Philippine E-Journals

Perceptions of Senior High School Students on the Social Roles of Men and Women as Portrayed by Selected Beer Commercials

Shane Anthony Alipalo | Nathaniel Kinoe Aquino | Mary Noreen Lasaten

 

Abstract:

This qualitative research explored the perceptions of senior high school students on the social roles of men and women as portrayed in beer commercials. A focus group discussion with four participants was held to gather data which were then analyzed through thematic analysis. The researchers found that despite objectification and stereotyping in some characters shown in beer commercials, both characters were portrayed as equal, and were members of the working class or professionals. Females stigmatized for drinking was perceived as archaic; female objectification was disapproved, and stereotyping in modern society was shunned. For future studies, the researchers recommended expanding the study to other branches of media, as well as advertisements for other products in general programming; increasing the number of both types of respondents and commercials to be presented to gain more data for analysis.