Philippine E-Journals

The Role Portrayal of Woman in the Whitening Soap Advertisements

Carla Marie S. Dalugdug | Mark Joseph D. Eligio | Ana Casandra G. Mamino

 

Abstract:

This study used the concept of feminism in analyzing the portrayal of women in existing whitening soap brand television advertisements in the Philippines. Television advertisements are perceived as influential communication materials in shaping the lives and behaviors of the Filipino people. However, it produces highly stereotyped portrayals of men and women. This research analyzed the most recent portrayals of women in six whitening soap brand advertisements shown in 2017 in local television. Specifically, it determined how television advertisements portray women, the role portrayals of women in the whitening soap brand television advertisement and the efficacy of the advertisements among college students of Colegio de San Juan de Letran-Calamba. To meet these objectives, this research employed a mixed method in sequential exploratory research design. The researchers concluded that the way these women were portrayed gears towards post-feminism. Twenty-six college women determined three roles that were frequently portrayed by the women in the advertisements, namely confident role, seductive role, and physically perfect role. The respondents identified Silka’s “#NagmadaliNagkamali” as the most effective advertisement based on their buying intention. Hence, they were willing to buy the product right after watching the advertisement as they perceived that their skin would be fairer after using the product. However, the scientific claims of the White Rose Kojic Soap’s “#WishComeTrue” advertisement convinced most of the respondents.