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SI MALAKAS AY SI MAGANDA:
Transcript of SI MALAKAS AY SI MAGANDA:
REVIEW OF RELATED STUDIES AND LITERATURE
Who call the shots?: Proceedings of the 1991 International Conference on Women, media and advertising / edited by Rosario A. Garcellano
SI MALAKAS AY SI MAGANDA:
A MULTIMODAL ANALYSIS OF WOMEN IN SELECTED TV ADVERTISEMENTS
EQUAL VALUE FOR WOMEN AND MEN
Despite of DIFFERENCES, EQUALITY will serve as a ground for SIMILARITY
Inequality might exist in every society
History favored male dominance
Separation of Women and Men
This unequal treatment for women has been going on over the century.
What is Advertising?
Techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way.
^Advertising is a capsule of information with a high dosage of persuasion.
^Advertisement makes people
feel that what is seen is needed.
^People can never escape the
influence of Advertising.
There is a stereotype of women in advertisements.
^As defined by Oxford Dictionary
is a fixed idea or image that many people have of a particular type
of person or thing,
but which is often not true in reality.
WOMEN NEEDING A LOT
M E N
BUSINESS SETTING, AMBITION,
Evolution exists to adapt
to the changing perspectives
in the world.
ABS-CBN Corporation (Channel 2) and GMA Inc. (Channel 7)
To focus in advertisements that represented/represents women as the central/main character from Mondays to Fridays, 8pm to 10pm,
Ten Broadcast Advertisements
H2: Advertisements are still promoting men with superiority and women as subordinates.
H1: Women Empowerment is not yet fully achieved within the arena of the advertising industry.
Women as part of a much larger scale.
CHANGES COME AND GO
How do advertisements in the 21st century portray the existence of women empowerment or the lack thereof?
How are these roles manifested in terms of:
• Music (Genre, Instruments,Artists)
• Language ( Transitivity : Clause as Representation, Halliday)
• Visual (Color Semantics, Clothing, Body Movements and Facial Expression)
The HOMEMAKER towards becoming the BREADWINNER
From PRINT to RADIO to
TELEVISION to WEB
Advertising + Television
= Power beyond Power
A color, a number of audience, a print font, a border design, a model, an ethnicity, and even language in great extent may have something to teach us.
How the multiple modes of discourse reflect the status of women in advertisements?
What are the prevalent roles of women in modern advertisements?
SIGNIFICANCE OF THE STUDY
To the College of Arts and Letters
To the Students of Arts and Letters
To the Mass Media
To the Feminist Movement
To the Advertising Industry
To the women and men
Let’s see if….
Malakas + Maganda = Women
Television shapes the concept of social reality
A cluster of theory that focuses on how social interactions and social problems in media affect people’s expectation, on their process of choosing or designating a behavior.
SOCIAL EXPECTATION THEORY
Cultural and Social Norms
COORDINATED MANAGEMENT OF MEANING
It is a theory crafted to help make life better for real people, in the real world.
Advertisement and its target audience is a pattern parallel with persons-in-conversation that con-construct or create social reality.
CONSTRUCTING IDEAL BODY APPEARANCE FOR WOMEN: A MULTIMODAL ANALYSIS OF A TV ADVERTISEMENT by ROSSANA DE FELIPPE BÖHLKE (2008)
Stereotyping of Women in Television Advertisements
Vaishali Shrikhande (2008)
The Portrayal of Women in Advertising: Reflection or Creation of Values?
Nichole J. Thurm (2001)
ENDORSING THE PAST BY ARTIN G. UMALI, UNIVERSITY OF THE PHILIPPINES (2000)
A Content Analysis of Selected Philippine Television Advertisements In Relation with the (Non) Observance of the Advertising Code of Ethics (2013)
GREENWICH’S “CHEESY” COMMERCIALS BY PATRICK SIMON ALEJANDRO TIONGSON,
UNIVERSITY OF THE PHILIPPINES, (2013)
Women’s Empowerment Measuring the Global Gender Gap ,Agusto Lopez-Claros and SaasdiaZahidi (2005)
Words and Women (THE NEW LANGUAGE IN NEW TIMES) ,
Casey Miller and Kate Swift (1970)
THE SOUNDS OF CAPITALISM: ADVERTISING, MUSIC, AND THE CONQUEST OF CULTURE
BY TIMOTHY D. TAYLOR(1920)
Roots of Feminist Thought in the Philippines
by Lilia Quindoza-Santiago