...study is conducted to determine the physical image of women portrayed by Filipino beauty commercials. A feministic view of these commercials is applied in trying to show the ideal image they present which influences the decisions and perceptions of women. Specifically, the researchers are defining how it has shaped the outlook of women towards beauty with regards to the physical aspects. The methods used to achieve results were documentary analysis and interviews. Through interviews, the researchers were able to generate information based on perceptions of selected individuals with expertise on feminism and visual communication. The documentary analysis deals with the examination of sample commercials which are part of the research scope. CHAPTER I THE RESEARCH AND ITS BACKGROUND This chapter contains the background of the study with a short introduction of the whole research and the reasons why the researchers chose the topic. It also contains the specific problems of the study as well as the theoretical and conceptual frameworks which were the foundation of the research. The limitations and scope are also provided in this chapter. It also contains the significance of the study to different people affected by the research and the definition of terms as to how they were used in the study. BACKGROUND OF THE STUDY As people tend to watch television, we also tend to encounter the commercials that come along with watching. According to a study conducted by McCann-Erickson...
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...Running head: RACIALIZED REPRESENTATIONS OF FEMALE BEAUTY 1 Racialized Representations of Female Beauty in Popular Culture (Name) University of New Mexico RACIALIZED REPRESENTATIONS OF FEMALE BEAUTY Racialized Representations of Female Beauty in Popular Culture 2 For the past 22 years People magazine has composed a list of the 50 most beautiful people. The list typically includes movie and television stars, musicians, British royalty, models, and television personalities. Every year the magazine crowns the year’s “most beautiful” and features them on the cover. Of the 22 most beautiful 19 have been women and out of the 19 women 16 have been White. This signals to People’s readers that beautiful means White and everything else does not equate beauty. However, this is not unique to People or even magazines like it, but instead represents a larger trend that is present in all forms of Western popular culture. In the various mediums of popular culture, ideologies about female beauty are exceedingly prevalent and constantly managed and reproduced. These ideologies carry with them the notion that in order to obtain ideal female beauty one must be very thin, young, have long hair, and wear expensive or revealing clothing (Stern, 2004). In addition to this there is also a raced definition of beauty, which predominates Western popular culture and dictates that White women with light hair and eye color can only attain true beauty. By looking closely at fashion magazines, television...
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...with advertisements of images and descriptions of what the perfect body needs to be. We're asked to compare ourselves to them, noticing how we don't measure up, which causes extreme anxiety. But, what really is beauty? Why has there been a set standard for how you must look? Media has truly ruined the minds of women by creating an image that is impossible to attain. Women all around the world spend thousands of dollars to temporarily cover their own beauty. This is where the question “Why do you wear makeup?” comes into play. Some women wear makeup for themselves, and some wear it for others. However, even that does not play too much of an influence. It all comes down to who is influencing you to destroy your own beauty. A little makeup here and there does not do enough for some women, but the cosmetology industry seems like it is out to get women. “Maybe she's born with it, maybe it's Maybelline” is a phrase you hear in every Maybelline commercial, but have you ever stopped to think about it? Yes, maybe she was born with it, but chances are it is Maybelline; it is as if the cosmetic industry is mocking natural beauty. Their ads show girls that don’t even have pores making anyone who reads it feel as if their skin isn’t good enough. In these Maybelline commercials, they have tall, skinny, flawless models. They always do a close up with the camera and there are no blemishes on their faces whatsoever, because it is an advertisement for makeup. These advertisements for Maybelline...
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...Mademoiselle Commercial Perfumes have been popularly used by women throughout generations because each distinctive scent is almost like expressing the mood and feeling of the person who applies it. Amongst many brands of perfume out in the market, Chanel has been loved by many. In particular, Chanel Coco Mademoiselle is a women’s perfume in the Chanel collection that was introduced for the younger Chanel fans. Their advertising film with Keira Knightley gives clearer brand image to the customers by its unique way of presenting their product through the commercial film. It deserves a close insightful analysis for its ability to mesmerize the viewers without any words said. With a balance of ethos, pathos, and logos, the Chanel Coco Mademoiselle advertising film effectively appeals to women’s desire and emotion very well. Especially the film majorly appeals to pathos, to women’s longing for feel sexy, feminine, young and exciting only by its visual imagery. The Chanel Coco Mademoiselle commercial is presented in a way to appeals to ethos by the choice of the model, setting, and the soundtrack. I find it interesting that the director Joe Wright, who is a winner of BAFTA (British Academy of Film and Television Arts), and the representative model for the film, Keira Knightley have worked together before in his award-winning films Pride & Prejudice (2005) and Atonement (2007). Keira Knightley no doubt is a beautiful actress, but there is more to her than mere beauty; she is the...
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...Power of TV Commercials The power of pop culture has an enormous influence on the minds of the youth. TV commercials are powerful tools that are used to portray an image, change an idea or shape an attitude. These thirty seconds or more of flashy attractions draws viewers in on the attitudes and values of which people hold in society. It promotes particular beliefs and ways of thinking. Such beliefs that are promoted through TV commercials can be the encouragement of changing one’s appearance in order to look similar as a certain celebrity. On the good side, TV commercials display positive behaviors and role models that young girls and adolescent girls can aspire to be. In contrast, many of these TV commercials have a negative influence on the life of young girls and adolescent girls. TV commercials targets young girls and adolescent girls through the use of different outlets that glorify unrealistic expectations, distorted body image and sexualization in which leads them on a path of self-destruction. TV commercials can promote positive behavior. Dove is the first “beauty” company to promote to young girls and adolescent girls that they should be comfortable with their own body. Their marketing campaign helps to establish self-esteem and a good body image. It shows “real women” as role models who are happy with themselves even though their body may not be what is typically thought of as beautiful. According to the article, “The Dove® Campaign for Real Beauty”, Dove states...
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...Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth About Beauty study...
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...people wrapped around their fingers when it comes to new products that make your life more efficient. Advertisement companies have strongly emphasized the importance of being beautiful and how to do so. However, every so often these products leave the consumer with unrealistic aspirations. They discover ways to exploit the weaknesses of the consumers by offering superior merchandise to what they currently own. Advertisers have shaped our society with an unrealistic portrayal of an ideal foundation, leaving us defenseless against this regime. There are many definitions of beauty and there should not be one stereotype of how it should be. Commercials have a devious way of altering the societies perception of “beauty”. Looking natural and healthy was once the ideal portrayal of beauty. The meaning of being “beautiful” today has dramatically changed since our society has been brainwashed by the thousands of industries trying to sell their products. An example of this is the phenomena of looking young. Corporations have made us believe that the only way to truly look beautiful is to be young and flawless. There are millions of skin creams and formulas like Olay and L’Oreal to make your skin “wrinkle free” which will then result in magnificence. These types of companies have a large impact on the society and how they will respond. Along with being wrinkle free, there are many companies advertising models in bikinis showing you how to “lose 20 pounds in a week and become beautiful” this...
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...Jennifer Archuleta Professor Musgrave English 205 December 13, 2011 The Effects of Media on Body Image Imagine growing up in a modern day society. Everywhere you look there are images of beauty, representations of how beautiful people are supposed to look; flawless and thin. You grow up believing that this unattainable image is the only image of beauty. As you look in the mirror and see only flaws in your reflection, you rack your brain of ways to make yourself more beautiful. This becomes your obsession. Your dream is to become a model, but in the very start of your career, a fashion agent tells you that you will have to lose ten pounds in order to find work. This was the beginning of the end for former model and actress Isabelle Caro, just one of the many women affected by the media industry and the negative effects it has on body image. With Isabelle’s obsession to be thin, she battled with anorexia until it ended her life at the young age of twenty seven. In modern culture, a great deal of importance is placed on our looks and body image. This is portrayed by the media through magazine pictures, television advertisements, billboards, and the influence of models and actresses. Although the media affects both men and women, I will be showing how it specifically affects the behaviors, viewpoints, and attitudes of women. The media portrays a beautiful woman as being someone who is thin and flawless. Photographs of models that are posted in magazines are brushed-up, touched-up...
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...in Olay Natural White Papaya Commercial And Kathryn Bernardo in Ganda Trio Medium and Technique: Television advertising Both commercials feature the same product (though, “Ganda Trio” commercial also features Whisper and Rejoice for the reason that Kathryn Bernardo proclaims both merchandise). “Gandang di mo inakala!” says our dazzling, well-known celebrity in our country: Kathryn Bernardo in her commercial introducing a whitening product: Olay’s White Papaya bar soap. In Olay Natural White Papaya commercial, the whole advertisement started with a couple, a guy who carried boxes, the waiter who took orders from a lady who held the menu that turned their heads onto someone then all froze into a brown rock (?). Audiences can easily distinguish this occurrence as a fair skinned female (Kathryn Bernardo) walked by, meaning to say, everyone was attracted with her pale skin. Kathryn Bernardo is then followed by a bunch of ladies as someone says, “8 out of 10 women will switch from their papaya soap to Olay bar papaya.” Stating that it has Olay’s natural white cream and papaya extracts for naturally fair and even tone skin na agaw pansin. The commercial also announced, “Tumitigil ang mundo para sa skin na ganito ka-fair, ganito ka beautiful” while showing Kathryn Bernardo’s pale face. Bernardo ended the commercial asking a question, “Ikaw? Isa ka ba sa amin?” On the other hand, she also stated in her Ganda Trio commercial (also features Whisper and Rejoice)...
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...Asian Journal of Case Research 7(1) 2014 ISSN 1985-4579 pp:1-16 FUNDING PROMOTIONAL ACTIVITIES: THE CASE OF JASMINE BEAUTY ENTERPRISE Wan Sharinee Fitri Wan Yahaya1, A.K Siti-Nabiha2, Fathyah Hashim3 ABSTRACT Established in 2008, Jasmine Beauty Enterprise (JBE) specialises in halal health and beauty products that it markets and sells in Malaysia. However, after four years of operation, the company’s founder, Jasmine, is still under pressure to sustain the business. Much of this pressure comes from health and beauty being such a competitive and volatile market, which requires JBE, a newbie in the industry, to invest heavily in brand and product promotions. Not only does JBE need to promote its products but, as customers are not really familiar with the company, it also needs to build brand trust and image. From 2008 to 2012, the company spent RM1.2 million on marketing and promotional activities. However, sales did not increase as expected, and the lower-than-expected revenue has reduced the company’s profit margin. There is also an issue of accrued sales, as a large amount of accounts receivables are affecting cash flow in the company, which needs to be addressed. Overall, these problems are limiting the company’s cash reserves, and its ability to grow. Jasmine felt that the company was not getting value out of the promotional activities and, as a result of JBE’s costly marketing and promotional activities, the company needs to seek a bank loan. A thorough...
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...predominant in industrialist economies, where the greater part of them are exclusive and give products and administrations to clients in return for different merchandise, administrations, or money. Organizations might likewise be not-revenue driven or state-claimed. I decide to open a hair and beauty salon business. Preet's Hair Salon is a full-benefit magnificence salon committed to reliably giving high Consumer loyalty by rendering fabulous administration, quality items, and outfitting a pleasant climate at a satisfactory value/esteem relationship. We will likewise look after an amicable, reasonable, and inventive workplace, which regards differing qualities, thoughts, and hard work. I am, co-holder with, my friend, has worked in a prestigious, upscale salon in Toronto. Preet has made an extensive customer finishing diligent work and devotion. Me, and my group is capable beauticians, has what it takes to make this wander an amazingly effective one. We anticipate that our developing notoriety will prompt new customers and pull in more beauticians to bolster our foreseen development. 2. What is your product or service? Products:- I will, upon commencement of operations, sell a wide range of beauty products. We will be providing quality hair, nail, and skin care products. Penny’s has an exclusive contract with Joico to sell their top quality products. In addition we will have othername-brand products for sale to meet customer needs, such as: Matrix, Paul Mitchell, Rusk, and...
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...Iconography and the Journey to Attaining Flawless Beauty How has Cleopatra been used as an apparatus manipulated through capitalist- consumerism under the guise of attaining ultimate beauty? How has the exoticization and romanticism of beauty products, such as Palmolive soap, result in the products becoming more appealing to female consumers? This essay examines the problematic ideology of Cleopatra as the beautiful queen with the “flawless” complexion used in beauty advertisements of the 1920s addressed towards the post-World War I “modern woman” as a source of sociopolitical embodied power to entice men. This essay also explores concepts of femininity, modernity, and ideals of female beauty that have been constructed through a historically patriarchal framework which involves emphasizing the ‘seductive power’ of women, and revolves around the obsession for preserving a youthful girlish beauty and perpetuating women’s place in the home as the ‘pretty little wife’, in juxtaposition with George Bernard Shaw’s ‘pretty little queen’ caricature of Cleopatra. By invalidating or distorting her power, these expectations and gender based stereotypes impact society today in the same ways by advertising flawless skin with no visible pores or wrinkles as one of the many unrealistic sociocultural standards for females. For thousands of years, Cleopatra has been used as a tool of sexual desire and as a result, women have looked to her as a beauty role model for gaining respect in society, success...
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...Marketing Management Dove: Global Beauty Close at Heart Problem Statement Dove has decided to shift its focus from the traditional approach of marketing product results. Instead it will focus its marketing on making more women feel beautiful. In doing so, Dove has moved to a controversial viewpoint which has the potential to either entice more customers to buy Dove or alienate it from all beauty product buyers. In an age of uncertain social media, how does Dove excel as a master brand using the Campaign for Real Beauty? Situational Analysis Extensive research went into the development of the Campaign for real beauty; including using psychologists to gage women’s perceptions. Public reaction to the first few ads was positive. The Tick‐ Box campaign quickly moved from the majority of voters labeling the women as “outsized” to “outstanding”. Dove created a self‐esteem commercial which personalized the brand with consumers. Oprah Winfrey used the ad and devoted an entire show to self‐esteem issues bringing positive media attention to the campaign. Also, the film “Evolution” was displayed by YouTube and became the most downloaded commercial ever, with 3 million views in 3 months. The Real Beauty topic became a prime talking point for discussions and debates within media outlets. The Real Beauty brought about concern for the consumer’s willingness to spend more money on a brand that doesn’t promise to make them more beautiful. Dove could potentially be viewed as an ordinary ...
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...Managing talents such as celebrities, singers, models, or endorsers is a very challenging and demanding job. It needs a lot of courage, effort, creativity, time, passion, and love for the work and for the talents. If I were given a chance and opportunity to manage talents, I think I would make it to a point that I will be really hands-on while they are having their training, workshops, and preparation for their auditions or projects. I would assist them in putting together and setting up their portfolios to be presented to different people who may provide them their big breaks in the industry. I would be happy to help my talents to achieve their dreams and make significant marks and difference in the industry while they themselves are happy in their jobs and are developing and growing up as good persons with great talents. However, managing different talents needs different approach. Before deciding or planning on the best ways or approach to manage them, I think it would be better if I have already assessed them – what they want or need, their career goals and dreams, who they are and what they can offer to the audience, as well as what their unique “selling points” are or what is something special about them. For the kid, I think she is really amazing. I cannot believe that such a great quality voice, extraordinary talent in music, clear pronunciations and good dictions and a charming face can be encapsulated in a body (or vocal chords) of a young girl. When I heard her...
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...healthcare, beauty, and personal care, food, beverage, home and garden, tobacco, and agricultural industries. In addition to these, MWV also produces specialty chemicals for the automotive, energy, and infrastructure industries, while maximizing the value of its land holdings through forestry operations, property development, and land sales. The company became incorporated in Delaware in 2001 as the successor to Westvaco Corporation and The Mead Corporation. MeadWestvaco primary markets for their products are in North America, South America, Europe, and Asia. The company operates in 30 countries, has approximately 16,000 people, and serves customers in more than 100 nations. The Food and Beverage division produces packaging materials, as well as, designs and produces packaging for the global food, food service, beverage, dairy, tobacco end markets, and paperboard for commercial printing. In the food market arena, materials and solutions are developed for packaging frozen food, dry goods, ready-to-eat meals, drinks, and some dairy products. For the beverage market, MWV produces high-performance paperboard, carton designs, converting operations, and packaging machinery. The tobacco market produces high performance paperboard for the design and carton production of leading tobacco brands. All of the materials for this division are manufactured in the United States and the plants running these products are located in North America, Europe, and Asia. The Home, Health, and Beauty division...
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