Women as Endorser in Selected Liquor Advertisement on Television in the Philippines
DEFINING FEMINITY: An Analysis on the Images Portrayed by Women as Endorser in Selected Liquor Advertisement on Television in the Philippines
A Research Proposal
Presented to
The Department of Languages Mass Communication and Humanities Central Philippine University
In Partial Fulfillment of the Requirements
In MasCom 226 (Introduction to Research)
By
Magie E. Maleriado
March 2014
CHAPTER I
INTRODUCTION
Background of the Study Advertising is indeed a powerful instrument to promote, encourage and persuade consumers to purchase a certain product, goods or services. Advertising can be in any forms. In the history of the United States, advertising has responded to changing demands, media technologies, and cultural context. Industries ranging from soap to canned food to cigarettes introduced new production techniques, created standardized products in unheard of quantities, and sought to find and persuade buyers in the 1880’s. During this period, National advertising of brand goods emerged in response to profound changes in the business environment. Along with the manufacturers, other businesses also turned to advertising. (http://www.aber.ac.uk/media/Students/hzi9401.html) Advertising agencies, formerly in the business of peddling advertising space in local newspapers and a limited range of magazines, became servants of te new national advertisers, designing copy and artwork and placing advertisements in the places most likely to attract buyer attention. Consumer spending fueled in part by the increased availability of consumer credit—on automobiles, radios, household appliances, and leisure time activities like spectator sports and movie going paced a generally prosperous 1920’s. Since then, advertising has grown massively from print, radio, and television. In 1966, a University of California study revealed that fewer than 2 percent of television commercials included black actors. But by the end of the decade,
A Research Proposal
Presented to
The Department of Languages Mass Communication and Humanities Central Philippine University
In Partial Fulfillment of the Requirements
In MasCom 226 (Introduction to Research)
By
Magie E. Maleriado
March 2014
CHAPTER I
INTRODUCTION
Background of the Study Advertising is indeed a powerful instrument to promote, encourage and persuade consumers to purchase a certain product, goods or services. Advertising can be in any forms. In the history of the United States, advertising has responded to changing demands, media technologies, and cultural context. Industries ranging from soap to canned food to cigarettes introduced new production techniques, created standardized products in unheard of quantities, and sought to find and persuade buyers in the 1880’s. During this period, National advertising of brand goods emerged in response to profound changes in the business environment. Along with the manufacturers, other businesses also turned to advertising. (http://www.aber.ac.uk/media/Students/hzi9401.html) Advertising agencies, formerly in the business of peddling advertising space in local newspapers and a limited range of magazines, became servants of te new national advertisers, designing copy and artwork and placing advertisements in the places most likely to attract buyer attention. Consumer spending fueled in part by the increased availability of consumer credit—on automobiles, radios, household appliances, and leisure time activities like spectator sports and movie going paced a generally prosperous 1920’s. Since then, advertising has grown massively from print, radio, and television. In 1966, a University of California study revealed that fewer than 2 percent of television commercials included black actors. But by the end of the decade,