Understanding Filipino Beer Advertisement: a Gender Sensitivity Research

Understanding Filipino Beer Advertisement: A Gender Sensitivity Research

I. Introduction

Advertisements have been a major part of our everyday life. We usually see advertisements when we watch and view television at home but we can practically almost see advertisements anywhere around us through different media. As we are frequently bombarded by hundred of ads each day, advertisements have been playing a major role in shaping not only opinions of people, but standards in society as well. One of the most widely advertised products in the Philippines are beers and alcoholic products. Advertisers of these products have continuously spent large amount of money in advertising them to Filipino audiences. Some of the widely advertised beer products in our country are San Miguel Beer, Colt45, Red Horse etc. These names automatically come to our mind whenever we hear of beers, because their advertisements have really made an impact on us. These products are also endorsed by celebrities of big names from our country’s showbiz industry. Some of their advertisements are even hilarious which makes them more effective and memorable to us. Advertisers make effort in relating the advertising materials related to the Filipino consumers, but do such advertisements correctly portray how Filipinos behave in the real world.

I. Research Questions:

By the end of this research, it aims to answer the following:

* How do local beer television advertisements portray Filipino sexuality?

* How have the beer ads affected its viewers? Have they changed the way Filipino viewers view sexuality?

* How have beer ads set the standards of what makes a man, man; and what makes a woman, a woman?

* Are there gender biases, or even impartiality when it comes to how beer ads portray Filipino men and women?

II. Scope and Limitations

The research will only focus on local beer ads. The advertisements to be evaluated will only include television commercials from the past ten...