Philippine E-Journals

Sexual innuendo in banned advertisement from the standpoint of gender and development advocates in Metro Manila

Samuela G. Caballero | Willy Ann E. Gulok | May Desiree I. Hulipas | Maureen Shari Q. Rapacon | Michaela D. Serrano

 

Abstract:

The use of sexual innuendo in advertisements worldwide has been carried on for many years. Target audiences are believed to be receptive to it since sex talks stimulate interest. With this, sexual innuendo became a tool in marketing and promotions. However, the involvement of Generation Z and Millennials in the discussions about social issues is noticeable unlike the older generations. Both the younger generations tend to speak whenever there is something that is not aligned with the values they have. Brands can’t disregard this since Gen Z and Millennials are the main targets when it comes to consumers nowadays as they already have the purchasing power. Sexual objectification is one of the issues that is mostly being called out, and either intentional or not, it is usually incorporated in sexual innuendos in advertisements and other forms of media. Thus, this study aims to tackle how the Filipino Gen Z and Millennials respond to the go-to strategy in advertisements. The fact that they are progressive and woke were taken into consideration. In order to get a grasp on their standpoint, the researchers utilized descriptive qualitative research design that doesn’t have the presence of numerical data. This is to gather the in-depth analysis on their standpoint regarding sexual innuendo in advertisements. Ten people who met the qualifications set by the researchers participated in the intensive personal interviews. The researchers even prepared sample advertisements that were apparently banned due to sexual innuendo and showed it to the participants to extract reactions from them. The results showed that there are more participants who take offense in this type of content compared to those who find it acceptable. It was also proven that their attitude, which are divided into three categories: Affective, Behavioral, and Cognitive are based on how their environments shaped their way of thinking, and not only limited to their gender or age group. These responses are the foundation of their standpoint towards sexual innuendo in advertisements.