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.

255. Her College Yearbook, PACITA DE LOS REYES, Miss Philippines 1929

PACITA DE LOS REYES, Miss Philippines 1929, in her gradutaion toga as an honors graduate of the University of the Philippines, College of Law.

Miss Philippines of 1929, Pacita Ongsiako de los Reyes was a law student when she represented University of the Philippines at the 1929 search for Miss Philippines.

The statuesque scholar won the title and had an enjoyable year fulfilling the obligations as Miss Philippines. But school had always been a top priority, and she went right back to her law course after her reign was over, distinguishing herself as an outstanding debater, orator and member of the honor roll. Her contemporaries included Ambrosio Padilla and Arturo Tolentino.

 Done with her law course, she took the bar and became one of the topnotchers in the 1934 Bar Exams, copping 7th place. On 10 November 1934, she was officially installed as member of the bar.

She had a brilliant career, and shared her legal mind by teaching subjects at U.P., Holy Ghost College and Far Eastern University. She unsuccessfully ran for the Senate in 1957 under Claro M. Recto’s party.

243. Carnival Beauties: VICTORIA L. LOPEZ, Candidate to the Manila Carnival 1922

VICTORY FOR VICTORIA! Candidate to the Manila Carnival 1922, Victoria was one of the long list of Ilongga beauties that competed for the beauty cup, which included Pura Villanueva, Lilia Lopez, Consuelo Acuna, among others.

 In 1922, University of the Philippines took pride in announcing their chosen contestant to the annual carnival. She was no other than Victoria Lopez y Ledesma, from Iloilo. 

The Ilongga beauty, born 6 March 1907, was born to parents, hacendero Eusebio Lopez and Ana Ledesma, both from powerful and affluent families from Jaro. Victoria went to Assumption Convent for her education and was active in school plays, music and dance recitals. She was also a popular member of the exclusive Smiles Club and the Kahirup social club.

She married Atty. Salvador Araneta on 14 August 1927, the son of Gregorio Araneta and Carmen Zaragosa. Salvador was known for being a “relentless advocate for the homeless, the unemployed and for the industrialization of the Philippines”. 

The couple made their home in Mandaluyong, where they built the majestic Villa Victoneta, designed by 3 architects –Juan Arellano, Domingo Lerma and Andres Luna de San Pedro. It was the site of many grand events, drawing dignitaries like Pres. Manuel L. Quezon, Dennis Cardinal Dougherty, High Commissioner Paul V. McNnutt, Apostolic Delegate Guglielmo Piani, among others.

The couple had 4 children: Carminia, Ana Marie, Maria Lina, Maria Victoria and Regina. Victoria shared her husband’s deep involvement involved in advocacies and socio-civic causes. She set up a school for children living around the Mandaluyong area. She was the leading light of White Cross, a project which took care of children of parents afflicted with the dreaded TB. Her husband was wanted by Marcos during the Martial Law years, but by then, they had flown to America and settled in Canada, with the help of the Vatican. Victoria passed away of cancer on 16 February 1988.