Philippine E-Journals

WOMEN NOW: ESTABLISHING THE IMAGE OF WORKING WOMEN FRAMED IN THE “LABELS AGAINST WOMEN” PANTENE COMMERCIAL

Jonnah T. Dela Cruz | Milex Eve B. Quisumbing | Charisse T. Evangelio

 

Abstract:

The study determined how the Labels Against Women‖ Pantene Commercial framed the image of working women, and what images were framed. It utilized the qualitative research design, wherein the researchers themselves served as the respondents of the study. The advertisement, the medium of the study, was analyzed to uncover the framed images of working women. Using Fairhurst and Sarr’s (1996) Framing Theory, framed images were interpreted and framing techniques were identified to establish the image of women. Moreover, the Feminist Constructivist was employed as the philosophical lens of the study.