This happens only during political campaigns. The "ins" and the "outs" are engaged in a war of words, including rallying cries, ads in newspapers, radio and TV, and slogans, the best of which thrill, exhort and inspire.

Of course, they also conduct propaganda war, including jingles, scandalous gossip about certain candidates, and all sorts of what I would call "insinuendos" (derived from the words "insinuate" and "innuendo"). Just recently, for instance, a "blind item" came out in print about a romantic affair between two candidates from opposite sides of the political fence. Then this was soon followed by a jingle, composed by a political follower, dubbed "ASO" (meaning "dog" in Pilipino) to the tune of the 1950s hit song "How Much is that Doggie in the Window."

Three candidates in Gloria Arroyo’s administration slate, who used to be in the Opposition but jumped on her bandwagon, cried foul, after it was first aired by the Genuine Opposition or GO at its proclamation rally last month. "That’s a brazen act," one candidate said. "They are saying I’m a bribe taker…" But GO leaders quickly noted that the jingle was intended to hit anyone – in the opposite camp, of course.

Listeners of radio programs which dared to air it were highly amused, perhaps very much aware that the three who carry the initials ASO had been branded as political turncoats, along with two others, who, fortunately for them, carry the initials JA and RR.

Still another senatorial candidate, whose name was originally a "guest" in the GO ticket, has decided to go it alone as an "independent" but hoped, as he himself put it, to win votes from both political parties. It’s Janus-like, isn’t it? And no wonder another jingle will soon be released, this time dubbed "POSA", in obvious reference to the bet whose last name is "P", and the three other political fence jumpers. "P" is better known in the GO camp as "Mr. Noted," for his role in the canvassing of ballots that ended with the midnight proclamation of Gloria Arroyo as president in 2004, and since then has been disputed as unconstitutional, lawless.

Expect more to come as the campaign gets hotter, as well as slogans to be aired on radio and television networks, some of which really have rhyme, rhythm, and alliteration to make them memorable. One such slogan carries a catchy phrase – "Sipag at Tiyaga" – that exhorts and inspires the viewers and listeners.

But another is a punning slogan so laughable, if not facetious, that the bet it wants to plant in the Upper House of Congress, might just turn into a "calabasa" in the coming polls.

There is a slogan that is primarily a warning. "Kung bad ka, lagot ka!" But the trouble is that it promotes a bet who’s running under an administration that he himself denounced as composed of "bad" people who have violated the laws of the land. If he wins, what’s he going to do to them?

Still and all, I have yet to see a slogan or hear a jingle that could touch a chord of memory, release pent-up hatreds, or stir men’s better natures. For example, a slogan that calls for change, "Time for Change," that has been found effective before. Or "Turn the rascals out!" Or, "Let’s Get the Country Moving Again."

To go back to that "ASO" jingle, yes, it is vicious in a way. And the ones alluded to may feel hurt, but, you know, they are not the only ones. Dogs lovers, too, are offended that dogs are being compared to – in the words of a program director of the Philippine Animal Welfare Society (PAWS) – "detestable politicians… the comparison demeans dogs and it is highly offensive to animal welfare advocates who have been working hard to promote and uplift the image of the animal."

As a dog lover myself and associate member of the Philippine Canine Club, I must say "Amen!" It’s cruelty to man’s best friend!

And so, to all the candidates, be they from "Team Unity" or "Genuine Opposition", you may call each other all sorts of names… crooks, thieves, rascals, scalawags, philanderers, saints and demons or whatever, but be warned not use or abuse the name Dog.

Beware of Dogs!

***

Speaking of names, there’s one senatorial candidate who goes by the moniker "Mr. Sipag at Tiyaga." It’s most deserving, I must say, and it wasn’t picked out of thin air by spin meisters.

Manny Villar had used it before, and is using it again in the current campaign for his reelection to the Senate. He prefers it to "Mr. Palengke" as he is called in the public market, especially at Divisoria, where he as a boy used to help his mother in selling shrimps and other sea foods.

"Noon pa ako tinatawag ‘Mr. Palengke.’ Hindi bago iyan, " he told reporters. Mas gusto ko nga ang ‘Mr. Sipag at Tiyaga ,’ kaya lang alam kasi ng maraming tao na sa palengke talaga ako lumaki. Hindi naman maitatangi yun, talagang naging tindero ako ng hipon."