Women as Endorser in Selected Liquor Advertisement on Television in the Philippines free essay sample

Advertising is indeed a powerful instrument to promote, encourage and persuade consumers to purchase a certain product, goods or services. Advertising can be in any forms. In the history of the United States, advertising has responded to changing demands, media technologies, and cultural context. Industries ranging from soap to canned food to cigarettes introduced new production techniques, created standardized products in unheard of quantities, and sought to find and persuade buyers in the 1880’s. During this period, National advertising of brand goods emerged in response to profound changes in the business environment. Along with the manufacturers, other businesses also turned to advertising. (http://www. aber. ac. uk/media/Students/hzi9401. html) Advertising agencies, formerly in the business of peddling advertising space in local newspapers and a limited range of magazines, became servants of te new national advertisers, designing copy and artwork and placing advertisements in the places most likely to attract buyer attention. Consumer spending fueled in part by the increased availability of consumer credit—on automobiles, radios, household appliances, and leisure time activities like spectator sports and movie going paced a generally prosperous 1920’s. Since then, advertising has grown massively from print, radio, and television. In 1966, a University of California study revealed that fewer than 2 percent of television commercials included black actors. But by the end of the decade, things were beginning to change, and beer makers eager to tap the total market were among the first to feature minorities in commercials. As early as 1965, Rheingold Beer, for example, was airing TV spots featuring African American, Puerto Rican, and Asian actors. The venerable Miss Rheingold contestsan annual institution in New York since 1939had been discontinued the previous year, due largely to the realization that a single Miss Rheingold could not accurately reflect the brewerys racially diverse customer base (Miller, 2002). In the Philippines, when Spain lost the Spanish-American War in 1898, Americans dominated the country and influenced in today’s modern day Filipina women. They started working and is already acknowledged in the society. Modern-day Philippine women play a decisive role in Filipino families. They handle the money, act as religious mentors, and could also arrange the marriages of sons and daughters, striving to improve the family’s dynastic connections. Beer, love it, hate it, is one of the most popular adult beverages the world over. (History of Beer) However, with the advent of television in the Philippines, the most common complaint is the dominance of sex and violence that is being portayed. This study will seek to analyze the images portrayed by women on selected liquor advertisements on television in 2013 here in the Philippines. Objectives of the Study It is common for young women nowadays to feel like they always have to belong in a certain group of people. With this observation comes the study that will analyze the â€Å"Images Portrayed by Women as Endorser in Selected Liquor Advertisement on Television in the Philippines. † Specifically it will: 1. determine the visual presentation in terms of: a. Setting b. Language c. Body Movement 2.analyze the visual presesntation of selected Liquor Advertisement on TV in the Philippines a. San Miguel Light b. Tanduay Black c. GSM Blue d. Colt 45 Theoretical and Conceptual Framework According to Klapper (1960) in his Magic Bullet or Hypodermic Needle Theory, the mass media has a powerful influence on the mass audience and could deliberately alter or control people’s behavior. It states that, â€Å"mass media ord inarily does not serve as necessary and efficient cause of audience effect, but rather function through a nexus of mediating factors and influence. These mediating factors render mass communication as a contributory agent in the process of reinforcing the existing condition. † On the other hand, George Gerbner, in his Cultivation Theory determines the influence of television on viewer’s ideas of the environment they lived in. He found that dominance of TV created a common view of the world and that it homogenized different cultures. Cultivation research looks at the mass media as a socializing agent and investigates whether TV viewers come to believe the television version of reality the more they watch it. This theory states that, â€Å"Television shapes concepts of social reality†. The effects of mass media have an immense impact to the perception of its audiences. It will leave a mark that could influence one’s act as soon as it will be shown to the general public. The visual content of the selected liquor advertisement on television can easily be adopted as it considered being a cool model because it can be comprehend passively unlike the print and audio media as it requires much effort to understand what is being conveyed. These theories will explain how mass media through advertisements will influence the viewers in terms of its visual content. As an individual sees the product being advertised, it will instantly visualize the women because of the presentation which is attention grabbing. With the analysis of the images portrayed by women on the selected liquor advertisements, it will show the factors which has a great influence and factors that can easily be adapted by the audience. On the San Miguel Light and Tanduay Dark, the portrayal of the characters in every advertisement will directly influence the kind of clothes they wear, the accessories that they are using, the way the endorsers move their body, and inching closer to the man that can be seen throughout the advertisement. There are several values that the women are projecting and may have both a positive and negative meaning. Definition of Terms In order to provide better understanding of the study, the following terms were conceptually and operationally defined. Endorser. As used in the study, endorser refers to the person/s that promotes, supports, and approves the product. Advertising. As used in the study, advertising refers to an act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in television (from: http://www. dictionary. reference. com/browse/advertising). Women Portrayal. As used in the study, it can be in the form of a picture or depicted performances of women that are seen on different forms of media like television and how women are seen in the ad regardless of their background, social status and interaction in society. Images. As used in the study, Images refers to the values projected by women as an endorser on the s elected liquor advertisements on television in the Philippines. Language. As used in the study, Language refers to words, lines or taglines used by the selected advertisements. Body Language. As used in the study, body language San Miguel Light. As used in the study, San Miguel Light is a product of San Miguel Brewery Inc. , which is the largest beer producer in the Philippines with a market share of 95% as of 2008 ( http://www. wiki/San_Miguel_Brewery). Tanduay Black. As used in the study, Tanduay Dark is from one of the largest distillers in the world produced by Tanduay Distillers Inc., and is the Philippines’ oldest maker of rhum. (from:http://www. internetwines. com/rws24100. html). GSM Blue. As used in the study, GSM Blue which stands for ‘Ginebra San Miguel† is a very popular gin in the Philippines and can be mixed to any type of liquid like juice or clear soda. (http://www. urbandictionary. com/define. php? term=gsm%20blue) Colt 45. As used in the study, Colt 45 is a malt liquor with 8% alcohol content first introduced in the United States of America by the National Brewing Company. (http://www. beeradvocate.com/beer/profile/447/1334/) Visual Presentation. Visual presentation is defined as what is being seen in the selected liquor advertisements namely San Miguel Light, Tanduay Black, GSM Blue and Colt 45, the actors, color, props or materials used are considered as the main factors. Significance of the Study The study will be beneficial to the following: Women. Issues regarding rights, freedom and treatment to women were discussed in this study thus; the findings can be helpful in awakening women’s consciousness on its real standing in the society. Feminist Group. This study will be beneficial to the feminists group. Feminists considered as opinion leaders, could get some more ideologies in order to widen knowledge about societal issues and how to treat those problems. Family members. This study will be beneficial to the family members. This study may provide parents or family members with invaluable information in guiding their children especially women and in purchasing goods and to be vigilant with the kind of TV advertisements that they are watching. Producers. This study will be beneficial to producers of advertisements. When the given samples of TV advertisement will be analyzed, it will show them the different factors in visual presentation that affects the response of the audience of what is more appealing. This will also inform them with the current status of the advertising trends and it may be a basis for change and improvement. Also, this study will help in the selection for producers before investing their money in the company that they will be working in the future. Advertising Industry. This study will help the advertising industry in understanding the importance of the advertisement that will be watch. The effects that may lead to deteriorating the moral values of one’s self because of what is projected next to them. Television Channels. This will help the television channel to analyze the content of the advertisements. As a media a personnel who has great responsibility on educating their audiences this content analysis the images portrayed by women will be beneficial to them. Public Viewers. This study will help the audience in determining the factors affecting the outputs or the produced advertisement. The researcher and the audience itself will be aware of what kind of TV advertisements they are watching which may affect their perception towards women most importantly. Media Practitioners. The findings of this study can be beneficial to media practitioner as it can be used in strengthening their expertise in the field of mass media since media play a vital role in the society and can greatly influence its audiences on this generation. Mass Communication Students. The result of this study will give awareness among the mass communication students who will be in the future and would be working on advertising industry. It will avoid repetition of negative effect or feedbacks by their outputs. Future Researchers. The result of this study can be used in the future researchers under the field of mass communication through the information that can be added on the next researcher study. The data gathered in this study can be utilized to support its research in line with this topic. Scope and Limitations The study will analyze the images portrayed by women as endorser of selected liquor advertisements on television in the Philippines based on setting, language, and body movement. This study will be determined from the given examples of Television Advertisements in the Philippines in particular, San Miguel Light, Tanduay Black, GSM Blue and Colt 45. The â€Å"images† in the study do not only refer to a woman’s picture, face, body and clothes worn. These images also pertained to the overall portrayal of women.