266. Carnival Ads: 1934 MISS PHILIPPINES AS CELEBRITY ENDORSER

A MODEL OF GOOD FASHION SENSE. 1934 Miss Philippines, Clarita Tan Kiang of Marilao, Bulacan, endorses Genuine Indian Head Cloth in this Graphic Magazine print ad.

In later Carnival years (1933-39), the fair was kept alive with funding from various corporate sponsors that included big departments stores, cosmetic companies, among others. As such, part of the duties that the Manila Carnival winners performed was to appear on print ads as endorsers of the products of said sponsors.

1934 Miss Philippines, Clarita Tan Kiang appeared on one such ad for Genuine Indian Head Fabrics, a staple cotton introduced by Americans that was part of everyday life of Filipinos for over a century. Indian Head was first introduced in 1831 as high-quality, sturdy, rough-texture muslin brown cloth. Its sturdiness and quality became world famous and was even used as a medium of exchange for bartering in the Philippines.

In this print ad published on Graphic Magazine, Miss Tan Kiang gives her personal testimony of the merits  of this linen-textured cloth, affixing her signature--not unlike print ads of today endorsed by contemporary personalities, proof that even today, the pulling power of celebrities works on Filipino consumers.

265. Carnival Pageant: TRIUMPH OF EROS AT THE U.P.

 NIGHT OF NIGHTS. Student participants of the highly-acclaimed show "Triumph of Eros" pose for a picture at the Carnival Auditorium after wowing the crowds of the 1929 Manila Carnival.

The most elaborate pageants and productions were staged during the 1929 Manila Carnival, at the croronation of the queen, Pacita de los Reyes, the official delegate of the University of the Philippines, College of Law.

Officials of the state university pulled out all the stops for their triumphant representative, toasting her coronation with magnificent spectacles and themed shows. There was a show with a "Pearl of the Orient" theme, another that was virtually a dance fest, participated in by Physical Education students.

One particular presentation stood out, however, entitled "Trumph of Eros", a pageant directed by Prof. Bartolome and Miss Francisca Reyes, which had a Grecian theme. It was staged at the Carnival Auditorium on 8 February 1934, and drew raves from the Carnival crowd, eliciting considerable applause, as newspapers reported.

264. 1933 Miss Mindanao: AT THE RED CROSS INTERNATIONAL PAGEANT

 MINDA MORAS. Angelina Biunas, who was Miss Mindanao in the court of 1933 Miss Philippines, Engracia Laconico, as a special guest of the Philippine Red Cross.

Miss Mindanao 1933,  18 year old Angelita "Nina" Biunas, makes a personal appearance at a special charity event of the Philippine Red Cross with Marita Ubaldo. She is the daughter of Victor Biunas and Pilar Tronqued. The Philippine Red Cross organizing fund-raising events that included the selection of Miss Charity, in prestigious pageants that drew participation of high society belles. One of the oldest support institutions in the country, it was conceived as early as 1899 by Apolinario Mabini. The Philippine branch of the American Red Cross was established in 1905. Post-Carnival, Nina married businessman Melo Alonso.

263. THE 1924 CAPIZ PETIT CARNIVAL

CARMEN OF CAPIZ. The Queen of the 1924  Capiz Petit Carnival and her royal retinue, pose during the coronation night that duplicated the festive air of the national carnival in Manila.

Not to be outdone, the province of Capiz held its own carnival with opulence and gaiety that rivalled that of the capital city. It was a fortuitous event as their native son, Representative Manuel A. Roxas had, by 1921, married Trinidad de Leon, herself, a former Manila Carnival Queen. Roxas's political stature would soon rise, becoming a Speaker of the House for 12 consecutive years, and eventually elected as the country's fifth President.

The 1924 Capiz Petit Carnival had a certain Carmen I as Queen. There was to be another Capiz Carnival the next year, held on December of 1925. The next year, Capiz sent its first representative to the 1st National Beauty Contest of the Manila Carnival, in the person of Rosario Picazo.

262. Carnival Memento: SOUVENIR SILHOUETTE

THE GREAT PROFILE.  A Manila Carnival silhouette portrait from 1936, a favorite souvenir from the national fair.

French Etienne de Silhouette, a chronic shadow cutter, gave his name to this simple art of portraiture, using a person's shadow as a template. It was a cheap way to capture one's likeness, making use of featureless profiles either traced from a shadow and then filled in with black ink or cut freestyle using black paper and a pair of scissors.

The Americans introduced this art form in the 20th century, but it did not catch on, only a few Filipinos mastered this craft (a certain artist named Marcelino practiced this art).

A few surviving examples come from the Manila Carnival area, which had booths that offered silhouette portraits as carnival souvenirs. This particular example is courtesy of the 1936 Manila Carnival. 

The profile of a man in a tuxedo is cut from textured black paper and mounted on a special hardboard that had the text, "Souvenir from the Manila & Carnival Exposition 1936". 

Silhouette souvenirs were also given away at the 1953 Philippine International Fair.

261. Carnival Album: MISS MINDANAO 1936 & MISS MACABEBE

MACABEBELLES TWO. Miss Mindanao of 1936, Cleofe Balingit lends her royal presence to the Garden Day festivities in her town.

Reigning Miss Mindanao 1936, Cleofe Jayme Balingit, and her town mate, Miss Macabebe 1936, presided over the festivities of the Macabebe Garden Day, held on 29 February 1936.

Balingit, backed by her newspaper sponsor, "Ing Catimawan", barged into the winning circle by placing 4th to Miss Philippines 1936, Mercedes Montilla. She was a popular beauty official of her town, welcoming VIPs to participating in local events like this one.

After her reign, she made a name for herself as a Red Cross volunteer, and undertook many socio-civic causes.

260. Post-Carnival Years: MARIA KALAW AT THE PAN-PACIFIC PAGEANT

The Pan-Pacific Pageant was staged during the Commonwealth years as a symbol of goodwill and cooperation between America and its Pacific holdings and territories, including the Philippines. The highlight of the pageant was the ceremonial presentation of flags, carried by representative beauties from America and the Philippines. The Philippines was represented by former Miss Philippines 1931, Maria Kalaw.

Miss Maria Kalaw (right) dressed as Maria Clara  presented the Philippine flag on the same occasion.

Miss Anne Alger (left) dressed as Miss Liberty presented the American flag to Gov. Gen. Frank Murphy during the Pan-Pacific Pageant. Alger is a descendant of two U.S. presidents, the Adamses.