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Filipinas are victims of gender stereotyping in their own land. This theory paper
explores sexist and feminist advertising to deconstruct the various portrayals of
Filipinas in local billboard ads. It explains how these portrayals are being
conveyed through the chosen advertising medium as guided by Roland Barthes
theory of myth. It also provides a brief critique on the practice of stereotyping and
empowering Filipinas in local billboard ads through a feminist perspective.
Introduction
The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
Perhaps one can argue that Filipinos are being too onion-skinned for over-reacting on the
stereotypical portrayals of Filipinas in the international scene. But forms of racial, cultural and
gender stereotyping in any part of the world are unacceptable and need to be given much
attention. Whats even more upsetting scenario here is that Filipinos often fail to notice that their
women are also victims of stereotyping in their own land. Proving this is as easy as going
outdoors.
This article focuses the attention on the various portrayals of Filipinas in local outdoor
advertising scene or billboards, to be specific. By exploring sexist advertising in the Philippines,
it uncovers how the chosen advertising medium is using popular women stereotypes to depict
Filipinas. In the end, the article discusses feminist advertising or femvertising as a new and
emerging trend that gives hope to break gender stereotyping in billboard ads and advertising in
general. It also provides a brief critique on the widespread practice of stereotyping Filipinas in
local billboard ads through the feminist perspective.
What are the common women stereotypes communicated through billboard ads? And
why is it a social issue that needs to be addressed? Or rather, what is stereotyping and how does
it affect Filipinas as women in their home country?
Stereotypes act as cages that imprison a particular group in a classification that makes a member
of that group easy to judge and identify. No one is exempted regardless of race, gender, age or
culture. American journalist Sharon Begley once said that stereotypes present a trap into which
people can fall (Brannon, 2004). Theyre prejudiced, generalised and simplified conceptions of a
person, group, organization or topic. They can either be negative or positive, but they usually
imply negative consequences (Fourie & Karam, 2007).
Stereotypes are derived from socially shared knowledge. They can be seen as cognitive
structures. They are acquired as a body of knowledge during the socialization process in the
broadest manner, which includes the individuals own observations, statements of significant
others and peers as well as the media (Tomasik, 2012). Stereotypes are so much part of the
culture of a particular group that members accept them unquestioningly as a kind of natural law
(Fourie & Karam, 2007).
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
When theres mass media, most probably theres advertising. It has become part of our daily
lives, always trying to persuade us to patronize consumerism. And because ads themselves are
targeted to a specific demographic, they become vast sources of gender stereotyping (Wolska,
2011). This leads the discussion to sexist advertising.
In a feminist perspective, sexist advertising are ads that promote gender stereotypes and
depict women in a disadvantaged way. These include portrayals of women as a sex symbol or a
sexual object and as housewives or caring mothers. Ads expressing dependency of women on
men and promoting beauty ideals for women characterized by less weight and large height, long
legs, long hair are also forms of sexist advertising (Tomasik, 2012). Signs of femininity in ads
rely on a concept of femininity connected to weakness, dependency, emotionality, lack of selfconsciousness and servility (Tomasik, 2012).
The Philippine advertising scene is guilty of promoting gender stereotypes through sexist
ads. A multitude of ads project Filipinas as housewives or someone fit only for the bedroom,
kitchen and home. This also includes portraying women as a sex symbol (Quindoza-Santiago,
1996). Research showed that local print ads implicitly communicate women as someone who
belongs at home; who has a soft personality and beautiful appearance; who exists to gratify men;
and who is inclined to believe in traditional sayings and superstitions (Fernandez, 1989).
Advertising in the Philippines is a big industry where a huge amount of money is
involved. In fact, a total of Php 190 billion ($4.31bn) were spent for tri-media (print, television
and radio) in the first nine months of 2011 while outdoor advertising, into which billboards are
categorized, has risen up in recent years, hitting Php 2.2 billion ($49.9bn) in the same period
(Tuning in, 2012).
One major reason of billboard popularity among advertisers is that they are cheap
alternatives to tri-media advertising. With traffic jams and congestion in highways particularly in
Metro Manila areas, advertisers are gaining high viewership from motorist and commuters stuck
in highways (Tuning in, 2012). But while billboards are booming, every Filipino would agree
that its one of the most controversial advertising medium today. For years, billboard ads have
been a favorite of critics and concerned citizens due to content issues. Other issues being linked
to billboards are their monstrous sizes and fast rising population.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
In Metro Manila alone, a total of 8,000 billboards in 2004 were recorded according to the
Outdoor Advertising Association of the Philippines (OAAP) (De los Reyes, 2009). In Epifanio
de los Santos Avenue (EDSA), over 2,000 billboards flank the highway which are equivalent to
90 billboards per kilometer. Billboard sizes measure up to 500 square meters (Masigan, 2011).
A July 2011 AC Nielsen survey showed that around half of the billboards in Manila were
positioned along EDSA while 29 percent were located along South Luzon Expressway (SLEX)
(Tuning in, 2012).
In connection to this, slow traffic in the metro is also being blamed to monstrous
billboards as outdoor advertisements containing sexy images are distractions to drivers causing
them to slow down for a view (Macairan, 2009). Other concerns include uncontrolled obscenity
that distracts the attention of drivers, which threatens road safety. These sexually suggestive
images are said to also corrupt the minds of youngsters (Carleon, 2014b).
To address the billboard craze in Metro Manila as well as other issues associated with it,
mayors of Metro Manila have agreed to regulate the dimension of billboards across the metro,
which was initially implemented in Makati. The regulation will address billboard height,
illumination and location (Frialde, 2014). Also in early 2014, a bill called An Act Prohibiting
the Public Exhibition or Display of Obscene and/or Distractive Motion or Still Picture along
Major Thoroughfares was introduced in the Lower House hoping to address obscenity issues in
local billboard ads (Carleon, 2014b).
Given its boom, rising population in the metro, popularity both to advertisers and the
audience and the issue being thrown to it, billboards are interesting advertising medium to
choose for this article. Just like other advertising platforms, once can argue that billboards are
also vehicles of sexist advertising through which Filipina stereotypes are being communicated
and maintained. This is what the article will delve into as it progresses.
What is the role of local billboards in portraying Filipinas with popular women
stereotypes? What are the common Filipina stereotypes seen in local billboards flanking the
Philippine highways? In what way can we uncover these stereotypical portrayals in local
billboard ads? All these questions will be answered and these stereotypes will be uncovered as
Roland Barthes theory of myth guides us.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
When studying signs and how they come to represent objects, ideas, states, situations, feelings
and conditions outside themselves, one has to deal with semiotics (Littlejohn & Foss, 2008).
Perhaps one of the most noteworthy names in semiotics is Roland Barthes due to his theory of
myth. Myth, also known as connotation, is the connotative meaning that signs carry. But myth,
according to Barthes, is the second order of signification. The first order is called the denotation
(Griffin, 2012). Take note that in this article, the author will use myth and connotation
interchangeably.
Denotation or the first order of signification is a sign consisting of a signifier and a
signified (Chandler, 2014). The signifier is the physical form of the sign as we perceive it
through our senses while the signified is the meaning we associate with the sign (Griffin, 2012).
Meanwhile, connotation is a second-order of signification which uses the denotative sign
(signifier and signified) as its signifier and attaches to it an additional signified. In this
framework, connotation is a sign which derives from the signifier of a denotative sign (Chandler,
2014). The literal, obvious meaning of a sign falls under denotation while connotation or myth
refers to the socio-cultural and personal associations, including ideological and emotional
(Chandler, 2014).
Myth transforms the cultural into universal and natural. It makes dominant cultural,
historical, values, attitudes and beliefs become natural and normal while still recognizing its
status as myth or as a cultural product (Allen, 2003; Chandler, 2014).
Ads act as a vehicle through which myths are conveyed as metaphors. The role of ads
goes beyond introducing and promoting products. It is also about persuading consumers to
accept the ideologies that consumerism brings pleasure and our possessions define our social
status. Thus, ads communicate and shape its audiences ideologies with purpose (Zhang & Ai,
2011).
Myths are mainly communicated through stereotypes (Fourie & Karam, 2007). Again,
stereotypes have social and ideological connotations and are associated with a particular group.
The same way myth was defined above, stereotypes are seen as normal and natural (Fourie &
Karam, 2007). From here, we can infer that stereotypes are forms of myth delivered through
various forms of mass media, particularly in advertising.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
Image 1 (left) shows TV personalities and sisters Gelli and Janice de Belen for Alaska
condensada and evaporada milk ad (Djsammy2k7, 2007). Image 2 (right) features actress Jodi
Sta. Maria and her son Thirdy Lacson for Purefoods FunStuff Nuggets billboard ad (Lao, 2013).
Sometimes, the simplest ad contains the most common stereotype. Image 1, for instance,
possesses few elements but clearly shows a common stereotypical portrayal of women. It
features two mom celebrities with their happy faces while holding dishes prepared with the
advertised milk products. Other signs in the image are product cans, tagline and brand logo.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
Same as Image 1, Image 2 shows a celebrity mom holding a platter of nuggets to serve to her
son. Other signs are the son performing different kinds of games, the product, tagline and brand
logo.
One can easily say that the billboard ad is more than just a promotion of their respective
products. Image 1 is not just about infusing home-made dishes with the brand while Image 2 tells
a story that goes beyond preparing and serving a bowl of crunchy nuggets. Those big smiles and
happy faces tell us a story. Both billboard ads sell the idea of finding happiness for coming up
with delicious dishes to serve to their families. It communicates to moms a sense of fulfillment
achieved with delectable concoctions that can delight their families. It is apparent that the ad is
aimed to appeal to moms, banking on the notion that they are the ones in charge of preparing
meals at home. They are the queen of the kitchen.
Image 3 is a billboard ad in EDSA for clothing brand Maldita featuring actor/host Luis
Manzano and singer/actress Nikki Gil.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
It has been said that sexist ads with stereotypical portrayals include those that promote false
beauty ideals on women (Tomasik, 2012). Image 4 above is an example of such. The billboard
ad features an overweight woman in green dress trying to cover her body with her yellow
shoulder bag. Her minimal facial expression and posture show her shame for having excess fats.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
On the other side of the image is a slim lady in body-fit blue dress with a big smile. If theres
something overweight in the second lady, it would be her confidence. With these two combined,
the ad highlights women insecurities with regard to weight. It suggests that excess fats and large
body built in women are something to be ashamed of while promoting a leaner shape as the one
considered beautiful and desirable, which boosts self-esteem.
Image 5 is a billboard ad for beauty clinic Belo Medical Group (Brommel, 2007).
Speaking of beauty ideals in local billboard ads, Image 5 above, a billboard ad by Belo Medical
Group for its Smart Lipo service, creates an interesting association with beauty. It shows a
woman in a kneeling position. Shes wearing black lingerie, a pantyhose and long gloves while
her right hand holds a black whip. It is clear that the ad does not only highlight the figure of the
model, her sexy curves and lean arms. It does not only promote the false beauty ideal that favors
to slim body and small waist line. It goes beyond that. The image has sexual implications. It
associates womens desire to be beautiful with sex. The sexy model in her seductive clothes and
whip is a representation of dominatrix or a woman who controls and hurts her partner during
sexual activity in order to give her partner sexual pleasure (Dominatrix, n.d.). Women are sex
symbols.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
Image 6 features actress Angel Locsin for Suzuki Skydrive billboard ad (Untitled image of
Angel Locsin, n.d.).
Many of us might have noticed that using women in automobile ads has been a common practice
of advertisers. In Ending Gender Stereotyping and Sexist Portrayals, it was explained that
automobile companies and advertising agencies do not perceive women as target market but use
them to create the illusion that women are one of the gadgets that a male automobile owner could
enjoy (Tomasik, 2012). While its more popular in cars, motor brands like the sample image
above adhere to this practice. Image 6 is a billboard ad for Suzuki Skydrive motor featuring
actress Angel Locsin, who was once the number one sexiest woman in the country by FHM
Philippines magazine. Angel is wearing a black body-fit leather race suit while she sits on a red
motor. Other signs are another two models of the advertised motor in black and white colors in
the background, brand logo and tagline. In Image 6, the message is easy to decipher. Men desire
motors the same way they desire Angel, who represents sexy Filipinas. Women are a source of
desire in men or an object they have to own.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
Image 7 (left) is a shopping sale billboard ad by MasterCard and SM Store while Image 8 (right)
is a promotional billboard by My Dream credit card.
Images of women with a bunch of paper bags on their hands are not new to us. We always see
them on billboards especially when there are sale promotions or during shopping seasons.
Examples of these are Images 7 and 8 above. Image 7 shows three poses of a lady shopper in
overflowing joy with her paper bags. Other elements are the credit card, brand logo and
promotional line. Image 8, on the other hand, shows a mom leaning back-to-back with her
daughter. Both of them are holding a heap of paper bags. Beside them is another sign, which is
the credit card.
Both Images 7 and 8 are ads intended to promote credit card use for shopping. To do
such, the images illustrate the joy of women with thoughts of sales and shopping. They
emphasize the idea that women love big discounts and rebates. They highlight the notion of
materialism in women and their obsession with shopping. It strengthens and uses the common
stereotype of women as shopaholics.
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
But while it gained rave reviews globally, the ad campaign was also bashed by feminist
critics for using feminism to sell. Katy Waldman (2013) of Slate.com said in her online article
that the ad campaign equates challenging sexism and gender stereotypes to buying a shampoo.
Others critics said that the ad is promoting an arbitrary and unfair beauty ideal which undermines
its pro-woman message (Merryweather, 2014). But whether or not the feminist approach is
profit-driven, the significance of feminist ads like Pantenes is that woman-empowering
messages are being conveyed in influential platforms that are reaching a wide audience. Not
many ads, local or international, have the spirit to do this.
Pantenes ad campaign is only making rounds on social media and tri-media for its
promotion. While it could have been an ideal subject for the analysis intended for this article, it
does not leverage outdoor advertising or billboard ads to the best of the authors knowledge and
research. In addition, the author was not able to find other billboard ad campaigns that depict
Filipinas with an empowered image or those that address women stereotypes. This, however,
does not conclude that no pro-woman billboard ad aimed at empowering Filipinas exists in the
local scene. But this could mean that there is a clear lack of it. With this, we can infer that
billboard ads containing Filipina stereotypes overpopulate those that oppose them, and this needs
attention.
Feminism exists because this sexist world needs a rethinking. Quindoza-Santiago (1996)
summarized three points why the feminist thought deserves to prosper in the Philippines. One is
that the innate strength, firmness and creativity of Filipinas, which originated from pre-colonial
times wherein they used to equal rights and high status, remain despite the changed concept of
womanhood promoted by colonizers. Secondly, the subordinate position of women in many
aspects of national life continues to prevail as strengthened by stereotypes and idealizations of
motherhood and virginity. And despite various movements to break stereotypical images and
concepts of woman, they still survive.
But to break these women stereotypes in our land is not a mission of Filipinas alone. In
her feminist speech as the new U.N. Women Goodwill Ambassador, Emma Watson emphasized
gender inequality as mens concern too and highlighted their role in a solidarity movement by
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
inviting them to become advocates too (Robinson, 2014). Thus, empowering women and
addressing issues about gender inequality and Filipina stereotypes have to be a collective effort
of every Filipino both women and men.
The same goes with the advertising scene. Dismantling stereotypical portrayals of
Filipinas in local ads is a responsibility of both the audience and the advertisers. Pieter Fourie
and Beschara Karam (2007) suggested ways on how to change stereotypes which an individual
as well as media practitioners including advertisers can do. They said that individuals and
practitioners must be: critical of their own views; sensitive towards the feelings of others; and be
aware of the possible harm their views and perceptions can cause to others (Fourie & Karam,
2007).
It is important to note that advertising did not invent these stereotypical portrayals of
Filipinas. It, however, plays a huge role in maintaining and strengthening these image
constructions in the society (Tomasik, 2012). This is where femvertising enters the story.
Certainly, femvertising has its own merits. It opens new doors of hope to women
imprisoned in stereotypes. It serves as a source of women empowerment when inspiring
messages are being channelled on a large scale like billboards. However, there is an apparent
lack of femvertising presence in the Philippines including outdoor advertising like billboards
which are seen by a large population of motorists and commuters daily. This tells a lot about us
as Filipinos, a nation and a society. The prevalence of Filipina stereotypes and lack of women
empowerment messages in local advertising tell a lot about how we perceive and treat our
women. Thus, this presents a challenge to local advertisers to be part of the worldwide effort to
break popular women stereotypes or even spread awareness of the issue. Given their wide
audience reach and influence locally, their impact on Filipinas and the entire nation, when prowoman messages are conveyed in a commendable fashion, would be immense.
But while femvertising is promising, this new advertising technique also requires
rethinking and assessment. The advocacy must go beyond the usual platforms or ads. One way to
do this it to practice the walk the walk and talk the talk concept suggested by panellists of
AdWeek 2014, an annual gathering of marketing and communications leaders in the world. Here,
companies and advertisers are encouraged to extend the responsibility by supporting and
donating to women empowerment organizations (Bahadur, 2014). This way, consumers and
critiques will not see the advocacy as a shady advertising tactic to ride the trend and use feminist
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
ideas to sell. This way, the advocacy will appear genuine and sincere. Such are significant
because in a country like the Philippines where mass media audience and netizens are so
opinionated, authenticity and sincerity are valued.
Perhaps putting an end to the practice of stereotyping Filipinas in billboard ads or
advertising in general is a long journey. The good news is that it has begun. The rise of
femvertising is a hope to emancipate Filipinas from the cage of stereotypes, particularly the
negative ones, in the advertising scene. Perhaps one can say that these popular women
stereotypes are already normal in local billboard ads, but it cannot be without end. Advertising
has the capability to help break this prevalent practice, redefine the Filipina image and turn the
tables into making the empowered women the new normal.
All these will not be possible if the people do not cooperate. To fulfill the mission to
break gender stereotypes, Malgorzata Wolska (2011) said that the society must develop a certain
level of social readiness. She added that attempts to dismantle stereotypes will affect a wellentrenched knowledge about the world. This emphasizes the peoples openness to change. If
each and every Filipino is not ready for change then no attempt to end these Filipina stereotypes
in local billboard ads or mass media in general will be effective. No advertising technique or
feminist movement will be influential enough to break what needs to be broken.
We have a past to go back to. We have a past where Filipinas are not prisoners of gender
stereotyping or sexism. Thus, in another perspective, ending these Filipina stereotypes is not just
an invitation to change. It is a revival of the empowered Filipina image long buried in the past.
We can start where it all began because whats normal now cannot remain normal forever.
With everything that was explained and analyzed, the author wishes to reiterate the
question asked in the beginning of this article. How do you define a Filipina?
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The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard Ads
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