A STUDY ON THE PORTRAYAL OF

THE STRONG WOMAN IN

SELECTED PANTENE
COMMERCIALS IN THE
PHILIPPINES
Cabangcala, C.B., Hernandez, V.S., & Tanay, R.C.

21ST Century Literature

Reading and Writing Skills

2nd Trimester, S.Y 2016-2017

Golden Faith Academy- Senior High School
Background of
the Study
 A. BACKGROUND OF THE
STUDY

http://en.oxforddictionaries.com/definition/feminism
A. BACKGROUND OF THE
STUDY
Feminism and
empowerment of
women have
already been
presented in TV
Commercials
(Elks, 2013).
A. BACKGROUND OF THE
STUDY
A media is a very
powerful tool in
promoting feminist
messages
(Zoonen, 1994).
A. BACKGROUND OF THE
STUDY
Pantene Philippines,
a hair products
company owned
by Procter & Gamble,
made a campaign
that shatters gender
stereotypes
(Mavrodi, 2013).
Statement of the
Problem
STATEMENT OF THE PROBLEM

The researchers aims to

understand the importance of
gender equality what is the
significance of using
feminism in selected
commercials.
B. STATEMENT OF THE
PROBLEM
The researchers also aims to
understand the concept of
strong woman as it is
portrayed in selected
Pantene Commercials in the
Philippines.
Significance of
the Study
C. SIGNIFICANCE OF THE STUDY

The study will

show how strong
and confident are
women in fighting
against inequality
and labels of the
C. SIGNIFICANCE OF THE STUDY

This study will raise

awareness that these
days, women are
strong , just as same
as men and there are
no longer
discrimination and
gender inequalities
 REVIEW OF
RELATED
LITERATURE
 REVIEW OF RELATED
LITERATURE
1. Media in Gender Role Portrayal
2. Stereotypes and Sexism
3. Female and Male Advertisement
4. Women in News
5. Psychology in Portrayal of Women
D. REVIEW OF RELATED
LITERATURE

1. Media in Gender Role Portrayal

Media can either be an accomplice
to gender based discrimination or it
can challenge the gender bias

Sharda, A. (2014). Media and Gender

Stereotyping: The need for Media
Literacy. International Research
Journal of Social Sciences. Vol. 3(8).
pp. 43-49.
D. REVIEW OF RELATED LITERATURE

2. Stereotypes and Sexism

a negative stereotype exists about

the capabilities of their social group
and demonstrating apprehension
about confirming the negative
stereotype by engaging in particular
activities
Steele, C. M., & Aronson, J.
(1995).Stereotype threat and the
intellectual test performance of African
Americans. Journal of Personality and
D. REVIEW OF RELATED LITERATURE
Several differences were found
between the images of men and
women

Harris, P. &Stobart, J. (1986).Sex-role

stereotyping in British television
advertisements at different times of
the day. British Journal of Social
Psychology. Vol. 25( 2). pp.155-164.
D. REVIEW OF RELATED LITERATURE

3. Female and Male Advertisement

Also reveal in their findings that men

are still predominately featured in
advertising. Ads in all day parts
tended to portray men in stereotypical
roles of authority and dominance.
Craig, S. (1992). The effect of
television day part on gender
portrayals in television commercials.
Sex Roles.Vol.26( 5). pp.197-211.
D. REVIEW OF RELATED LITERATURE

Fair gender portrayal in the media

should be a professional and ethical
aspiration, similar to respect for
accuracy, fairness and honest.

White, A. (2009). Getting the Balance

Right: Gender Equality in Journalism,
International Federation of Journalists.
pp. 3-13.
D. REVIEW OF RELATED LITERATURE

4. Women in News

Stereotypes are also prevalent in

every day media.
D. REVIEW OF RELATED LITERATURE

5. Psychology in Portrayal of Women

stereotype threat is defined as a

socially premised psychological threat
that arises when one is in a situation
or doing something for which a
negative stereotype about one's group
applies
Steele, C. M., & Aronson, J.
(1995).Stereotype threat and the
intellectual test performance of African
Americans. Journal of Personality and
D. REVIEW OF RELATED LITERATURE

People always underestimate women,

thats why women always have
negative characteristics.

Steele, C. (1997). A threat in the air:

How stereotypes shape intellectual
identity and performance. American
Psychologist. Vol. 52.613629.
THEORETICAL
FRAMEWORK
 THEORETICAL
FRAMEWORK
1. Feminist Theory

2. Film Criticism Theory

3. Meaning Theory of Media

Portrayal
E. THEORETICAL FRAMEWORK

1. Feminist Theory

Feminist Theory is the support of

equality for women and men. It
states that men and women
should be equal politically,
economically and socially. Its goal
is to explain and help society
understand the characteristics of
inequality between the genders
(Feminist Theory, n.d.).
E. THEORETICAL FRAMEWORK

2. Film Criticism Theory

The deeper meaning of this is the
level of content may be called the
referential content, since it refers
directly to things that happen in
the plot and possibly to some
aspects of the story that are
merely implied by the plot (Film
Theory, n.d.).
E. THEORETICAL FRAMEWORK

3. Meaning Theory of Media

Portrayal
There are 4 types of influences of the
Theory of Media Portrayal
1. Establishment
2. Extension
3. Substitution
4. Stabilization
E. THEORETICAL FRAMEWORK

Theory Model

MEDIA
1. ESTABLISHMENT
SOCIAL MEANI
2. EXTENSION
REALITY NG
3. SUBSTITUTON
4. STABILIZATION
E. THEORETICAL FRAMEWORK

Conceptual Level

PANTENE TV
COMMERCIAL
5.
ESTABLISHME PORTRAY
NT AL OF
STRONG
6. EXTENSION THE
WOMAN
7. STRONG
SUBSTITUTON WOMAN
8.
STABILIZATIO
N
METHODOLOGY
F. Methodology
1.
Research Design and Methods
- Qualitative Research
- Descriptive and Explanatory in nature
2. Units of Analysis
- Selected Pantene commercials in the
Philippines
3. Sampling
- Purposive Sampling
4. Data Gathering
- Content Analysis
5. Research Instrument
- Content Analysis Guide
F. Methodology

Appendix A. Content Analysis

Guide
URL Page Title Short URLs that URLs of
Descriptio link to this links from
ns page this page
https://www. #WHIPIT A Pantene
facebook.co Filipino Philippines
m/photo.ph campaign aired its
p? goes latest
fbid=10209 global and commercial
508789369 viral on local
759&set=oa television
.361790717 challenging
511976&typ the double
e=3&theate standards
r women face
at work.
RESULTS AND
DISCUSSIONS
G. RESULTS AND DISCUSSIONS

This chapter presents all data gathered

and evaluations done to it using the
selected theories and the Feminism
paradigm.
1. Referential Content
2. Explicit Content
3. Implicit Content
4. Symptomatic Content
5. Synthesis of the Data Collected
G. RESULTS AND DISCUSSIONS

1. Referential Content

In November 2013, Pantene Philippines

launched a one-minute long commercial
titled, Label Against Women, this
commercial does not have any dialogue or
talking parts. It just have a background
music and an actions. The advertisement
focuses on a women and a man being
compared in a work environment. The man
was perceived positively while the woman
was given a negative one.
G. RESULTS AND DISCUSSIONS

1. Referential Content

The second selected commercial by the

Pantene Philippines that portrays a
strong woman featured the story of
Denise Laurel Denise Laurel rises above
her labels last March 16, 2014 where
she was labeled as Sayang . There are
two types of video on this, one that is
shortened as TV commercial and the full
story uploaded on YouTube.
G. RESULTS AND DISCUSSIONS

1. Referential Content

On the same year, April 4, 2014, Pantene

Philippines launched again a commercial
that empowers women featuring the story
of Queen of all Media Kris Aquino
entitled Kris Aquino Whips away her
Labels from #whipitCampaign. There are
also two types of video on this, one that is
shortened as TV commercial and the full
story uploaded on YouTube.

G. RESULTS AND DISCUSSIONS

2. Explicit Content
G. RESULTS AND DISCUSSIONS

2. Explicit Content

The first Commercial Labels Against

Women tells the concept of double
standards on women in the
workplace. It portrayed men and
women doing the same things, but
was perceived differently. The men
have positive words associated with
them while the women have negative
words.
G. RESULTS AND DISCUSSIONS

2. Explicit Content

The second commercial Denise Laurel

Rise Above Her labels The
Commercial started as Denise opens as
a sad, mellow tune plays Sayang daw
ako cause Im a single mother, Its a
shame that there still is that double
standard, she continues, If a guy gets
a girl pregnant, hes a stud, right? But if
a girl gets pregnant, malandi siya.
G. RESULTS AND DISCUSSIONS

2. Explicit Content

The last commercial also from

#Whipit Campaign which is Kris
Aquino Whips Away Her Labels
The third commercial was all
about Kris Aquino, a showbiz
personality, outspoken woman
who refused to be defined by
public expectations.
G. RESULTS AND DISCUSSIONS

3. Implicit Content

The first commercial states the inequality

between men and women is raging in the
workplace. It also show that men are more
dominant in work more than women even
they just do the same task. It also gives a lot
more appreciation in men in the work
environment. At first glance, a person who
watched this advertisement may actually
think that female employees are inefficient
in the work area but as it continues till the
end, it shows that its an woman-
empowering commercial displaying that its
G. RESULTS AND DISCUSSIONS

3. Implicit Content

The second commercial shows that Denise

Laurel was criticized, humiliated and labelled
Sayang because shes a single mother. It
also shows how hard it is to be a woman
because doing just as the same things as
man, woman was always perceived
oppositely and antagonistically. From all of
these circumstances and downfall she faced,
she considered it as a tool that will make her
stronger and braver. She chose to overcome
it and to rise above her labels encouraging
woman in the end to stand up and whip all
G. RESULTS AND DISCUSSIONS

3. Implicit Content

The third commercial tells how Kris was

perceived by the society as an
Opinyonada. She once ask during the
commercial if why it is hard to be a man
rather than a woman. Instead of considering
the term Opinyonada as an insult, she deal
with it and consider it positively, she
reasons out that it takes a strong woman to
speak her mind and she stands up on what
she think is right. She also encourage
woman to never let labels pull them down
instead they must whip it and take it as an
G. RESULTS AND DISCUSSIONS

4. Symptomatic Content

A. Labels Against Woman

It shows Anti-Sexism and a Feminist

concept all through out the
commercial. It displays that having a
different perception in man and
woman in the workplace is still
prevalent where men are always
superior and undoubtedly while
women are seen as inferior and not
G. RESULTS AND DISCUSSIONS

4. Symptomatic Content

B. Denise Laurel Rise Above Her Labels

This commercial shows a Feminist

Concept and a Woman-Empowerment
commercial. Its not just about
advertising a certain product but it
also impose and promotes how women
are seen in the society and how hard it
is to be a woman. The Media is a great
tool that delivers its viewers through
this commercial a message that it is
G. RESULTS AND DISCUSSIONS

4. Symptomatic Content

C. Kris Aquino Whips Away Her Labels

This commercial also demonstrates

Feminism and Woman-Empowerment.
Kris notice that there is still a big gap
between man and woman and see that
there are difference in the perception
of society between men and women.
G. RESULTS AND DISCUSSIONS

4. Synthesis of the Data Collected

These commercial shows how the

society labels women negatively and
perceived far from men. But as the
commercial continues, it slowly shows
that women are capable to stand up
and be confident on what they are.
This show that women are strong and
they are capable to stand, show-off
and whip all their labels. The Feminist
theory is very visible in these
G. RESULTS AND DISCUSSIONS

4. Synthesis of the Data Collected

These Commercials from the

Pantene Philippines has a purpose
to shatter the stereotypes in
woman. It just not promote their
brand but they also empowers
woman. It portrays a woman who
self-pity seeking for sympathy
from people and was unfairly
judged by the society.
SUMMARY AND
CONCLUSION
H. Summary and Conclusion

A. Summary of Findings

The Selected Pantene Commercials that portrays strong

women shows Feminism and how women are perceived
by the society and the double standards in work,
personal life etc. The women that was shown in the
selected commercials all have in common, they are all
unfairly judged, criticized and seen differently by the
society. But they never let it pull them down or
demotivate them, instead it makes them stronger and
firmer in life. In the end, they still shine and conquer all
the negative assumptions that was labeled on them. The
advertisements have shown its viewers how women are
seen in the society and how they look like in certain
aspects of their daily lives.
H. Summary and Conclusion

B. Conclusion of the Study

The Researchers have concluded that the

Selected Pantene Commercials (Labels
Against Women, Denise Laurel rises above her
labels, Kris Aquino Whips away her Labels)had
portrayed a strong woman that conquers and
shatters all the labels and stereotypes that
was put over them. These commercials shows
that strong woman is a confident woman, she
never let anyone or anything destroy her, she
show-off and stands up against her labels and
criticisms. These woman empowering
advertisements produced by Pantene have
shown how woman are degraded, humiliated,
 IMPLICATIONS
AND
RECOMMENDATIO
NS
I. Implications and Recommendations
This research focused mainly on the
selected Pantene Commercials in the
Philippines that portrays strong woman and
the analysis of its content individually. The
researchers recommend that future studies
which will delve into feminist portrayals
should also look into the Pantene
commercials in Asian countries and also the
Western Countries. The study can also be
done through using another paradigm like
Cultural. The researchers also recommend
the future studies to analyze the portrayal
of a beautiful woman, gender stereotypes,
hair etc. instead of strong woman. It can
 D. BIBLIOGRAPHY

Feminism[Def.2].(n.d.).InOxfordDictionaryOnline,RetrievedNovember2,2016,from

http://en.oxforddictionaries.com/definition/feminism

Elks,J.(2013).Pantene's'BeStrongandShine'MessageEmpoweringSome,ButRaisingl

Feminists'Hackles,retrievedNovember8,2016fromhttp://www.sustainablebrand

.com/news_and_views/communications/jennifer-elks/pantenes-be-strong-shine-message-

garnering-mixed-reaction

Zoonen,L.(1994).FeministMediaStudies.Calfornia:SagePublicationsInc

Mavrodi,N.(2013).PantenePhilippinessellShampoo:ShattersGenderStereotypes.Retrievedon

November9,2016from.http://thoughtcatalog.com/marisa-donnelly/2016/01/the-truth-about-

being-a-strong-woman/.