Nicanor-Tiongson/dp/9716301944
https://www.goodreads.com/book/show/24300766-advertising
https://www.pinterest.ph/amp/pin/287456388685656962/
https://en.m.wikipedia.org/wiki/Pugad_Baboy
http://www.internationalhero.co.uk/d/darna.htm
https://pinoysuperheroesuniverse.blogspot.com/2010/12/ang-panday-long-live-da-king.html?
m=1
https://www.pinterest.ph/pin/169940585927630083/
https://www.pinterest.ph/amp/gilbert8012/my-childrens-books-philippines/
https://businessmirror.com.ph/2018/10/29/oh-well-rajo-laurel/
https://www.fashionlady.in/sneak-peak-into-monique-lhuillier-wedding-dresses-report-for-
dialing-up-your-fashion-purchases/87807/amp
https://www.thecut.com/amp/2020/03/monique-lhuillier-fragrance-interview.html
https://www.interaksyon.com/lifestyle/2018/02/18/120363/kenneth-cobonpue-on-making-
world-class-playful-designs/amp/
https://vulcanpost.com/632264/kenneth-cobonpue-furniture-filipino/
https://www.forbes.com/sites/kristintablang/2015/01/18/filipino-luxury-furniture-designer-
kenneth-cobonpue/amp/
https://mystorymysm.com/lulu-tan-gan/
https://www.preview.ph/fashion/fashion-watch-2011-lulu-tan-gan-2
Raul M. Sunico,et. al. 2014. Horizons 10: Music and Arts Appreciation for Young Filipinos,
258-286,. Tawid Publications

18
ASSESSMENT
A. Classification
EXERCISES/ ACTIVITIES
1. A
2. B I. Matchy-matchy!
3. D 1. C
4. D 2. B
5. C 3. D
4. E
6. C
5. A
7. A
8. B DO YOU KNOW ME?
9. A 1. Marilou-Diaz Abaya
2. Dita Sandico-Ong
10. D
3. George Tapan
B. Modified True or False 4. Peque Gallaga
1. Urduja is the first fully-animated Filipino 5. Pol Medina Jr.
film created by an all-Filipino group of
6. Kenneth Cobonpue
animators.
2. TRUE 7. Mars Ravelo
3. TRUE 8. Rajo Laurel
9. Ishmael Bernal
4. Carlo J.Caparas is the original creator of
Joaquin Bordado. 10. John K. Chua

5. Josie Natori owns a prestigious fashion

house in New York City.

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 REVIEW/ MOTIVATION
I. Am I In or Out?
1. T
2. F
3. T
4. T
5. F
II. The Who?
1. A
2. B
3. A
4. C
5. A

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