Pranks and Social Media:

An Analysis of a Brand’s Social Responsibilities and Poverty Porn

How do we know that a prank has gone too far? Is it when someone's feelings are hurt or
is it when someone's livelihood is affected? Or is it when a person has been publicly humiliated
for a marketing stunt? These are questions the questions surrounding the Taragis Ta-Q-Yaki
Tattoo Incident where 47 year old Tatay Ramil Albano tattooed the Taragis brand logo on his
forehead - for the 100 thousand pesos cash prize and his consent to be Taragis’ sacrifice for the
elaborate marketing stunt last April 1, 2024.
In this speech, we will examine three points. Number one, are the motivations behind
each parties' ethical? Number two, what are the effects of false advertising, and what are a
brand's social and ethical responsibilities as well as judicial accountabilities? And number three,
what is poverty porn, and what is its correlation to the exploitation of people with Down
Syndrome? In conclusion, we ask this question: What do these events say about the current
socio-political climate of the Philippines and the need to perform ethical communication?
First, we will examine the motivation of both parties. On April 6, 2024, Taragis posted on
their Facebook page a video titled "Taragis: The Revelation'', wherein Carl Quion, the owner of
Taragis revealed that his April Fools Prank was conceived with the idea “to create virality for the
Taragis brand” and it was only possible with "a person who was willing to sacrifice himself in
the name of magic and garnering great results (Taragis, 2024)." Meanwhile, Tatay Ramil
Albano’s motivations were simple. He said it was for his son with down syndrome, and he was
willing to do anything for them. So, we can say that both parties have personal gains in this
situation.However, Tatay Ramil's motivations were because of his dedication to his son.
Meanwhile, Taragis’ owner Carl Quion’s motivation was for his brand to grow bigger, and even
if it meant exploiting a person. So, we can say that Tatay Ramil’s motivations were ethical, while
Carl Quion's was not.
Second, the effects of Taragis' false advertising was predominantly outrage from the
netizens who were upset by the marketing stunt. Some even called to boycott the Taragis brand
because of such a dishonest and exploitative prank. But, is it worth it when bad publicity is still
publicity? But we should say there is a problem with their choice of engagement methods. It’s
not ethical. Advertising Specialist Jerry Hizon states that "creativity in advertising should not
belittle the audience's intellect, but it should respect it and the product image should be reflected
as well (GMA Public Affairs, 2024)". What is the correlation of putting the Taragis Ta-Q-Yaki
logo on a person's forehead to selling takoyaki? There is no correlation at all besides for the fact
that it was such a cruel proposition to someone who was clearly in need of money.
As for the judicial accountabilities that could be applicable to this situation, Ramil
Albano and Taragis are both liable for the crime of "other deceits" (GMA Public Affairs, 2024),
according to Atty. Erika Lectura from her interview with Kapuso Mo Jessica Soho (KMJS). The
A318 Revised Penal Code states, "Such false pretenses and fraudulent acts are executed prior to
or simultaneously with the commission of fraud (Supreme Court E-Library, 2021)." Therefore,
they must return all the donations and pledges received or else they will face civil and criminal
liabilities. Suppose Taragis knew that using false advertising would lead to a criminal case and
having the money they received returned, it defeats the purpose of helping Tatay Ramil. Even if
some brands and internet personalities insisted that the money was given out of goodwill and
Tatay Ramil should keep the money, it still put them both at risk. According to the Department
of Trade and Industry Asec. Amanda Rognales, Taragis as a brand could have had their license
revoked or their registration canceled because of their violation of their social responsibility to
promote ethical content to their consumer fanbase on social media (GMA Public Affairs, 2024).
Third, it is concerning that Ramil Albano, who is part of the lower economic class and his
son Louie, who has Down syndrome, are at the center of this poverty porn act. According to the
Center for Disease Control and Prevention (2023), Down syndrome is a condition where an
individual is born with an extra chromosome called chromosome 21 which affects how their
minds and body develop. They have medium-to-low IQ and poor speech ability. Having a person
with Down syndrome as part of a marketing stunt creates a stigma and may cause hesitation for
people to help people with Down syndrome again. This is very unfortunate, because even if the
original act of helping was noble - now, their reputation can be tarnished.
With regards to this issue being an exploitation of the poor, Dortonne (2016) describes
poverty porn as "the tactic used by charity and non-profit organizations to gain empathy and
contributions from donors by showing exploitative imagery of people living in destitute
conditions." Now this tactic has evolved into social media influencers and celebrities using
charity and goodwill for internet fame or clout. This situation mirrors what Taragis has done to
Tatay Ramil and his son Louie. Poverty porn also utilizes "pathos", which targets a person's
emotions and hence, it is a powerful persuasion tool (Martin, 2013). Help came pouring in for
Tatay Ramil and Louie because of this video, but it is still unethical and dehumanizing. Because
we are exchanging a person's dignity for money.
To conclude this speech, we shall discuss how all of this is a commentary on the current
socio-political climate of the Philippines and as well as the desperation to survive the worsening
economic state of the country. One of the reasons why this prank was even possible is because of
poverty. In March 2024, the Philippines’ inflation rate was raised to 3.7%, and food and
transportation even became more expensive (Yu, 2024). According to Vego (2024), the
Philippines' poverty rate is at 22.4%, and 25.24 million Filipinos still do not have basic needs
such as clothing, food and shelter. Tatay Ramil was desperate to provide for his sons, and
Taragis took advantage of this desperation. This mirrors how the ruling class exploits the
working class for monetary gain - to become even more richer.
As communicators and moral agents, we should always uphold our moral and ethical
beliefs. We should refrain from using manipulative methods to help those in need or even use
them for personal gain. We should use our voice to help them without ridicule, and ensure that
no one's dignity suffers just because of temporary financial stability, or in this case - a prank.
References:

Centers for Disease Control and Prevention. (2023, October 10). Facts about Down syndrome.
Centers for Disease Control and Prevention; U.S. Department of Health & Human
Services. https://www.cdc.gov/ncbddd/birthdefects/downsyndrome.html

Dortonne, N. (2016, December 8). The dangers of poverty porn. CNN. https://edition.cnn
.com/2016/12/08/health/poverty-porn-danger-feat/index.html

GMA Public Affairs. (2024, April 7). KMJS livestream April 7, 2024 Episode | Kapuso Mo,
Jessica Soho. Youtube. www.youtube.com. https://www.youtube.com/live
/UKiW97tqzoo?si=fckF9pSq8f7Xwp-q

Martin, J. (2013). Politics and rhetoric: A critical introduction (1st ed.). Routledge.

Supreme Court E-Library. (2021). G.R. No. 252839 - CONSOLACION P. MARCOS,

PETITIONER, VS. PEOPLE OF THE PHILIPPINES, GERMAN YAP, ANDRES
DUCA, AND OSCAR MIRAVALLES, RESPONDENTS.D E C I S I O N - Supreme
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Taragis. (2024, April 1) Untitled

video.Facebook.https://www.facebook.com/share/v/UM6J8Yhm
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Taragis. (2024, April 6) Taragis: The Revelation. Video. Facebook. https://www.facebook.com

/share/v/2MsAxPq7GFRkqRrm/?mibextid=jmPrMh

Vego, H. (2024, January 18). Many Filipinos still live miserably. Daily Guardian.
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Yu, L. S. (2024, April 5). Inflation rises to 3.7% in March 2024 as food, transport get more
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