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Kalinangan Refereed Journal

Volume no. 32 | 2024/06
Issue no. 1


Title
Portrayal of Gender Roles in Philippines Advertisement
Author
Frensey Jyneth P. Ilao
Views: 47 Cited: 0
Downloads: 6
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Abstract
The study assessed how gender roles are portrayed through advertisements  and what repercussions are attached to these varied representations. The  researcher identified the gender reflected in Philippine advertisements as  well as the men and women roles depicted in them and looked into the  perspectives of students on the impact of advertisement portrayals to them. For this study, the researcher selected and watched twenty Philippine  advertisements or those aired in Philippine local media platforms. Ten (10)  advertisements each were analyzed for both male and female depictions.  The inclusion criteria called for advertisements that are locally made, show  depiction of male and female roles, and are aired between the years 2013  and 2023 to make the data more recent. The study was undertaken using  the Descriptive-qualitative while data analysis was effected with content and  thematic analysis as techniques. The findings revealed that gender  stereotyping, gender based humor, and objectification were the common  issues delineated in the studied advertisements. Men often portray roles  showing assertiveness and authority while women roles are mostly confined  to domestic chores, beauty ambassadress, or those secondary to male  roles. The impact of these advertisements to students include influence on  their buying behavior, perception on gender roles, and their understanding  of gender orientation and preferences.
Keywords
advertisements, gender roles, stereotype, equality
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