The ongoing campaigns of ?presidentiables? and other candidates are banking heavily on TV ads to persuade voters to favor them in the May 10 polls. How effective are the political commercials in attaining this all-important objective?

Manny Villar?s spots appear to currently enjoy an advantage in this regard, in terms of both frequency and variety. You see them more often than most other candidates? commercials, and they employ a greater range of approaches and styles that appear to zero in on specific niche viewers, aside from ?generic? spots for the voting populace at large.

Personal appeal

They variously make use of personal appeal (Villar recalling his impoverished childhood), jingles that even children can sing, and pledges of heartfelt concern and salvation through entrepreneurial savvy.

The result is a pervasive sense of personal emotion and specific topicality which suggest that Villar aims to be a hands-on president with a heart for the masses, while possessing the experience and entrepreneurial skills to achieve his admittedly ambitious objectives for the nation.

Less than affecting

For his part, Noynoy Aquino?s political spots started off literally with a flash, as in the flaming torch he held aloft in his initial commercial, which symbolized his inspiring intention of driving away the gloom, doom and corruption of past regimes, to be replaced by a more enlightened love of country and service above self. The intent was truly ennobling, and quite appropriate for the singular scion of heroes, but the spot?s less than affecting lyrics and music blunted its actual emotive and thematic appeal.

True enough, the lofty political commercial was soon replaced by a series of other, more specific gambits that zeroed in on particular themes like poverty, corruption and better education. The frequency of the spots? airing was also increased, resulting in a more pervasive sense of a less symbolic and more engaged, caring and committed candidate.

In addition, Noynoy?s spots have upped the personal ante, with the candidate getting over his natural reticence to reach out to viewers by way of his pledge to make their welfare the driving force of his life and presidential tenure.

Paradigm adjustment

This shift from symbolic to actualized passion is a major paradigm adjustment, because it counters the perception that Noynoy is not an ?action person.? Indeed, an even greater focus and validation of this key shift would strengthen his presidential bid even more.

Other candidates are resorting to other themes and thrusts to convince viewer-voters to choose them over their rivals, with varying degrees of effectivity.

Joseph Estrada?s spots recall his ?better? albeit abridged tenure, but stop short of being truly convincing because they gloss over more controversial aspects that some viewers haven?t quite forgotten.

Richard Gordon stresses his decisiveness and concern for the nation?s children. And other candidates second the motion by similarly stressing decisiveness, selflessness and a throbbing refrain of nationalism?and even spirituality.

It?s when the spots and the candidates they showcase become emotional that the viewer reminds himself to be on his guard against the unwelcome and suspicious blandishments of excessively personal declarations of love and care.

Think 10 times

Most politicians aren?t actors, after all, so heartfelt tears and spiritual avowals aren?t easy for them to pull off with the requisite believability and empathy.

In fact, it?s such a difficult row to hoe that candidates are best advised not to go into it at all, for fear of being accused of pretending to be what they are not.

Conversely, politicians who try to soften their dour image by way of humor should also think 10 times before daring to rush in where even good actors fear to tread.

If anything, genuine humor is even more difficult to pull off than real tears?so, please steer clear of the comedic punch line, because if your comic timing is off, it could punch you in the face.