Philippine E-Journals

WOMEN NOW: ESTABLISHING THE IMAGE OF WORKING WOMEN FRAMED IN THE “LABELS AGAINST WOMEN” PANTENE COMMERCIAL

Jonnah T. Dela Cruz | Milex Eve B. Quisumbing

 

Abstract:

The study determined how the “Labels Against Women” Pantene Commercial framed the image of working women, and what images were framed. It utilized the qualitative research design, wherein the researchers themselves served as the respondents of the study. The advertisement, the medium of the study, was analyzed to uncover the framed images of working women. Using Fairhurst and Sarr’s (1996) Framing Theory, framed images were interpreted and framing techniques were identified to establish the image of women. Moreover, the Feminist Constructivist was employed as the philosophical lens of the study. Findings revealed that that there were different images framed on women: the powerful and the domineering, the aggressive, the vain, the career-oriented but selfish, and the show-off. The study concluded that the evident images of women being represented in the commercial today were tagged based on their physical vestiges. These images were implicitly rooted from societal biases and from the male-dominated views shared within the society. Three predominant framing techniques were used, namely: artifact, contrast, and spin. Since the researchers did not use any respondents for data gathering, a set of respondents may be considered in the future to investigate the efficacy and the influences of frames in media. Lastly, Letran Calamba may use this study in imagebuilding advertisements to strengthen the Colegio’s image.